Reading Glasses on BookWe here at Mikogo pride ourselves in providing a solid, well-developed tool that allows sales reps around the world to communicate with others online with ease. Today, we’d like to provide sales reps another post that will help them communicate more efficiently with their prospects. Here are 11 sales books that all sales reps should definitely read.

The Psychology of Selling: Increase Your Sales Faster and Easier Than You Ever Thought Possible

By Brian Tracy

Sales don’t happen by random chance. It takes knowledge and a great presentation. Knowledge doesn’t just relate to product knowledge. It also has to do with really knowing what your prospect is thinking and feeling. Being able to understand the reasons behind why your prospects make objections or seem hesitant can make you more successful. It also shows your prospects and clients that you really care about what they’re going through. This book is perfect for both new and experienced sales reps. You will get a lot of insight into the science of selling.

Crossing the Chasm: Marketing and Selling High-Tech Products to Mainstream Customers

By Geoffrey A. Moore

This great sales-based book was originally written in 1991 and has since been twice revised; the newest revision was completed in 2014. It teaches the ins and outs of how to market high-tech products. I liked this book because it focuses on the challenge of taking these new, innovative high-tech products beyond a group of early adopters/evangelists into a mainstream, something only a few companies manage to achieve. Crossing the Chasm is touted as “the bible for entrepreneurial marketing.” One of the best teaching strategies you’ll learn is to approach only one customer segment at a time. It differentiates the different segments so that you know exactly how you should market to each group. It also highlights well, how sales and marketing of high-tech products has to change over time as you expand market share and reach.

Secrets of Closing the Sale

By Zig Zigler

There’s very little disagreement in the sales world over Zig Zigler’s place as the sales king. This book will teach you practical and proven sales techniques that can be used every day. You’ll also learn how to handle specific types of objections and closings. One of the best things about this book is the use of actual examples of the instructions and techniques in action. Another great thing about this book is that you can use it even if you sell a service instead of a product. You’ll start breaking company sales records in no time! Thanks to the witty writing style, it’s a fun read that is also educational.

Man Reading Book

SalesHood: How Winning Sales Managers Inspire Sales Teams to Succeed

By Elay Cohen

Elay Cohen is the former SVP Sales & Partner Productivity. In this role he implemented some of the most successful sales productivity programs in the business. SalesHood gives great insights into successfully building and leading enterprise software sales teams. It contains some of the best practices that made Salesforce a billion dollar software company and helps sales execs structure and organize their work.

Predictable Revenue: Turn Your Business Into a Sales Machine with the $100 Million Best Practices of Salesforce.com

By Aaron Ross & Marylou Tyler

The title says it all. If you are interested in learning how to build a sales machine, a predictable one, this is a must read. Aaron Ross was an early Director of Sales at Salesforce.com and developed and implemented an outbound sales process that helped add $100 million in recurring revenue. Aaron offers many hands-on and actionable insights. One of my favorite quotes: “Prospects should earn proposals.”

Little Red Book of Selling: 12.5 Principles of Sales Greatness

By Jeffrey Gitomer

This book is great for several reasons. The first reason the Little Red Book of Selling is great is because it is so short. You could read some of it on a break. Since it’s short, it makes a good reference for people who don’t have time to read something longer or who simply don’t like to spend time reading. It also includes an extra section after the 12.5 principles to help you become more motivated not just in sales, but also throughout life. It’s written in such a way that you can immediately take the information that you read in this book and apply it. The words that you will see in the book that are in red print are key areas of the book. It’s a great, highly motivational read. If you manage a sales team or if you train sales reps, then you definitely need this book.

To Sell is Human

By Daniel H Pink

This afternoon read starts off by explaining that in today’s business world, everyone is in sales of some form whether they know it or not. Pink explains how – due to information symmetry (i.e. the Internet) – the world of sales has moved from “caveat emptor” – buyer beware to “caveat venditor” – seller beware. He includes examples and stories from social science, survey research and psychology, and provides his own suggestions for how to sell in today’s economy, all making for a fun and informative read.

25 Toughest Sales Objections – and How to Overcome Them

By Stephan Schiffman

This book makes our list of 11 books all sales reps need to read because it tackles some of the hardest sales objections experienced in the industry. Many sales experts say that an objection is simply an opportunity to sell. This is true because it shows the sales rep that the prospect has an area of need that hasn’t been addressed. It’s a time to offer a custom solution. The downside is that the sales rep must know how to approach the objection. That’s where this book comes in. Sales expert Stephan Schiffman tackles the 25 toughest objections and provides example dialogue to help you learn how to help your prospects and become a problem solver. You will learn things like why giving a discount can hurt your prospect and what you should do if your prospect wants to shop around. You can take the questions in this book and use them to put together a custom presentation for your prospect. This is definitely a must read for all sales reps.

The Customer Rules: The 39 Essential Rules for Delivering Sensational Service

By Lee Cockerell

People buy goods and services from other people…that they like. Why do prospects like their favorite sales rep? It’s because that sales rep gives them sensational customer service. In this power packed book about customer service, Lee Cockerell will give you 39 common sense rules that will help you provide excellent service to your prospects and your current customers. Every sales rep is also in the business of customer service. One of the rules in this book is to ask yourself, “What would mom do?” The chapters are short which makes it an easy book to read as you have time. It’s a fun book that can be summed up (but should still be read): be nice and always treat other people how you would want to be treated. Oh, and your mom would always do the right thing.

Likeonomics: The Unexpected Truth Behind Earning Trust, Influencing Behavior, and Inspiring Action

By Rohit Bhargava

As a sales rep, you have to earn the trust of your prospects. Your knowledge and presentation can influence them to take action. That’s a lot of responsibility particularly if you are new to sales. This book will help you become a trusted advisor to your prospects. You will learn how to expand the trust your prospects have in you. That trust will equate to more sales. You’ll get to read case studies of brands and affluent individuals who use the techniques from this book. Rohit Bhargava is a social media expert that has performed work for giants like Intel and Pepsi. You’ll learn about TRUST (truth, relevance, unselfishness, simplicity, and timing) in the sales process. It’s an excellent read and really hard to put down!

The Icarus Deception: How High Will You Fly?

By Seth Godin

Everyone knows who Seth Godin is. In this great book, you’ll learn how to take your career in sales and turn it into an art form. Why would you do that? As this book teaches, art is an attitude. It’s very motivational and full of marketing insight that will help you further your career as a sales rep. If you love Seth Godin’s TED Talks, then you will love this book.

There are so many amazing choices for continuing your education as a sales rep. These 11 books will help you become a trusted sales rep in your industry.

Discussion: Have you read any great sales books that you want to recommend and add to the list? Share your favorite books below in a comment – thanks!