Don't Sell.
The best sales strategy you'll ever use, backed by a methodology to bring it to life.
Don’t Sell
Written in a practical and actionable way, Don’t Sell is a distillation of our consulting expertise and 20+ years experience solving sales.
This isn’t a “How To Make Your First Million” waste of words. It’s a blueprint to create a scaleable, predicable and sustainable sales engine, maximise your sales strategy and put the control of sales back in your hands
As an Amazon Best Selling in Sales & Marketing, it’s helping business leaders change their views on sales and build a modern sales engine themselves.
It's a straight-talking view of sales, without any BS or nonsense and dotted with anecdotes and stories from first-hand experiences from its author, our Founder and experienced business leader, Ryan Hall.
We hope you enjoy this book as it's intended. To supplement gaps in your expertise, validate what you already know and enjoy the story behind it, which shows business growth is far from a straightforward path and how to take the good from the challenges along the way.
This isn’t a “How To Make Your First Million” waste of words. It’s a blueprint to create a scaleable, predicable and sustainable sales engine, maximise your sales strategy and put the control of sales back in your hands
As an Amazon Best Selling in Sales & Marketing, it’s helping business leaders change their views on sales and build a modern sales engine themselves.
It's a straight-talking view of sales, without any BS or nonsense and dotted with anecdotes and stories from first-hand experiences from its author, our Founder and experienced business leader, Ryan Hall.
We hope you enjoy this book as it's intended. To supplement gaps in your expertise, validate what you already know and enjoy the story behind it, which shows business growth is far from a straightforward path and how to take the good from the challenges along the way.
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What you’ll take away
Proven Methodology
With over 20 years of experience trying, testing, failing, iterating, failing again, and then getting it right – Ryan knows a thing or two about solving sales.
The methodologies laid out in this book are based on those experiences, and are working better than ever today. Not always, granted – because nothing is ever perfect. But for a B2B business, you can’t go far wrong here.
Honest Insights
Having failed fast, and launched businesses in the midst of a financial crisis, the insights in this book are about as honest as they come. No one is here to tell you that it’s going to be smooth sailing, but instead that you’ll have to apply these insights and put your own spin on them. It is what you make it.
Validated Insights
Everything in this book has been stress tested over 20 years, but equally has evolved with the times and has been validated not only by Ryan, but by the people and businesses he has helped and worked with over the years. You won’t find a more honest book in this industry.
Growth Stories
Everything in this book is based on real, lived experiences. Nothing is made up, and there isn’t anything that hasn’t been tried or tested. It’s about as real as it gets. There’s no tall tales of sales swagger, but more honest truths on what works and what doesn’t.
Inside the chapters
Not another self help guide
Don’t Sell is absolutely a book designed to give you the tools you need to succeed. It’s not another self help guide though – it will not get you to your first, second, or even third million. But if you apply the principles laid out in this book with the right mindset and attitude, you’ll surprise yourself. It’s worth a try, right?
Version control
Let’s be clear. Any book that is designed to help you be better at just about anything will likely rely on version control. Done is better than perfect, and it’s true that this book is most certainly done, and not perfect. But that’s okay. Progress over perfection. The strategies and processes in this book are constantly being optimised, so bear that in mind when reading.
Don’t sell
If there was a secret to sales (there isn’t), then I’d have to say that it was buyability. And the secret to buyability is to not sell. Don’t go hard. Don’t be pushy. Don’t be ‘that’ person. Don’t pitch slap in DM’s.
You have to prove that you know your stuff, but more than that, you have to prove that you’re worthy of trust and relationships. It’s about building relationships first, and deals second (maybe even third).
So don’t sell, build relationships instead. Let’s leave it there.
You have to prove that you know your stuff, but more than that, you have to prove that you’re worthy of trust and relationships. It’s about building relationships first, and deals second (maybe even third).
So don’t sell, build relationships instead. Let’s leave it there.
Build it, don’t buy it
The value of a sales engine belongs in one place, and one place only – inside your business, not built inside an external provider’s business. Outsourcing the problem has never worked, and never will do.
They don’t understand your audience, they don’t understand the problem you’re trying to solve, and they certainly don’t understand the value you offer. So why outsource to them?
The trick is to build a sales engine, not buy it. Outsourcing the problem won’t fix the pipeline. It’s the equivalent of whacking a sticking plaster on a broken pipe – it’s temporary and doesn’t work.
So build it inside your business, don’t outsource the problem. Own it.
They don’t understand your audience, they don’t understand the problem you’re trying to solve, and they certainly don’t understand the value you offer. So why outsource to them?
The trick is to build a sales engine, not buy it. Outsourcing the problem won’t fix the pipeline. It’s the equivalent of whacking a sticking plaster on a broken pipe – it’s temporary and doesn’t work.
So build it inside your business, don’t outsource the problem. Own it.
Positioning that connects
What do you do and what do you solve? Are they different things? Can you answer the question? Can you succinctly sum up your business at a cocktail party? All big questions.
Your positioning needs to not only connect to the problems that you solve, but also needs to connect to the sales engine you’ve built. Not to mention the critical pillars that your business rests on.
