# Selling By Design

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

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A Smarter Way to Hire, Deploy, and Grow Talent for Sales Success

Published April 2026 · by Jose J. Ruiz

[Buy on Amazon →](https://geni.us/SellingByDesign)

## 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.

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