Part I : Selling as a profession -- The life, times, and career of the professional salesperson -- Relationship marketing : where personal selling fits -- Ethics first : then customer relationships -- Part II : Preparation for relationship selling -- The psychology of selling : why people buy -- Communication for relationship building : it's not all talk -- Sales knowledge : customers, products, technologies -- Part III : The relationship selling process -- Prospecting : the lifeblood of selling -- Planning the sales call is a must! -- Carefully select which sales presentation method to use -- Begin your presentation strategically -- Elements of a great sales presentation -- Welcome your prospect's objections -- Closing begins the relationship -- Service and follow-up for customer retention -- Part IV : Managing yourself, your career, and others -- Time, territory, and self-management : keys to success -- Planning, staffing, and training successful salespeople -- Motivation, compensation, leadership, and evaluation of salespeople.