The Joshua Principle, Leadership Secrets of Selling

Win the complex sale and own this business bestseller today!

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Joshua Peters is a salesman in crisis – after losing a key deal his boss threatens him with the sack and he has doubts concerning his choice of career. His father is a sales veteran who progressed all the way to CEO but with their relationship is at an all time low and he struggles to help. Then a mentor’s invitation from the other side of the world powerfully transforms everything as Joshua embarks on the journey of discovering leadership secrets of strategic selling. He applies the principles to the biggest and most complex deal of his life and his mentorship culminates with a powerful meeting that finally reveals The Joshua Principle. Learn about the Value Quadrant for Professional Sales Agents©, The New ROI©, the seven sins of selling, the ten laws of relationship and strategic selling, how to develop and execute effective strategy, the history and evolution of professional selling, how to gain insight to challenge thinking and create business value, how to successfully sell at the top, and much more.

I’m very impressed with The Joshua Principle and I hope that the readable format brings it to the attention of the wide audience it deserves.
— Professor Neil Rackham. Creator of SPIN Selling.

Listen to this short interview where Anthony Iannarino (from The Sales Blog) and Tony discuss concepts in the book.

Epilogue by Tony J Hughes: The Reason For The Story

The book, The Joshua Principle - Leadership Secrets of Selling, is fiction and not autobiographical but I am often asked which character is based on me. Am I Joshua or Mark or Damien? In truth, there is part of me in all three characters. 

Many have commented on the effectiveness of the book in blending fiction with teaching, but I am sometimes asked why I delivered such an emotional ending to the narrative. Most business books are high on repetition but I sought to make a difference by engaging through a story familiar to most of us - the desire to help those we love and the ageless dilemma faced by parents whose children don’t want to listen. All of us yearn to make a difference but can be frustrated by the challenges of communicating our intentions to those who matter most. ... 

This is the first business book I’ve read that caused me to shed a tear. The concepts are powerful and I couldn’t put it down – I read it in just four days.
— CEO who read the book and subsequently purchased copies for the entire management team and sales organization.


Ever wanted to fire your boss? Here's how if you're brave enough! Michael Blunt is a bully Sales Manager and his star sales person (Joshua Peters) finally has his day of revenge.

Matt Willis plays Michael and is the most in-demand voice artist in Australia (radio advertising and Channel 7) along with The Discovery Channel throughout Asia. Joel Phillips plays Joshua and is also a professional actor and presenter.  Joel did all the post production and he is an amazingly talented singer and song-writer. I highly recommend both Matt and Joel if you are looking for anything creative with high quality. 

This is the best book you’ll ever read on professional selling – plain and simple. It delivers genuine insights within a narrative that has the power to change your life. I couldn’t put it down.
— Tom Snyder: White House staff and CEO of Huthwaite.

Reception from Prominent Business Leaders and Sales Authors

“This is the best book you’ll ever read on professional selling – plain and simple. It delivers genuine insights within a narrative that has the power to change your life. I couldn’t put it down and I loved the story. Finally a book about professional selling that’s also great to read! A fascinating blend of instruction and entertainment with a plot that keeps you guessing right to the end. Buy one for yourself and every salesperson.”

– Andrew Everingham, Public Relations Director, Salesforce APAC.

“This is next generation selling, and professional selling for the next genera- tion. Everyone who has read SPIN Selling needs to also read this book. Adrian Rudman General Manager, Marketing, Objective Corporation.The RSVP concepts enabled me to achieve over 700% of my annual quota and become the number one sales person world-wide!”

– Brett Shields Senior Sales Executive, Hummingbird Corporation.

“We are a large systems integrator and the principles in this book are used by our solutions selling teams across the region with phenomenal success.”

– Brian Pereira, Head of Japan and Asia-Pacific, HCL-AXON.

“Highly recommended! I’ve reviewed hundreds of books on sales and sales framework with an engaging story of a young person’s journey from salesperson to sales professional. There’s much to learn here.”

