The next four chapters focus on the how-to’s of each of the four steps of the PRAM Model as they relate to successful selling.  I have renamed these four steps with titles that are oriented less toward negotiation in general and oriented more toward the selling process.  I renamed planning “Planning for Positive Results” in order to communicate that planning, as a selling activity, is meaningless unless it zeros in on the accomplishment of clearly defined results.  Relationships are covered in “Avoiding NO,” because the easiest thing for a prospective customer to tell you is no, and that’s what you’ll get if you ask for anything before you’ve built your relationship.  Once no has been successfully avoided, it is then possible to “Get to YES,” the new name for reaching an agreement.  You can only get to yes once you have successfully avoided no.  The final step of the PRAM Model was renamed “Turning Your Customers into a Sales Force.”  Successful salespeople make their living from repeat business and referrals.  This is the step where you mobilize your customers and manage them as your own personal sales force.