The Joshua Principle, Leadership Secrets of Selling

Win the complex sale! This is a business bestseller in the 8th printing with eBook and audio book editions.

"To describe this book as a compelling story is an understatement. This is a coming-of-age story and scores a perfect ten! Take a deep breath, put your feet up and get ready to lose yourself in the truly engaging story of an aspiring sales leader who discovers how deals really get won.”  

Dave Stein: CEO, ES Research Group Inc.


Available in print, audio book and eBook here 

Click here for a preview of content from Kindle 

Listen to Audible sample here 


"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.


“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.

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.

Synopsis: 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.

This video is based on two characters from The Joshua Principle and the two stars who play Michael Blunt and Joshua Peters are professional actors. Matt Wills plays Michael and is the most in-demand voice artist in Australia doing work for radio advertising and Channel 7 television in Australia 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 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)