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<p>Acknowledgments vii</p> <p>Introduction</p> <p>From the Old World to the New 1</p> <p><b>Section 1: Two Left Feet</b></p> <p>Typical Tactics Are Out of Sync with the Market 25</p> <p><b>Section 2: Center of the Universe</b></p> <p>Typical Tactics Are Focused on the Wrong Person 55</p> <p><b>Section 3: One-Night Stand</b></p> <p>Typical Tactics Damage Relationships and Long-Term Potential 87</p> <p><b>Section 4: May Cause Headaches, Dizziness, and Internal Bleeding</b></p> <p>Typical Tactics Harm Reputations and Create Unintended Consequences 111</p> <p>Contrarian Primer 137</p> <p>Pendulum Swing 145</p> <p>References 151</p> <p>About the Authors 155</p> <p>Index 157</p>

<p><b>MICHAEL PORT</b> is the author of the Wiley titles <i>Book Yourself Solid</i> and <i>Beyond Booked Solid</i>. He has been called a "marketing guru" by the <i>Wall Street Journal</i> and is one of the best professional speakers around. For more information, please visit www.MichaelPort.com.</p> <p><b>ELIZABETH MARSHALL</b> is Director of Sales for Michael Port Companies. While working at the nationally recognized firm of Merritt Hawkins and Associates, she was awarded Research Recruiter of the Month five times. Also, she is founder of AuthorTeleseminars.com, which hosts interviews with top business authors such as Seth Godin, Tim Ferriss, Keith Ferrazzi, and others. For more information, please visit www.highenergycoach.com.</p>

<p><b><i>The Contrarian Effect</i> is not for wimps.</b></p> <p>If you're one of those Neanderthal salespeople who doesn't want to adapt to the changing times, buy one of those books that will tell you what you want to hear rather than what you need to hear. Certainly don't buy this book. It could make you uncomfortable. It could suggest you change the entire way you and your organization approach selling. But, if you do buy this book, you'll make more money and you'll even be more popular. Plus, you'll be a better salesperson—and person—for it.</p> <p>"I've made a career out of challenging conventional sales wisdom, and I can tell you that very few writers have done this effectively. It's not demolition that's hard; anyone can say that everything you've ever read is wrong. The trick is building something better in its place. <i>The Contrarian Effect</i> does this well. It's filled with true stories about what works and what doesn't. It's fun to read and will challenge your thinking."<br />—<b>Neil Rackham, author of <i>SPIN Selling</i></b></p>

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