<s> WORK LIFE
WORK LIFE
5NDERSTAND 3%,,).'
4RANSFORM THE WAYYOU LIVE AND WORK
5NDERSTAND
3%,,).'
+%. ,!.'$/.
4ARGET CUSTOMERSCLOSE DEALS WIN NEW SALES
+%. ,!.'$/.
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5NDERSTAND3ELLING4ARGET CUSTOMERSCLOSE DEALSWIN NEW SALES
+%. ,!.'$/.
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,/.$/. .%7 9/2+-5.)#( -%,"/52.% $%,()
#ONTENTS 0REPARE &OR 9OUR#USTOMERS
!SSISTANT $ESIGNER$40 $ESIGNER0RODUCTION #ONTROLLER0ICTURE 2ESEARCHER
4OM "RODER%DWARD +INSEY3IMON 4UITE3ARA 2OBIN!MBER 4OKELEY4ARDA $AVISON !ITKINS+ATHRYN 7ILDING4RACI 3ALTER3TUART -ASHETER3ARAH (OPPER
3PECIAL 0HOTOGRAPHY
2OGER $IXON
 #OMMUNICATE 0ERSUASIVELY
0ROJECT %DITOR0ROJECT !RT %DITOR3ENIOR %DITOR3ENIOR !RT %DITOR!SSISTANT %DITORS
%XECUTIVE -ANAGING %DITOR !DÒLE (AYWARD-ANAGING !RT %DITOR+ARLA *ENNINGS!RT $IRECTOR0UBLISHER
 5NDERSTAND THE 3ALES2ELATIONSHIP -AKE A 'OOD&IRST )MPRESSION
 )DENTIFY #USTOMER "ENElTS
0ETER ,UFF#ORINNE 2OBERTS
&IRST !MERICAN %DITION 0UBLISHED IN THE 5NITED 3TATES BY$+ 0UBLISHING  (UDSON 3TREET.EW 9ORK .9              #OPYRIGHT ¥  $ORLING +INDERSLEY ,IMITED4EXT COPYRIGHT ¥  +EN ,ANGDON!LL RIGHTS RESERVED UNDER )NTERNATIONAL AND 0AN !MERICAN#OPYRIGHT #ONVENTIONS .O PART OF THIS PUBLICATION MAY BEREPRODUCED STORED IN A RETRIEVAL SYSTEM OR TRANSMITTEDIN ANY FORM OR BY ANY MEANS ELECTRONIC MECHANICALPHOTOCOPYING RECORDING OR OTHERWISE WITHOUT THE PRIORWRITTEN PERMISSION OF THE COPYRIGHT OWNER 0UBLISHED IN'REAT "RITAIN BY $ORLING +INDERSLEY ,IMITED! #ATALOGING IN 0UBLICATION RECORD FOR THIS BOOKIS AVAILABLE FROM THE ,IBRARY OF #ONGRESS
)3".     %$$+ BOOKS ARE AVAILABLE AT SPECIAL DISCOUNTS FOR BULKPURCHASES FOR SALES PROMOTIONS PREMIUMS FUND RAISING OREDUCATIONAL USE &OR DETAILS CONTACT $+ 0UBLISHING 3PECIAL-ARKETS  (UDSON 3TREET .EW 9ORK .9  OR3PECIAL3ALES DKCOM0RINTED AND BOUND IN #HINA BY ,EO 0APER 'ROUP
US_004_005_Selling.indd 4 4004_005.SellingContents.indd
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S &IND 9OUR #USTOMERS +NOW 9OUR -ARKET 'ET /RGANIZED 4HE 3ALES &ORECAST &IND 9OUR 0ROSPECTS $EVELOP 9OUR 3ALES 0IPELINE
 $ELIVER #USTOMER3ATISFACTION 0UT THE #USTOMER &IRST 3ATISFY 9OUR #USTOMERS 3ATISFY 9OUR 2ETAIL#USTOMERS /FFER A &IRST #LASS 3ERVICE
 -ANAGE 4HE3ALES 0ROCESS
 -ANAGE 9OUR+EY !CCOUNTS
 $ElNE THE 3ALES 0ROCESS 0LAN THE )NITIAL 3ALES #ALL
 &OCUS ON 9OUR"EST #USTOMERS
 /PEN THE 3ALE
 "UILD 9OUR !CCOUNT 4EAM
 1UALIFY 9OUR 0ROSPECTS
 4HE +EY !CCOUNT 0ROCESS
 #OMPLETE THE/PENING #ALL
 #RITICAL 3UCCESS &ACTORS
 "UILD THE 3ALE -AKE 9OUR 0ROPOSAL 0RESENT 9OUR 3OLUTION
 7RITE 9OUR +EY!CCOUNT 0LAN #OMPLETE 9OUR+EY !CCOUNT 0LAN
 .EGOTIATE THE "EST 4ERMS #LINCH THE $EAL
 )NDEX
 0ROTECT 9OUR 4IME
 !CKNOWLEDGMENTS
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)NTRODUCTION.O BUSINESS CAN SUCCEED WITHOUT EFFECTIVE SALESPEOPLE5NDERSTANDING PROFESSIONAL SALESMANSHIP IS THEREFORE AKEY COMPETENCY NOT ONLY FOR FRONT LINE SALESPEOPLE BUTFOR ANYONE WHOSE JOB IN ANY WAY AFFECTS THE MOSTIMPORTANT ASSET ANY ORGANIZATION HASITS CUSTOMERS
0ROFESSIONAL SELLERS UNDERSTAND THE NECESSITY OF MAKING ANEXCELLENT lRST IMPRESSION 4HEY KNOW THAT A FEATURE OF THEIRPRODUCT ONLY HELPS TO MAKE A SALE IF THE CUSTOMER CAN SEE HOWIT WILL BENElT THEM !ND THEY UNDERSTAND EACH STAGE OF THESALES PROCESS FROM THE BASICS OF QUESTIONING AND LISTENING TOLEADING A CUSTOMER TOWARD SAYING h9ES PLEASE)LL BUY ITv3O WHETHER YOUR CUSTOMER IS SOMEONE IN A CLOTHING STOREA HIGHLY SKILLED BUYER IN A MULTINATIONAL AN ENTIRE BOARDCOMMITTEE OR A MIDDLE MANAGER CONTROLLING A BUDGET YOUNEED TO DEVELOP THE SELLINGSKILLS THAT WILL MAKE MOREPROlTABLE SALES QUICKLY5NDERSTAND 3ELLING HELPSYOU TO ASSESS YOUR CURRENTSELLING SKILLS AND THENGUIDES YOU THROUGH EVERYASPECT OF THE SALES PROCESS

