LAWRENCE L. STEINMETZ, PHD, is President of High Yield Management, Inc., and the author of twelve books. An expert on high-priced selling, he has consulted with many Fortune 500 companies and trained more than 200,000 salespeople in public and private seminars and keynote addresses.

WILLIAM T. BROOKS is a leading authority on sales and sales management. A Certified Management Consultant, he has delivered thousands of presentations, training sessions, and keynote addresses. He is also the author of The New Science of Selling and Persuasion, also from Wiley.

Chapter 2
But Competition Keeps Cutting My Price 12

Chapter 3
Determining Your Competitive Advantage 21

Chapter 4
Service as Your Competitive Advantage 30

Chapter 5
Why You Really Shouldn't Mess with Price-Buyers 35

Chapter 6
What Buyers and Customers Really Need-Hint: It Isn't Low Price 46

Chapter 7
Things Buyers Would Like Besides a Low Price 56

Chapter 8
Your Competitors' Delivery Problems Will Get You Profitable Sales 63

Chapter 9
Yeah, But I'll Make More Money If I Cut My Price- And I Don't Care If My Employer Does Go Broke 73

Chapter 10
How to Face a Competitor's Price Cuts 83

Chapter 11
The Two Cardinal Sins of Selling 91

Chapter 12
Buyers Make Good Liars . . . If You Let Them 105

Chapter 13
How to "Hang in There" under Intense Pressure to Cut Your Price 121

Chapter 14
Indicators That You Are Underpricing 136

Chapter 15
Indicators That You Are Overpricing 157

Chapter 16
How Prospects Will Attempt to Get You to Cut Your Price 167

Chapter 17
How to Finalize a Transaction When You're Faced with Price Resistance 197

Chapter 18
General Guidelines on How to Price 211

Chapter 19
Final Thoughts on Selling at Prices Higher Than Your Competitors 225

Appendix

The Premium Price Seller's Ready Reference Guide 233

Notes 241

About the Authors 243

Index 245