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Sales Performance International Announces The Collaborative Sale

Sales Performance International (SPI) announced today the publication of The Collaborative Sale, the definitive guide to the new reality of sales in a world of empowered buyers. The Collaborative Sale was co-authored by Keith M. Eades, Founder and CEO of SPI, and Timothy T. Sullivan, Director of Business Development at SPI, both leading authorities on global sales transformation.

“With the pace of innovation continuing to accelerate, buyers can become overwhelmed with the amount of information that is available to them,” said Jim Ninivaggi, Service Director of Sales Enablement Strategies, SiriusDecisions. “The job of the sales person is to work with buyers collaboratively to provide them with the right resources, insights and information to help them attain a maximized return on investment.”

According to Keith Eades, “The rise of information access has empowered buyers to assert more control over their buying decisions, and sellers must adapt to survive.”

The Collaborative Sale provides a roadmap for adapting through sales collaboration, detailing the foundations, personae, and reality of the new marketplace. The book provides insight into the new buyer’s thought processes, the new sales personae required to align with the new buyers, and how to establish and implement a dynamic sales process.

Topics addressed in this groundbreaking work include:

  • Selling in times of economic uncertainty, broad information access, and new buyer behavior
  • Why collaboration and transparency are essential and valuable to new buyers
  • The emergence of new sales personae – Micro-marketer, Visualizer, and Value Driver
  • Buyer alignment, risk mitigation, and the myth of control
  • Situational fluency, and the role of technology
  • Optimizing sales with the right people, learning and development, and technology enablement
  • Implementation and establishment of a dynamic sales process

Peter Ostrow, Vice President and Group Director for Sales Effectiveness & Strategy, Aberdeen Group, commented that, “Our research shows that successful selling requires collaboration; the challenge for sellers is knowing how to collaborate effectively. The Collaborative Sale provides useful and practical guidance for sales professionals to make a difference to their customers.”

The book describes the essential competencies for collaborative selling, and provides supplemental tools for implementation. The Collaborative Sale, Solution Selling in a Buyer-Driven World is the essential resource for today's sales professional.

To learn more about The Collaborative Sale, visit:

About Sales Performance International

Sales Performance International (SPI) is the world leader in sales performance optimization. Our collaborative, best-in-class approach to working with premier global companies — supported by multi-year, independent research — demonstrates that SPI’s proven methods enable our clients to consistently and effectively drive revenue growth, operational performance improvements and accelerate their time-to results.

SPI offers the industry's only comprehensive Sales Performance Optimization Platform, comprised of three integrated components; talent assessment and analytics, continual learning and development, and sales enablement technologies. Our extensive sales performance expertise, deep industry knowledge, and global resources, uniquely position SPI as the go-to firm for organizations that need to adapt, and transform, how they sell in a disruptive and increasingly competitive world. SPI has assisted more than 1,000,000 sales and management professionals in more than 50 countries and 14 languages achieve higher levels of performance.

SPI is headquartered in Charlotte, North Carolina, with offices in Brussels, London, and Beijing, China; our client portfolio includes: Agilent, Becton-Dickinson, Emerson Process Management, IBM, Kyocera, MasterCard, Maersk, and Office Depot. For more information, please visit

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