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Business Book Awards 2026 Shortlisted, Sales and Marketing category
The essential handbook for frontline salespeople who want to improve, and the sales managers and leaders who want to help them.
Selling is changing. As AI becomes ever more pervasive, your ability to have conversations that customers find enjoyable, insightful and productive becomes ever more important.
How to Sell focuses on conversational rather than consultative selling, recognizing a customer’s foundational values and emotional wants as well as their more pragmatic needs. It will help you build genuine human connection, deliver more positive buying experiences and have more effective sales conversations that deliver greater sales results.
Discover:
- How you need to think - six fundamental sales mindsets;
- What you need to know - five essential areas of sales knowledge;
- What you need to do – seven steps for greater sales conversations.
Because if you don’t know how to sell the benefits of your product, service or idea through a short and simple conversation, then you don’t know how to sell at all.
Steve Radford has spent 25+ years helping salespeople master the art of selling so customers love to buy. A leader in sales learning, he’s shaped industry standards, founded award-winning businesses, and trained top FMCG brands. In How to Sell, he shares essential mindsets, knowledge and techniques for greater sales conversations.
Introduction
Meet Our Salespeople
PART ONE: How You Need to Think
Chapter 1: Is It a Win-Win?
Chapter 2: Is There Enough Trust?
Chapter 3: Are You Adding Enough Value?
Chapter 4: What’s Their Gut Feeling?
Chapter 5: Is This the Best Investment for You?
Chapter 6: How Can You Get a Little Better?
PART TWO: What You Need to Know
Chapter 1: What You’re Selling
Chapter 2: Who To Target
Chapter 3: Your Goals, Objectives, Targets and KPIs
Chapter 4: Your Role in The Sales Pipeline
Chapter 5: Your Sales Strategies and Plans
PART THREE: What You Need to Do
Introducing the New 7-Step Sale
Step 1: Plan and Prepare
Step 2: Engage Your Customer
Step 3: Understand Your Customer
Step 4: Propose and Present
Step 5: Trial Close
Step 5a: Handle and Overcome Objections
Step 5b: Negotiate
Step 6: Close the Sale
Step 7: Follow-up
Next Steps: Building On What You've Learned
About The Author
Acknowledgements
Bibliography