Book Review “Buyer Centered Selling” by Thomas Williams & Thomas Saine

Without buyers nothing will ever be bought or sold

While many sales books focus on the activities of sellers or sales managers, this book is centered around the buyers — without them nothing will ever be bought or sold. Thomas Williams and Thomas Saine published it as an addition to their earlier work “The Seller’s Challenge” to include the buyer’s dilemmas into the picture. The authors didn’t want to create another sales methodology or a process-driven step-by-step program to follow. Instead they rather provide a mindset shift to take the buyer into the centre of all related sales activities. It is up to the reader to transition this philosophical approach into daily practice.

Thomas Williams founded his advisory firm Strategic Dynamics to consult clients with his 35+ years in sales, marketing and operations which he spent mostly on the medical device and service industry. Adding his science background explains his experience in selling to the healthcare sector. Thomas Saine adds sales management expertise out of his sales leadership roles and his teaching roles at universities. As a result, both authors adopted their knowledge in a combined way to the challenges of the sales profession.