Published by
December 2024
336 pages
Deep Selling: How to Engage Buyers and Drive Growth in the Age of AI
Graham Hawkins and Dr Mark Micallef
5.0
Finalist, Australian Business Book Awards
Specialist Business
Available from
The method
Deep Selling:
the
sales
methodology
for the
age of AI
Deep Selling is GRO3’s selling methodology, set out in the book by Graham Hawkins and Dr Mark Micallef and published by Wiley. It shows sales teams how to engage today’s buyers and drive growth in the age of AI.
Why selling has to change
The first part of the book sets out what has shifted.
The digitalisation arms race
Every team has the same tools now. Tools alone no longer set anyone apart.
Rise of the robots
AI handles more of the research, writing, and admin. What’s left is the human work: judgement, insight, and trust.
Welcome to the age of the buyer
Buyers do most of their homework before they speak to a seller, and expect a seller to add something new.
The falling effectiveness of sales teams
Doing more of the old activity brings less and less back.
Nearly 2x
Deep sellers are nearly twice as likely as shallow sellers to beat their targets.
18%
Only 18% of B2B sellers are deep sellers.
Mindset, skill-set, and tool-set
Deep Selling works on all three at once. Lots of firms will sell you a tool or run a training course. On its own, neither lasts: change one layer without the others and the old habits come back.
Mindset
Buyer-first thinking: curiosity, insight, and the confidence to challenge.
Skill-set
Engaging the whole buying group, asking better questions, and building the business case with the buyer.
Tool-set
CRM, AI, and digital channels used to deepen relationships, not replace them.
The Deep Selling maturity model
Four stages describe how deeply a sales organisation understands and engages its buyers. Most teams sit at different stages in different areas.
Shallow
Selling is product-led and activity-driven. Results depend on a few strong individuals.
Emerging
The team knows it needs to change and has started to measure where it stands.
Exploring
Buyer understanding, team structure, and the way deals are run are being rebuilt around the buyer.
Deep
A buyer-obsessed, high-performance culture, measured with a balanced scorecard.
Six moves from shallow to deep
The book’s roadmap, phase by phase: six moves that take a sales organisation from shallow to deep.
Shallow to Emerging
Audit your current state
Benchmark how you sell today against the maturity model.
Emerging to Exploring
Develop deep buyer understanding
Learn how your buyers research, decide, and buy.
Emerging to Exploring
Adapt your structure to your buyers’ needs
Shape roles, territories, and teams around the buyer.
Emerging to Exploring
Evolve your sales execution model
Change how deals are run, from first contact to close, and use the latest AI tools, platforms, and data flows to streamline the work.
Exploring to Deep
Create a buyer-obsessed, high-performance culture
Build the behaviours, leadership, and recognition that keep standards high.
Exploring to Deep
Embed Deep Selling with a balanced scorecard
Measure what matters, beyond the revenue number.
How GRO3 puts Deep Selling to work
The book is the method. Our services are how it lands in your business.
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Deep Selling in practice
Sam Thiele
VP - GTM Strategy & RevOps
GRO3 helped us modernise our sales approach by bringing Deep Selling and MEDDPICC together into a methodology our teams can actually use. It's given us a common language, stronger qualification discipline and a much more buyer-centric approach to building confidence, progressing opportunities and driving growth.
The questions we hear most
Who wrote Deep Selling?
Deep Selling: How to Engage Buyers and Drive Growth in the Age of AI was written by Graham Hawkins, GRO3’s co-founder and Head of Growth, and Dr Mark Micallef. It was published by Wiley in December 2024 and was a finalist in the Australian Business Book Awards.
Is Deep Selling the same as LinkedIn’s deep sales?
Not quite. LinkedIn uses “deep sales” for a style of selling it researched with Ipsos. Deep Selling is GRO3’s own methodology, published by Wiley, covering mindset, skill-set, and tool-set, with a maturity model to benchmark a team.
What are the four stages of the Deep Selling maturity model?
Shallow, Emerging, Exploring, and Deep. Each stage describes how well a sales organisation understands its buyers, how its team is structured, and how it runs deals. The book sets out a roadmap from one stage to the next, starting with an audit of where you are today.
How is Deep Selling different from other sales methodologies?
Deep Selling looks at the whole sales organisation: mindset, skills, structure, tools, and culture together, rather than one stage of the sale. It also works alongside frameworks your team may already use, such as MEDDPICC for qualification.
Can we build Deep Selling into our CRM?
Yes. We build the Deep Selling method into your pipeline in HubSpot or monday.com, so it guides sellers inside the tools they use every day.
How do we find out our Deep Selling stage?
Book a Growth Assessment. We benchmark how your team sells against the Deep Selling maturity model and show you what to improve first.
