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The Joshua Principle: Leadership Secrets of Selling

The best-selling book
by Tony J. Hughes
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Cover of The Joshua Principle book. The book is blue and black in colour, with an image of a chess piece on a chess board behind the text on the cover. The cover reads: Tony J. Hughes. The Joshua Principle. Revised Edition. Leadership Secrets of Selling. A Story to Transform Your Career. FREE Sales Aptitude Test.

The Joshua Principle: Leadership Secrets of Selling lifts sales theory off the paper, immersing them in a story you won't be able to put down. In his best-selling debut book, author Tony J. Hughes we either learn through repetition or emotional impact. Have your read enough repetitious sales books? Listen in for an emotional impact you can learn from.

Joshua Peters is a salesman in crisis – after losing a key deal his boss threatens him with the sack and he has doubts concerning his choice of career. His father is a sales veteran who progressed all the way to CEO but with their relationship at an all time low he struggles to help.

Then a mentor’s invitation from the other side of the world powerfully transforms everything as Joshua’s RSVP sets him on the path to discovering leadership secrets of strategic selling. He applies the principles to the biggest and most complex deal of his life and his journey culminates with a powerful meeting that finally reveals The Joshua Principle.


Praise for The Joshua Principle: Leadership Secrets of Selling

I'm very impressed with The Joshua Principle and it deserves to be read by a very wide audience.
Professor Neil Rackham
3 x New York Times best-selling author
To describe this book as a compelling story is an understatement. This is a coming-of-age story and scores a perfect ten in every way! Take a deep breath, put your feet up and get ready to lose yourself in the truly engaging story of an aspiring sales leader who discovers how deals really get won.
Dave Stein
CEO, ES Research Group Inc.
This is the first business book I’ve read that caused me to shed a tear. The concepts are powerful and I couldn’t put it down – I read it in just four days.
CEO of tier-one technology corporation
Who subsequently purchased copies for the entire management team and sales organization
To describe this book as a compelling story is an understatement. This is a coming-of-age story and scores a perfect ten in every way! Take a deep breath, put your feet up and get ready to lose yourself in the truly engaging story of an aspiring sales leader who discovers how deals really get won.
Tom Snyder
CEO, ES Research Group Inc.
We are a large systems integrator and the principles in this book are used by our solutions selling teams across the region with phenomenal success.
Brian Pereira
Head of Japan and Asia-Pacific, HCL-AXON
Highly recommended! I’ve reviewed hundreds of books on sales and sales framework with an engaging story of a young person’s journey from salesperson to sales professional. There’s much to learn here.
Paul Sparks
Principal, Sales Effectiveness Australasia
This book is a must read for anyone in professional sales. Tony’s insights are clearly the result of decades of experience in selling at the highest levels. We use the best sales tools available and the RSVP principles complement these perfectly.
Paul Wray
Senior Sales Executive, Oracle Corporation.
Tony Hughes has written a masterful book that not only gives significant insight to the mentoring process, but will add tremendous value to anyone who chooses to immerse themselves in the exercises suggested in this book. Although the book is directed at those in the sales profession, the lessons and insights are readily applicable to anyone.
Anthony Howard
CEO, Asia Pacific, Merryck & Co.
We launch the sales careers of the very best university graduates and the RSVP concepts represent next generation selling. Anyone seeking to progress their career in sales or management should read this book.
Blair Whitehead
CEO, ProGrad
Tony’s ability to teach whilst telling an interesting story got me hooked. This is the best sales book I’ve read and the principles helped me achieve number one sales person in our company two years in a row.
Mike Ross
Country Manager, New Zealand, Objective Corporation Limited
I found the book compelling reading. It is the most engaging professional selling publication I’ve come across and takes a refreshing approach to thinking strategically with minimal administrative overhead.
Stephen Walker
Managing Director, Australia and New Zealand, Interwoven