5 . $ % 2 3 4! . $ 3 % , , ) . '
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FROM EFFECTIVE OPENING TECHNIQUES THROUGH TO THE BESTWAYS TO SATISFY YOUR CUSTOMERS AND MANAGE A SALES TEAM )TTAKES YOU FROM MAKING THE lRST TELEPHONE CONTACT WITH ANEW PROSPECT ANDPLANNING YOUR SALESCAMPAIGN TO MAKING THElRST SALE AND DELIVERINGYOUR PROMISES )T ALSO LOOKS
%FFECTIVE SELLING ISTHE FOUNDATION OF ALLBUSINESS SUCCESS
AT HOW TO HANDLE YOUR KEYACCOUNTSYOUR MOST IMPORTANT CUSTOMERS WHO TYPICALLYSUPPLY UP TO  PERCENT OF AN ORGANIZATIONS TOTAL SALESREVENUESAND TELLS YOU HOW TO PLAN AND MANAGE SUCHACCOUNTS TO ENSURE CUSTOMER LOYALTY AND A GROWING STREAMOF PREDICTABLE PROlTABLE SALES3PECIALLY COMMISSIONED PHOTOGRAPHS ILLUSTRATE THE SUBTLEVISUAL SIGNALS A CUSTOMER SENDS AND SHOW YOU HOW TOINTERPRET AND SELECT THE RIGHT TECHNIQUE FOR THE RIGHTMOMENT 4HERE ARE ALSO INVALUABLE CASE STUDIES TECHNIQUESTHAT YOU CAN PRACTICE IN YOUR EVERYDAY LIFE PROFESSIONALTIPS AND SPECIAL FEATURES ON KEY ASPECTS OF THE SELLINGPROCESSIN SHORT EVERYTHING YOU NEED TO UNDERSTANDSELLING AND BECOME A TOP SALESPERSON
).42/$5#4)/. 
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!SSESSING 9OUR 3KILLS4HE AIM OF THIS QUESTIONNAIRE IS TO GET YOU TO THINK ABOUTYOUR SELLING SKILLS AND ASSESS YOUR SCOPE FOR IMPROVEMENTSO ANSWER HONESTLY #OMPLETE IT BEFORE READING THE BOOKCHOOSING THE ANSWER THAT COMES CLOSEST TO YOUR PREFERREDRESPONSE AND PUTTING THE APPROPRIATE LETTER IN THEh"EFOREv BOX !FTER YOU HAVE READ THE BOOK AND APPLIEDTHE TECHNIQUES COMPLETE THE QUESTIONNAIRE A SECOND TIME"EFORE !FTER

