Insight Selling (2014): Schultz &
This book appears to be a solid, new reference point given it’s based on a research study of 700 corporate
purchase decisions. While the headline findings follow similar themes, a few points are worth highlighting:
First placed sales professionals (winners of sales deals studied) sold radically differently to those in
second place with, you guessed it, insight missing in the latter group. In fact, sales winners provided insights three times more often
Most buyers simply do not find sellers valuable unless the seller creates value through insight
Sellers need to go through the three key stages of Connect, Convince and Collaborate, using insights
throughout this process
Insight Selling also sets out six example buying personas and nicely guides readers how to use insight-led
techniques with each. Additionally, it provides some implementation points and states that 85%-90% of sales training has no impact after 120 days – a stark message for those thinking some sales
training is the fix!
This book firmly pushes back on some of the claims made by the Challenger marketing machine. In particular,
Insight Selling states that solution selling is not dead, but just needs to be built on and adapted to a world where understanding customers’ identified needs is now only the price of entry to
Whilst some ISMM members may be put off by the US-centric case studies and quotes in this book [those members
with pure UK remits], most will find the key story resonates in European markets.