Selling By Design

About the book

Most sales problems come from some combination of role design, hiring, deployment, and development — not raw willpower.

The book uses the Luks Prisma sales model, a competency-based framework for aligning sales talent to revenue strategy. It separates the drive dimension — what fuels a seller’s persistence when the deal gets hard; the fit dimension — how a seller’s judgment matches the shape of the sale, from transactional to strategic; and the motion dimension — how the seller operates inside the company’s actual go-to-market motion.

Together those dimensions become an assessment lens, a hiring rubric, and a deployment map.

What you get

• A vocabulary that separates the ability to sell from fit to the sale.
• Interview questions and role scorecards keyed to the Luks Prisma dimensions.
• Deployment patterns for aligning sellers to territories, segments, and product motions.
• Development paths that move a rep from technical execution to consultative judgment.

Who it is for

Chief revenue officers, sales VPs, and founders building or rebuilding a go-to-market team, plus the executive-search and advisory practitioners who serve them.