Cheating Death: From Salesperson to Sales Practitioner, Making B2B Sales a Life of Meaning

"Rob opened my eyes to the idea that sales is the most honest profession you can pursue. He didn’t just teach me skills; he challenged my beliefs, my biases, and my excuses." —Russ Putland, Sales Practitioner and Executive VP at Lavie Bio

Do you long for a career of meaning?

You’re in sales. Used to the word ‘no.’ Trained to overcome rejection—and persist.

But what if you could be powered by a positive force far greater?

Beyond the ‘how’ of sales, veteran salesman Robert Herbst finally arms B2B salespeople like you with an unshakeable WHY.

For more than 35 years, his Spire Selling training has energized salesforces big and small to regain confidence, reconnect with core sales skills, and pursue careers of meaning.

Cheating Death distills this message and invites you to join a growing community of sales practitioners. To learn and grow together, change the conversation, and escape the old stereotypes of sales.

Just as ‘practitioners’ have long-earned esteem in health, engineering and law, Rob’s book empowers salespeople like you to go beyond order-taking and become trusted experts and problem-solvers. As a sales practitioner:

• You’ll steer customer conversations from a position of curiosity, honesty and earned credibility.
• Get invited back into boardrooms and the decision-making process.
• Command more of your company’s resources by fixing customers’ problems.
• Find pride, satisfaction and fulfilment in solving real-world problems; by unearthing value and seeding cutting-edge solutions.
• You’ll become indispensable—and you will know your work matters.

Find out why Spire Selling is trusted by Corteva, Cargill, Bayer, Red Bull, Pattison Ag, HJ Heinz, and AT&T.

As complexity increases—and opportunities multiply—the world needs passionate, purpose-driven sales practitioners like never before.

The world needs YOU.

Robert Herbst is a 35-year B2B sales veteran, the founder of Spire Selling, and the pioneer of the Sales Practitioner mindset. In his debut book, Cheating Death, he does what he loves best: helping you grow, discover new ways to create value, and build a more purposeful, fulfilled life.