How to Sell
Everything you need to think, know and do to have greater sales conversations
Steve Radford
Description
Business Book Awards 2026 Shortlisted, Sales and Marketing category
The essential handbook for frontline salespeople who want to improve, and the sales managers and leaders who want to help them.
Selling is changing. As AI becomes ever more pervasive, your ability to have conversations that customers find enjoyable, insightful and productive becomes ever more important.
How to Sell focuses on conversational rather than consultative selling, recognizing a customer’s foundational values and emotional wants as well as their more pragmatic needs. It will help you build genuine human connection, deliver more positive buying experiences and have more effective sales conversations that deliver greater sales results.
Discover:
- How you need to think – six fundamental sales mindsets;
- What you need to know – five essential areas of sales knowledge;
- What you need to do – seven steps for greater sales conversations.
Because if you don’t know how to sell the benefits of your product, service or idea through a short and simple conversation, then you don’t know how to sell at all.
Endorsements
Steve Radford’s How to Sell is a sharp, modern guide to mastering the art of conversation in sales. He reminds us that selling isn’t about scripts—it’s about sincerity, curiosity, and clarity. With his “think, know, do” framework, Radford brings structure to what great sellers already feel instinctively: people buy trust before they buy products. His company, Greater Sales, doesn’t just train reps—it transforms how teams connect. This is sales training that makes change stick, not fade.
Gerhard Gschwandtner, CEO of Selling Power
“Every salesperson, from new hires to seasoned pros, should read this book. How To Sell clearly explains the foundational thinking, essential knowledge and practical actions that lead directly to sales success and help you earn more.”
Jeb Blount, CEO of Sales Gravy & author of Fanatical Prospecting
“Finally a book that gets it – sales is about helping, not selling. If you want to transform your conversations with buyers, this is your book.”
Keenan, author of GAP Selling
“Every so often there’s a book that truly changes how people think, and ‘How to Sell’ is one of them. Regardless of where you’re at in sales you must read this book. ‘How to Sell’ is the North Star for all of us in the sales community. Use this book as your tool to self-correct your direction. Few books will have the impact on your career that this book will.”
Mark Hunter, “The Sales Hunter” & author of A Mind for Sales
Contents
Introduction
Meet Our Salespeople
PART ONE: How You Need to Think
Chapter 1: Is It a Win-Win?
Chapter 2: Is There Enough Trust?
Chapter 3: Are You Adding Enough Value?
Chapter 4: What’s Their Gut Feeling?
Chapter 5: Is This the Best Investment for You?
Chapter 6: How Can You Get a Little Better?
PART TWO: What You Need to Know
Chapter 1: What You’re Selling
Chapter 2: Who To Target
Chapter 3: Your Goals, Objectives, Targets and KPIs
Chapter 4: Your Role in The Sales Pipeline
Chapter 5: Your Sales Strategies and Plans
PART THREE: What You Need to Do
Introducing the New 7-Step Sale
Step 1: Plan and Prepare
Step 2: Engage Your Customer
Step 3: Understand Your Customer
Step 4: Propose and Present
Step 5: Trial Close
Step 5a: Handle and Overcome Objections
Step 5b: Negotiate
Step 6: Close the Sale
Step 7: Follow-up
Next Steps: Building On What You’ve Learned
About The Author
Acknowledgements
Bibliography
Editions
FORMAT / ISBN / PUBLICATION DATE / RRP
Audiobook / 9781788609661 / November 25, 2025 / £14.99
Paperback / 9781788608657 / November 25, 2025 / £14.99
Hardback / 9781788608640 / November 25, 2025 / £24.99
Ebook / 9781788608664 / November 24, 2025 / £7.99
Paperback and eBook Bundle / £16.99
Authors
Steve Radford
Steve Radford has spent 25+ years helping salespeople master the art of selling so customers love to buy. A leader in sales learning, he’s shaped industry standards, founded award-winning businesses, and trained top FMCG brands. In How to Sell, he shares essential mindsets, knowledge and techniques for greater sales conversations.
