reasonableness, see test(s) of reasonableness
receiving value, 66–95
and calculating value of goal achievement, 78–83
and contact position—goal relationship, 77–78
and cost of doing nothing, 84
and economic sensitivity analysis, 89–90
and equating needs with goals, 87–88
and factors influencing customers' goals, 75–76
and goals vs. needs, 66–67
and identifying goals to pursue, 88–89
and Market Profile sheets, 88–94
and measurability of goals, 84–87
and selling to customers' goals, 70–75
and selling to customers' needs, 67–70
relationship selling, 1, 2, 22–24, 30–33
rephrasing, 138–139
Research and Membership step (of Solution Confirmed phase), 151–153, 181
Rip-Off hinge, 231, 244–246, 253–254
risk, time and level of, 25, 26