Responding to Mr Ellis's comments.
1. If I understand the point correctly, you are taking issue with our statement that everyone is different, followed by our attempt to understand buyers by classifying their behaviours. Using different lenses - we use motivation, type and role - is a means to bringing some three-dimensional appreciation of how everyone is different.
2. The Octagon is a questionnaire that helps salespeople (and indeed any person working with others) to consider how their preferred behaviours might be interpreted by others. The questionnaire was developed by a team of Psychologists in Australia and has been validated. It has also been used by '000's of participants in IOWEU International's training programmes (see www.ioweu.com) and found to have almost 100% predictive accuracy. Having said that, it is intended only as a starting point for reflection - it is not a prescriptive tool.
3. We use a fictional story at the start and end of each chapter to illustrate how behaviours might change. Interestingly, other readers have responded expressing their appreciation for the large number of real-life examples within each chapter throughout the book.
4. Apologies for the typos. It was proof-read twice-over by third parties. Promise to fix the typos in the 2nd edition.
Finally, in relation to SPIN Selling, we would agree that SPIN Selling was a seminal book - it changed the way people sell. We would kill for the opportunity to apply our approaches to a large population of salespeople as Rackham was able to. Until that happens we have to rely on the unsolicited feedback from readers of Smarter Selling who identify with the book's approaches and use the tools we provide. We'd also agree that Selling is Dead is an excellent book that align's totally with our thinking. Interestingly it also contains a quote from Rackham: "For some years I've felt that classic selling skills models ... rely too heavily on selling solutions to problems......What is needed is an approach that encourages discussion of opportunities much earlier in the sales process." This is what Smarter Selling advocates.