COMBO Prospecting (fill your sales pipeline)

Published by AMACOM in January 2018, COMBO Prospecting is taking the world by storm because it is the essential and practical prequel to both SPIN Selling and The Challenger Sale. This is because COMBO Prospecting is what gets you in front of people to then use the SPIN questioning framework from Neil Rackham and the 'Challenger' insight narrative and techniques of CEB (Corporate Executive Board, now Gartner). You may think you're the best salesperson in the world... but not if you're unable to create quality sales pipeline.

COMBO prospecting brings timeless principles of success together with modern engagement tools and techniques... people and technology, social and the phone, insight and value, relationships and strategy. Tony’s practical strategies will enable you to master deep-dive research using LinkedIn and other social media platforms; create an effective value narrative with powerful scripts and templates; select and use the very best sales enablement tools; identify “trigger events” and optimize referrals to create engagement; nurture a strong and empowering network that helps you thrive; construct an online brand that really packs a punch, and more.

See Tony's Amazon Author page here.

“In a fad-filled sales world that loves silver bullets, Tony Hughes gut-punches us with what’s real and what works. COMBO Prospecting addresses the challenges of prospecting with unflinching courage. Sales reps must master prospecting or starve. Companies must embrace prospecting or be run over by competitors who are not afraid to attack the top of the sales funnel. Tony doesn’t mince words in these pages. My advice: read it twice and apply its clear lessons daily. Your success will thank you.”
— Chris Beall, CEO, ConnectAndSell, Inc.
“Tony Hughes is one of the most respected writers and speakers glob- ally on the topic of business-to-business selling. COMBO Prospecting is an absolute must-read for anyone interested in delivering consistently high sales results in the real world of ferocious competition and difficult-to-win clients.”
— Jonathan Farrington, CEO, Top Sales World
“This is a manual for dealing with the biggest problem confronting business leaders, entrepreneurs, and salespeople . . . not enough opportunity pipeline. Yet lack of closable deals is really a symptom of deeper issues, and you must not solely rely on others to generate the leads and opportunities needed for success. Instead, you must take control and step into the hard-core prospecting fight cage yourself . . . you’re not really a leader or a serious salesperson unless you do! This book explains how any business-to-business seller can transform results to become a knock-out success. It is filled with practical steps, real examples, and actionable insights. You’ll be able to create your own plan worthy of becoming a world champion in your industry.”
— Jeb Blount, bestselling author of Fanatical Prospecting
If you have read Tony Hughes’ previous book, The Joshua Principle, or follow him on social media, you will already be familiar with his delectable writing style and unparalleled expertise of sales trends and methodologies.

As a front-line sales professional for 20 years, I have witnessed the significant changes in B2B selling. COMBO Prospecting is a part of this movement. A movement that requires modern sales professionals to utilise technology and social networks to their full advantage. Salespeople in 2018 must differentiate themselves by combining legacy sales skills with a more intelligent processes. This includes monitoring social media for trigger events, aggregating news feeds to gain deeper insight into customer behaviour, and staying one-step ahead of the constantly changing customer journey. “The Killer Punch”, as Tony puts it, is interpreting these insights, adopting a multifaceted approach to connect with potential customers, and then taking the conversation offline.

We often hear the modern buyer is tech savvy, better informed, and further through the buying process than ever before. Equally, salespeople have better tools to connect with prospects, automate their touchpoint cadence, gain insight into buyer behaviour, and utilise potential influencers to reach the most senior people. For these reasons, there has never been a better time to combine modern techniques to build meaningful relationships on multiple levels - if you know how.

I was lucky to receive an advance copy of Combo Prospecting. Tony shows why, and how, to blend these skills to optimise your sales process, keep the pipeline full and effectively reach the most senior of prospects. The ultimate goal of all sales professionals is to reach the right person and have the opportunity to explain how you can help them. This book is the missing link in all but the best sales professionals. It is engaging, relevant and timely. Highly recommended!
— Lee Bartlett, bestselling author of The No.1 Seller
“Creating sales pipeline is one of the top issues facing sales organizations today and foundational for sales success. Combining proven sales strategies with modern methods of engagement is a winning combination for prospecting in today’s competitive marketplace. Tony’s book explains how to intelligently embrace technology to consistently deliver outstanding sales results.”
— Tiffani Bova, analyst, sales strategist, and growth adviser, Salesforce
“Opening is the new closing because nothing happens with a sale unless you can first get in front of decision makers with the right agenda. Tony’s book nails what it takes to cut through all the noise facing executive buyers, and he understands the importance of human connection in a digital world.”
— Anthony Iannarino, bestselling author and transformational sales strategist
“Tony Hughes is one of the very few voices I listen to when it comes to pipeline creation and new business development—and you should, too! The sales world needed COMBO Prospecting and this book delivers exactly what you need to know and do to succeed creating your own sales opportunities. Read it and implement. Now.”
— Mike Weinberg, author of the AMACOM bestsellers New Sales. Simplified. and Sales Management. Simplified.