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Principled Selling: How to Win More Business Without Selling Your Soul [Paperback]

David Tovey
4.8 out of 5 stars  See all reviews (18 customer reviews)
RRP: 14.99
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Book Description

3 Oct 2012
The stereotypical salesperson is pushy, manipulative and persistent. Most people don't like buying from them - and many salespeople don't want to be like this - so the traditional hard sell consistently fails to get results. Buyer behaviour has changed and to win new deals salespeople need to respond to the reality of the business environment. Principled Selling gives you that response with a new approach to selling that gets you away from the stereotypes and gets you more sales. This highly effective, principled approach to business development helps you align your sales techniques with the new expectations of customers and clients. It gets people to buy from you again and again and gives you a real opportunity to get ahead of the game. If you'd like to increase your sales without ever having to cold call, this is the book for you.

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Product details

  • Paperback: 264 pages
  • Publisher: Kogan Page (3 Oct 2012)
  • Language: English
  • ISBN-10: 074946657X
  • ISBN-13: 978-0749466572
  • Product Dimensions: 1.4 x 15.2 x 23.5 cm
  • Average Customer Review: 4.8 out of 5 stars  See all reviews (18 customer reviews)
  • Amazon Bestsellers Rank: 526,690 in Books (See Top 100 in Books)

More About the Author

David Tovey and his book Principled Selling helps individuals and organistions to build amazing business relationships - with colleagues and customers.

David is a prominent business growth specialist with over fifteen years experience of providing consultancy and coaching to leading professional services firms and commercial organizations. A firm believer in Principled business his corporate career included roles as marketing director, sales director and managing director leading multi-site teams.

He has a wealth of experience helping individuals and organisations to build amazing business relationships and win more business. A full member of the Professional Speakers Association, David is a popular and motivational speaker in the UK and Internationally.

You can visit the Principled Selling blog at:

Product Description


"Get the book, do what it says, and you will achieve outstanding results." (Richard Denny, author 'Selling to Win')

"A book for, and of, our time. Totally relevant, easy to understand and put into practice. ... An enabling tool kit for the 21st century" (Trevor Lee, Managing Partner ES International Ltd)

"Gives both the 'how-to' and the 'confidence' to successfully sell, without it feeling as if you are selling your soul. It's for this (and many other good reasons) that I am recommending and buying this book for all my clients." (Heather Townsend, Co-author of 'How to Make Partner and Still Have a Life, and author of 'The FT Guide to Business Networking')

"Principled Selling is based on an elegantly simple idea: sellers should adapt to what the buyer is interested in buying. ... It really is an admirable book." (Charles H. Green, author of The Trusted Advisor)

"The best sales leave both the customer and seller satisfied. Sales like these ensure customers keep buying and sellers keep trying. But, too many salespeople forget this simple truth. it's almost like they sell at the customer's expense, not for their benefit. This book will help change all that. It's beautifully written, easily digested and will make salespeople more successful (and popular!)." (Andy Bounds, Britain's Sales Trainer of the Year and author of international best-seller The Jelly Effect)

"This book is a fantastic step towards aligning the goals of the sales and operations teams, which will ultimately improve the service for customers or clients of any organisation. Not only that - it will also help sales teams sleep at night! Highly recommended." (Carl Reader, Partner, Dennis and Turnbull Chartered Accountants)

"Principled Selling makes a compelling case for the need to change traditional approaches to selling in a world being turned upside down by the internet and where earning trust has never been harder. ... It's packed with valuable information, insight and inspiration, presented in a manner that's very thorough and yet easy to digest. If you buy a copy you'll be referring back to it repeatedly." (Jim O'Connor, Managing Director, Stories that Sell)

"If you've ever thought you could never sell read this book as it will show you how. If you think you're a great salesperson, read this book as it will help you to become even more successful." (Paul McGee author of 'S.U.M.O' , (Shut Up, Move On) and 'Self Confidence'.)

"There are thousands of books on selling. I loved this one because it covered all angles in a simple-easy-to-read manner. I picked up some great ideas that I can use." (Will Kintish, Managing Director Kintish Ltd)

"Before you start to even think about selling, read this book!" (Start Your Business Magazine 2012-09-01)

"With its focus also on social media and account management, this book will help you sell more - and with a clear conscience." (Sales Initiative 2012-11-01)

Book Description

If you want more sales, stop 'selling'. Principled Selling is a different, more effective approach to sales which builds better, more profitable relationships between seller and buyer, making both parties feel good in the process.

Inside This Book (Learn More)
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Front Cover | Copyright | Table of Contents | Excerpt | Index
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Customer Reviews

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4.8 out of 5 stars
4.8 out of 5 stars
Most Helpful Customer Reviews
3 of 3 people found the following review helpful
Format:Paperback|Verified Purchase
This is a book that I have heard about for over 12 months, and have been chomping at the bit to get hold of. I'll be honest, I know and rate the author of this book very well, and I was privileged to be able to read an early advance copy.

This book didn't just meet my expectations, it totally surpassed them.

Let's first deal with the content of the book. It's the only current book on selling, in my opinion, which has realised that buyers have changed in how they are prepared to be sold to. They don't want to be sold to, they want to choose who they give their custom too. Consequently the two disciplines of marketing and selling are merging into one. This book shows you, even with scripts, how to bridge the gap between traditional marketing and selling in this social media powered world.

The book is exceptionally well written and structured and is an easy read - in fact I read it from cover to cover in one sitting.

