Selling is no talent. It is a system.

This book is the first Dutch-language standard work for sales professionals. Written by Graham Hulsebos, best sales trainer in the Netherlands 2025, based on 30 years of practical sales experience. No vague theory and no isolated tricks, but one complete system that eliminates chance from the sales process.

What is inside?

Across 358 pages, Graham Hulsebos bundles his complete methodology: 13 sales techniques, 11 scientific insights, 10 fundamental principles and 6 guiding principles. From the first question in a sales conversation to the final step towards advocacy. Every technique explained, every step applicable from the next working day.

Who is this book for?

For salespeople who want to stop selling on intuition and start selling on system. For account managers, inside and field sales staff, sales managers and entrepreneurs who sell their own products or services. Do you recognise the idea that the best salespeople simply got lucky, or were born with a talent? This book proves otherwise.

Selling is asking, not telling

The thread running through the entire book: who asks the questions holds control, who tells loses it. That principle is made concrete in every chapter with techniques you can apply directly in your own sales conversations.

Practical details

358 pages, hardcover, in Dutch. Releasing 30 June 2026.

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