(OW OFTEN DO YOU USE OPEN QUESTIONS

(OW DO YOU DESCRIBE YOUR PRODUCTS
! 9OU ARE NOT SURE WHAT THEY ARE" 7HENEVER YOU MEET A PROSPECTIVE CUSTOMER# &REQUENTLY THROUGHOUT THE SELLING CYCLE
! )N GREAT DETAIL EMPHASIZING THE FEATURES THATBEAT THE COMPETITION" 9OU CONCENTRATE ON THE FEATURES THAT SEEM TOINTEREST THE PROSPECT# 9OU DESCRIBE THE FEATURES ONLY IN TERMS OF THEIRBENElTS TO THE PROSPECT

(OW WELL DO YOU ESTABLISH THE PROSPECTSREQUIREMENTS

(OW ACCURATE ARE YOUR SALES FORECASTS

! 9OU ASSUME ALL PROSPECTS NEED YOUR PRODUCTS" 9OU ASK THEM FOR THEIR REQUIREMENTS EARLY INTHE SALES CAMPAIGN# 9OU LISTEN TO THEIR NEEDS SUMMARIZE THEMBACK AND CHECK REGULARLY TO SEE IF THEY CHANGE
! )TS IMPOSSIBLE TO FORECAST IN YOUR BUSINESS" 9OU HAVE MONTHS WHEN THEY ARE QUITE ACCURATE ANDOTHERS WHEN THEY ARE MILES OUT# 9OU USUALLY HIT YOUR TARGETS WITHIN  PERCENT
5 . $ % 2 3 4! . $ 3 % , , ) . '
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"EFORE !FTER

(OW OFTEN DO YOU SET TIME ASIDE FORlNDING PROSPECTIVE CUSTOMERS

7HAT PERCENTAGE OF YOUR TIME DO YOUTALK DURING AN OPENING SALES CALL

(OW WELL DO YOU DISTINGUISH YOUROFFERING FROM YOUR COMPETITIONS
! 9OU DO IT WHEN YOU RUN OUT OF THEM" 9OU DO IT FROM TIME TO TIME# 9OU DO IT EVERY WEEK AT DIFFERENT TIMES
! -OST OF THE TIME TO MAXIMIZE SELLING TIME" !BOUT lFTY lFTY# 9OU AIM FOR A BALANCE OF  PERCENT YOUTALKING WITH  PERCENT FROM THE PROSPECT
! 9OU CANT IN YOUR BUSINESS THE PRODUCTS AREPRETTY MUCH THE SAME" 9OU KNOW YOUR PRODUCTS 530S# 9OU CAN DEMONSTRATE 530S IN YOURORGANIZATION AND YOUR MARKET POSITION

(OW WELL DO YOU ESTABLISH THE PROSPECTSBASIS OF DECISION! 9OU ARE UNFAMILIAR WITH THE TERM" 9OU ASK ABOUT THE CRITERIA AT THE lRST MEETING# 9OU USE THE PROSPECTS BASIS OF DECISION AS THEFRAMEWORK OF A SALES CAMPAIGN$O YOU MAINTAIN GOOD RECORDS OF CONTACTS! 4HEYRE ON A DATABASE" 9OU KEEP DETAILS UNTIL YOU HAVE MADE A SALE# 9OU KEEP YOUR LIFETIME ADDRESS BOOK UPDATED(OW DO YOU COMPLETE AN OPENING CALL! 9OU THANK THE PROSPECT FOR HIS OR HER TIME ANDSAY THAT YOU WILL CALL BACK" 9OU EXPLAIN THE ACTIONS YOU ARE GOING TO TAKEFOLLOWING THE MEETING# 9OU AGREE ON AN ACTION PLAN THAT ALWAYS INCLUDESAN ACTION FOR THE PROSPECT TO COMPLETE
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! 3 3 % 3 3 ) . ' 9/ 5 2 3 + ) , , 3 
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"EFORE !FTER

