Taking Sales Culture
Beyond the Sales Team

About The Book

Digitization and automation have radically altered buyer behaviour and killed businesses that were too slow to adapt their models. Professional services firms have been relatively insulated from this digital revolution so far, but change is coming. And it is happening fast.

As prices become more transparent, knowledge is more freely available and markets become more competitive, simply being good at what you do and delivering on time is no longer enough for firms to attract and retain customers.

Many people still see selling as something that is beyond (or even below) them, but the reality is that generating profit should be a concern for every member of staff, and every touchpoint with customers is an opportunity to sell.

Business Development Culture defines how to facilitate a sales-oriented perspective throughout a company culture, enabling it to sell more on an ongoing and consistent basis. Highly practical in its approach, this book empowers readers to break away from the frustrations of missed opportunities and lost leads, and to escape the repetitive ‘feast and famine’ sales patterns. Providing direct guidance on the implementation of an immersive business development culture, this book will ensure that the wider objective of generating business profit is embraced by the entire organization, not just the sales team.

Businesses must change or die – a sales-focused business culture that extends beyond the sales team is now an essential ingredient for profitability, and this book explains how to change mindsets and build a sales culture in any organisation.

Easily tailored to maximize current processes, Business Development Culture features numerous tools and market-tested insights to support leaders in adapting their approach at both team and strategy levels. This invaluable guidance to an ever-widening issue is driven through the author’s extensive experience as a trainer, and a series of impacting interviews from across the industry. Insightful, practical and directly relevant, this book is an essential read to achieve stable, consistent growth, and ultimately, long-term profits.

“The impact of digital disruption in sales has never been fully explained until now in Business Development Culture. We all see it, all know it, but are collectively responding too slowly to changes that will have significant impact on every business”.

Ben Turner, CEO, Association of Professional Sales

What’s inside


Adapt to Change

the new normal


Customer Focused

Building a team


Company Ethos

Creating synergy


Productivity Hacks

The work environment

Section – ONE

Adapting to Change is the New Normal;
   Chapter – 01: The Challenges and Opportunities of a Changing Market;
   Chapter – 02: The Challenge of Cultural Change in an Organization;

Section – TWO

Building a Customer Focus into your Team;
   Chapter – 03: Building the Case for Change – Educating and Inspiring your Team;
   Chapter – 04: Do Your Teams Understand your Customer?;
   Chapter – 05: Creating a Compelling, Company-wide Value Proposition;
   Chapter – 06: Streamlining the Buying Process throughout your Business;

Section – THREE

Aligning Company and Personal Goals;
   Chapter – 07: Do You Know what your Employees Want?;
   Chapter – 08: Prioritizing the Alignment of Company and Employee goals;
   Chapter – 09: Avoid the Smart-Dumb Paradox – Your Team is a Gold Mine of Ideas;

Section – FOUR

Creating a Mutually Productive Work Environment;
   Chapter – 10: Why Collaboration is Key to Integrating Sales Culture;
   Chapter – 11: How to Build a Culture of Confidence and Capability;
   Chapter – 12: Successful Performance Management in a Business Development Context



“After 15 years of working with thousands of sales professionals and hundreds of managers,  I realised that the lack of skills or process were only symptoms of a bigger issue.  It was Company Culture that was holding sales growth back.   Which is why I wrote Business Development Culture: taking sales out of the sales team”

Alex Moyle

A must read for anyone running sales teams in the new era

Toby Babb