In my line of work I meet so many people who feel uncomfortable about seeing themselves as a sales person - that's not what they signed up to do. However, more often than not, we find ourselves having to sell to clients, customers or perhaps even internally within our business. This book gives you both the context, the process and even the words to be able to 'sell' naturally without it feeling as if you are needing to sell at all.

If you read only one book on selling, then let it be this one.
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2 of 2 people found the following review helpful
5.0 out of 5 stars The right book at the right time! 18 Oct 2012
This book is so right. And so right now! Selling needn't be about pushing your customers away - it's about drawing them to you. I so agree.
This book should be read by every major company - let's hope all selling becomes Principled Selling very soon.
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Format:Paperback|Verified Purchase
This is a fantastic read for those in the Sales Profession. As sales and customer relationships have evolved, the modern salesperson needs to understand how buying behaviour has changed and how sales are built around being a trusted advisor.

David's book delves into this in a straightforward no nonsense approach that if adopted will see your results improve and customer relationships prosper.
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4.0 out of 5 stars Good, but could be shorter. 14 July 2013
I wavered between three and four stars, but have gone for 4. When this book is good it is very good. It is an interesting and appealing take on sales that should make you feel good about selling. It is very convincing too. My main caveat is that the building blocks of Principled Selling are relatively straightforward to grasp, but the book is padded out with all sorts of additional material which does not add to the fundamental claims. I also disliked the style of the diagrams. However, if you have struggled selling either in practice or with some sense that what you are doing is not ethical - this is probably the book for you.
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5.0 out of 5 stars Wisdom and insights rolled into one 10 July 2013
David is not only a wonderful author, he is also an excellent speaker. Warm, engaging and professional he manages to bring passion to the subject matter. He has done it all, seen it all and has many T shirts.

What this book does is dispel the myth that selling is something sales people do. Wrong, it is a mind set. Everyone is selling, just some are better than others at doing it well!
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Finally! This book is an absolute must for anyone in business who is in a role that involves selling, without necessarily being in Sales. Times have changed and we're in a new era where trust, reputation and integrity are at the heart of long-term relationship 'selling'. As a business owner I know I need to 'sell' but have never had any sales training. This book provides a clear and structured 'how to' that covers the entire cycle of establishing credibility in marketing and social media through to making presentations and account management - in a way that's honest. The layout is brilliant - clear case studies, templates and graphics support the text and it's packed full of useful tips. If you're in Sales - and that's pretty much anyone in business - this book is a must.
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5.0 out of 5 stars Priceless! 6 Mar 2013
Format:Paperback|Verified Purchase
I don't sell cars, double glazing, or time-share. In fact I don't sell any goods of any kind. It wasn't until I attended a training course as a trainee solicitor in a corporate department of a commercial law firm that I realised I was nevertheless in a business that offered and provided services to its clients, and was therefore involved in sales. It certainly wasn't the stereotypical type of selling I had in my head before moving into a career in legal services. I was being introduced to the business creation, development and relationship building type of sales that are essential for professional service businesses.

I'm now a freelance tutor involved in business and legal practice education and training for students and trainees. I purchased this book to help me personally with my own business development, and also as a way of helping my students recognise that legal practice isn't only about the law - it's also about business and relationships.

The content of this book is something I would suggest all trainee lawyers should be introduced to as part of their training. By doing so a legal services business will be ensuring the next generation of lawyers are ready to become the trusted service providers and advisors that a client wants and needs as part of their business. I would much prefer a trainee came to terms will the realisation that they are selling and providing services by learning the principled selling approaches set out in this book, than to sell the wrong way later in their careers out of desperation for the need to secure work in the short term. This book will ensure trainees are introduced to a philosophy of relationship building, respect, and authenticity that the stereotypical sales person lacks.
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Most Recent Customer Reviews
4.0 out of 5 stars An authentic and heartfelt book
Many books have been written on selling and many - in recent years - have been written inviting us to look at selling in a fresher, friendlier, mindful fashion. Read more
Published 14 months ago by Rasheed
5.0 out of 5 stars Principled Selling
What a timely and timeless book. Why do I say this? Principled Selling brings together the worlds of Sales and Marketing and recognizes the importance of 'trust' in the selling... Read more
Published 16 months ago by D J. Lewis
5.0 out of 5 stars A must have for any sales or non sales focussed professional.
Having been trained and taught (in the recruitment industry) to close or manipulate your clients in to helping them make the decision you want them to make and being told to hop... Read more
Published 16 months ago by James
5.0 out of 5 stars Bringing behaviour and values to the front at last
As a seasoned sales professional, I liked this book.

Principled Selling brings together four fundamental strands to form a strong framework for selling today. Read more
Published 20 months ago by Sarah Hinchliffe
5.0 out of 5 stars PRINCIPED SELLING
"I would urge all companies and their employees, and not just those with a sales or business development functional label, to absorb the wisdom in this book. Read more
Published 20 months ago by Trevor Lee
4.0 out of 5 stars Not just what to do, but how to do it too!
Finally, a book that recognises that in order to sell more products, sellers need to stop selling all together. Read more
Published 20 months ago by Karla
5.0 out of 5 stars A must read for all sales people
At last some common sense, no nonsense, practical advice that all sales people can benefit from. No matter how long you have been involved in selling there is always something new... Read more
Published 20 months ago by Ray Watson
5.0 out of 5 stars Frameworks, best practice and practical - works for me!
If you are looking for a book on how to "nail" your business development efforts and how to sell in a professional way, then this book does that job. Read more
Published 20 months ago by david_wysiwyg
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