$O YOU GIVE DISCOUNTS OR OTHER CONCESSIONS! 9OUR STARTING PRICE IS THE BEST YOU CAN MAKE" 9OU START WITH THE BOOK TERMS AND CONDITIONSAND OFFER WHAT YOU CAN AT THE APPROPRIATE TIME# 9OU NEVER GIVE ANYTHING AWAY UNLESS IT IS VITALTO DO SO AND ALWAYS SHOW GREAT RELUCTANCE

(OW MUCH TIME DO YOU WASTE ON PROSPECTSWHO DO NOT IN THE END BUY FROM YOU

(OW DO YOU MEASURE CUSTOMER SATISFACTION

(OW WELL DO YOU KNOW YOUR KEY ACCOUNTSSTRATEGY STRENGTHS AND WEAKNESSES
! )T HAPPENS ALL THE TIMETHATS SELLING" )F IT BECOMES OBVIOUS THAT THEY ARE NOT GOING TOBUY YOU DROP THE PROSPECT# 9OU QUALIFY PROSPECTS CONTINUOUSLY AND ALWAYSEXPLAIN YOUR REASONS TO UNQUALIlED PROSPECTS
! 9OU GET A FEEL FOR IT WHEN COMPLAINTS INCREASE" 9OU GET A FEW CUSTOMERS TO lLL IN A CUSTOMERSATISFACTION FORM AT THE END OF EACH QUARTER# 9OU AGREE ON CUSTOMER SATISFACTION TARGETS ANDUSE EXTERNAL AND INTERNAL SURVEYS
! 9OU DONT NEED TO IN ORDER TO SELL YOUR PRODUCTS" 9OU ASK THE MAIN BUYER HOW BUSINESS IS GOINGON A REGULAR BASIS# 9OU HAVE AN AGREED !CCOUNT $EVELOPMENT 0LANTHAT YOU KEEP UP TO DATE WITH THIS INFORMATION
&INAL 3CORES!
"
#
"EFORE
!FTER
 5 . $ % 2 3 4! . $ 3 % , , ) . '
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!NALYSIS-OSTLY !S
9OUR ANSWERS SUGGEST THAT YOU ARE FAIRLY NEW TO SELLING AND WHILE YOUMAY BE ENTHUSIASTIC YOU NEED TO THINK ABOUT THE BASIC TECHNIQUES OFPROFESSIONAL SELLING AND THE SALES PROCESS #ONSIDER lRST YOUR CONTACTWITH PROSPECTS AND CUSTOMERS AND LEARN TO LISTEN MORE 4HEN WORK ONTHE SELLING PROCESS TO ENSURE THAT YOU UNDERSTAND EACH STAGE AND ARECONlDENT HOW FAR DOWN THE SELLING TRACK YOU ARE AT ANY POINT IN TIME4HINK MORE ABOUT YOUR CUSTOMERS AND WHAT THEY NEED AND WANT
-OSTLY "S9OU HAVE SOME KNOWLEDGE OF PROFESSIONAL SELLING AND DEAL WITH YOURPROSPECTS AND CUSTOMERS QUITE WELL 9OU ARE STARTING TO SEE THE SALEFROM THE CUSTOMERS POINT OF VIEW BUT YOU NEED TO PUT MORE TIME ANDENERGY INTO IMPROVING YOUR SKILLS IN THIS AREA 3TART WITH ONE CUSTOMERAND ONE SALES CAMPAIGN AND PLAN YOUR WAY THROUGH EACH STAGE IN THEPROCESS "E SELF CRITICAL OF YOUR OVERALL APPROACH TO A KEY ACCOUNT
-OSTLY #S9OU CERTAINLY HAVE A PROFESSIONAL APPROACH TO YOUR ROLE AS A SALESPERSON-AKE SURE HOWEVER THAT YOU ESTABLISH GOOD RAPPORT WITH CUSTOMERS ASWELL AS TREATING THEM PROFESSIONALLY #ONCENTRATE ON THE LONG TERMSTRATEGY AND USE SOME OF THE TECHNIQUES IN THIS BOOK TO HELP BUILDMUTUALLY PROlTABLE RELATIONSHIPS 5SE THESE TECHNIQUES TO ASSIST OTHERPEOPLE IN YOUR TEAM TO IMPROVE THEIR SKILLS 3HOW THEM HOW IMPORTANTIT IS TO HAVE OPEN AND HONEST CONTACTS WITH PROSPECTS AND CUSTOMERS
