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Selling Change: 101+ Secrets for Growing Sales by Leading Change


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Selling Change: 101+ Secrets for Growing Sales by Leading Change

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Named BEST BUSINESS BOOK OF 2010 by Independent Publisher Book Awards

Named BEST SALES BOOK OF 2011 by Axiom Business Book Awards

Named one of the BEST BOOKS TO HELP YOUR TEAM SUCCEED IN 2011 by Selling Power Magazine

''Selling Change is the go-to handbook of leadership for this decade.''
--Independent Publisher Book Awards

  • Nominated--Global eBook Awards
  • Winner, Business: Sales--Axiom Business Book Awards
  • Winner, Business: Sales--The National Best Books Awards, USA Book News
  • Winner, Business--Independent Publisher Book Awards
  • Finalist, Business: Management and Leadership--The National Best Books Awards, USA Book News
  • Finalist Award Winner, Business & Economics--Foreword Reviews Book of the Year Awards
  • Finalist Award Winner, Business--Next Generation Indie Book Awards
  • Finalist Award Winne, Businessr--National Indie Excellence Awards

Change happens fast in today's global, Internet-driven economy. Learn how to get ahead of these changes—and your competitors—by creating irresistible value for your customers and stakeholders.

In an era of globalization and internet commoditization, salespeople (and the companies they work for) are in danger of becoming irrelevant. In this Darwinian environment, the traditional approach of selling solutions to problems no longer creates profitable differentiation. To survive, salespeople and business leaders must become agents of change and help customers or stakeholders achieve their goals rather than simply solve their problems. This new, change-centric approach is the next evolution in selling, enabling companies to develop deeper, more profitable customer relationships and to be more agile and adaptive to changing conditions.

With twenty years of experience, most recently with Microsoft Corporation, Brett Clay has developed a complete tool-set for change-centric salespeople and executives, including 101 secrets for growing sales and delivering high value to customers.

Readers will understand the five disciplines of change leadership and the secrets of change psychology that will turn them into vital assets for their customers and help them achieve explosive business growth.

Selling Change will help you:

      •  Successfully lead projects and change initiatives
      •  Increase your revenue and income
      •  Lock out your competitors
      •  Maintain higher profit margins
      •  Improve the competitiveness of your sales force
      •  Become a strategic resource for your customers
      •  Have buyers calling you instead of you calling buyers
      •  Develop strong, long-term relationships with your customers
      •  Bust the myth that sales people and leaders have to be pushy to be successful
      •  Achieve your financial and personal goals

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Editorial Reviews

Foreword Clarion Reviews
'Selling Change contains much-needed, FRESH strategies for providing Real Value to your prospects and customers. When you do this, you'll experience a deeper relationship with them and will therefore separate yourself from your competition. Implementing his Change Leadership Framework will also make all the difference between GROWING your sales business or just sitting on the sidelines and watching it all go by. Brett's book is a no-brainer for the 21st Century!''
--Mike Coraluzzi, The EXTREME Business Growth Radio Show

''The most value is created by driving change. But now, it's not a luxury it's survival. Read this book and thrive! The old days of delaying tough decisions and sacrificing business fundamentals for short-term stock gains are gone. Now, business is back to the fundamentals--and that means making the changes necessary to be competitive in a world of increasing competition and continued economic difficulties. Brett Clay is right. Executives must look at themselves in the mirror and ask themselves if they want to be masters, or victims, of change. If they want to by masters, they should read Selling Change.''
--Jeffrey Hayzlett, former CMO of Eastman Kodak, change agent, and best-selling author of The Mirror Test

''Selling Change shows how to create value for customers. As a person on the buying side of the table, I can tell you that if you follow the principles in Selling Change, your customers are going to love you and you will be their preferred vendor. As a Chief Information Officer, I have salespeople calling on me every day. With few exceptions, they just want a transaction to make a quick sale. That's not what I want or need. I want to deal with salespeople that I can depend on to help me achieve my goals. I'm looking forward to the day a salesperson takes the time to understand my organization's challenges and opportunities, and then collaborates on how to achieve them. That salesperson will be richly rewarded. Selling Change shows you how to be that salesperson.''
--John Hughes, interim CIO and author of Haunting the CEO

Foreword Clarion Review (5 Stars)
There is no shortage of business books that address ''change.'' In fact, it may be one of the hottest topics in the business book arena. While Brett Clay's book is change-focused, it is unique in that the author focuses exclusively on sales.

