Contents
CHAPTER 1: You Are Hurting Your Profit
What Is This Book Worth to You?
To Maximize Profit, Change How You View Your Customers
It’s Time to Look in the Mirror
Your Confidence Drives Your Attitude
Can a Company Asking a Higher Price Really Win?
People Don’t Buy—They Only Invest
CHAPTER 2: “Profit” Is Not a Dirty Word
Are You Chasing the Shiny Object?
Do You Think “Profit” Is a Dirty Word?
What Does “Immediate Profit” Mean?
What Is Your Customer Worth Down the Road?
Calculate Your Customer’s Profitability Sustainability Factor
A Big Order at the Wrong Price Isn’t Worth It
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