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

What's on this page?

  • eBooks
  • Briefings
  • 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

Salesmanship: the 30-day challenge
Increase the sales of your business with these action points from a panel of marketing experts. Step one: find your perfect pitch.

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.


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. If you are unable to access an eBook, please see our Help and support advice or contact library@icaew.com.

Bids, tenders and proposals

Best practice guide to writing bids, tenders and proposals.

Business law

Guide to the legal principles that apply to business. Aimed at non-law students.

Dictionary of e-business

Dictionary of technology and business terms with 1,678 entries. Includes coverage of wireless and mobile technology terms.

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

A step-by-step guide to sales technology implementation.

Ideas for leaders collection

A collection of the latest global management and business thinking summarised into straight forward and understandable language.

Pricing: segmentation and analytics

Pricing analytics from a US perspective.

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 are four-page guides from Atom Content Marketing written for the busy practitioner, director and entrepreneur providing concise, practical advice on core business issues.

Managing your sales team

20 DECEMBER 2017

Getting the most out of your sales team is an essential part of ensuring your business achieves its full potential.

Sales presentations

20 DECEMBER 2017

A presentation is an ideal opportunity to make a sale. You have a captive audience and far more flexibility than in a simple sales letter or phone call.

Set up and maintain your books

12 JUNE 2017

Keeping accurate financial records is a legal requirement that enables the production of end-of-year accounts and tax returns. Well-organised, up-to-date and accurate financial records are essential for sales and cash flow analysis, credit management and stock control.

Understand contracts and key trading laws

19 OCTOBER 2017

Whatever your commercial activity, you need to understand contracts and the regulations which cover the sales and purchases of your business. While the full range of business law is vast, the key issues affecting most businesses are relatively straightforward.

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.

A sales team that won't quit

If team leaders can address staff problems before they become critical they can retaining key talent and make substantial savings on training and recruitment costs.

Selling: the truth about success

The article reports on some of the age-old myths about how to be successful in selling perpetuated by some authors and sales experts. The first myth is that anyone can be successful in selling if they work hard enough and the second myth is that successful salespeople are born that way. Hard work matters, but it won't alone make one a successful salesperson..

Account planning for SALES

The article presents suggestions for account planning to manage high-performing sales. It is noted that the best account plan structure that will develop current customers could be determined by sales enablement teams. It is advised to explain the overall objectives, take each component of the goal build and develop a tactical plan to achieve the goal..

The many faces of practice management

This article discusses the use of practice management software. It offers a definition of practice management and tackles the tasks under the practice management umbrella. Categories of features and functions of practice management systems include the accounts receivable function, customer relationship management and workflow management.

30 days to jumpstart your sales

The article offers suggestions from sales trainers and marketing experts to increase the sales of small business by maximizing connections which include offering a good introduction, setting up meetings with customers, and sending an introduction letter to the customers. It also suggests to identify other new businesses to cover in next days, finding in charge for this businesses to make contact, and analyzing business for upselling to the customers..

CRM in accounting: the tide turns

Article offers insights on the adoption of customer relationship management (CRM) solutions by accounting firms.

You're going to love sales

A guide for entrepreneurs on how to develop their selling skills and think of sales in a whole new way - as a sophisticated dance requiring an understanding of language, psychology and choreography.

How to craft a clear and effective CRM strategy

Article offers suggestions for clear and effective customer relationship management (CRM) strategy.

5 cost-effective ways to double your online sales

E-commerce tips to increase your website sales, from Shane Nolan, Google's Director of UK SME sales.

Getting and keeping clients

The article discusses the importance of customer relationship management (CRM) software for accounting firms in getting new and keep existing clients. Topics covered include strengthening existing client relationships, the role of CRM in data collection to understand the needs of clients and the integration of CRM with practice management software.

Showing 10 of 31 items

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

Innovation in pricing: contemporary theories and best practices
Hinterhuber, A. (Routledge, 2013)
Pricing has a substantial and immediate impact on profitability. Most companies, however, still use costs or competition as a main basis for setting prices. This book examines how innovation in pricing can drive profits.

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.

Selected article

Selling online through third parties
Tips and Advice- VAT, Vol.4. No.11. 10 October 2014. p.6.
If you sell over the Internet through parties such as Amazon, you'll need to consider the VAT consequences including where to account for VAT due on your sales

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 web chat or by email at library@icaew.com.

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