In this article I look at some of my favourite books on selling. There are a huge number of sales books out there so I have tried to cut through some of the noise with a few classics every discerning sales professional should have in their library.
The Psychology of Selling – Brian Tracey
The Psychology of Selling is classic sales guide for tenured sales professional or those just starting out in the trade. Not only does this book have a nice flow to it, its packed with useful hints and tips to be more effective in sales. This book has a feel good factor to it and its something I read at least once a year.
The Ultimate Sales Machine – Chet Holmes
Sales is a process. The most effective sales organisations in the world, be they start-ups or blue chip companies, have highly operationalised sales teams. This message is conveyed extremely well in the Ultimate Sales Machine. Holmes provides a multitude of ‘plays’ that should be adopted by every sales team.
The Challenger Sale
Finally, The Challenger Sale examines why the best sales people succeed in good times and bad. This book is steeped heavily in research, which found that sales people fall into 1 of 5 different profiles – lone wolf, hard worker, relationship builder, problem solver and the challenger. The research found that the best sales performers are not the ones with the biggest rolodexes or most air miles, but those that challenge the customer to think. Challengers lead with insights into challenges the customer didn’t even know were there. This is my personal favourite.