I read a lot of books. If a guest on my podcast, Sales Enablement with Andy Paul, has written a book, then I will read their book in preparation for our conversation. As a result, I read roughly 100 books per year on sales, sales leadership, sales enablement, marketing and related topics.
In fact, I’ve read so many books that could be useful for you that I want to tell you about some of them (in the off chance you don’t listen to my podcast. But…you do, don’t you??)
Today is the first in a series of posts about books individual sellers and managers should read. The books are listed in no particular order.
I was just introduced to this book earlier this year. I believe it’s a book that every seller should read. Jones provides incredibly simple but very effective takeaways about simple phrases that any seller can incorporate into their day to day selling that open the doors to in-depth conversations with buyers. Including phrases that help you understand and effectively answer objections, as well as thoughtfully challenge a buyer’s perspective (including one of my favorites that you can use to help your buyers visualize what success would look like for them.)
The title says it all. Sell Different. To sell different you have to think different. It starts with understanding that HOW you sell is equally as important as WHAT you sell. And as Salz writes, this sales difference leads to knowing how to win more deals at the prices you want when the differences between your products and those of your competitors are slight. Lee spells out a buyer-centric approach to selling that puts the buying experience at the heart of your sales efforts. Which is just as it should be.
In their book, Tony and Justin make a series of bold predictions about the future of B2B selling and the skills and abilities that the AEs of the future will need to have. And then provide a detailed roadmap for sellers of today to follow to acquire and master these same skills. In the process they describe a new aptitude that sellers need to acquire. You’ve heard of EQ (emotional intelligence), RQ (relational intelligence), CQ (curiosity quotient), DQ (decision intelligence) and more. Tony and Justin introduce the reader to TQ (technical intelligence), what it means and why, as a seller, you need it.
I know, the title makes it sound like a book for managers. Sure, it is. But the main lessons from this book are aimed right at the individual seller. I love this paragraph from their book “There is credible research that identifies the business activity that creates or destroys client loyalty…. It’s the way they, the buyer, are treated during the selling process.” And, that’s the heart of this book. How to overcome the wrong-headed belief that selling is about persuading people to buy your stuff. And transform the way you sell by listening more, digging more deeply into the needs of the buyer and collaborating with buyers in developing potential solutions for them.
For more of the best sales books of all time, check out this master list.
Bestselling author of Amp Up your Sales and Zero Time Selling, Andy Paul is #8 on LinkedIn’s list of the Top 50 Global Sales Experts to follow. With more than 170,000 followers, Andy is a highly sought-after speaker and sales sage who interviews the world’s foremost sales minds and extraordinarily interesting people to bring you strategies and insights that you can use to generate epic wins and massive value.