ISA throws the book at sales weak spot

5 Oct 2004

The Irish Software Association (ISA) is launching a new book that aims to address the perceived deficit in sales skills among technology firms.

‘Select Selling’ is described as offering strategic marketing and sales best practice to CEOs and sales professionals within the software industry. It was co-written by well known technology entrepreneurs Donal Daly and Paul O’Dea, who are also partners in technology consultancy International Ventures.

Targeting ICT firms that sell high value, complex technology to large organisations, the book focuses on providing concepts and processes that can help such companies increase sales revenue.

“We have worked closely with the authors in the creation of this publication, and based on the excellent feedback we have received so far from the industry, we can say Select Selling delivers exactly what the industry needs,” said Kathryn Raleigh, director, ISA.

The book represents the latest in a number of initiatives by the ISA to enhance the commercial capabilities of Irish software firms, especially those selling into the lucrative but notoriously hard-to-crack US market. ISA has been working with Enterprise Ireland and FAS since 2002 to spearhead many sales and marketing education programmes for the software sector, including SalesSTAR, an educational initiative for CEOs of Irish software companies.

Commenting on the new book, Eoin O’Driscoll, chairman of the Enterprise Strategy Group, said: “Sales and marketing is a major issue facing Ireland in this evolving economy. In our view, enterprise in Ireland is not close enough to its customers. We need to greatly improve our sales and marketing capabilities. Everyone involved in this publication is to be congratulated for their initiative in tackling this issue.”

The book is being launched Dublin this Thursday 7 October with further launches planned for other major cities, including Cork, Galway and Belfast. More details can be found online at: or The book is published by Oaktree Press and is also available online from:; it is priced €35.

By Brian Skelly