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Sales

A collection of guides, checklists, articles and links for successful selling including sales strategies, sales teams, presentations and negotiating a sale.

What's on this page?

  • eBooks
  • Briefings
  • Checklists
  • Online articles
  • Useful links
  • Articles and books from the Library

Contact the Library

Expert help for your enquiries and research.

E  library@icaew.com
T  +44 (0)20 7920 8620
F  +44 (0)20 7920 8621

Featured article

Motivating salespeople to sell more 
Mark Roberge, Chief revenue officer at U.S. marketing firm HubSpot, explains the right way to use compensation to build an effective team. Pay your sales team using an appropriate system for the stage your business is in. 

You will need to be logged-in to the website to access the full range of articles available online.

Featured book

The go-to expert: how to grow your reputation, differentiate yourself from the competition and win new business
H.Townsend (Pearson Education, 2014, 273 pages)
Part 4 of this book covers turning leads into clients, managing your sales pipeline and honing your selling skills.

To borrow this book please contact the Library.

eBooks

The Library provides full text access to a selection of key business and reference eBooks from leading publishers. eBooks are available to logged-in ICAEW members, ACA students and other entitled users.

Bids, tenders and proposals

Best practice guide to writing bids, tenders and proposals for those working in professional services, consultancy or research. Includes techniques that can be used when bidding for small projects as well as large contracts.

Effective sales force automation and customer relationship management: a focus on selection and implementation

The book includes chapters on integrating technology and telecoms with business strategy, implementing change, system planning and designing, and technology assessment and maintenance. It also looks at the role of customers in sales innovation and the implementation of new technology and software.

How to value and sell your business: the essential guide to preparing, valuing and selling a company for maximum profit

Advice on valuing and selling businesses, with an emphasis on legal and financial questions and the nature of the potential buyer. Chapters cover finding a buyer, corporate valuation, marketing your business, managing the sale, legal documentation, and advice for specific sectors.

Pricing: segmentation and analytics

Aimed at students and professionals working in sales who need to identify and exploit pricing opportunities. Offers various business management analytics for designing effective sales strategies.

Terms of use: You are permitted to access, download, copy, or print out content from eBooks for your own research or study only, subject to the terms of use set by our suppliers and any restrictions imposed by individual publishers. Please see individual supplier pages for full terms of use.

Briefings

Directors' Briefings and Start-Up Briefings are four-page guides written for the busy practitioner, director and entrepreneur providing concise, practical advice on core business issues.

Effective selling

01-10-2014

Making sales is the biggest hurdle facing most start-up businesses. It’s often the make-or-break factor. But there are several ways to boost your success rate when it’s just you and the customer.

Managing your sales team

01-12-2009

Getting the most out of your sales team is essential if you are going to achieve your company’s full potential

Selling technique

01-04-2013

Persuading customers to part with their money may not be easy. But the actual process is a straightforward one. This briefing explains how to identify and approach targets; understand customer needs, then sell the benefits of your product; handle objections and close the sale.

Your sales strategy

01-04-2011

Effective marketing is crucial to the success of any business.

Disclaimer: These publications from Atom Content Marketing are for general guidance only, for businesses in the United Kingdom governed by the laws of England. Atom Content Marketing, expert contributors and ICAEW (as distributor) disclaim all liability for any errors or omissions.

Checklists

The How To Do It guides from Atom Content Marketing are a collection of checklists providing a step-by-step approach to key business issues. Access to these guides is available to logged-in ICAEW members, ACA students and other entitled users.

Create a sales strategy for growth

An effective sales strategy is an essential part of building a growing business. You have to continue to identify and pursue promising new customers while ensuring that you give existing customers the attention they need and the standard of service they expect.

Recruit and pay a sales team

When you first start your business it’s likely that you will do much of the initial selling yourself – even if you do not have previous experience of sales. But as the business grows you will probably need to recruit salespeople to bring in new customers – allowing you to focus your energies on strategy and further development of your products and services.

Disclaimer: These publications from Atom Content Marketing are for general guidance only, for businesses in the United Kingdom governed by the laws of England. Atom Content Marketing, expert contributors and ICAEW (as distributor) disclaim all liability for any errors or omissions.

Online articles

The library provides access to a range of articles in full text from leading business, finance and management journals. Access to articles is provided to logged-in ICAEW members, ACA students and other entitled users subject to suppliers' terms of use.

Sales analytics insights

Sales analytics pioneer Andris Zoltners shares some of his insights into the best ways to organise and pay teams of salespeople.

Motivating salespeople to sell more

Mark Roberge, Chief revenue officer at U.S. marketing firm HubSpot, explains the right way to use compensation to build an effective team. Pay your sales team using an appropriate system for the stage your business is in.

Tiebreaker selling

How suppliers can help customers solve important problems - and win a sale in the process.

How to value a CPA firm for sale

Advice from two US Chartered Accountants on factors affecting the sale price of a firm.

Make the most of a polarizing brand

Start by measuring your "brand dispersion" and then use the authors' strategies to drive sales.

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Useful links

Finding and selling to customers
Section of the smallbusiness.co.uk web site with articles on selling and marketing to customers.

Your business and selling to customers
A Gov.uk government video guide to the different ways you can sell to customers and what options are right for your business

Articles and books in the Library collection

Selected books

The psychology of price: how to use price to increase demand, profit and customer satisfaction
Caldwell, L. (Crimson, 2012)
For any business, deciding how much to charge for a product or service is crucial. By gaining an insight into the way consumers think and purchase, you can generate more demand, more customer value - and more profit.

How to write sales letters that sell- learn the secrets of successful direct mail
Bird, D. (Kogan Page, 2002)
Shows you how to: understand the secrets of persuasion; plan letters that will get more replies; create offers that make the readers want to respond; time mailings and remailing for maximum effect and lay out letters for maximum impact.

Selling by telephone- how to turn business cold calling into hot profit
De Winter, C. (Kogan Page, 2002)
A Sunday Times Business Enterprise Guide; provides accessible advice on how to maximise sales by using the correct techniques and also deals with the practicalities of setting up a telesales or telemarketing unit.

Find more articles and books

To find out how you can borrow books from the Library please see our guide to book loans.

You can obtain copies of articles or extracts of books and reports by post, fax or email through our document supply service.

Can't find what you are looking for?

If you're having trouble finding the information you need, ask the Library & Information Service. Contact us by telephone on +44 (0)20 7920 8620, by fax on +44 (0)20 7920 8621 or by email at library@icaew.com.

ICAEW accepts no responsibility for the content on any site to which a hypertext link from this site exists. The links are provided ‘as is’ with no warranty, express or implied, for the information provided within them. Please see the full copyright and disclaimer notice.