THE 4steps2win BOOK
A Winning Approach to Complex B2B Sales
In today's complex sales world, winning requires more than hard work - it demands mastery of strategy, insight, and execution. 4steps2win breaks down the art and science of advancing and closing high-stakes B2B deals into pragmatic steps. 18 chapters that equip sales professionals and leaders to sharpen deal qualification, craft compelling value propositions, and secure predictable success. Now includes dedicated chapters on mastering AI to transform your sales performance.
Available worldwide. Paperback, Hardcover & Kindle.
FOREWORD BY
What Christian and Conor have created is far more than a sales method; it is a comprehensive operating framework that equips teams to confront complexity with clarity and purpose. For any organization striving for greater consistency, predictability, and long-term excellence in sales, 4steps2win offers a roadmap to success.
WHAT'S INSIDE
Five parts. 18 chapters. One system that wins.
From securing executive sponsors to closing complex deals, from building organisational capability to mastering AI-powered sales intelligence - every chapter is built from real implementations across industries and continents.
WHO IT'S FOR
Three reading paths. Pick yours.
Whether you're an individual contributor closing deals, a manager building team capability, or an executive driving transformation - the book meets you where you are.
Start with Parts 1-2 (Chapters 1-8) for immediate impact on current deals. Explore Chapter 17 to amplify your capabilities with AI.
Shorter cycles, higher win rates, and a repeatable system you can rely on.
Start with Part 3 (Chapters 9-12) to drive team transformation. Master Parts 1-2 to coach your team effectively.
A coaching framework that builds capability without micromanaging.
Focus on Chapter 9 (Executive Steering) and Chapter 18 (AI-Powered Excellence). Delegate Parts 1-4 implementation to your teams.
Organisational transformation that survives leadership transitions.
INCLUDES: MASTER AI TO WIN DEALS
The AI chapters your competitors wish they had.
Part 5 reveals how artificial intelligence amplifies every aspect of the 4steps2win methodology. Not generic AI hype - specific, practical frameworks for integrating AI into your sales process.
Transform overwhelming data into daily guidance. Win-probability prediction, cross-deal pattern recognition, and 12 specific AI capabilities that compound with the methodology.
Scale intelligence across your entire organisation. Build unified revenue engines where technology amplifies human expertise rather than replacing it.
THE AUTHORS
Built by practitioners, not theorists.
