For the person carrying the number
Win as a B2B account executive — the whole craft, in about an hour.
Sales has more books per square foot than almost any field and most of them are one person's method sold as a law. This is the travel-guide version: we read the serious work on discovery, qualification, negotiation and the research on what actually moves a complex deal, planned the route, and marked every stop worth making — honest about where the best practitioners genuinely disagree.
How a guide actually reads
MisconceptionDiscovery is a quick fact-gathering step you get through so you can start selling.
RealityIn complex sales the investigating stage IS the sale. SPIN's evidence is that success correlates with the quality and sequence of questions, not with presentation polish. Situation questions are the least valuable — buyers tire of them — while Implication and Need-payoff questions do the heavy lifting of building perceived seriousness.
from the “Discovery & Diagnostic Questioning” section of Win as a B2B Account Executive — grounded in Spin Selling the Best Validated Sales, Gap Selling Getting The Customer To, Never Split the Difference: Negotiating As If Your Life Depended On It, The Sales Acceleration Formula
Why this is different
Grounded
A free summary is one voice with no receipts. Here, every claim traces to the books behind it — we read the canon so you don’t have to, and show the sources.
Aware
We take the comprehensive view — naming where the field broadly agrees and where the outliers are. On the outliers we take a position, weighed by the type and quality of the evidence behind it: the author’s, or our own research.
Essential
Not exhaustive, not thin — only what’s load-bearing, ordered as a journey from foundations to the summit. Light enough to carry.
The guides
Sell & Win Customers
Winning the customer — the craft of selling, and the number that follows it.