– Paul Sparks, Principal, Sales Effectiveness Australasia.

“This is the first book on strategic selling with heart, and the new standard text for all my sales people. It complements our existing sales tools and methodologies by creating focus and stimulating innovative thinking. Everyone can learn something valuable from this book no matter what their role in a sales organization.”

– Simon Tate, Sales Director, Australia and New Zealand, EMC Software.

“Tony Hughes has written a masterful book that not only gives significant insight to the mentoring process, but will add tremendous value to anyone who chooses to immerse themselves in the exercises suggested in this book. Although the book is directed at those in the sales profession, the lessons and insights are readily applicable to anyone.”

– Anthony Howard, CEO, Asia Pacific, Merryck & Co.

“We launch the sales careers of the very best university graduates and the RSVP concepts represent next generation selling. Anyone seeking to progress their career in sales or management should read this book.”

– Blair Whitehead, CEO, ProGrad.

“Tony’s ability to teach whilst telling an interesting story got me hooked. This is the best sales book I’ve read and the principles helped me achieve number one sales person in our company two years in a row.”

– Mike Ross, Country Manager, New Zealand, Objective Corporation Limited.

“This book is a must read for anyone in professional sales. Tony’s insights are clearly the result of decades of experience in selling at the highest levels. We use the best sales tools available and the RSVP principles complement these perfectly.”

– Paul Wray, Senior Sales Executive, Oracle Corporation.

“After fifteen years in sales I finally have a powerful sales methodology that is easy enough to carry around in my head yet flexible enough to apply to all business situations. The RSVP concepts enabled me to qualify for my first Achiever’s Club in Las Vegas. This delivers at every level.”

– Greg Mennie, Senior Sales Executive,Open Text Corporation.

“This book is both entertaining and insightful; it tugs your heart strings and challenges your thinking. Tony transcends the concepts of sales practitioner to equip any sales professional to become genuinely strategic anywhere and at any time. This book is a must read for anyone who wants to advance their career.”

– Paul Floro, Senior Sales Representative, IBM.

“Tony Hughes is a proven leader and his RSVP methodology delivered three of the four biggest contracts globally for our company in 2005. His operation in Asia Pacific delivered more than 300% of annual quota and was the most profitable office worldwide.”

– Elias Diamantopoulos, Vice President of Sales and Operations, Hummingbird Corporation.

“I found the book compelling reading. It is the most engaging professional selling publication I’ve come across and takes a refreshing approach to thinking strategically with minimal administrative overhead.”

– Stephen Walker, Managing Director, Australia and New Zealand, Interwoven.

“This could be for professional selling what the book, The Goal, has been for supply chain and manufacturing. It teaches through real life scenarios and promotes genuine alignment with the needs of the buying organization. This book delivers insight into how the best suppliers operate.”

– Eric Haynor, Vice President, Supply Chain Asia-Pacific, Ecolab.

“This business book is one of a kind and keeps the reader entertained. Tony’s ability to weave invaluable sales insights into a genuine storyline had me burning through the pages. The RSVP concepts will resonate for any sales professional. Highly enjoyable and highly recommended!”

– Matt Loop, Vice President, Corporate Sales – ANZ, Salesforce.

“We recruit senior sales people for enterprise selling roles. Our clients confirm that the RSVP concepts are redefining excellence in sales strategy and execution. Tony’s sales aptitude test is a tool that we use to identify the very best strategic thinkers in complex solution selling. Marcus Lynch, Managing Director, Halcyon Knights
I mentor and train sales professionals in some of the biggest and most successful organizations in the world but this book took me by surprise. It is going to change professional selling because of its focus on what can be easily implemented in the real world.”

– John Dean,Principal, Katalyst Consulting.

“This is one of the best business books I’ve come across and I bought it for everyone in our management team and sales organization. I received incredibly positive feedback and the RSVP concepts are now changing the way we engage. I highly recommend it.”

– Tim Cavill, Managing Director, Orange Business Services (France Telecom).