Decision-Based Selling: New Book Shifts Stale Paradigm That Has Made ‘Selling’ A Dirty Word

Fed up with the old way of selling? New business book redefines what selling can be … the engine driving change for the whole business to the benefit of everyone’s wellbeing

Sacramento, CA, 21 September 2020 – Abandoning the stale business sales paradigm of pitch and persuade is critical for companies that want to build sustainable, mutually beneficial relationships with customers, seasoned sales experts Scott A. Roy and Dr. Roy W. Whitten explain in their new book, Decision Intelligence SellingTransform the Way Your People Sell

The book will resonate with business leaders, sales managers and salespeople tired of alienating clients with selling behaviors and environments that are counter-productive at best, dysfunctional and manipulative at worst.

“Our mission is to prove that ‘selling’ isn’t a word to be ashamed of,” Scott A. Roy explains. “Our book shows readers how to turn sales into a process of developing the decision intelligence of clients. By doing so, they are helping clients to make the best possible buying decision.”

Dr. Roy W. Whitten adds: “We’re offering a fundamental change of direction on how to sell in a way that increases profitability while upholding the wellbeing of everyone impacted, from clients, employees, suppliers to the communities in which businesses operate.”

Featuring insightful concepts around how the mind works, Decision Intelligence Selling lays out a template for an innovative way for companies to sell their products and services. Over nine chapters, illustrated with a wealth of real stories from over a decade of fieldwork, the authors put their readers into the training room teaching them to sell in this new way, which requires breaking through hardened habits, worn routines and fixed mindsets.

Offering a framework for genuinely transformative sales and leadership practices, Decision Intelligence Selling teaches readers how to:

  • Help clients make the best buying decision with the authors’ Decision Intelligence concept that builds trust between buyer and seller, and actually leads the buyer to make an informed decision that they fully stand behind.
  • Have compelling sales conversations that finally ditch the “itch to pitch”.
  • Aim the brain for sales success by discovering the “wants-under-the-wants”.
  • Master attitude by becoming aware of it, learning to shift and control it.
  • Turn off Autopilot, the automatic way of doing things in life, and in fact the ‘problem-under-the-other problems’ and primary cause of ineffectiveness in salespeople.

The book’s authors, Dr. W. Roy Whitten and Scott A. Roy, are the co-founders of international sales consultancy Whitten & Roy Partnership. With a global consultant network, they have helped businesses and organizations in over 40 countries transform their sales results.

Scott A. Roy spent the first part of his career building and running large direct-sales organizations and co-founded an insurance company in the United States that has grown to over $1B in assets. Dr. W. Roy Whitten, an expert in attitude and its role in human performance and sales management, earned a PhD for his work in transformative learning and change. In over 40 years as a trainer, consultant and coach, he has personally coached and trained over 100,000 people. 

David Allen, international best-selling author of Getting Things Done: the Art of Stress-Free Productivity comments: “If you can use simple but powerful keys to influence people in your direction, whether you’re in sales or simply in life, this is a must-read. Roy and Scott have written a new manual for sales training, but surprisingly, a page-turner for us all in leveraging our relationships to everyone’s advantage. Bravo.“

Andy Paul, top industry expert whose Sales Enablement Podcast has received millions of downloads, says: “Success in sales often boils down to approaching the task with the correct perspective in mind about what your job as a seller really is. In their new book, Decision Intelligence Selling, Whitten & Roy do an excellent job of laying out what this should be for the modern enterprise salesperson.”

Published by US independent publisher Niche Pressworks, Decision Intelligence Selling is available on Amazon in both print (paperback $12.99, hardback $25.99) and ebook editions ($9.99) from 21 September 2020. More about the book and authors can be found at:

Readers are encouraged to share their thoughts on social media via the hashtag




The media kit, including authors’ photos and book images, is available for download here:

For book copy requests and other media enquiries, please contact:

Katharina Winkler – PR Consultant

Email: / telephone +44 (0) 7940 510 008

Davide Castorina  – Marketing Consultant

Email: telephone Tel: +33 6 64 17 27 77


About the authors:

Dr. W. Roy Whitten and Scott A. Roy are the co-founders of Whitten & Roy Partnership, an international sales consultancy that helps leading businesses and organizations transform their sales results. Founded in 2009, the company today comprises a network of consultants operating in 40 countries around the world.

Drawing on many decades of sales experience in both the for-profit and not-for-profit sectors, and with backgrounds in psychology and business development, their business offers an ethical and effective sales approach that is fit for use by socially minded organizations that are genuinely concerned with the well-being of their own people and the clients they serve.

For more information visit:

Linkedin: @WhittenandRoyPartnership

Facebook: @WRPartnership

Twitter: @WRPartnership

Show More