#ONCLUSION)F THIS IS THE lRST TIME YOU HAVE DONE THIS SELF ASSESSMENT THEN BEAR INMIND THE ABOVE ANALYSIS AS YOU READ THE BOOK 0AY SPECIAL ATTENTION TOTHE AREAS HIGHLIGHTED BY YOUR RESPONSES AND TAKE ONBOARD THE TIPSAND TECHNIQUESTHESE WILL HELP YOU TO REDUCE THE NUMBER OF !RESPONSES NEXT TIME AROUND AND HELP YOU TO ACHIEVE A MOREBALANCED MIXTURE OF "S AND #S !FTER YOU HAVE READ THE BOOK AND HADA CHANCE TO PUT THE TECHNIQUES INTO PRACTICE TAKE THE QUIZ AGAIN0ROVIDED THAT YOU HAVE ANSWERED HONESTLY YOU WILL ABLE TO DIRECTLYMEASURE YOUR PROGRESS AND SHOULD SEE A BIG IMPROVEMENT
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0REPARE&OR 9OUR#USTOMERS
3UCCESSFUL SALESPEOPLE CONCENTRATE ON THEIRCUSTOMERS THEY ARE DETERMINED TO MAKESALES BUT EQUALLY DETERMINED TO PRODUCEA HIGH LEVEL OF CUSTOMER SATISFACTION 4OHELP YOU PREPARE FOR YOUR CUSTOMERS INA CONlDENT EFFECTIVE AND PROFESSIONALMANNER THIS CHAPTER SHOWS YOU HOW TOs 5NDERSTAND THE RELATIONSHIP BETWEEN ACUSTOMER AND AN EFFECTIVE SALESPERSONs -AKE A STRONG lRST IMPRESSION BY LOOKINGPROFESSIONAL AND HAVING THE RIGHT ATTITUDEs #OMMUNICATE PERSUASIVELY UNDERSTANDWHEN TO LISTEN AND ASK THE RIGHT QUESTIONSs )DENTIFY THE CUSTOMER BENElTS OF YOUR PRODUCT
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5NDERSTAND THE 3ALES 2ELATIONSHIP3ELLING CREATES A PERSONAL RELATIONSHIP BETWEENTHE SALESPERSON AND A CUSTOMER !N EFFECTIVE SALESRELATIONSHIP INVOLVES TAKING ORDERS FOR PRODUCTS THATSATISFY OR DELIGHT YOUR CUSTOMERS
!IM FOR #USTOMER 3ATISFACTION!N ORGANIZATIONS MOST EFFECTIVE SALESPEOPLE ARE ITSCUSTOMERS ! SATISlED CUSTOMER WHO TALKS ENTHUSIASTICALLYTO FRIENDS AND ACQUAINTANCES GENERATES NEW BUSINESS-ANY SUCCESSFUL RESTAURANTS FOR EXAMPLE RELY ENTIRELY ONWORD OF MOUTH RECOMMENDATIONS! SUCCESSFUL SALE HAS THREEWINNERS THE SALESPERSON WHO! SATISlEDMADE THE SALE THE CUSTOMER WHOCUSTOMERRECEIVES THE BENElTS OF THE PRODUCTIS ALSO YOUROR SERVICE PURCHASED AND THEMOST EFFECTIVESELLING ORGANIZATION WHICH GAINSBOTH SALES REVENUE AND A SATISlEDADVOCATECUSTOMER
#REATE 2ELATIONSHIPS-AKING REPEAT SALES TO AN EXISTING CUSTOMER IS USUALLYQUICKER AND CHEAPER THAN lNDING A NEW PROSPECT ANDSECURING THE lRST SALESO REPEAT SALES ARE ALSO MOREPROlTABLE 4HE CUSTOMER SALESPERSON RELATIONSHIP IS A VITALELEMENT IN WINNING REPEAT SALES )T IS BASED ON MUTUALCONlDENCE CUSTOMERS REVEAL INFORMATION ABOUT THEIR NEEDSAND WANTS OR THEIR COMPANYS PROBLEMS AND OPPORTUNITIES)N RETURN THE SALESPERSON MAINTAINS CONlDENTIALITY AND HELPSTHE CUSTOMER TO BUY PRODUCTS THAT MEET THOSE REQUIREMENTS9OU CAN BUILD RELATIONSHIPS BY CONCENTRATING ON PROVIDINGYOUR CUSTOMERS WITH SOLUTIONS THAT PRODUCE REAL BENElTS
