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Salespeople and sales managers sometimes feel that ‘selling is selling’.  There is one set of skills that meet all requirements.  That is certainly not the case.  In this book, we examine some different sorts of selling and the enormous differences in sales behaviours associated with them.

The culture or product demands a different behaviour from the sales force. The approach made to the prospect changes for different products and different types of buyers.  If an inappropriate style of selling is used the buyer will become very uncomfortable.  Sales will not flow.

Yet companies bring out new products or address new markets and try to use the same old methods.

This book is an essential part of the sales manager's kitbag.

Some of the key questions that impact the choice of model are:

• Are you creating needs or responding to them?
• If you are creating needs, do you have good reference stories, or is it a new market?
• If your main model is responding to existing needs such as contract renewal, is price a major issue?
• Do you have to work in a consortium with other suppliers?
• If you are in a consortium, are you the lead supplier or a subcontractor?