Strengths Based Selling
Business Journal

Strengths Based Selling

Tony Rutigliano and Brian Brim

The key to success, salespeople are constantly told, is to follow specific steps and techniques. Just heed the advice of this guru or that speaker, and you'll be the best!

Well, that approach just doesn't work for most salespeople. And it probably doesn't work for you either. The most successful reps, Gallup has determined from decades of research, understand their innate talents and strengths and use them to sell more effectively.

The truth is, no two great sales reps are alike: You might thrive on fierce competition, while a colleague wins by being a super-analytical problem solver. Or maybe you have a tremendous talent for building relationships, while your fellow top performer is a brilliant strategist. What's most important is that you win business your way.

Strengths Based Selling explains sales talent and how to identify and maximize it. You'll receive a code to take the world-renowned Clifton StrengthsFinder assessment, which reveals your unique talents and strengths. Armed with this information, you'll follow this book through the entire selling process -- from assessing opportunity and cold calling to retaining and growing accounts -- learning how to apply your talents at each step. The book also features action items that will help you make the most of your strengths in sales.

There's no one right way to sell. Salespeople get the best results by building on who they already are. This lively and liberating book will teach you to do just that.

Frequently Asked Question

Q: How is Strengths Based Selling different from Discover Your Sales Strengths?

A: Discover Your Sales Strengths is aimed at an audience of sales managers and leaders and deals heavily with the theory of strengths. Strengths Based Selling is much more tactical than Discover Your Sales Strengths.

Strengths Based Selling gives salespeople practical, hands-on advice. It walks them through the sales process and shows them how to use their strengths at each step. It provides practical advice that salespeople can use every day.

From the Book

Additional Insights

Clifton StrengthsFinder Center

Visit the Clifton StrengthsFinder Center to learn more about how to maximize your strengths through insights, action items, and answers to frequently asked questions.

About the Authors

Tony Rutigliano is a Senior Practice Expert at Gallup, where he has worked for 16 years. He was also Vice President/Chief Learning Officer for ADP, where he oversaw initiatives and programs aimed at improving the organization's learning, leadership development, succession planning, performance management, and talent assessment capabilities. In addition, Rutigliano led many of the sales training and sales manager development efforts for ADP's force of more than 5,000 reps. Rutigliano coauthored Discover Your Sales Strengths (Warner Books, 2003), which is based on Gallup's work with more than 170 sales organizations. Before joining Gallup, Rutigliano was publisher and editor-in-chief of Sales & Marketing Management magazine. He lives in Randolph, New Jersey, with his wife, Karen Burns.

Brian J. Brim, Ed.D., is a Senior Practice Expert at Gallup. For more than 21 years, he has worked as a consultant, speaker, and advisor to some of the world's leading organizations. Brim is an executive coach to top leaders and plays a major role in creating and launching consulting offerings tied to employee selection, performance management, employee development, team dynamics, employee engagement, customer engagement, and succession planning. Brim regularly contributes articles to the Gallup Management Journal, and two of his articles were included in The Best of the Gallup Management Journal 2001-2007. He lives in Omaha, Nebraska, with his wife, Kimberly, and their two daughters, Chloe and Jerri.

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