The Enterprise Sales Playbook
Sales Craft
Proven Tips & Tactics to Elevate Your Sales Success
Master the fundamentals that drive real sales results in demanding industries. A concise, actionable guide for sales professionals looking to excel in complex enterprise environments—from healthcare and technology to financial services.
What is Sales Craft?
Sales Craft is about fundamentals and habits. Like having the footwork required to be a good boxer or the knife skills that make a good chef, it's knowing the basics and then executing them. Consistently and deftly.
This concise guide gives you the practical techniques, mental frameworks, and proven approaches that have helped countless sales professionals excel in complex enterprise environments. Whether you're selling to healthcare systems, navigating financial services, or working in high-tech sectors, you'll find valuable insights that can be applied immediately.
What's Inside:
Three critical sections to elevate your sales game
1
ESSENTIALS
Master the fundamentals that form the backbone of effective selling—from time management and reliability to discovery processes and active listening techniques that get customers to reveal what they really need, even in highly regulated environments like healthcare.
2
EXTRAS
Take your skills to the next level with strategies for compressing sales cycles, developing client coaches within complex organizations, conducting effective presentations, and handling negotiations with multi-stakeholder approval processes.
3
THE MENTAL GAME
Develop the philosophical foundation and psychological mindset that separates great sales professionals from the merely good—including authenticity, triangulation in matrix organizations, and the art of saying "no" to the wrong deals.
"Sales Craft is a primer for anyone in sales or promotion. Arm yourself with actionable strategies that can be applied for immediate success. I've been in sales all of my life. Trust me, this book will be your blueprint to success!"
Lois Cremer
Professional Speaker
"McAdams breaks down the craft of selling into digestible, actionable components that both novice and veteran salespeople can immediately apply. What sets this book apart is its laser focus on the essential fundamentals of sales success - consistency, follow-up, and authentic human engagement. For sales professionals seeking to elevate their craft through practical, proven techniques rather than theoretical frameworks, this book is an invaluable addition to their professional library."
Bruce Sheer
Co-Founder, Value Pros
About the Author
Brendan McAdams has spent decades in enterprise B2B sales across telecommunications, financial services, and healthcare industries. His experience selling to major health plans like CIGNA, Emblem Health, Aetna, and Horizon BCBS, alongside health systems such as Johns Hopkins and Stanford Medicine, provides a deep well of practical insight.
Beyond his personal selling success with organizations including Merck, Schering-Plough, and Pfizer, he's known for his ability to coach others to achieve breakthrough results in complex sales environments.
He's the co-founder of Expertscape.com and works as a sales coach to startup founders, helping them develop the fundamental skills necessary to win and nurture customers during critical growth stages.
Applicable across industries
While the principles in Sales Craft are drawn from extensive experience in healthcare and other complex markets, they apply universally to any challenging sales environment.
Healthcare
Financial Services
Technology
Pharmaceuticals
Transform your sales approach today
Whether you're selling to healthcare organizations, financial institutions, or technology companies, Sales Craft offers the practical wisdom you need to succeed in today's competitive environment.
Available in paperback and Kindle formats