This October saw the launch of the book Selling Professionally by Dr Beth Rogers with Dr Jeremy Noad which promises itself as a “guide to becoming a world-class sales executive.”
Dr Beth Rogers, FaPS, PFHEA, is known for pioneering sales education in higher education. Dr Jeremy Noad, FaPS, FRS is an award-winning sales and marketing professional. Together they have launched this book, with the support of the Association of Professional Sales (APS). It could well be the first truly academic book designed solely for the benefit of the sales professional. In my mind, this could therefore be the most important sales book launch ever.
The breadth of topics and level of detail in Selling Professionally is astonishing. It commences with a focus on building knowledge, then moves through preparation, process, behaviours and ethics. There is little that occurs in a modern sales world this book can’t help with. From insight into Decision-Making Unit purchasing pressures to advice on creating good sales teams this book covers it all. Need help with needs analysis? This has you covered. Require some guidance on prioritising customers to grow account value? It’s all here.
What really appeals is that the book itself is written in full support of the profession. It describes sales as a professional service, then gives salespeople the advice on how to live up to this every working day. Had I been handed this book on day one of my sales career it would now be annotated, well-leafed, grimy with over-use! But definitely a treasured possession. It may yet be. For anyone in that position I commend it to you.
Anyway, enough of my excited babbling. Here is an interview conducted with Dr Rogers, so you can gain insight into the motivations behind the book in her words.
Ben: What was the motivation behind writing Selling Professionally?
Beth: The APS worked hard to encourage Trailblazer teams of employers to specify apprenticeship standards for sales professionals a few years ago. As an academic advisor to one of these teams, I noticed that the apprenticeship standard would be challenging to translate into a curriculum. This is due to its focus on skills and behaviours rather than just knowledge. Also, the comprehensive breadth of the standards meant that existing textbooks would not fit as a “core text” for a programme. I talked to the APS about this, and we agreed that there was scope for a new textbook.
I started my career as a work-based learner and I am a supporter of the apprenticeship route. However, I recognise its challenges. So, I wanted to apply my expertise producing a book that would help students and trainers to succeed. This book is tightly linked to that standard; which should help students demonstrate coverage of all elements in their learning portfolios and in presenting their end-point assessment.
However, there has also been interest in the book outside of the apprenticeship route and outside of the UK. This is because the breadth of coverage can help everyone as they start a sales career.
Ben: Does the timing of the release tell us anything about why this is an important book today?
Beth: The number of sales apprenticeship programmes is increasing and the variety of providers is increasing too. This has created demand for a specialist textbook. I think we are seeing an increasing recognition of the sales role as professional. A role deserving of serious developmental programmes, not just tactical training.
Although not foreseen when I started writing the book, this year has seen particular challenges for learning providers and learners. This has underlined the need for a comprehensive textbook. Most formal learning experiences have gone online. As a result, I think preparation for learning or learning reinforcement with good reading material has become more important. This year has also been interesting as selling interactions have been transferred to online platforms. It is in times of change that a book can provide support. For example, short, focused sales meetings online need more research and preparation. If you are looking for a template to structure your call plan – a book can provide one.
And of course, since this book was released in October, I think the publishers had in mind it would make a great stocking filler!
Ben: What help does Selling Professionally provide that you feel is particularly relevant for sales practitioners?
Beth: Reviews so far have praised the comprehensiveness of the book. It is something that a sales practitioner could dip into for a wide variety of tips, models, frameworks and examples. The book is easy to read and easy to use, but also thought-provoking. Sales is becoming a much more thoughtful activity as customers and business models become more sophisticated. I feel a main differentiator of this book is that it discusses not just what and how, but also why.
Ben: Same question, but for sales leaders?
Beth: This book is an interesting read for sales leaders. It can be a companion for their coaching, suggesting topics and providing discussion points. There is also a chapter about being coached and developed. This means a leader will find out what is expected of them, too!
Ben: During the creation of the book were there any surprises?
Beth: I think I expected that as I have practitioner experience and have taught sales to Masters level, writing a book to support entry-level undergraduate learning would be straightforward. Then I dug deep into the apprenticeship standard and realised that writing text to help with the acquisition of skills and behaviours is really challenging. For example – how can a book really help a young salesperson to be resilient when they experience their first lost sale?
I decided to condense some well-researched models of emotional development and discuss them in the work context. An apprentice will still need to go through that experience and demonstrate resilience in order to reflect on it in an assessment. The book gives them some tools and techniques to help identify what they were feeling and how they addressed it. Having a senior sales manager as editor/co-author was vital in sense-checking everything. I also commend the editorial team at the publishers, Rethink, who went through every phrase and sentence with a fine tooth-comb. Their work was absolutely critical to the quality of the end product. I think I learnt a lot from them.
Ben: What was it like to collaborate on Selling Professionally, were there any healthy debates?
Beth: There was extensive discussion in the Trailblazer teams that defined the apprenticeship standard. The Government’s insistence on the Trailblazer groups being employer-led was very important. The employers were constructive in designing something that could be used by all sectors and sizes of organisation. Once the content was in place, I just had to get my head down and write. However, a textbook is not a stream of consciousness from an individual. The author has to draw from a vast array of academic research and practitioner comment. Some of that can be structured and some of it comes down to proactive support from particular contacts. Huge thanks are due to everyone who contributed examples and quotes.
Ben: What is the number one piece of advice you would give a young salesperson embarking on their sales career?
Beth: Be proud of it! You are helping customers to achieve something in their organisation or in their life.
To order your own copy of the book, click here.
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