Sales training for professional sales people B2B large sales around the world. This is a textbook style book cover all the aspects of how to sell 15 chapters in all. Below are the foreword for the textbook.
Salespeople are in the business of asking questions. Th e first two they’re likely to ask are existential. They are “How did I get here?” and, “How do I stay?” The first question is trickier than it looks, since many salespeople arrive in the sales organization without knowing quite how, and perhaps even why. As college students, few plot a career trajectory by aiming for sales, though a whopping fraction of graduates land there - some after eliminating other options, some by rotational assignment, many seemingly by serendipity alone. Sales managers’ career paths aren’t much more carefully chosen. Most are promoted for being a good salesperson, a qualification which, to the unfortunate surprise of many new managers, proves a fickle predictor of success.
These accidental salespeople and sales managers evoke Dirk Gently, the quirky investigator from Douglas Adams’ comic detective novels. His “Zen” navigation technique involved simply finding “any car that looked
like it knew where it was going and follow(ing) it.” Dirk, like many salespeople and sales managers, discovers this technique results in outcomes more often surprising than successful, but is “worth it for the sake of the few occasions when it is both.” 
However drawn to sales, whether through happy accident or some more purposeful route, many talented salespeople and sales managers fi nd they want to stay. How they’ll do so is a critical concern for them, and for
their firms, who hope they’ll not only stay but continue to thrive in the sales force. Staying requires finding a way to develop knowledge, skills, and ability in a fi eld not well known for codifying its principles, or mapping the milestones for those traveling its route. Th ere is no qualifying exam, no certification. Many will work for firms without meaningful training programs, or haphazard commitments to employee (let alone salesperson) development. And as if that weren’t enough, they’ll need to stay current in a field changing with breathless rapidity, adapting to the new models of buying and selling emerging in every industry.
This text is for them. Joe Amlin has assembled in this impressive book a sound foundation for professional sales development, and an invaluable reference work useful to salespeople and sales managers at all career
stages. It offers theory, processes, and specific applications of how professional salespeople manage their responsibilities. Practitioners will appreciate its focus on actionable techniques, including exercises that allow salespeople to apply concepts immediately after reading each chapter.
Joe’s career in the oilfield services gives him unmatched experience in some of the most complex, challenging sales environments in any industry. Th at experience is evident in this text, with its focus on large opportunity management, competitive bidding and procurement, strategic sales messaging, and collaborative negotiation.
Equally valuable for his readers is Joe’s experience operating in seemingly every corner of the globe. A Canadian educated in Alaska (among other places), Joe is a long-time resident of Bali, and spent much of his career traveling the world for a firm headquartered in Paris. His global citizenship and easy fluency in many cultures stands apart from others in our field, who mistake their own parochial success for a license to assume what works for everyone else.
Joe Amlin’s commitment to sales education represents another happy accident for our profession; his contributions are, in true Dirk Gently fashion, equal parts surprising and successful. I met Joe through my efforts to start the Sales Management Association seven years ago. His interest, energy, and support of our fledgling enterprise - as a founding board member, advisor, and frequent contributor - was in no small way responsible for its success (the Sales Management Association now has more than 10,000 enrolled members in 40 countries).
I continue to be astonished by Joe’s enthusiasm for the sales and sales management professions, and, like many others who’ve benefitted from Joe’s work, remain immensely grateful for it. Th is text is an artifact of
Joe’s commitment, energy, and industriousness in developing our profession, and offers ample evidence that as a sales effectiveness “thought leader,” Joe’s willing to do what so many others eager to claim that title ignore - carefully assess the best ideas, craft actionable insights, and present ideas focused on helping others improve.
In your own pursuits, whether those involve beginning or advancing a sales career, expanding your sales leadership ability, or simply better understanding the sales organization, I believe you’ll benefit from the insights catalogued in this text, and wish you a journey full of as much success as surprise.
Robert J. Kelly
Chairman, Sales Management Association
 Douglas Adams, The Long Dark Tea-Time of the Soul