"Stop Acting Like a Seller and Start Thinking Like a Buyer is a book that teaches you emphatically that 'words matter.' If you want to set yourself apart from others, whether you're selling a product or a concept, this is a book to read. Not only will you learn how to prepare for sales success, you will learn how to be far more effective by thinking like a buyer."
Theresa Martinez, Brand Director, Roche Laboratories

"This book shares a great commonsense approach to developing a new sales attitude and mindset that will work no matter what you're selling. Jerry has successfully articulated a powerful and unique formula for sales greatness."
Duggar Baucom, head basketball coach, Virginia Military Institute

"This is a book for people who truly want to have incredible success in sales. Thinking like a buyer is the most powerful way to help customers and prospects think differently about you and your product. This book shows you exactly how to make that happen in a step-by-step way. If you want to learn how to guarantee your success in selling or influencing, this is a book you must read."
Dan C. Weilbaker, PhD, McKesson Professor of Sales, Northern Illinois University

"A mind shift takes place when you read Acuff's book and realize 'it's all about them.' The book helps you understand human psychology and behavior and gives you the practical tips, encouragement, and examples to help you stand out and be valued by your customers regardless of what you're selling."
Charlene Prounis, Managing Partner, Flashpoint Medica

JERRY ACUFF is CEO of Delta Point, Inc. in Scottsdale, Arizona, a consultancy that helps market-leading companies develop new and effective marketing tactics. He is also the author ofThe Relationship Edge, from Wiley.

WALLY WOOD is a professional writer and the former editor of two business magazines and an international marketing newsletter.

Acknowledgments vii

Section I Start with the Right Mind-set

Chapter 1 If People Love to Buy, We Should Help Them Buy 3

Chapter 2 Eight Laws of Sales Intent 23

Chapter 3 Build Your Knowledge, Messaging, and Relationships 47

Section II Use a Tested, Effective Sales Process

Chapter 4 Develop Interest so Customers Will Hear You 73

Chapter 5 Engage Customers in Meaningful Dialogue 95

Chapter 6 Learn the Situation, Problem, or Challenge 123

Chapter 7 Tell Your Story 149

Chapter 8 Ask for a Commitment 169

Section III Implement the Process for Personal Prosperity

Chapter 9 How to Build Positive, Productive Business Relationships 195

Chapter 10 Your Business Development Drives Your Future 233

Notes 247

Index 249