Intro; Title Page; Copyright; Contents; Dedication; Foreword by Michael Bungay Stanier; Introduction: Does this Apply to You?; My Story; The Problem is in Your Thinking; How Do You Think about Sales?; Why We Hate Sales So Much; But First We Have to Decide; The Premise of This Book; Can You Hear the Heartbeat of Your Business?; The Missing Piece; Mindsets and Limiting Beliefs; What is a Mindset?; Abundance vs. Scarcity; Guiding Principle: Your Mindset Must Enable Your Path at All Stages of Life, Not Block It; Doing the Mindset Work; What are Limiting Beliefs and Guiding Principles? The Five MindsetsMindset One: You Are Not Selling. You Are Serving.; Guiding Principle: Serving is Your Competitive Advantage; Limiting Belief One: "Sales is Sleazy. I Don't Want to Be Sleazy."; Limiting Belief Two: "Sales is So Hard. Sales is Such a Struggle."; Guiding Principle: You're Not Selling Anyway; Is Serving Right For You?; Mindset Two: Enable Your New Identity to Emerge.; Limiting Belief: "If I Get Good at Sales, I Won't Be Able to Stay Technical."; Guiding Principle: Your Expanded Identity Clears the Way to Your Profitable Business Mindset Three: Care About Your Prospects and Show It.Limiting Belief: "I'm Not Good with People. I'm an Introvert. I'm Shy. I'm X."; Guiding Principle: Infuse Your Curiosity with Empathy; Mindset Four: Charge Appropriately for Your Services.; Limiting Belief One: "If I Can't Make a Small Sale, How Can I Possibly Make a Big One? Obviously, I'm Already too Expensive."; Limiting Belief Two: "People Won't Pay for the Higher Price, Because They Can Get it Cheaper Elsewhere." Limiting Belief Three: "Who Am I to Charge High Prices? I Feel Guilty about Charging a Lot. I Feel Shame Around Receiving Money."Limiting Belief Four: "I Might Offend Them With My High Prices."; Guiding Principle: Insist on a Commitment that Matches the Investment.; Mindset Five: Address Voiced And Unvoiced Objections.; Limiting Belief One: "If I Don't Address it, it Will Go Away on its Own. It Will Sort Itself Out."; Limiting Belief Two: "It's None of My Business to Probe Into Their Budget, Their Reasoning, Their Excuses. It's Impolite to Go There." Limiting Belief Three: "If They Don't Say Anything, Then They Must Not Have Any Questions or Objections."Guiding Principle: Discover the Gift in Every Objection; Mindsets in Action; Guiding Principle: You Must Dismantle Your Limiting Beliefs and Start Fresh; The Marketing Myth and the Confidence Ladder; Don't Let Them Give Serving a Bad Name; Love Your Prospects Regardless; Conclusion; Acknowledgments.