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Insight Selling, 2014's Best Business Book


January 8, 2015 | by Jack Hubbard, Chief Experience Officer, St. Meyer and Hubbard



Not only do sales winners sell differently, they are radically better.



Each once in a while something comes out that turns selling on its ear. The Trusted Advisor and Trust Based Selling did that earlier this century. The Challenger Sale caused lots of upheaval when it hit the streets in November 2011. In 2014 Insight Selling had that impact. It was written by Mike Schultz and John Doerr. John is co-founder of the RAIN Group, a sales performance improvement company in the Boston area. Mike has written three books and is publisher of RAIN Group's outstanding newsletter at


The ideas and concepts in Insight Selling emanate from studies that Mike and John conducted based on over 700 business to business purchases totaling $3.1billion. The goal was to learn what behaviors separated the winners in the relationship from the second place finisher. Not only do sales winners sell differently, they are radically better. This new breed of seller does five things better than the runner up and the book goes into detail about what they are. At a high level first place finishers did three things:



This is not a book on sales theory. None of us have time for that. Insight Selling provides practical ideas on HOW to put the research into action.


What is REALLY the best picture every year? Who is REALLY the most valuable player? What is REALLY the song or album of the year? Some would suggest it is who sold the most CDs or iTunes downloads or made the turn styles move more than any other film. In the final analysis what is best is quite subjective. So don't believe me that Insight Selling was the book of the year but two things:



Jack Hubbard, Chief Experience Officer, St. Meyer and Hubbard

Widely known as the "Professor of Prospecting," Jack Hubbard has shared his passion for what it takes to build trust-based sales initiatives for more than three decades. He has helped build more than 100 Performance Management Cultures from Maine to Florida, Texas to California and all points in between. With more than 67,000 bankers personally trained and coached, Hubbard is one of America's most sought after facilitators. An author, lecturer and classroom instructor, Hubbard's expertise and out-of-the-box thinking put him in great demand when the subject matter is sales and sales management in business and commercial banking.