Update: April 25, 2013. If you read this book and see a strong comparison to the Challenger Sale model, let me know. I should point out that the original version of this book was written long before The Challenger Sale was written.
Original blog post begins:
It’s always an honor to be mentioned in a new book, or to be asked to provide an endorsement. In this case, the author asked me to write the forward.
Here is the forward to Tony Hughes’s The Joshua Principle (Revised Edition – 2013):
Six months or so ago, Tom Snyder [a colleague and sales performance improvement expert] and I were chatting on the phone. As we began to wrap up our discussion, he asked me if I had read the book Tony Hughes sent me. I drew a blank. Tony Hughes? I told Tom I didn’t remember receiving it, but he was sure Tony had sent me a copy. Tom asked if I would do him the favor of reading it, and discussing it with him afterwards. It sounded important to him, so—without really knowing what I was getting into—I agreed that I would.
Sure enough, I found The Joshua Principle within a substantial stack of still-unread books I receive in the mail regularly, and hadn’t gotten to yet. Opening it, I vaguely recalled glancing at the copyright page a few weeks earlier. I flipped a few pages further into the text and found this note on the title page: “Presented to Dave. Tom Snyder thought you will enjoy this book. I look forward to meeting you one day. It’s a compelling story.” I felt bad that I had set the book aside and missed the note when I first received it.
I stuffed the book into my computer bag, figuring I’d read it on the way home from Warsaw, where I was headed to deliver a keynote speech.
Settling into a seat in a nearly empty forward cabin for the nine-hour flight home from Poland, I finally opened the book and started reading… and didn’t put it down again until I finished hours later. To call it a “compelling story” is an understatement. Joshua encapsulates precisely what those of us on the consulting side of selling need to be able to share with our clients, expressed in a way no one I’ve ever met, or whose book I’ve read, has done before.
The Joshua Principle is a book about selling that reads like a coming-of-age story, delving into issues like competence and professionalism for the everyday, business-to-business salesperson. And, having framed it as such, I can tell you with confidence that Tony scores a perfect “10” in how the story plays out. He gets another 10 for describing how executives really buy, and 10 more for accuracy in portraying precisely how RSVPselling will win their business. And, he gets one final 10 for weaving it all into a warm and entertaining story that even includes an engaging mystery.
So, don’t make the same mistake I did by putting this book aside for later. Take a deep breath, put your feet up, turn the page, and get ready to lose yourself in the truly engaging story of a sales winner and how deals really get won.