This book is both entertaining and insightful; it tugs your heart strings and challenges your thinking. Tony transcends the concepts of sales practitioner to equip any sales professional to become genuinely strategic anywhere and at any time. This book is a must read for anyone who wants to advance their career.
Paul Floro
Senior Sales Representative, IBM
This business book is one of a kind and keeps the reader entertained. Tony’s ability to weave invaluable sales insights into a genuine storyline had me burning through the pages. The RSVP concepts will resonate for any sales professional. Highly enjoyable and highly recommended!
Matt Loop
Vice President, Corporate Sales – ANZ, Salesforce
I mentor and train sales professionals in some of the biggest and most successful organizations in the world but this book took me by surprise. It is going to change professional selling because of its focus on what can be easily implemented in the real world.
John Dean
Principal, Katalyst Consulting
This is one of the best business books I’ve come across and I bought it for everyone in our management team and sales organization. I received incredibly positive feedback and the RSVP concepts are now changing the way we engage. I highly recommend it.
Tim Cavill
Managing Director, Orange Business Services
“This is the best book you’ll ever read on professional selling – plain and simple. It delivers genuine insights within a narrative that has the power to change your life. I couldn’t put it down and I loved the story. Finally a book about professional selling that’s also great to read! A fascinating blend of instruction and entertainment with a plot that keeps you guessing right to the end. Buy one for yourself and every salesperson.
Andrew Everingham
Public Relations Director, Salesforce APAC
This is next generation selling, and professional selling for the next generation. Everyone who has read SPIN Selling needs to also read this book. Adrian Rudman General Manager, Marketing, Objective Corporation.The RSVP concepts enabled me to achieve over 700% of my annual quota and become the number one sales person world-wide!
Brett Shields
Senior Sales Executive, Hummingbird Corporation
This is the first book on strategic selling with heart, and the new standard text for all my sales people. It complements our existing sales tools and methodologies by creating focus and stimulating innovative thinking. Everyone can learn something valuable from this book no matter what their role in a sales organization.
Simon Tate
President: APAC, Adobe
After fifteen years in sales I finally have a powerful sales methodology that is easy enough to carry around in my head yet flexible enough to apply to all business situations. The RSVP concepts enabled me to qualify for my first Achiever’s Club in Las Vegas. This delivers at every level
Greg Mennie
Senior Sales Executive, Open Text Corporation
Tony Hughes is a proven leader and his RSVP methodology delivered three of the four biggest contracts globally for our company in 2005. His operation in Asia Pacific delivered more than 300% of annual quota and was the most profitable office worldwide.
Elias Diamantopoulos
Vice President of Sales and Operations, Hummingbird Corporation
This could be for professional selling what the book, The Goal, has been for supply chain and manufacturing. It teaches through real life scenarios and promotes genuine alignment with the needs of the buying organization. This book delivers insight into how the best suppliers operate.
Eric Haynor
Vice President, Supply Chain Asia-Pacific, Ecolab

where to buy

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sales theory

What you'll learn in
this page-turning parable

RSVPselling™ for winning the complex sale.

The Value Quadrant for Professional Sales Agents.©

The New ROI.©

The seven sins of selling.

The ten laws of relationship and strategic selling.

How to develop and execute effective strategy.

The history and evolution of professional selling.

Gaining insight to challenge thinking and create business value.

How to successfully sell at the top.

Tony Hughes

Meet the author
Tony J. Hughes

Tony is CEO and Co-Founder at Sales IQ Global. He has 35 years of corporate and sales leadership experience having generated record-breaking results as a salesperson, head of sales, and CEO leading the Asia-pacific region for multi-nationals. Tony is a best-selling author, consultant, trainer and keynote speaker.

More resources


On this episode of In the Arena,  Anthony Iannarino and Tony J. Hughes explore the value to be found in The Joshua Principle.

Listen here

For those who have already read or listened to The Joshua Principle.

Read on RSVPselling.com

Check how well your team absorbed the learnings from The Joshua Principle.

Keep exploring
The Joshua Principle
on Tony's website

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