Winning the Battle for Sales

Winning the Battle for Sales is a serious, if somewhat light-hearted, look at some fascinating historical battles—from Ancient Egypt to the American West—that offer unique sales guidance when viewed through the lens of Huthwaite’s intellectual property.

In the world of sales, the rapid and amazing advances we are experiencing in technology are not all entirely for the good. Not only are they adding massive complexity (and uncertainty) to the marketplace generally, and apparently dealing all the aces to the customer, but too they seem to be eroding our basic selling skills by undermining our self-reliance.

Because most members of a sales organization, from the boardroom to the field reps, will acknowledge that the strategies, tactics and terminology of war often inform their efforts to win new business, and because “a page of history is worth a volume of logic,” Winning the Battle for Sales was written as a general refresher of the fundamental skills, strategies and tactics used by high-performing salespeople (with a few new twists).

From time immemorial, stories have been used to help people learn and to help them remember what they learn—by poets, prophets, philosophers and politicians. This book is an attempt to apply that principle to the sales organization.