Hey, Scott from The Sales Mastermind here. Today’s edition only takes 3 minutes.
"I've never met a smart person who doesn't read."
It was a simple line on a podcast and got me thinking: what are the best sales books for founders who sell; but aren't *sales*people.
Around the same time, a friend reached out to ask:
Of the 50 sales books I have read since 2018, here is my pick of the bunch:
Problem Prospecting by Stuart Taylor, Mark Ackers, and Rich Smith
Goal: Generate more Leads.
One-line description: A step-by-step, hyper-tactical guide to generating leads by prospecting.
Why I recommend it: The three authors are rare. Despite having senior leadership roles in a decent-sized company, they each personally prospect. I have first-hand experience being on the receiving end with Rich in ~2020.
This book is perfect for anyone who needs more leads and is willing to do the work. It's one of the few lead-generation books for sellers, not marketers.
The Sales Bible by Jeffery Gitomer (2015 or later edition).
(mentioned in last week's story last week)
Goal: Taking action for the whole sales cycle.
One-line description: Bite-sized sales tips for most situations.
Why I recommend it: I credit this book for helping me learn to close.
Each chapter is only a few pages long. You can read a chapter each morning and use a tactic mentioned on your next sales call. They're also listicles, which makes reading and applying them even more straightforward.
I have bought this book at least ten times. And I have given it away at least nine times. At some point, I'll give my 10th to someone else and buy another copy.
Influence by Robert Cialdini
Goal: Understanding buying motivation.
One-line description: The book explains the psychology of why people say "yes."
Why I recommend it: The buyer says "yes" to the next step throughout a buying journey.
- When they respond to your cold email, they say yes to more information.
- When they agree to present a business case to other stakeholders, they say "yes" to your product.
- When they sign the contract, they say "yes" to the outcomes you've agreed to.
Therefore, sellers must understand how and why people say yes to anything.
Influence presents deep psychological research on influence and persuasion that is digestible and actionable.
For example, adding client logos and testimonials to a presentation deck applies the "law of social proof." When negotiating, asking for something in return uses the "law of reciprocity." Read the book for more.
Never Split the Difference by Chris Voss
Goal: Master the art of framing your sales conversations.
One-line description: Tactics to negotiate for the outcome you want.
Why I recommend it: Chris Voss was the hostage negotiator. He presents specific tactics to use when negotiating. They apply to business and selling as much as hostage rescue.
The book is a joy to read as each tactic has a match hostage negotiation. The stories make the tactics sticky. You'll remember them when the time comes.
This book has inspired a few of my newsletters, notably the "3 Types of Yes" in "The Question Stack."
Traffic Secrets by Russell Brunson
Goal: Generate more qualified leads tomorrow by doing the work today.
One-line description: All deals start with lead generation. Learn tricks and tactics to generate a ton of leads.
Why I recommend it: Very few sellers know why people buy from them. Too many are applying the "build it, and they will come" approach. Which works, but you're always at the whim of the market.
Traffic Secrets has great exercises to work out who you want to serve, why they buy, and how to position your marketing so they find you.
Caveat: I recommend Traffic Secrets only. I do not recommend ClickFunnels.
And… ignore the BS about "funnel hubs." That bit is infuriatingly stupid. A funnel hub is a website. With this caveat, the book is still worth it.
Next on my list to read are (in no order):
- Sales P!tch by April Dunford
- The Challenger Sale by Brent Adamson and Dixon Matthew
- Never Hire a Bad Salesperson Again by Dr. Christopher Croner and Richard Abraham
What's on your reading list?
Let me know what you think! it to a friend
Until next week,
Scott Cowley
PS Once again, thank you for being a reader... here is the "Discovery Call Cheat Sheet" with everything you need to nail the first sales call. And here are the bonus scripts (only for readers of this newsletter; please do not share publicly).
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