A look inside

The world of business is in constant change and the world of sales is evolving to keep up.

From the days of the power close through to solution and insight selling, serious sales professionals constantly seek ways to improve. The modern sales person has a host of sales models to help them which we categorise in Classic, Consultative, Value-Based and Enterprise Sales.

Partnering Intelligence or ‘PQ’ is a means of understanding competence in using the system of behaviours that creates healthy, thriving relationships. Partnering skills can be measured and learned. Combine these with defined processes for implementing and guiding sales, and you have a repeatable formula for success.

Selling Through Partnering Skills uses the innovative VALUE Framework to bring these key elements together. In doing so it helps build the skill set required in today’s commercial environment.

With an improved mindset and associated techniques, sales people are now able to engage customers with a new finesse that can drive longer, stronger relationships.

Selling Through Partnering Skills

– A Modern Approach to Winning Business

Chapter 1 – Why this book

– Welcome to the world of selling

– Professional curiosity

– The next big thing

– A practical approach

– Book structure

– Using the book

– Making a difference

Chapter 2 – Sales is Changing

The Changing World of Selling

– Brave new world

What is Selling?

– Definition

– Historically speaking

– The evolution of sales

Categorising Sales Types

– Making sense of the modern sales environment

– Value and complexity

– Shades of grey

Classic Selling

– Needs a response

– Prescription without diagnosis is malpractice

Consultative Selling

Addressing the problem

– A ‘C-change’ in selling

– Generating insight

– Challenging the customer

Value Based Selling

– It’s a mystery

– Based on business outcomes

– The wise man built his house…

– The challenge of value

Enterprise Selling

– AKA Strategic Selling

– Chess to checkers

– From different perspectives

– An entrepreneurial approach

– Effectuation in action

– A Martini mindset

Chapter 3 – Why PQ?

What are Partnering Skills?

Making the journey smoother

Types of Intelligence

– IQ and Multiple Intelligences

– EQ – Emotional Intelligence

Focusing on Partnering Skills

– What’s a partnership anyway?

– Types of partnerships

– Why you need partnering skills

– PQ – Partnering Intelligence

– The six elements of effective partnering

Talking ‘Pure’ Partnerships

– What is ‘pure’?

– The characteristics of an effective partnership

– Managing an effective partnership

A salesperson’s partnering mindset

 – A sales ethos

Chapter 4 – PQ in Sales

Using Partnering Skills in Selling


The PQ Elements – Trust

– Basis for relationships

– The Trust Equation

– Being trust-able

– The 10C’s of Trust – a partnering perspective

The PQ Elements – Win – Win

Fundamental to successful sales

– Win – win selling

The PQ Elements – Interdependence

 – The honey badger

– The sales animal

The PQ Elements – Self-disclosure and Feedback

– It’s not personal

 – Better communication

– Meet Joe and Harry

– What’s your favourite biscuit?

The PQ Elements – Future Orientation

– Affecting longer term plans

The PQ Elements – Comfort with Change

– Change by chance or chance by change

– Salesperson as a change agent

– Unfreeze/make changes/refreeze

– Leading change

 Chapter 5 – My PQ

Understanding Your Own Sales Partnering Skills

The original assessment

– The sales assessment

– Self audit instructions

– Interpreting results

– It’s all connected

– Questions to ask yourself

Chapter 6 – VALUE Framework

Linking the Models

– Where two worlds meet

– Based in Customer Success Management

– The Cisco Model

Elements of the Framework

– Synergy and competitive advantage

Validate – How to check fit for doing business


– It takes two to tango

– Psychological qualification

Align – How we can work together

– What’s in it for me?

– Delivering value

Leverage – How to make a sales approach

– Interaction to drive action

– ‘It’s good to talk’

Underpin – How to present, prove and agree

Underpin: verb

– Getting the message across

– Making it easy to say yes

Evolve – How to develop the business

– Long term focus

– Celebrating success

– Addressing failure

More than the sum of the parts

Why the VALUE Framework delivers

Chapter 7 – Validate

How to check fit for doing business

In Classic Selling

The PAQ (Partnership Approach Questionnaire)

– Time to tango

– Key considerations

Traditional Qualification

– Finding ‘da man’

In Consultative Selling

The PAQ+

Working in tandem

– Enhancing the PAQ

Advanced Qualification

Understanding SCOTSMAN

The sales menagerie

In Value Based Selling

Criteria based qualification

 – Building a template

Recognising potential value

– Buying motives

Appealing to emotions

– Table stakes or winning bets?

In Enterprise Selling

Strategic thinking

The McKinsey 7-S model

Chapter 8 – Align

How we can work together

In Classic Selling

Selling Benefits

FAB selling

– The whole offer

– Buying process

In Consultative Selling

Working Together

– Mind the gap

– Customer analysis and business alignment

In Value Based Selling

A deeper understanding

– SWOT and MegaSWOT

– RESPECT Factors

– Trend analysis

– Value pyramids

In Enterprise Selling

Developing a strategy

– In a military style

– Sun Tzu and the Art of War

– Understanding positions

– Plans are worthless; but planning essential

Chapter 9 – Leverage

How to make a sales approach

In Classic Selling

Managing the Call

– Interaction for action

– Begin with the end in mind

Using AIDA

Singing the to the right tune

– Earn the right (Attention)

– The ‘Communication Ratio’ (Interest)

– Six serving men

– Are you really listening or just waiting to talk?

– Emotion drives motion

– Sell the sizzle not the sausage (Desire)

– ABC – Always Be Closing (Action)

– Objection! Overruled!

– Mindset for managing concerns

In Consultative Selling

Taking the Call to the Next Level

– Advanced questioning skills

– The 4C’s model

In Value Based Selling

Managing DMUs

– What is a DMU?

– Mapping a DMU

– Accepting the challenge

Generating insight

– You’ve got another think coming

In Enterprise Selling

Systems thinking

– Dirty Little Secrets

– Facilitation questions

Chapter 10 – Underpin

How to present, prove and proceed

In Classic Selling

Needs Based Proposal

– The silent salesperson

– Why do it?

– It’s not difficult!

In Consultative Selling

The consultants approach

– What would McKinsey do?

Delivering the message

– Pitching

– The Pixar Pitch

In Value Based Selling

Developing value propositions

– A three-legged stool

Story telling

– The hero’s journey

In Enterprise Selling

Using PQ for competitive advantage

– We are really professional

– Social proofing

– Case studies 

Chapter 11 – Evolve

How to develop the business

In Classic Selling

Review, refresh, re-energise

 – Feedback – the breakfast of champions

– How are we doing?

– Don’t be a stranger

In Consultative Selling

Making the difference

– What do you think of it so far?

– SLA versus ROI

In Value Based Selling

Are you wasting your time?

– QBRs are a waste of time!

– Welcome to the QVR

– Using a ‘satisfaction index’

In Enterprise Selling

Acting as a servant leader

– Serve to Lead

– Managing customer success

– Back to the Future

Chapter 12 – The Future

Our Journey

– An excellent adventure

– What are you going to do about it?

– Sales leaders

– Sales practitioners

– Don’t go it alone