4)0 3TRIVE TO MEET AND IF POSSIBLE EXCEED YOUR
CUSTOMERS EXPECTATIONSOR AS MANY SUCCESSFULSALESPEOPLE PUT IT hUNDER PROMISE AND OVER PERFORMv
 0 2 % 0! 2 % & / 2 9/ 5 2 #5 3 4 / - % 2 3
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/BSERVE /THER 3ALESPEOPLE9OU CAN LEARN A LOT ABOUT GOODAND BADSALESMANSHIP BYOBSERVING HOW OTHER SALESPEOPLE TREAT THEIR CUSTOMERS%XAMPLES OF DIFFERENT SALES TECHNIQUES ARE ALL AROUND YOU.EXT TIME YOU ARE IN A STORE OR RESTAURANT TAKE A MOMENT TO STUDYTHE PEOPLE WORKING THERE AND NOTE HOW THEY INTERACT WITH CUSTOMERS
 #AN YOU IDENTIFY ANY PARTICULARLY EFFECTIVE SALESPEOPLE 7HATARE THEIR SALES TECHNIQUES !RE THEY PUSHY 0ROFESSIONAL
 7HAT KIND OF RELATIONSHIP DOES A SUCCESSFUL SALESPERSON CREATEWITH HIS OR HER CUSTOMERS ,OOK FOR WAYS IN WHICH THESALESPERSON SEEKS TO CREATE A SENSE OF TRUST !RE THERE ANY APPROACHES THAT ELICIT A NEGATIVE RESPONSE FROMA CUSTOMER (OW DID THE SALESPERSON RESPOND9OU CAN ALSO USE YOUR OWN EXPERIENCES TO HELP YOU TO UNDERSTANDAND APPRECIATE DIFFERENT SALES TECHNIQUES NEXT TIME SOMEONE TRIESTO SELL YOU SOMETHING PAY CLOSE ATTENTION TO THE METHODS USED
 7HAT DID THE SALESPERSON DO THAT MADE YOU FEEL READY TO BUY 7AS THE SALESPERSON GOOD AT lNDING OUT WHAT YOU WANTED $ID THE PRODUCT LIVE UP TO THE SALESPERSONS PROMISE 7AS THE SALESPERSON HELPFUL IN MAKING SURE THAT YOU GOT GOODAFTER SALES SERVICE
 7AS THERE ANYTHING THE SALESPERSON SAID OR DID THAT MADE YOUFEEL LESS INCLINED TO BUY
%FFECTIVE 3ALES 4ECHNIQUES.%'!4)6% )-0!#4
()'( )-0!#4
"EING FRIENDLY AND PROFESSIONALL &INDING OUT EXACTLY WHAT THECUSTOMER WANTSL !BSORBING AND RESPONDINGPOSITIVELY TO CUSTOMER FEEDBACKL "EING PREPARED TO NEGOTIATEL
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"EING OVER FAMILIAR OR PUSHY4ELLING CUSTOMERS WHAT YOU THINKTHEY SHOULD WANTL )GNORING CUSTOMER FEEDBACK ORBECOMING ANNOYED OR AGGRESSIVEL "EING INmEXIBLELL
5 . $ % 2 3 4! . $ 4 ( % 3 ! , % 3 2 % , !4 ) / . 3 ( ) 0 
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-AKE A 'OOD &IRST )MPRESSION0ROSPECTIVE CUSTOMERS OR PROSPECTS LIKE EVERYONE ELSEMAKE A RAPID DECISION ABOUT A PERSON THEY ARE MEETINGFOR THE lRST TIME )T TAKES ONLY A FEW SECONDS TO MAKE ANIMPRESSION SO MAKE SURE YOU PREPARE CAREFULLY
