프롤로그 “계약이 없을 때, 사람도 먼저 무너진다”············································· 4

CHAPTER 1. 계약 없는 상담 - 웃음 뒤에 숨은 진짜 대답을 읽어라
1. 웃으며 떠난 손님, 왜 다시 오지 않았을까?················································· 15
2. “생각해볼게요” = 사실상 거절의 다른 이름················································ 25
3. 고객은 친절이 아니라 확신을 산다··························································· 31
4. 설명만 하면 끝이다. 결정을 이끌어야 산다················································· 36
5. 정보만 주면 계약은 흘러간다·································································· 40
6. 상담은 끝내는 게 아니라, 결정을 설계하는 것이다······································· 44

CHAPTER 2. 계약 공백 - 무너지는 멘털을 회복 루틴으로 붙잡아라
7. 계약 없는 달, 가장 먼저 무너지는 건 내 마음이다········································ 53
8. 아무것도 하기 싫을 때, 그때가 더 해야 할 순간이다····································· 58
9. 비교는 자존감을 좀먹는 독이다······························································ 63
10. 상담 전화를 피하고 싶을 때, 이미 경고등은 켜졌다····································· 68
11. 작은 행동 하나가 무너진 멘털을 다시 세운다············································ 74
12. 계약서 한 장이 나를 사람답게 만든다······················································ 80

CHAPTER 3. 첫인상 전쟁 - 고객은 매물이 아니라 공인중개사를 산다
13. 상담 시작 3분, 이미 승부는 끝난다························································· 87
14. 표정·목소리·속도, 신뢰는 디테일에서 판가름 난다····································· 91
15. 공간은 눈을 사로잡고, 준비는 마음을 사로잡는다······································· 96
16. 설명보다 강한 건 ‘신뢰의 잔상’이다·······················································101
17. 감정을 다스리지 못하면 계약도 놓친다···················································106
18. 다시 찾아오는 고객은 이유가 분명하다···················································111

CHAPTER 4. 말은 계약을 만든다 - 질문·요약·제안의 대본을 써라
19. 계약을 멀어지게 하는 말부터 버려라······················································119
20. 제대로 묻는 질문이 계약을 불러온다······················································124
21. 요약은 고객의 혼란을 정리하는 기술이다················································129
22. 조건이 아니라 ‘이유’를 팔아라·····························································134
23. 망설임을 결심으로 바꾸는 대본이 필요하다·············································139
24. 계약을 끌어내는 말은 따로 있다···························································144

CHAPTER 5. 설득의 심리학 - 당사자별 다른 문을 열어라
25. 상가 주인은 논리보다 분위기에 움직인다················································151
26. 권리금 협상은 타이밍이 아니라 멘트다···················································156
27. 중개보수를 먼저 말해도 계약할 수 있다··················································161
28. 건물주가 흔들릴 때, 한마디가 판을 바꾼다··············································165
29. 세입자와 투자자의 불안은 정면에서 뚫어야 한다·······································169
30. 계약서 사인은 결국 신뢰에서 터진다······················································174

CHAPTER 6. 계약 없는 날 - 외부로 연결되는 행동 시스템
31. 고객이 오지 않는 날, 내가 먼저 찾아간다················································181
32. 매물이 없을 때는 발로 뛰며 시장을 채운다··············································187
33. 관계는 하루 만에 생기지 않는다. 매일 쌓아야 한다····································192
34. 작은 이벤트 하나가 고객의 마음을 흔든다···············································197
35. 데이터는 기억을 대신하고, 습관보다 오래 남는다······································201
36. 준비된 사람만 우연을 계약으로 만든다···················································205

CHAPTER 7. 계약서 한 장 - 개인을 넘어 관계와 세상을 바꾼다
37. 다시 사인을 받는 순간, 나는 변했다······················································213
38. 계약서를 쓰는 손의 떨림을 멈춰라························································219
39. 중개보수 협상, 나는 이제 당당하다·······················································223
40. 건물주가 먼저 소개하는 구조를 만들었다················································227
41. 고객과 동료의 시선이 달라졌다····························································231
42. 계약은 나를 다시 사람답게 만들었다······················································235

에필로그 “이제 계약서에 도장을 찍을 사람은 바로 당신이다!”···························240