Sales Craft

The fundamentals, without the fluff

A practical guide for salespeople who want to get better — not a 300-page theory book with three good ideas buried in it.

5.0 ⭐ ⭐ ⭐ ⭐ ⭐ (17 ratings)

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What makes this different from every other sales book

Most sales books are written for the author’s ego. Long, padded, full of war stories dressed up as wisdom.

Sales Craft is written for the reader. It’s specific, crisp, and actionable — built around the fundamentals that actually separate good salespeople from great ones: consistency, follow-up, honest diagnosis, and authentic engagement.

If you’re in health tech sales, the principles apply directly. If you’re in any B2B environment, they apply too.

How to build real sales discipline — and maintain it under pressure

What great discovery actually looks like (and what it doesn’t)

How to follow up without being annoying

Why likability isn’t a soft skill — it’s a competitive advantage

How to build The fundamentals most salespeople skip and then wonder why they’re stuck sales discipline — and maintain it under pressure

“McAdams breaks down the craft of selling into digestible, actionable components that both novice and veteran salespeople can immediately apply. What sets this book apart is its laser focus on the essential fundamentals of sales success – consistency, follow-up, and authentic human engagement. McAdams’ emphasis on being honest, direct, and selective with customers particularly resonates with me.“
Bruce Scheer
Speaker, Author, Consultant, and Host of the ValuePros Show

Not sure where your sales process is breaking down?

The Health Tech Sales Audit is a short self-assessment that helps founders and commercial leaders identify exactly where deals are getting stuck — and what to do about it.

Free. Takes about 10 minutes.

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