Corporate sales organizations don't necessarily like change--it can disrupt the way their salespeople deal with customers, and it can affect the all-important pipeline of new business. But Clay is a realist--he recognizes that ''salespeople and their companies must not only adapt to change, they must lead change, driving real outcomes on behalf of their customers.''

The author knows that salespeople are not likely to read anything that takes a prolonged effort and impairs their ability to spend time selling. Undoubtedly, this is one of the reasons Clay structured the book as he did: It is comprised of digestible little morsels called ''Secrets,'' each of which is a mere two pages--but with just enough detail so a salesperson can act on it. Every secret is comprised of three sections: ''What I Need to Know,'' ''What I Need to Do,'' and an ''Action Summary,'' which contains bulleted advice. Each secret also contains a one-frame cartoon that succinctly captures that secret's primary message.

The secrets are held together by a ''Change Leadership Framework'' that the author uses to break the book into five ''disciplines,'' including ''Change Response'' and ''Value Creation.'' While at first this may seem like a somewhat artificial structure, it further segments the more than 100 secrets into sections that can be reviewed individually or as part of the whole.

The secrets themselves are at times obvious (''Always Have a Plan''), but more often than not they are intriguing (''Delivery Trumps Relationship'') and occasionally even provocative (''No One Needs Your Product''). The content of each secret is expressed in simple down-to-earth terms, but the author isn't afraid to include more complex conceptual ideas when necessary. His apt descriptions of buyer types in animal terms is especially vivid: ''Stay Away from Chickens,'' ''Follow the Chameleons,'' ''Help the Geese,'' ''Count on the Beavers,'' ''Comfort the Mules,'' and ''Stay Away from Turtles.''

The book is very well-designed, which greatly enhances readability. There are plenty of bold heads, bullets, and other graphic symbols. A mock system of color tabs that makes for easy section identification is included, and a bound-in ribbon bookmark is a nice touch.

Clay writes in a conversational, friendly style, which helps mask the fact that talking about change can be disconcerting if not downright terrifying for a salesperson. Even if a salesperson follows just some of Brett Clay's secrets, however, that individual should be able to overcome their fear of change and embrace it.
USA Book News
"Selling Change is an outstanding leadership handbook that all salespeople, managers, and executives should read."
Independent Publisher Book Awards

''Do you think change is scary and borders on impossible? Think again. Selling Change shows how to more effectively sell your ideas, products, and services to your employees, stakeholders, and customers. Author, Brett Clay, has translated the complex and abstract principles of change psychology into an easy-to-read, fun, and practical format that business leaders and salespeople are sure to find valuable.''
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Product Details

  • ISBN-13: 9780982295236
  • Publisher: Ariva Publishing
  • Publication date: 1/1/2010
  • Pages: 270
  • Product dimensions: 5.66 (w) x 8.62 (h) x 0.90 (d)

Meet the Author

Brett Clay is CEO of Change Leadership Group, LLC, a management consulting and training firm specializing in the areas of change leadership and business performance acceleration. He is an award-winning author, award-winning marketer, international speaker, sales trainer, consultant, and a veteran of twenty years in international sales and marketing management. He has held vice president roles in sales, business development, and marketing at numerous high-technology companies and was most recently at Microsoft Corporation. Clay is also the host of The Actuation Zone radio show, where he discusses how to help people grow in their businesses and in their lives.
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Table of Contents

