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The "Heavy Hitter" Series of Books for Senior Salespeople

CoverAdvanced Sales Call Strategy

Heavy Hitter Sales Linguistics: 101 Advanced Sales Call Strategies for Senior Salespeople

Heavy Hitter Sales Linguistics is the first book that truly explains “sales linguistics,” the revolutionary new field of study about how customers and salespeople use and interpret language during the decision making process.

Heavy Hitter Sales Linguistics provides communication strategies that enable salespeople to rise above their competition and impactful psychological suggestions that compel customers' rational intellect and emotional subconscious to buy.

    • Language-based strategies and tactics to secure customer meetings
    • What to say, do, and present in face-to-face customer meetings and phone calls
    • Bonding with customers using sales linguistics, the study of how the customer's mind uses language
    • Perfecting your sales intuition so you always say the right words at the right time
    • Extensive examples, illustrations, and exercises in an easy-to-read format
      Learn More About Heavy Hitter Sales Linguistics

Sales Psychology Front CoverC-Level Sales Strategy

Heavy Hitter Sales Psychology: How to Penetrate the C-Level Executive Suite and Convince Company Leaders to Buy

The biggest challenge facing salespeople today is securing meetings with C-level executives and convincing them to buy in the life-or-death meetings that determine who will win the deal. Based upon comprehensive interviews with more than 500 C-level executives, Steve Martin's Heavy Hitter Sales Psychology will help you understand how C-level executives think, how they communicate, and how to adapt your use of language to match executive decision makers'. Steve W. Martin provides language-based strategies that enable your message to rise above your competitors' and impactful psychological suggestions that compel executives to take action. Inside, you will find expert advice on

    • Strategies and tactics to penetrate the C-level executive's offic
    • What to say, do, and present in face-to-face meetings with C-level executive
    • Building rapport using sales linguistics, the study of how the customer's mind uses and interprets languag
    • Anticipating how the C-level mind-set impacts organizational politics and influences the complex decision-making process
    • Extensive real-world examples, illustrations, and exercises to help you apply the techniques immediately

Learn More About Heavy Hitter Sales Psychology

Heavy Hitter Sales Wisdom FinalSales Strategies for Large Enterprise Accounts

Heavy Hitter Sales Wisdom: Proven Sales Warfare Strategies, Secrets of Persuasion and Common-Sense Tips for Success

All salespeople must play three completely different roles to succeed. First, they must be generals who create a strategy to win their wars long before the first battle begins. The successful military leader painstakingly plans how and where he will attack in accordance with the troops and weapons at his disposal. When the fighting starts, the victorious commander achieves his objective through battlefield maneuvers to gain the advantage and countertactics to neutralize his enemy’s advance.

Second, all salespeople must be professional persuaders. In essence, salespeople are paid to persuade. They must gain the willing obedience of others and convince complete strangers to follow their advice. However, the most product-knowledgeable salesperson is not necessarily the most persuasive one. Persuasive salespeople naturally connect with customers, instill customer confidence, and establish trust.

Finally, successful salespeople must be oracles who predict their chances of winning based upon their common-sense judgment. As common sense accumulates over the years through interactions with customers, it becomes a salesperson’s lifesaving device. It prevents salespeople from repeating past mistakes and guides their intuition to maximize their most precious resource: time.

When a salesperson has mastered these three roles--strategist, persuader, and common-sense sage--he has attained sales wisdom and become a Heavy Hitter. Heavy Hitters are truly great salespeople who have acquired prominence through their accomplishments, expertise, and judgment. They continually exceed quotas, close big deals, and enjoy themselves in the process.

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Heavy Hitter Selling CoverThe Art and Science of Complex Sales

Heavy Hitter Selling: How Successful Salespeople Use Language and Intuition to Convince Customers to Buy

Successful salespeople, known as a “Heavy Hitters,” are experts on human nature who skillfully use language and intuition to build relationships with customers and persuade them to buy. Heavy Hitter Selling reveals why Heavy Hitters are successful and explains how to duplicate their accomplishments. This innovative sales book provides expert guidance and tips on:

      • Understanding how people think and communicate
  • Finding the right words at the right time
  • Predicting a customer’s behavior and influencing his thoughts
  • Choosing your battles
  • Building customer rapport and understanding his motivations
  • Persuading both the customer’s rational mind and his emotional subconscious side

From the psychological and physical aspects of a sale to the real-life achievements of actual salespeople, Heavy Hitter Selling provides valuable tips and techniques that ambitious sales teams need in order to connect with prospects and close the deal.

