Among the many insightful messages in this well-crafted playbook to develop a high-performing culture of sales excellence, is the importance of dedicating yourself, as a business owner, to developing the sound business practices that will consistently drive new opportunities while promoting a consensus of sales excellence.  When viewed from multiple perspectives, business owners can develop the skills required to comprehend various points of view that will lead to improved communications, and, ultimately, a flowing pipeline of prospects that will result in a more proactive sales channel. 

In the words of Dale Carnegie, you "build relationships by winning people over to your point of view, and changing behavior without causing resentment."  This book reinforces these business maxims and elaborates further on the precepts that ensure business success through selling excellence.   

Dr. Carl J. Blencke

Adjunct Lecturer - College of Business Administration

University of Central Florida

 Great book…  For anyone starting in sales, this is a great starting point to give them a good idea of the basics and understanding of the proper process.   More so, for startups focused on just building the offering, this gives them a great sense that even after making a good product and services, they need to put in just as much effort and energy in building their messaging and presentations to their potential and future customers.  Again, it's a great book… highly recommend it.

Paiman A. Allage

 Business & Technology Consultant: AI, Automation, Custom Tech & Data 

CEO - Founder

Advanced IT Labs

Aries Sierra - The Mega Everything Platform 

"I run a language services company, and like many in this industry, I came into it as a practitioner, not a salesperson. I have found that you don’t exactly find seasoned sales professionals who know how to sell interpreting or translation services. So I’ve been wearing the sales hat by default… without a clear strategy, without training, and frankly in a very reactive mode.

Not Just Another Sales Book is written for small business owners like me who are passionate about what we do but have no clue how to grow it. I have never seen myself as a salesperson and every time a consultant suggests that to me, I cringe a little. But this book shifted my perspective. It helped me realize that sales doesn’t have to feel unnatural. This truly is about connection, clarity, and solving problems. I walked away with tools I can actually use and, more importantly, a mindset that feels more authentic to how I want to show up in my business. If you are tired of guessing your way through growth, start here."

Indy Vega (She/Her)
President / CEO

CCI Group

Book Review: "Not Just Another Sales Book: A Small Business Owner's Guide to Sales" by John Finnigan and Michael Townes

As someone who has spent five decades in business and witnessed countless approaches to sales strategies, I can confidently say that "Not Just Another Sales Book" offers a refreshing, purposeful approach for small business owners who often find themselves struggling to build a sustainable sales system. The authors, John Finnegan and Michael Townes, bring together their extensive experience to provide a guide that speaks directly to the unique challenges small businesses face in today’s competitive marketplace.

I have had the pleasure of knowing John Finnegan for several years, and I have seen firsthand how his expertise in sales leadership and management has impacted businesses both large and small. 

What sets this book apart is the way it approaches sales. Instead of offering a one-size-fits-all solution or relying on outdated sales techniques, the book takes a personalized approach that addresses the real-world obstacles small business owners face daily. The emphasis on practical, actionable advice is exactly what small business owners need to develop and execute a sales strategy that works within their unique business environment.

As someone who works with CEOs of small and mid-sized businesses, I can tell you that sales are often at the top of the list of challenges they face. Many of these owners are excellent at what they do, but struggle with building a repeatable, scalable sales process. This book addresses that gap by not only explaining why a structured approach to sales is necessary, but also offering clear, straightforward guidance on how to implement it—whether you are working solo as a sales leader or developing a team to scale your efforts.

If you are a small business owner, or someone who works closely with business owners, this book is a must-read. It is not just another theoretical sales book. It is a practical guide written by someone who understands the complexities of running a small business and has the tools to help you achieve real, measurable sales results.

Raymond Watson
Business Coach & Facilitator of CEO Groups
Certified Partner, The Predictive Index

“Not Just Another Sales Book, A Small Business Owner's Guide to Sales”  by Michael Townes and John Finnegan is a must read for aspiring entrepreneurs and small business owners.  With its practical approach to prioritizing basic business fundamentals, testing new ideas, measuring success, and pivoting when necessary, it provides actionable items to minimize risk and maximize efficiency.  This book is perfect for anyone looking to build a sustainable business in a fast paced, competitive market.

Garrett B. Ford 

Consultant - Sales, Marketing, and Business Development