Principled Selling : How to Win More Business Without Selling Your Soul

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  • Format: Paperback
  • Copyright: 2012-11-28
  • Publisher: Kogan Page Ltd
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The world of sales has evolved, and buyer behavior has changed - buyers trust social media and personal recommendations more than they trust salespeople. To acquire customers, salespeople need to adapt to the new business environment. Principled Sellingdiscusses the new skills and behaviors needed to win customers, build relationships and retain existing ones. This highly effective approach to business development helps align sales techniques with the new expectations of customers and clients. Readers will learn to: - avoid cold calling and generate meetings - develop relationships built on trust - sell their services in ways that clients appreciate - incorporate social media into an effective business development strategy Focused on building long-term, profitable relationships rather than manipulation and "closing the sale," Principled Sellingoffers valuable advice for salespeople in any industry.

Author Biography

David Tovey is a popular writer and speaker. He heads up the Principled Group of companies with includes Questas Consulting ( and Valuable Content Ltd (

Table of Contents

Forewordp. xi
About the authorp. xiii
Acknowledgementsp. xv
Introductionp. 1
The Principled Selling Approachp. 9
Winning more business todayp. 11
Topics covered in this chapterp. 11
Why trust matters more than everp. 11
Social media and the opportunities it offersp. 17
A different, more principled approach to sellingp. 22
Summaryp. 27
Action pointsp. 28
The five principles of Principled Sellingp. 29
Topics covered in this chapterp. 29
What selling is really aboutp. 30
Building relationships based on trustp. 34
Being the real youp. 37
Summaryp. 44
Action pointsp. 44
Principled Selling in Actionp. 45
The Principled Selling Growth Modelp. 47
Topics covered in this chapterp. 48
Project managing sales growthp. 48
Potential marketplaces and customersp. 50
Begin with the end in mindp. 56
The future state of your businessp. 57
Summaryp. 59
Action pointsp. 59
Bringing the Growth Model to lifep. 61
Topics covered in this chapterp. 61
Focusing resourcesp. 62
Focus on market sectorsp. 62
Selecting named prospectsp. 64
Stage 1 target researchp. 67
Summaryp. 71
Action pointsp. 72
M2M (motivate to meet) marketingp. 73
Topics covered in this chapterp. 73
Why traditional marketing isn't working any morep. 74
Building trusted relationships through your marketingp. 78
Using valuable content to motivate prospects to meet youp. 82
Summaryp. 87
Action pointsp. 88
Winning more business with networking and social mediap. 89
Topics covered in this chapterp. 89
The serious business of social networkingp. 90
How social media engages your prospects and clientsp. 94
Social media tools and how to use themp. 96
The Principled Selling approach to social mediap. 103
A guide to offline networkingp. 105
Summaryp. 107
Action pointsp. 107
M2B (motivating customers to buy)p. 109
Topics covered in this chapterp. 109
How to get meetings with potential dream clientsp. 110
Preparing and structuring the perfect M2B meetingp. 115
Using the Principled Selling E3 model to make a powerful startp. 119
Summaryp. 125
Action pointsp. 126
M2B (motivate to buy) skills and behavioursp. 127
Topics covered in this chapterp. 127
Building trust through understandingp. 128
Advanced communication skills for Principled Sellersp. 131
If you want to win business - shut up!p. 137
Explore to guarantee understandingp. 142
Summaryp. 149
Action pointsp. 150
Proposals and presentations that WOW!p. 151
Topics covered in this chapterp. 151
Strategic thinking to win more businessp. 152
Making memorable presentationsp. 158
Don't get bogged down with 'objections'p. 161
Handling the price or fee challengep. 163
Summaryp. 169
Action pointsp. 169
Principled Selling key account managementp. 171
Topics covered in this chapterp. 171
Making the commitmentp. 172
Securing existing customer relationshipsp. 173
Securing and developing key account relationshipsp. 181
Key account management - action planp. 182
Summaryp. 197
Action pointsp. 198
Building a Principled Selling culturep. 199
The Principled Organizationp. 201
Topics covered in this chapterp. 201
Principled Sellers thrive in Principled organizationsp. 202
Leading a sales teamp. 203
Motivating 'unnatural' salespeople to sellp. 210
Building a Principled teamp. 217
A diet for inspirational Principled Selling sales leadersp. 218
Summaryp. 224
Action pointsp. 224
Attitude and making time for Principled Sellingp. 225
Topics covered in this chapterp. 225
Thoughts become actions; actions become behavioursp. 225
Coping strategies - shut up, move on!p. 231
Making time for Principled Sellingp. 233
Summaryp. 234
Action pointsp. 235
Further readingp. 237
Indexp. 239
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