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John Golden

Winning the Battle for Sales: Lessons on Closing Every Deal from the World’s Greatest Military Victories Hardcover – September 11, 2012

by John Golden (Author)

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FROM THE CREATORS OF SPIN SELLING―TRIED-AND-TRUE STRATEGIES TO ARM YOU IN THE WAR FOR SALES SUPREMACY

"I distinctly remember my first VP talking about 'campaigns' and 'targets.' Indeed, successful salespeople have made learning from military tactics an important aspect of their careers. In this engaging read chock-full of practical and richly illustrated examples, John Golden provides strategies that are sure to increase even the most seasoned sales pros' success rates. It's a completely new take on sales education with powerful lessons you'll use to win your own sales battles." -- David Meerman Scott, bestselling author of The New Rules of Marketing and PR

"There’s no doubt salespeople will profit from the book’s focus on besting one's opponent in a battleground much changed by the information explosion of the Internet." -- William Dermody, World/Military Affairs Editor, USA Today

"An innovative and very insightful perspective on what it really takes to win." -- Dave Stein, CEO and founder, ES Research Group, Inc.

"Great sales lessons presented in a really unique and interesting format . . . I recommend it for sales people starting out in the field as well as seasoned pros. -- Chuck Lennon, President, TeamLogic

"A good military strategist is, after all, a salesman, which leads me to believe that a good salesman would make a good military strategist. The author has done an excellent job of showing how those two different communities are in fact very similar." -- Brigadier General Julie A. Bentz, PhDTM

Print length

272 pages
Language

English
Publisher

McGraw Hill
Publication date

September 11, 2012
Dimensions

6.3 x 1 x 9.3 inches
ISBN-10

007179199X
ISBN-13

978-0071791991
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Editorial Reviews

From the Publisher

JOHN GOLDEN is president and CEO of Huthwaite, one of the world's leading sales performance improvement organizations. His track record as a proven leader combined with extensive experience in the learning industry provides the foundation for his strategic vision of success for Huthwaite. Prior to joining Huthwaite, Golden served in senior executive positions at the Mortgage Bankers Association, Learning Sciences International, and New Horizons CLC.

From the Back Cover

What does selling products and services--or the failure to do so--have to do with Napoleon's march on Moscow, Pickett's Charge at Gettysburg, and David's epic battle with Goliath? According to Huthwaite CEO John Golden, a lot--and not just because sales calls can feel like grueling battles. In this eye-opening sales guide, Golden reveals the surprising parallel between the steps of successful selling and the steps of successful warfare.

Winning the Battle for Sales delivers selling best practices based on examples from history's battlefields that you won't soon forget. Organized into three parts--the Sales Call, Account Strategy, and Sales Management--these timeless tales reveal key takeaways that you can apply to every sale, including:

Pyrrhus of Epirus vs. the Romans (280-279 B.C.)--vital points on avoiding the pursuit of victory at all costs
Captain Bligh vs. Fletcher Christian (Mutiny on the Bounty)--important lessons about understanding customer needs and desires
The Siege of Petersburg (U.S. Civil War, 1864)--indispensable guidance on delivering "outside-the-box" solutions
The Gunfight at the OK Corral (1881)--the keys to preventing sales objections to ensure smooth negotiations
Brian Boru vs. the Vikings (Battle of Clontarf, 1014)--essential information on turning unseen opportunity into a value driver
Just as generals pore over every aspect of a battle after it's fought to learn from decisions made--good or bad--you no doubt review your sales tactics in a similar fashion.
Winning the Battle for Sales isn't just an eye-opening guide to sales tactics based on history's greatest military victories, as well as blunders, it's a quick, snappy, entertaining read. Plus, you'll come away familiarized with some of history's greatest battles. And who knows? Maybe your next client will turn out to be a Civil War buff.

Start reading Winning the Battle for Sales on your Kindle in under a minute.

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Product details

Publisher ‏ : ‎ McGraw Hill; 1st edition (September 11, 2012)
Language ‏ : ‎ English
Hardcover ‏ : ‎ 272 pages
ISBN-10 ‏ : ‎ 007179199X
ISBN-13 ‏ : ‎ 978-0071791991
Item Weight ‏ : ‎ 1.19 pounds
Dimensions ‏ : ‎ 6.3 x 1 x 9.3 inches

Best Sellers Rank: #5,108,272 in Books (See Top 100 in Books)
- #5,265 in Leadership Training
- #10,902 in Sales & Selling (Books)

Customer Reviews:
24 ratings

About the author

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John Golden

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John Golden, is a world renowned thought leader, speaker and author of two Amazon bestsellers "Winning the Battle for Sales: Lessons on Closing Every Deal from the World's Greatest Military Victories" and "Social Upheaval: How to Win @ Social Selling".

He is the founder and CEO of Focused Revenue Results, Inc. and in his previous role as CEO of Huthwaite, the world's leading sales performance improvement company, he recognized back in 2011 that the transformation wrought by social media on business-to-consumer sales would inevitably have a similar impact on business-to-business sales. In response John launched the Huthwaite Center for Research (HCR) to report on this development and raise awareness among professional sales organizations that an "upheaval" was in the making.

Now, drawing on HCR's work as well as his personal experience in re-making a global company, John presents Social Upheaval: How to Win At Social Selling to explain how every B2B salesperson can add social selling methods to their toolkits, and why it is so important that they do so without delay.

Using social media to sell is all about communicating value quickly and concisely. Any book on the subject should do the same, and Social Upheaval: How to Win at Social Selling does exactly that. A short, easy-to-read treatise that delivers practical advice and tactics to successfully leverage this new frontier of selling, Social Upheaval is provocative, entertaining and above all immediately useful.

