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Business: Support Materials: Business-to-Business (B2B) Sales

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Books on Sales

Sales Force Management

In this edition of 'Sales Force Management', Mark Johnston and Greg Marshall continue to build on the tradition of excellence established by Churchill, Ford, and Walker, solidifying the book's position globally as the leading textbook in the field. Including the Churchill, Ford, and Walker approach, this new edition also features a strong focus on leadership, technology, innovation, ethics, and global business.

Sales Management

This is a core textbook that provides a practical and comprehensive introduction to selling and sales management. Packed full of insightful real-world case studies, the fourth edition of this highly successful text has been fully updated and revised throughout to provide a truly contemporary overview of the discipline.  This textbook offers a unique blend of academic rigour and practical focus based on the authors' invaluable combination of industry experience, expertise in sales consultancy and years of teaching and research in sales.

Cracking the Sales Management Code: the Secrets to Measuring and Managing Sales Performance

Based on extensive research into how world-class companies measure and manage their sales forces, Cracking the Sales Management Code is the first operating manual for sales management. It adds clarity to things that you intuitively know and provides insight into things that you don't. It will change the way you manage your sellers from day to day, as well as the results you get from year to year.

Predictable prospecting how to radically increase your B2B sales pipeline

Following a proven step-by-step framework, turn any B2B organization into a high-performance business development engine. You'll learn how to target and track ideal prospects, optimize contact acquisition, continually improve performance, and achieve revenue goals-quickly, efficiently, and predictably.

Insight Selling

In Insight Selling, Schultz and Doerr share the surprising results of their research on what sales winners do differently, and outline exactly what you need to do to transform yourself and your team into insight sellers. They introduce a simple three-level model based on what buyers say tip the scales in favor of the winners: Level 1 "Connect," Level 2 "Convince," Level 3 "Collaborate."

Aligning Strategy and Sales

In Aligning Strategy and Sales, Harvard Business School professor Frank Cespedes equips you to link your go-to-market initiatives with strategic goals. Cespedes offers a road map to articulate strategy in ways that people in the field can understand and that will fuel the behaviors required for profitable growth. With thoughtful, clear, and engaging examples, Aligning Strategy and Sales provides a framework for diagnosing and managing the core levers available for effective selling in any organization. It will give you the know-how and tools to move from ideas to action and build a sales effort linked to your firm’s unique goals, not a generic selling formula.


The book sets out how to establish a formal program to continuously capture customer intelligence and insights - the shiny gems of understanding that help prospects to connect the dots - so that value can be consistently articulated in marketing and sales conversations. By integrating the best ideas and practice from commercial experience and academic research the authors show how to create value across the entire marketing and sales value chain - not only get a new customer, but to continue to create value for future purchases by creating "post-sales" value.

The Agile Seller

In Agile Selling, you'll discover numerous strategies to help you

  • Pinpoint 'must know now' information and skills,
  • Home in on the business case for making a change,
  • Ferret out the most effective sales approaches,
  • Find fresh solutions to problems you're facing,
  • Maximize your productivity.

The Collaborative Sale

The Collaborative Sale is the definitive guide to the new reality of sales. It guides sales professionals toward alignment with buyers, by helping them overcome their problems and challenges, and creating value. From building a robust opportunity pipeline and predicting future revenues to mastering the nuances of buyer conversations, the book contains the information sales professionals need to remain relevant in today's sales environment.

The Negotiation Book

The Negotiation Book will help you understand the psychology, tactics and behaviours of negotiation. It teaches you how to conduct successful win-win negotiations and gives you the competitive advantage.

Digital Selling

Adapt your sales strategy to embrace the opportunities that digital channels can bring, with this ultimate guide to selling in the digital environment from engaging customers and generating leads to building an online network, with advice from leading sales and marketing expert Grant Leboff.

Social Selling

Written by Tim Hughes, a thought-leader and renowned practitioner in social selling, and Matt Reynolds, one of the UK's leading technology sociologists, this book is essential reading for sales professionals, digital sales directors and SMEs who want to embrace the power of social selling in their organization.

Customer Experience 3. 0

Customer Experience 3.0 provides firsthand guidance on what works, what doesn't--and the revenue and word-of-mouth payoff of getting it right. Having managed more than 1,000 separate customer service studies, author John A. Goodman has created an innovative customer-experience framework and step-by-step roadmap. This groundbreaking, must-have guide reveals how to delight customers using all the technological tools at their disposal.

Academic Journals with a focus on B2B Sales and Marketing

Websites with advice on B2B Sales anjd Marketing

Business-to-Business: LinkedIn Courses

LinkedIn Learning is part of the LinkedIn network. It is a website packed full of videos, tutorials and fully-curated courses taught by recognised industry experts. As a Middlesex University student, you have free access to this valuable resource.