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Hello, I’m Peter Button. I’ve spent the last forty years working independently with other people’s sales teams, enabling them to sell more effectively.
AI makes fundamentally different customer conversations practical. In these conversations, brand new value can be co-created as outcomes are wrestled into shape and expectations are negotiated and aligned with care.
I equip and inspire B2B sales teams to lead these conversations.
What might that mean for the business you win, retain and grow, your margins, and the stories your customers tell about what you helped them achieve?
AN INTRODUCTION FROM PETER · 2:05
From Sales Reset, the practical companion to this work.
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01 · PROPOSALS AS A PROCESS
AI makes it practical to turn a conversation into a first draft that customers and colleagues can question, correct and develop together.
Different expectations become visible. Assumptions are challenged. New possibilities emerge as people work through what they could achieve and contribute.
See how the process develops
With participants’ agreement, a recorded conversation becomes the basis of a working proposal. People can correct the account, question assumptions and develop alternatives. Successive conversations reshape the proposal as outcomes and expectations are negotiated and aligned before the relevant commitments are made.
PROPOSALS AS A PROCESS
CONVERSATION
Possibilities, interests, tensions and expectations.
FIRST DRAFT
Make the emerging thinking visible.
BACK INTO THE CONVERSATION
Question. Correct. Negotiate. Create. Revise.
Develop the proposal ↔ Develop the outcomes
02 · DUAL ACCOUNTABILITY
As more rigorous work becomes practical, what should leaders increasingly expect of their salespeople?
REMAINS
Salespeople remain accountable for achieving their commercial results.
INCREASINGLY
Identify, define, align and agree the expected outcomes of all key stakeholders—including colleagues who will deliver what is being sold.
Customers own their outcomes. The additional accountability concerns the quality of the work done before commercial commitments are made.
Read the full definition of Outcome-Accountable Selling
In Outcome-Accountable Selling, salespeople remain accountable for achieving commercial results and become increasingly accountable for how rigorously the expected outcomes of all key stakeholders are identified, defined, aligned and agreed before the relevant commercial commitments are made.
COMING NEXT
I’m preparing a collection of films and writing on what these possibilities could mean for selling, customers and the organisations involved.
Subscribe to receive the editions as they appear. Read, watch, forward to colleagues—and reply with your questions and experience.
THE COMMERCIAL OPPORTUNITY
What AI makes practical, and why the implications deserve senior attention.
THE CONVERSATIONS
How possibilities and outcomes take shape through the conversation.
THE DEVELOPING WORK
Conversations and proposals that develop together.
THE ACCOUNTABILITIES
What salespeople can increasingly be expected to establish before commitment.
YOUR ORGANISATION
Roles, leadership, coaching, incentives and performance reporting.
QUESTIONS FOR YOUR COLLEAGUES
Where could your salespeople and customers create substantially more value together?
What would colleagues responsible for delivery need to contribute?
What would leadership, coaching and performance reporting need to support?
Every organisation has its own combination of strengths, opportunities and obstacles. The answers need to be worked through in your circumstances.
WORKING WITH PETER
Peter Button
Originator of Outcome-Accountable Selling
A question can be enough to begin.
You can start with what interests you. My questions and independent perspective help senior teams establish what deserves attention, what could stand in the way and what to do next.
When appropriate, the conversation widens to colleagues, a free workshop and first-draft proposals. Further work develops from what we discover and agree together.
As you introduce me to colleagues, the care we take with those relationships matters.
THE WIDER AMBITION
I originated Outcome-Accountable Selling and want to establish and advance it as a category, through practical work, serious enquiry and contributions from people in different organisations and countries.
What I learn from clients, readers and colleagues improves my understanding, the material I produce and the work we can do together.
I welcome questions, disagreement and experiences that help develop the thinking.
PUT THE IDEAS TO WORK
Videos, AI prompts and resources to help you make and sustain progress.
Equipping and inspiring you to lead fundamentally different and better conversations with your customers
© 2026 Peter Button · Sales Reset Limited
Sales Reset Limited. Registered in England and Wales, company number 03300351. Registered office: 2nd Floor Windsor House, 40/41 Great Castle Street, London W1W 8LU.