Selling the Wheel by Jeff Cox and Howard Stevens is a business fable that cleverly illustrates different selling styles and how they align with the buyer’s journey. The story follows Max, an inventor in ancient times who creates the wheel but struggles to sell it.
As Max partners with a series of salespeople—each with distinct personalities like the Closer, the Servicer, the Wizard, and the Strategist—readers discover that different types of customers require different approaches. The key takeaway is that sales effectiveness isn’t about charisma or persuasion alone; it’s about matching the right strategy to the customer’s needs and stage in the buying cycle.
Part allegory, part instruction manual, Selling the Wheel is an insightful and entertaining guide for sales professionals and entrepreneurs alike. It demystifies the sales process while delivering practical lessons with charm and clarity.
