Expert Marketer Magazine

Winning the Battle for Sales

Lessons on Closing Every Deal from the World's Greatest Military Victories

by John GoldenMcGraw-Hill Professional / 240 pages / August 2012

What does selling products and services--or the failure to do so--have to do with Napoleon's march on Moscow, Pickett's Charge at Gettysburg, and David's epic battle with Goliath? According to Huthwaite CEO John Golden, a lot--and not just because sales calls can feel like grueling battles. In this eye-opening sales guide, Golden reveals the surprising parallel between the steps of successful selling and the steps of successful warfare.

Winning the Battle for Sales delivers selling best practices based on examples from history's battlefields that you won't soon forget. Organized into three parts--the Sales Call, Account Strategy, and Sales Management--these timeless tales reveal key takeaways that you can apply to every sale, including:

  • Pyrrhus of Epirus vs. the Romans (280-279 B.C.)--vital points on avoiding the pursuit of victory at all costs
  • Captain Bligh vs. Fletcher Christian (Mutiny on the Bounty)--important lessons about understanding customer needs and desires
  • The Siege of Petersburg (U.S. Civil War, 1864)--indispensable guidance on delivering "outside-the-box" solutions
  • The Gunfight at the OK Corral (1881)--the keys to preventing sales objections to ensure smooth negotiations
  • Brian Boru vs. the Vikings (Battle of Clontarf, 1014)--essential information on turning unseen opportunity into a value driver

Just as generals pore over every aspect of a battle after it's fought to learn from decisions made--good or bad--you no doubt review your sales tactics in a similar fashion.

Winning the Battle for Sales isn't just an eye-opening guide to sales tactics based on history's greatest military victories, as well as blunders, it's a quick, snappy, entertaining read. Plus, you'll come away familiarized with some of history's greatest battles. And who knows? Maybe your next client will turn out to be a Civil War buff.


This book was reviewed in :

EMM 1 - Q1, 2013

This book is available online for purchase at :


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