You’re either reading this because you just got your start in sales, or you’re wanting to bag a few new tricks up your sleeve, rest assured, we’ve got the goods.
Sales books are a dime a dozen, searching ‘sales books’ on amazon you’ll get over 100k results - overwhelming? yes.
With the landscape of sales and the way that people interact in general changing all the time and fast, reading a book from 5 years ago can feel a bit redundant…
But, there are some which really have stood the test of time and with the nod of approval from our sales team at trumpet, let’s just jump right into it.
Here’s 7 books every sales person should read or listen to, because… multitasking.
The JOLT Effect: How High Performers Overcome Customer Indecision
Author: Mathew Dixon and Ted McKenn
Raise your hand if you know the feeling... you’re working with a buyer, all is well… then it comes to crunch time, honeymoon period is over, and they’re having doubts.
The JOLT Effect talks about how to overcome customer indecision. It's perfect for people who are looking for practical ways to create *JOLT* moments of inspiration that can help customers make a purchase.
You'll find out why customers can be indecisive when buying something. Maybe they're not sure what they want, or they're afraid of making the wrong decision.
It's an easy book to get through and the real-world examples make it a breeze to follow along.
Eat Their Lunch: Winning Customers Away from Your Competition
Author: Anthony Iannarino
Alright, so swiping customers might seem a bit sneaky -- but in a world that's totally oversaturated, odds are you're not the only one schmoozing a prospect.
So, how do you come out on top?
Eat Their Lunch is loaded with super useful tips and strategies to help you crush the competition and win over customers 🥊
The book is divided into three parts;
- Understanding your customer
- The sales process
- Leadership
There’s some awesome tips on how to research your customers and competitors to help you create a 'value prop' that actually connects with your target audience.
Plus, there's a play-by-play on the whole sales process, from finding leads to closing deals and building lasting customer relationships.
How to Win Friends and Influence People
Author: Dale Carnegie
It’s pretty much a classic at this point, find this one wedged between the Bible and Jane Eyre on any book shelf.
86 years on and the core pillars of How to Win Friends and Influence People still hold true.
At the end of the day, you’re selling to other people, and to sell to people you need to truly understand how people generally think, react and communicate.
This book really is the ultimate guide to building relationships, improving your conversation skills and influencing people personally and in the workplace.
It’s easy to understand and follow, could be read in a day or two, or a chapter here and there.
Also read: How to show confidence on a sales pitch
Never Split the Difference: Negotiating as if Your Life Depended on It
Author: Christopher Voss
You’ll learn negotiation tactics taught by an FBI hostage negotiator — Do we have your attention
The author shows you how to use some cool techniques like…
- Tactical empathy
- Mirroring
- Labeling
- Calibrated questions
to get the info you need and sway the other person's decision-making process
Even though the book is focused on high-stakes situations it’s actually a great resource for anyone in sales.
You can use the same tips and tricks when negotiating with buyers or partners 😎 by building rapport and understanding their needs and concerns, you can boost your chances of closing deals and building relationships that last for the long haul.
Secrets of Question-Based Selling
Author: Thomas Freese
Another oldie but still a worldie.
Being kick ass in sales, it's not about selling (eh 🧐), it's about asking the right questions (ahh 😏).
Question Based Selling teaches you that being thoughtful and strategic with your questions, you'll get a better sense of what your prospects need and you'll be able to adjust your approach accordingly. Capiche?
It also dives into the importance of listening: salespeople are super focused on making that sale and don't always take the time to truly listen to their prospects.
Today that means muting yourself on Zoom actively listen, and respond with thoughtful questions.
Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones
Author: James Clear
You know those sales folks who just have a certain "je ne sais quoi" about them?
It's most likely because they've got some killer habits that lead to better outcomes, whether they know it or not.
Atomic Habits will teach you how to build good habits and break the bad ones
The book is split into 4 parts; How habits work > The four laws of behaviour change > How to form new habits > Advanced tactics to keep them going
This will teach you how to actually build and form habits, which is crucial in your sales process, especially for those who have looming targets (cry) -- By breaking down your goals into small, doable steps, you can make a roadmap to success.
An interesting read with digestable strategies backed by real-life examples.
Shoe Dog: A Memoir by the Creator of NIKE
Author: Phil Knight
A cheeky fiction addition to round off the list
Shoe dog really is an epic tale of humble beginnings, to building one of the most iconic brands, ever
What can sales people learn from this book?
Persistence and perseverance.
Knight's journey wasn't exactly a walk in the park, but he never threw in the towel. Facing many many obstacles and setbacks, but like a boss he continued to push forward.
And the rest is history.
There you have it folks, 7 books to level up your sales game, from influencing decision makers to breaking bad habits (and making new ones)
What would you add to the list?