Learn More About Heavy Hitter Selling

Real Story of Informix SoftwareSilicon Valley Case Study

The Real Story of Informix Software and Phil White: Lessons in Business and Leadership for the Executive Team


The Real Story of Informix Software and Phil White chronicles the meteoric rise of Informix Software, how it became a billion dollar software giant, and the scandal that ultimately led to its spectacular fall. In 1991, Informix was just one of many database suppliers in a market that included companies such as Sybase, Ingres, Unify, and Progress. Together, they were competing against Oracle, the eight-hundred pound Gorilla. In only four years, Informix was able to challenge Oracle’s dominance, moving past all these other companies in the process. This was a truly remarkable feat and many of the sales, marketing and product strategies that enabled Informix to survive and succeed in tough times and a hypercompetitive market are directly applicable today.

As president, CEO, and chairman of the board, Phil White and Informix Software were synonymous. At the height of his popularity he was recognized as one of Silicon Valley’s most brilliant business leaders. This fascinating behind the scenes book offers an insider’s perspective on the business strategies that succeeded, the products that failed, and how a technology industry titan ended up in jail.


Learn More About The Real Story of Informix Software


What is Sales Linguistics?

If you are in sales, you make your living by talking. If you were a pilot, you would attend years of flight training school and many hours of simulator training before you were allowed in the cockpit of a jumbo jet. If you were a lawyer, you would intensely study law for several years and have to pass your state’s bar exam to ensure your proficiency. If you are in sales, you need to study language and perfect your use of words because your most important competitive weapon is your mouth!  Learn More

Coming This Fall!  


Heavy Hitter I.T. Sales Strategy is a comprehensive guide for penetrating new accounts, differentiating your solution during the sales cycle, and winning highly competitive accounts. It is based on extensive research and interviews with more than 1,000 key information technology decision makers, top technology salespeople, and vice presidents of sales. The book provides state of the art technology sales strategies and advanced tactics for senior salespeople who want to learn the secrets of top performers.

Technology Sales Organization Strategy: Key Trends and Performance Metrics
Advanced Sales Cycle Strategy: Control the Complex Technology Sale
Sales Call Strategy: Differentiate Yourself in face-to-face customer meetings
New Account Penetration Strategy: Language-based Tactics to Secure Initial Meetings
Personal Communication Strategy: Say the Right Words to Convince Customers to Buy

Readers will find advice on how to win over C-level I.T. executives and senior business leaders across the organization. Discover how I.T. organizational structure impacts company decision making. Determine how to gain strategic account control based upon the people, process, and politics of selling to complex businesses. Learn to conduct persuasive sales calls using sales linguistics, the study of how the customer's mind uses and interprets language.  Learn More


Influence the Hidden Organizational Politics that Impact Decision Making

The Trends That are Changing Sales 

What Strategies are Sales Leaders Employing to Overcome their Top Sales Challenges?
How Does Sales Cycle Complexity Impact the Structure of the Sales Organization?
What is the Truth About the Migration from Field Salespeople to Inside Sales?
What are the Latest Key Sales Performance Metrics?

Sales Organization Study

The answer to these questions are exactly what Steve W. Martin, a well-known sales author and sales organization researcher set out to find. To do so, Martin conducted in-depth interviews and extensive surveys with over one-hundred top sales leaders at leading high technology companies and business services providers. The resulting research, provides detailed insights about the evolutional nature of sales organizations along with key sales performance metrics by sales category (software, cloud, hardware, telecommunications, etc.):

Percent of Sales Organization Achieving Quota
Average Sales Cycle Length and Order Size
Average annual Quota and On-target Earnings
Inside Sales Centralization Statistics
Field Sales Revenue Trends

Over the past two years, forty-six percent of study participants reported a shift from a field sales model to an inside sales model. Twenty-one percent reported a shift from inside sales to a field sales model. More than twice as many study participants reported moving to an inside sales model. WHY?

This landmark study reveals key factors that determine when a sales organization will utilize a field or inside sales model. It provides
qualitative information including trends and future predictions along with quantifiable sales organization metrics. Sales leaders share their top
sales challenges and future sales strategies to meet the revenue goals. Learn More

Steve W. Martin's Articles

Win-Loss Analysis Research

Steve Martin has conducted Win-Loss Studies for companies including IBM, Oracle, EMC, AT&T,  and PayPal. Read Articles Based Upon his Win-Loss Research Here.

Steve W. Martin teaches sales strategy at the University of Southern California Marshall MBA program. Read USC related articles here.

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Steve W. Martin

Steve W. Martin

Steve W. Martin is the foremost expert on Sales Linguistics and the Human Nature of Complex Enterprise Sales. He is the author of the "Heavy Hitter" Series of books for Senior Salespeople.

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Keynote Speaker

Steve Martin will energize, enlighten, and entertain your sales team with real-world sales strategies, proven tactics, and helpful advice delivered with a healthy dose of humor!

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Sales Training

Heavy Hitter training is not the typical classroom lecture, it’s a completely interactive workshop. Learn how to penetrate, navigate, and conquer complex enterprise accounts.

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What "Heavy Hitter" Clients Are Saying!

Learn what "Heavy Hitter" Clients have to say about Steve W. Martin's Sales Meeting Keynote Presentations and Sales Training Workshops!
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