Selling By Design

About the book

Most sales problems come from some combination of role design, hiring, deployment, and development — not raw willpower. Selling By Design is a practical field guide for revenue leaders who want to stop treating sales as a personality contest and start treating it as a system that can be engineered.

The Luks Prisma lens

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 (transactional, consultative, enterprise, strategic).
• 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’ll get

• A vocabulary that separates 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’s 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.