Section 1 Introduction-The change imperative 1

Why You Need This Book 2

Four Forces Changing Your World 3

Why Selling Change? 7

Why Change? 11

Secret #1 The World Is Changing 14

Section 2 understanding change leadership framework premises 17

Introduction 18

Secret #2 People Only Buy When Forced 20

Secret #3 You Are Not a Force 22

Secret #4 No One Needs Your Product 24

Secret #5 People Buy to Make a Change 26

Secret #6 Problems Are the Tip of the Iceberg 28

Secret #7 Delivery Trumps Relationship 30

Secret #8 Opportunity Only Comes with Change 32

Secret #9 Become a Change Leader 34

Secret #10 The Change Leadership Framework® 36

Section 3 The first Discipline-force field analysis 39

Introduction 40

Secret #11 Be an Amateur Psychologist 42

Secret #12 Understand the Four Forces 44

Secret #13 Understand the Client's Internal Needs 46

Secret #14 Understand the Client's Behaviors 48

Secret #15 Understand the Client's Strategies 50

Secret #16 Understand the Client's Environment 52

Secret #17 Understand the Client's Life Space 54

Secret #18 Harness the Forces 56

Secret #19 Wherever There Is Change, There Are Forces 58

Secret #20 Change Requires Constant Force 60

Secret #21 Wherever There Is a Force, There Will Se Change 62

Secret #22 People Are Always In Motion 64

Secret #23 People Are Spring-Loaded 66

Secret #24 Customer Satisfaction Is Impossible 68

Secret #25 Observation Is Different From Reality 70

Secret #26 The Four Forces Are Always Present 72

Secret #27 Stronger the Force, Stronger the Movement 74

Secret #28 Every Force Has Equal Resistance 76

Secret #29 Forces and Changes Are Like Fans 78

Secret #30 People MakePoor Computers 80

Section 4 The second discipline-change response analysis 83

Introduction 84

Secret #31 Change Your Paradigm 86

Secret #32 Understand the Jack in the Box 88

Secret #33 Understand Coping Strategies 90

Secret #34 Stay Away from Chickens 92

Secret #35 Follow the Chameleons 94

Secret #36 Help the Geese 96

Secret #37 Count on the Beavers 98

Secret #38 Comfort the Mules 100

Secret #39 Stay Away from Turtles 102

Secret #40 Do a Reality Check 104

Secret #41 Forget the Wishful Thinking 106

Secret #42 Win with Mere Exposure 108

Secret #43 Beware of False Consensus 110

Secret #44 Be Careful Where You Cast Your Anchor 112

Secret #45 Marathons Are Aerobic 114

Secret #46 Don't Be Deluded by Illusions 116

Secret #47 Double Your Best Estimate 118

Secret #48 The Glory Days Never Were 120

Secret #49 Choose Changes Wisely 122

Secret #50 Change Paths to Success 124

Secret #51 No Pain, No Gain 126

Secret #52 There Is No Magic 128

Secret #53 Don't Blow a Gasket 130

Secret #54 Short Cuts = Short Circuits 132

Section 5 The third discipline-power analysis 135

Introduction 136

Secret #55 Understand the Effort 138

Secret #56 Understand the Scales of Change 140

Secret #57 Qualify the Resistance 142

Secret #58 Estimate the Resistance Power 144

Secret #59 Reduce Tension 146

Secret #60 Become a Kung-Fu Master 148

Secret #61 Be Fast and Agile 150

Secret #62 Calculate the Formula for Change 152

Secret #63 Calculate the Force for Change 154

Secret #64 Determine Pivots, Multipliers, and Triggers 156

Section 6 The fourth discipline-value creation 159

Introduction 160

Secret #65 Be a Miner, Not a Prospector 162

Secret #66 Create Organizational Value 164

Secret #67 Create Personal Value 166

Secret #68 Create Strategic Value 168

Secret #69 Climb the Value Hierarchy 170

Secret #70 The Customer Owns the Mine 172

Secret #71 Change the Rules 174

Secret #72 Maintain High Value 176

Secret #73 Be Outstanding 178

Secret #74 Focus on Yourself 180

Secret #75 Be Willing to Walk 182

Secret #76 Don't Beg-Deliver 184

Secret #77 There Are No Secrets 186

Section 7 The fifth discipline-change actuation 189

Introduction 190

Secret #78 Be an Agent of Change 192

Secret #79 Actuate, Rather Than Own 194

Secret #80 Think Big. Execute Incrementally 196

Secret #81 Always Have a Plan 198

Secret #82 Measure Twice; Cut Once 200

Secret #83 Big Success = Big Risk 202

Secret #84 Two Roots of Evil & Failure 204

Secret #85 Perseverance Wins 206

Secret #86 Always Have Options 208

Secret #87 Develop Your Change Team 210

Secret #88 There's No Free Lunch 212

Secret #89 Plan Ahead, But Deliver Version 1.0 214

Secret #90 Version 1.0 Is Junk 216

Secret #91 Leverage Critics 218