You can’t just pluck a positioning statement from thin air and expect it to resonate. You have to go through the process of understanding what you think you do and what you actually do.
Then there’s the sales ladder. USPs. Enablers. Values. Stress testing. Evolution. Optimisation. Everything has to be actionable, and these are ingredients that make it so. Possibly the biggest chapter here.
Your positioning needs to not only connect to the problems that you solve, but also needs to connect to the sales engine you’ve built. Not to mention the critical pillars that your business rests on.
You can’t just pluck a positioning statement from thin air and expect it to resonate. You have to go through the process of understanding what you think you do and what you actually do.
Then there’s the sales ladder. USPs. Enablers. Values. Stress testing. Evolution. Optimisation. Everything has to be actionable, and these are ingredients that make it so. Possibly the biggest chapter here.
Strategy that delivers
One person across the pipeline isn’t a strategy. And, to be fair, ‘Don’t Sell’ alone isn’t a strategy either. It needs KPIs, tactics, toolkits, processes, and people to make it work.
Hidden in this chapter is the key to a scalable, predictable, and sustainable sales engine – along with where the right people need to be in the right places across the pipeline.
From reporting to rhythm, this chapter unpacks what it takes to get the handle turning.
There’s also some goodness in here around ways to engage with your audience on a daily, weekly, and monthly basis.
Hidden in this chapter is the key to a scalable, predictable, and sustainable sales engine – along with where the right people need to be in the right places across the pipeline.
From reporting to rhythm, this chapter unpacks what it takes to get the handle turning.
There’s also some goodness in here around ways to engage with your audience on a daily, weekly, and monthly basis.
Nurturing that converts
Nurturing is often the forgotten element in the pipeline. How many deals die in the middle of the pipeline? Left untouched for months if not longer, it’s no surprise.
This chapter unpacks how to keep prospects engaged, from moments to content, we’ve dived deep into how you can prevent the CRM graveyard.
Consistency, commitment, and control are key here as is not being a silent wallflower. It’s about showcasing your thinking so you can go toe-to-toe with the competition.
This chapter unpacks how to keep prospects engaged, from moments to content, we’ve dived deep into how you can prevent the CRM graveyard.
Consistency, commitment, and control are key here as is not being a silent wallflower. It’s about showcasing your thinking so you can go toe-to-toe with the competition.
Demand that scales
Let’s face it. Lead generation is a myth. But inboxes are busier than ever, so getting outbound ‘right’ has never been harder.
Demand generation, however, is not a myth. It’s possible to generate demand through a variety of tactics, blending sales and marketing in an effective way to whip up a storm and have prospects coming to you.
That’s not to say you’ll be beating them away, but it is about generating conversations at scale as sales is fundamentally a numbers game.
The right tools, tactics, processes, and people can help you achieve this, but it’s about getting all the knobs, dials, switches, and levers in the right place. It’s about optimisation of campaigns once you’ve achieved scale.
Demand generation, however, is not a myth. It’s possible to generate demand through a variety of tactics, blending sales and marketing in an effective way to whip up a storm and have prospects coming to you.
That’s not to say you’ll be beating them away, but it is about generating conversations at scale as sales is fundamentally a numbers game.
The right tools, tactics, processes, and people can help you achieve this, but it’s about getting all the knobs, dials, switches, and levers in the right place. It’s about optimisation of campaigns once you’ve achieved scale.
Culture that thrives
Sales is everyone’s opportunity, not everyone’s problem. Be passionate, be consistent, and remember that sales doesn’t have to be a dirty word.
It’s time to unpack how you can get full buy-in from your team to generate a culture that thrives, and drive home how important sales is to them and the business.
Everyone can play their part, it’s just about ensuring that everyone has a part that they can play across the business. Provide opportunities to learn and practice, and remember that done is better than perfect. As well as attitude over aptitude.
It’s time to unpack how you can get full buy-in from your team to generate a culture that thrives, and drive home how important sales is to them and the business.
Everyone can play their part, it’s just about ensuring that everyone has a part that they can play across the business. Provide opportunities to learn and practice, and remember that done is better than perfect. As well as attitude over aptitude.
Just start
There’s no secret sauce in this book, and if there was, it wouldn’t be in the final chapter.
The thing to remember is that none of this works without the right attitude, mindset, or application. So you kind of just have to…start.
Just get going. Fail fast. Test. Learn. Iterate. Optimise. Find out what works for you. No one is saying that this is the bible to sales, as we’ve established. But the principles can be applied to any B2B business, so take them and run with them.
They’re not mine to gatekeep, they’re yours to bend, break, and put back together again.
Good luck out there.
The thing to remember is that none of this works without the right attitude, mindset, or application. So you kind of just have to…start.
Just get going. Fail fast. Test. Learn. Iterate. Optimise. Find out what works for you. No one is saying that this is the bible to sales, as we’ve established. But the principles can be applied to any B2B business, so take them and run with them.
They’re not mine to gatekeep, they’re yours to bend, break, and put back together again.
Good luck out there.
Don’t just take our word for it
