4 Responses

1. It’s all in the patterns!
   Hi Lucy

   Although you ask about “business to business” selling presumably this is still between one or more sales people and one or more purchaser.

   One book that deals very effectively with how senior business people make decisions (including buying decisions) is “The 5 Paths to Persuasion” by Miller, Williams and Hayashi – now out in paperback.

   For a detailed review see here:

   http://www.bradburyac.mistral.co.uk/revs29.html#t5ptp

   By the way, although most of the research subjects were US citizens, it does include Richard Branson, and I suspect that the findings are applicable to many other British business people as well.

   Best wishes

2. SPIN Selling – Neil Rackham
   It’s a classic, not only is it well written (it’s actually readable) but it’s one of the very few sales books based on real research into what works in sales calls – with a long sales cycle (it is not appropriate for short selling cycles – such as retail or quick hit telesales).

   Don’t be fooled by those who tell you the research has been superseded – there’s very little actual research to show that alternative methodologies are anywhere near as effective.

3. SPIN Selling
   Lucy,

   I too would absolutely advocate the SPIN Selling Field Sales book by Neil Rackham, an absolute MUST for any Sales Professional,
   kindest regards
   Buffy
   http://www.rippleeffect.eu

4. Thanks!
   Hello

   Thanks for your input – I am going to track down the books you have suggested as they look like they will fit the bill.

   Lucy