The Seller's Challenge and Buyer-Centered Selling® are the field-tested B2B sales books by Thomas Williams and Thomas Saine — written by the same team behind Strategic Dynamics' Buyer-Centered Selling® training programs. Every purchase includes free companion concept cards and a workbook, available for download below.
Field-tested B2B sales frameworks for today's complex, multi-stakeholder selling environment.
What is The Seller's Challenge? The Seller's Challenge is a B2B sales field manual that identifies the ten most common deal-killing obstacles in complex sales cycles and provides sellers with research-backed action plans to overcome each one. Written by Thomas Williams and Thomas Saine, it is the foundational text behind Strategic Dynamics' Buyer-Centered Selling® training programs.
The Seller's Challenge is a tactical B2B sales field manual grounded in current research, best practices, and real-world examples. It helps sellers craft action plans that maximize their odds of winning. Each of the ten chapters addresses one deal killer directly and can be read independently — so sellers go straight to the obstacle they're facing right now.
Buy Now on AmazonEvery book purchase includes concept cards and a workbook. Already purchased? Get your free downloads:
What is Buyer-Centered Selling®? Buyer-Centered Selling® is a B2B sales methodology developed by Strategic Dynamics that aligns seller activity with the buyer's decision-making process. Instead of pushing a product, sellers learn to help buyers navigate the eleven internal dilemmas that most often obstruct a purchase decision — reducing stall-outs and increasing close rates in complex sales cycles.
In 2018, Strategic Dynamics co-authored The Seller's Challenge to arm sellers with tactics for the most common deal killers in B2B sales. Buyer-Centered Selling® builds on that foundation by combining seller challenges with buyer dilemmas. Without alignment between both parties, the buying process stalls — slowed by lethargy, fear, and eroding internal support. This book gives sellers the strategies to help buyers address eleven dilemmas that obstruct the buying process.
Buy Now on AmazonEvery book purchase includes concept cards and a workbook. Already purchased? Get your free downloads:
To sell effectively in today's healthcare environment, B2B sellers must understand hospital and alternate-site personnel, their roles, and the language they use. Strategic Dynamics calls this Business Acumen. Sellers who demonstrate that fluency earn immediate credibility. This glossary covers business and clinical terminology across medicine, insurance, finance, supply chain, and clinical research — all defined within the context of the hospital. A detailed listing of medical specialties is included.
Buy Now on AmazonSD Concept Cards, workbooks, and the OEP eBook live on their own pages — built and ready to use.
10 free single-page B2B sales strategy reference cards from the Buyer-Centered Selling® and Seller's Challenge® frameworks.
View Concept Cards →Companion workbooks for The Seller's Challenge and Buyer-Centered Selling® — free with your book purchase.
View Workbooks →Helping Buyers Buy with an Outcome Enablement Plan (OEP) — a free Buyer-Centered Selling® eBook.
Get the eBook →Every purchase of The Seller's Challenge or Buyer-Centered Selling® includes free companion SD Concept Cards and a workbook. After purchasing on Amazon, readers can download both for free from the Concept Cards and Workbooks pages on the Strategic Dynamics website by entering their name and email.
Buyer-Centered Selling® is a B2B sales methodology developed by Strategic Dynamics that shifts the seller's focus from pushing a product to helping the buyer navigate their own internal decision-making process. It addresses the eleven buyer dilemmas that most commonly obstruct a purchase. Traditional sales training focuses on seller tactics and objection handling; Buyer-Centered Selling® focuses on the buyer's journey, resulting in fewer stalls and higher close rates.
Both books were written by Thomas Williams and Thomas Saine. The Seller's Challenge was published in 2018, addressing the ten most common deal-killing obstacles in B2B sales. Buyer-Centered Selling followed as a companion book focused on aligning seller activity with the buyer's decision-making process. Tom Williams is also a collaborator and subject matter expert with Strategic Dynamics.
Yes. Selling To Hospitals & Healthcare Organizations: A Glossary of Business Acumen & Personnel is available on Amazon as a standalone reference. It covers business and clinical terminology used in hospital systems, helping B2B sellers in medical, insurance, finance, and supply chain roles build credibility with healthcare buyers.
Strategic Dynamics delivers customized B2B sales training, Everything DiSC® facilitation, and Buyer-Centered Selling® programs for sales organizations across industries. Schedule a 30-minute call to find the right fit for your team.
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