Having held pivotal positions in sales, marketing and product development, Golden has uniquely expansive view on what it takes to engage successfully with target customers.

Golden has a Master of Arts degree from Dublin City University in Dublin and an undergraduate degree from Trinity College in Dublin. Golden lives in San Diego, California with his wife and son.

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5 star		32%
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2 star		39%
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Joe Smuck

Brutally Effective

Reviewed in the United States on January 29, 2013

Verified Purchase

Very effective combination of battle strategies and related sales strategies. This methodology really makes one think and get creative with your sales approaches. John Golden has created a winner.

Reviewed in the United States on June 26, 2015

Verified Purchase

A little disappointed. It was entertaining but not very helpful.

Reviewed in the United States on April 11, 2015

Verified Purchase

Sales material is good but tie in to the battles is a stretch

Helpful

Reg Nordman

Good stories, great sales advice.

Reviewed in the United States on November 22, 2012

From the company that brought you Spin Selling comes a very interesting take on sales lessons. The power of story and metaphor is a known component of successful selling. Here it is used to wrap good sales advice around the telling of a battle. The point is clear and more importantly the lesson really sticks in your mind. Golden is the CEO of Huthwaite, a company I know is doing interesting things in sales execution. It turns out that the author is quite writer as the stories and lessons flow very well. I was surprised how much I enjoyed and appreciated this book. The advice is very up to date - being based on knowing more about your customer and the buying journey he/she is going through than just your sales process. A few nuggets about useful sales pipelines.

It is not the dollar amount in your pipeline that matters - it is the dollars associated with opportunities that are being worked on and are progressing.
It is not the number of opportunities in your pipeline that matters - it is the number of opportunities that have a realistic chance of closing.
It is not how many sales calls your sales salespeople have that matters-it is how many sales calls that end with a customer commitment that moves the opportunity forward.

Sales efficiency is about the tactics/activities that most quickly get you in front of the right buyer. Sales effectiveness is how to maximize results when you are there. Quite different.

This should be on every sales managers shelf , any sales training organizations library, and in your library if you want to be a top producer. You will learn a lot.

Helpful

Amazon Customer

Extraordinary and readable, especially if you're a history buff

Reviewed in the United States on February 13, 2013

Let's face it - what new can be written about sales amongst the million blogs, newsletters, books and trainers? This book isn't about new so much as it is about distilling sales effectiveness into its component parts and illustrating them with great stories. John Golden has taken good sales techniques and presented them in a logical order wrapped inside of great historical stories. This reads like a novel and you might even forget you're learning something.

I got the hardcover as a gift but I'm buying the Kindle version so that I have this book with me all the times. Excellent sales book based on SPIN selling. Mr. Golden doesn't waste a word or the readers time. Each chapter is self contained so you can pick the book up anywhere and learn something. If you apply the lessons in this book you will be a better salesperson and make more money.

Study with this book SPIN Selling. If you don't like history, especially war history, this book might not be your cup of tea.

"Winning the Battle for Sales" isn't another selling system or a tired rehash. It is profound wisdom on how to be effective in every step of selling drawn from SPIN data and history. Enjoyable to read and career enhancing. A must read in my opinion.

Helpful

Anna Banana

Finally...a sales book that stands out from the competition

Reviewed in the United States on September 5, 2012

Winning the Battle for Sales is a timely examination of today's buying cycle, why competitive sales opportunities are lost and, most importantly, what sellers can do about it. This author uses armed battles to examine these changes, their interrelationship with military strategy and their implications for rethinking our current approach to sales.

Deriving lessons from battles in Ancient Egypt to the American West, Golden offers a cross-section of proven sales strategies and new insights that will better position a company to capitalize on growth opportunities. This isn't your typical confusing sales or marketing book - it's a unique, powerful way to help sales professionals with useful information they can implement into their day-to-day work.

The way Golden compares and contrasts military campaigns to sales offers thought-provoking lessons on how sales professionals can exceed and what they need to know in a competitive business environment.

This book is the key to understanding what matters in sales today.

Reviewed in the United States on October 18, 2020

An excellent sales book based on the SPIN selling method. Well written and keeps the reader engaged and interested. Each chapter is laid out so you can learn new sales skills to improve your earning potential. Applying any of these skills will make you a better salesperson and help you make more money.

Helpful

Matthew Goff

Educational & Relevant

Reviewed in the United States on March 11, 2013

Whilst this is an excellent overview of some of the fundamental and more advanced skills and strategies that the best sales people use on a daily basis, it is also a very interesting and compelling read. The historical nods to some less well known battles are completely relevant and are used in an effective way to highlight some of the flaws in everyday selling. Having been a recipient of a parting (Parthian) shot on a few occasions, stories such as the Battle of Carrhae bring light and context to our everyday lexicon.

In short, Golden brings Huthwaite's scientific research and methodology to life in a relevant and entertaining way and this book is an excellent addition to the sales manager's recommended reading library for their sales reps. And after reading about the relevance of Muting on the Bounty story, I see a visit to the Island of Pitcairn in my near future to boot.

Helpful

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Gilbert Mahe

illustrations

Reviewed in France on February 1, 2013

Verified Purchase

j'avais d'autres ouvrages de ces auteurs; manque d'illustrations techniques,si on n'a pas les anciens ouvrages SPIN selling;assez vivant car chapitres courts & caricatures amusantes

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Follow the Author

Winning the Battle for Sales: Lessons on Closing Every Deal from the World’s Greatest Military Victories Hardcover – September 11, 2012

Enhance your purchase

FROM THE CREATORS OF SPIN SELLING―TRIED-AND-TRUE STRATEGIES TO ARM YOU IN THE WAR FOR SALES SUPREMACY

Editorial Reviews

From the Publisher

From the Back Cover

About the Author

Product details

About the author

John Golden

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