Stop Selling and Start Leading: How to Make Extraordinary Sales Happen

James M. Kouzes, Barry Z. Posner , Deb Calvert

ISBN: 9788126575091

224 pages

Exclusively distributed by Pan Macmillan



In the Age of the Customer, sales effectiveness depends mightily on the buyer experience. Despite the wealth of research documenting the need for creating value in every step of the buyer's journey, sellers continue to struggle with how to create that value and connect meaningfully with buyers. New research with 530 B2B buyers in a 2016 Qualtrics Panel Study reveals the 30 behaviors that would cause buyers to be more likely to meet with sellers and more likely to buy from them. Buyer's preferences are for behaviors that are more often associated with leadership than with sales. This suggests a critical shift in the selling mindset and in the sales role itself is needed, in addition to a behavioral shift, for organizations that want to boost overall sales effectiveness. 


How You Make Extraordinary Sales Happen  

What If Sellers Behaved As Leaders?  


Chapter One: When Sellers Are At Their Best

  • Redefining the B2B Buyer Experience
  • More of the Same Behaviors Results in More of the Same Reactions
  • Something Different, but What?
  • Lessons from the B2C Customer Experience
  • Meeting the Preferences of Today's Buyers
  • Research Provides a Behavioral Blueprint
  • Findings and Implications
  • The Five Practices of Exemplary Leadership
  • Model the Way
  • Inspire a Shared Vision
  • Challenge the Process
  • Enable Others to Act
  • Encourage the Heart
  • It's Time for Real Change


Chapter Two: Credibility Is The Foundation Of Both Leadership And Making The Sale

  • Stereotypical Sales Behaviors Diminish Seller Credibility
  • Credibility Makes a Difference
  • The Prescription for Strengthening Your Personal Credibility
  • Practice 1: Model The Way


Chapter Three: Clarify Values

  • Find Your Voice
  • Affirm Shared Values
  • Take Action: Clarify Values


Chapter Four: Set The Example

  • Live the Shared Values
  • Teach Others to Model the Values
  • Take Action: Set the Example
  • Practice 2: Inspire A Shared Vision


Chapter Five: Envision The Future

  • Imagine the Possibilities
  • Find a Common Purpose
  • Take Action: Envision the Future


Chapter Six: Enlist Others

  • Appeal to Common Ideals
  • Animate the Vision
  • Take Action: Enlist Others
  • Practice 3: Challenge The Process  


Chapter Seven: Search For Opportunities

  • Seize the Initiative
  • Exercise Outsight
  • Take Action: Search for Opportunities


Chapter Eight: Experiment And Take Risks

  • Generate Small Wins
  • Learn from Experience
  • Take Action: Experiment and Take Risks
  • Practice 4: Enable Others To Act


Chapter Nine: Foster Collaboration

  • Create a Climate of Trust
  • Facilitate Relationships
  • Take Action: Foster Collaboration


Chapter Ten: Strengthen Others

  • Develop Competence and Confidence
  • Take Action: Strengthen Others
  • Practice 5: Encourage The Heart


Chapter Eleven: Recognize Contributions

  • Expect the Best
  • Personalize Recognition
  • Take Action: Recognize Contributions


Chapter Twelve: Celebrate The Values And Victories

  • Create a Spirit of Community
  • Be Personally Involved
  • Take Action: Celebrate the Values and the Victories


Chapter Thirteen: Leadership Is Everyone's Business

  • Sources And Notes


Introduction: How You Make Extraordinary Sales Happen

Chapter 1: When Sellers Are at Their Best

Chapter 2: Credibility Is the Foundation of Both Leadership and Making the Sale

Chapter 3: Clarify Values

Chapter 4: Set the Example

Chapter 5: Envision the Future

Chapter 6: Enlist Others

Chapter 7: Search for Opportunities

Chapter 8: Experiment and Take

Chapter 9: Foster Collaboration

Chapter 10: Strengthen Others

Chapter 11: Recognize Contributions

Chapter 12: Celebrate the Values and Victories

Chapter 13: Leadership Is Everyone's Business



About the Authors