• 1 INTRODUCTION TO SELLING
• 1.1 What do we mean by "Industrial Demand"
• 1.2 Nature of Industrial Demand
• 1.3 The Decision Makers
• 1.4 What are we Selling?
• 1.5 The Biggest Problem with Industrial Salesmen
• 2. USING THE TELEPHONE AS A SALES TOOL
• 2.1 Scope
• 2.2 Professional Use of the Telephone
• 2.3 Getting the Best out of your Phone Calls
• 2.4 Getting Past the Secretary
• 2.5 Start at the Top!
• 2.6 Cold Calling
• 3. RESPONDING TO ENQUIRIES
• 4. MAKING QUOTATIONS MORE EFFECTIVE
• 4.1 Typical Quotations
• 4.2 Getting Your Quotation to the Top of the Pile
• 4.3 Preliminary Correspondence
• 5. FACE TO FACE SELLING
• 5.1 Steps of the Sale
• 5.2 The Sales Approach
• 5.3 Empathy
• 5.4 Handling Objections
• 6. SURVEYS
• 7. CLOSING THE SALE
• 7.1 Answering Questions
• 7.2 Incremental Commitment
• 7.3 Getting Incremental Commitment
• 7.4 Dealing with "Delaying" Tactics
• 7.5 If the "Summary" Doesn't Work
• 7.6 The Most Powerful Question in Selling
• 7.7 It's a Board Decision

5.3 Empathy