gatekeepers, 112–113, 117–118
GEMS, see Go For Measurable Specifics
goal motivation filter, 105–106
goals, 4–5
in bid process, 40–42
categories of, 72, 73
equating needs with, 87–88
factors influencing, 75–76
helping customers define, 71–72
of market segments, 74–75
measuring, 27, 84–87
needs vs., 66–67
and position of customer, 77–78
prioritizing, 160–161
professional vs. personal, 89
selling to, 70–75
value of achieving, 78–83
Go For Measurable Specifics (GEMS), 126, 131
Groder, Martin G., 98
gross margin percentage, 60–61, 281–282
Gutter Ball hinge, 231, 242, 244–246, 251–252