Secret #92 Where There Is Change, There Is Conflict 220

Secret #93 Maintain Positive Momentum 222

Secret #94 Be the Skeptic Who Always Believes2 24

Secret #95 Drive Change Awareness 226

Secret #96 Recognize the Status Quo 228

Secret #97 Unfreeze the Status Quo 230

Secret #98 Make the Change 232

Secret #99 Pour the Concrete 234

Section 8 Being a change agent2 37

Introduction 238

Secret #100 Building Value Takes Time 240

Secret #101 Don't Skip Steps 242

Secret #102 People Must Learn on Their Own 244

Secret #103 Determine the Owner 246

Secret #104 Focus on the Method, Not the Effort 248

Secret #105 Leave Transactional Selling for Websites 250

Secret #106 Follow the Change Leader Code of Conduct 252

Section 9 conclusion 255

Secret #107 It's Up to You 256

Index 259

Next Steps 267

About the Change Leadership Group 269

About the Author 275

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  • Posted December 3, 2009

    more from this reviewer

    Secret to Salesmanship is in Selling Change

    Brett Clay's "Selling Change" explains why it is imperative that in the twenty-first century, salespeople must be agents of change. The reason? Because four major forces are changing the current business world. Without giving away all four forces here, the first is that no longer do countries compete against each other, nor do companies compete, but because of the power of the Internet, now individuals must compete with individuals from across the world and be prepared to outsell one another. This new competitive market is the world that today's salesperson must operate within, and failure to keep up with the changes in the business world will simply result in-failure. In "Selling Change," Clay gives the modern salesperson the tools necessary to stay competitive and make the sale amid constant change.

    The organization of "Selling Change" is what makes it perfect for the busy salesperson. Divided into 101+ secrets (there are actually 107), the salesperson can read one secret each day, mull it over during the day, and apply it. The book is laid out so each secret covers a two-page spread. On the left-hand page is "What I Need to Know" while the right-hand page contains "What I Need to Do." The reader is first given a nugget of truth about sales and needed change, and then the instructions for its implementation. The "What I Need to Know" section includes an Action Summary of the key points. For example, Secret # 11 is "Be an Amateur Psychologist," and the Action Summary points are: "Be a Student of People," "Put yourself in their shoes," and "Develop an infinite curiosity and appreciation for people." Included beside the Action Summary is a humorous cartoon, featuring the bulldog character first introduced in Brett Clay's previous book "Forceful Selling." The cartoons provide a visual memory to imprint on the brain and quickly remind the reader of the main points of the secret.

    It would be wrong for me to give away any more of the "Secrets" of "Selling Change," but I will say that Brett Clay has a keen understanding of clients and what motivates them to purchase a product, and this understanding is essential for salespeople to acquire if they wish to succeed. Clay's belief that the salesperson must become an amateur psychologist is reflected in his use of animal metaphors to describe different clients, ranging from turtles and geese to beavers. He illustrates the scale of these various clients' anxiety, stability, action, confidence, openness (to change) and risk. Clay also explains how people respond differently to the same forces, so it is important to understand both the forces and how the client perceives them. He reminds the salesperson not to analyze situations from how he would react or what he would do in that situation, but to understand that if he were the client, why the client would react in a certain manner.

    The secrets of "Selling Change" will change how salespeople do business by becoming agents of change. The result will be more successful salespeople, happier customers, and increased business opportunities for both. "Selling Change" can implement the change for which businesses have been waiting. With this book, that change has arrived.

    - Tyler R. Tichelaar, Ph.D., and author of the award-winning Narrow Lives

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