A Sales Evolution or Revolution?


A 2012 Harvard Business Review article titled ‘The End of Solution Sales’ announced that star sales performers had turned their backs on solution selling. A few years earlier in the book Selling is DeadNeil Rackham, author of SPIN Selling (and the originator of what became known as consultative selling) also announced the demise of traditional sales approaches.

 But is this really true? Has there been a revolution, or is it more of an evolution?

In this 2014 white paper, best selling authors Keith Dugdale and David Lambert look at what’s changed in sales methods over the past 30 years, and what it means for modern sales-based organisations.

Keith Dugdale is an international speaker and the co-author of Smarter Selling: How to grow sales by building trusted relationships. He helps people, teams and organisations around the world improve the trust they have with their clients through his business, The Business of Trust.

Managing Director at The Business of Trust