Articles & events

Here you'll find published articles written by or quoting us, upcoming and recent events and a regular feature in which we look back at our archives to see how what we said 'then' relates to the 'now'.

Please take a look around.

For specific guidance, please take a look at our Sales guides

Recent publications

Winning Edge Issue 2 2019

Learning from experience: ISM Mentor scheme feature.

The Institute of Sales Management recently launched a pilot mentor scheme. Anna was delighted to support the ISM with advice on setting up the scheme and to be one its pilot mentors. In this feature, she and mentee Matt Baller share their experiences in conversation with the ISM's Head of Membership, Rachael Bourke.

Comms Business October 18

On the back of a panel discussion on 'Cracking the sales process end-to-end' this article, written by Alate Principal, Anna Britnor Guest on behalf of our delivery partner 5i, looks at the need for robust sales frameworks.

Read the full article

If these issues resonate with you, check out our practical Sales Guides

Institute of Directors October 18

An 'Ask the execs' panel response to a reader's question - how to sell new tech (in this case drones) to risk-averse clients. Anna is a member of the IOD Ask the execs panel.

Institute of Directors April 18

An 'Ask the execs' panel response to a reader's question - how to introduce team members into client accounts and reassure clients that quality won't suffer. Anna is a member of the IOD Ask the execs panel.

Winning Edge Issue 2 2018

The Institute of Sales Management's official publication cover story featured three long-standing ISM members and explored their sales careers and relationship with the ISM. Anna has been a Fellow and now a Companion / Champion of the ISM since 1998.

Read the full article

Upcoming & recent events

Webinar: Don't let blind spots wreck your sales deals

Don't let blind spots wreck your sales deals

Thursday 16th May 16:00 - 17:00 BST

Recording available

Blinds spots are everywhere - from not having the right stakeholders in meetings to not seeing red flags, objections or obstacles. To prevent any one of them from wrecking or delaying your deal you need to anticipate and identify them quickly.

In this webinar, in partnership with Point N Time, we’ll show how consistent methods and Strategy Mapper help you to proactively identify blind spots and plan your next manoeuvre.

Let's all become better deal drivers and reduce the chance of blind spots wrecking deals.

Watch the recording

Women in STEMM: Professional networking

Time to put something back in and go back to her roots, Anna Britnor Guest recently chaired a panel discussion for her old school alumni. Old girls and parents of current pupils shared their diverse, yet surprisingly similar, experiences of working across the STEMM sectors.


Anna says 'It was a great honour to be asked to be asked to be a judge for the UK's prestigious national sales awards, the British Excellence in Sales Management Awards. The ISM are promoting high standards of professionalism in ethical selling and I am committed to supporting their efforts'.

Judging took place in September - hear what Anna and fellow judges had to say on judging day.

Take a look at photos of the awards dinner - attended by around 700 sales professionals at the Grosvenor House Hotel in October 2018.

ISM Mentoring Programme

Supporting the ISM's commitment to ongoing development, Anna is a mentor for the launch of the pilot mentoring programme which launched in Autumn 2018.

The scheme is available to members of the ISM with pilot mentors selected by invitation from the membership.

Channel Live Panel

Ian Hunter of Comms Business hosted this panel discussion on 'Cracking the sales process end-to-end' at Channel Live which took place at the NEC, Birmingham in September. Anna offered insights to the IT channel on behalf of our delivery partner, 5i.

"In this session the panel will look to crack a modern sales process and highlight where partners can be doing more to get a tsunami of sales through the door. Panellists: Ian Sinnott, Sales Director - VanillaIP, James Bradley, CEO - FUEL, Andrew Dickinson, MD - Jola, Anna Guest - Director of Training Services, 5i"

Read the associated article in Comms Business

A look back at the archives

Our archive goes back to the late 1990s! In this occasional feature, we'll take a look at one of our old articles, publications or events to see what's still the same, what's changed and what wasn't even on our radar!

Could you be the greatest Infomatics 2002

Could you be the greatest?

What’s the difference between a good salesperson and a great one? Back in 2002, Anna Britnor Guest put together the recipe for exceptional performance for specialist IT sales publication, Infomatics. The foundations of what we now know as the ‘Challenger’ sale are there and the 7 most important skills for salespeople highlighted by contemporary research are still relevant. The nuances have perhaps changed and additional skills are now highly prized. Focus, tenacity and adaptability are all cited as important according to a 1997 study and we see these as even more key today.

What this tells us is that the last 16 years have been a consolidation, evolution and reinforcement of these trends. Plus ca change, perhaps?

DIY sales development Infomatics 2001

DIY Sales development

You know how to manage your accounts, territory and pipeline.  But how are you managing tour own learning and development?

In this April 2002 article from Infomatics, Anna gave hands-on advice for managing sales development in a environment in which 'the pace of business life, flatter management structures and greater employee empowerment [had] resulted in a more frenetic and reactive working environment'.

What strikes us now is that this is more important, and access to information is easier, than ever. Smart companies support individual learning paths and provide robust training and development. Others lag behind, believing that if you hire experienced sales people they don't need developing. If ever that was less true...