We asked our sales team what books they read to sharpen their skills, and, holy cow, did they deliver.
Our team shared some amazing books that they’ve used to improve their communication, break through noise, shorten sales cycles, coach buyers through their journey, and improve their earning potential.
You might not be able to get through all of these this year (because we know 32 is a lot), but get started on your reading goals with one or two of these fantastic sales books. My biggest takeaway here: Find what works for you and become the best at it. There are a lot of similarities in these methodologies, but how you carve out your niche within these methods will define your personal and professional success.
The Top Sales Books
Books open whole new worlds, and sales books can help us crack the code on being a top seller this year. Check out these books to learn new ways of selling.
1. SPIN Selling by Neil Rackham
Traditional sales methods don’t work well in B2B, probably because they were designed for smaller consumer sales. That’s why Neil Rackman wrote SPIN Selling. Based on real-world case studies and research, the SPIN strategy helps sales reps achieve outstanding sales performance with every deal.
- Release Date: May 1, 1988
- Where to Buy: Amazon or Bookshop
- Why Sales People Love It: This book was way ahead of its time, and it remains an innovative text that can help sales novices become experts. With the skills you learn from this book, you can learn to pitch better, negotiate better, and overall, sell better.
2. The Challenger Sale: Taking Control of the Customer Conversation by Matthew Dixon and Brent Adamson
Sales personalities can be boiled down to five basic types, but only one delivers consistently high performance: The Challenger. Challengers stand out from other sales reps because they focus on specific customer pain points and push back on customers when objections arise. The Challenger Sale goes into what makes a rep a Challenger, how to identify them in your own organization, and how to transform every rep into a top performer.
- Release Date: November 10, 2011
- Where to Buy: Amazon, Bookshop, or Barnes & Noble
- Why Sales People Love It: This book isn’t just about identifying Challengers. It’s about turning your reps into Challengers. The Challenger Sale is a must for sales coaches looking to get the best out of their team.
3. Selling Is Hard. Buying Is Harder. How Buyer Enablement Drives Digital Sales and Shortens the Sales Cycle by Garin Hess
The buying process has become too confusing. Buyer enablement is the only way forward, and Garin Hess is the master. He even coined the term Buyer Enablement, calling it the practice of equipping champions and shortening deals. Selling Is Hard. Buying Is Harder. goes into the nuts and bolts of finding or creating champions, giving them the proper tools to sell for you, and then getting out of the way so they can make the sale for you. Don’t leave your buyers feeling lost; become their guide through the sales cycle.
- Release Date: June 8, 2020
- Where to Buy: Amazon, Bookshop, or Barnes & Noble
- Why Sales People Love It: Buyer enablement is all about giving buyers the tools to explore your product on their own and get to know your offerings at their own pace. This book is the definitive work on buyer enablement and a must-read for anyone who wants to turn their buyers into their sellers.
3. Buyer First by Carole Mahoney
From her many years of experience as a sales coach, Carole Mahoney noticed a common trend—many sellers fail to reach their goals because they believe that selling is inherently bad. In Buyer First, she asks sellers to question their thought process that selling is a thing that we do to people. Instead, it’s something we do with them.
- Release Date: September 5, 2023
- Where to Buy: Amazon, Bookshop, or Barnes & Noble
- Why Sales People Love It: This book dives into the psychology of sales and decision-making to coach sellers into top performers by unpacking their (and their buyer’s) biases and turning resistance into a sale.
5. Selling With: The art of selling with champions to shape internal buying conversations & close enterprise deals by Nate Nasralla
This book goes hand in hand with Selling Is Hard. Buying Is Harder. Modern-day selling is all about buyer enablement. With over 90% of B2B buying happening behind closed doors, you have to find a way to sell without being in the room. Selling With tells you how to create messaging your champion can use to sell for you when it matters most.
- Release Date: November 8, 2023
- Where to Buy: Amazon
- Why Sales People Love It: The typical buying group contains six to 10 stakeholders, so it can be hard for sellers to reach the people who make the final decision. This book teaches you to create champions out of your contacts and let them reach stakeholders for you.
6. Pitch Anything: An Innovative Method for Presenting, Persuading, and Winning the Deal by Oren Klaff
There’s a science to crafting a perfect pitch. In Pitch Anything, Oren Klaff shares his tried and tested formula for delivering a great pitch every time. Become a pitching master with the latest research in neuroeconomics and the STRONG pitching method. Stop using outdated methods and start using tactics that work.
- Release Date: January 26, 2011
- Where to Buy: Amazon or Bookshop
- Why Sales People Love It: You have just eight seconds to capture your audience’s attention, so your pitch is crucial. This book teaches you tried-and-true pitching methods that make your audience excited to hear more.
7. The JOLT Effect by Matthew Dixon and Ted McKenna
Most deals aren’t lost to a competitor; they’re lost to indecision. When meetings end with “I need to think about it,” it might feel like you need to double down on selling tactics, but that can do more harm than good. The JOLT Effect uses actual analysis and research to bust the myths around high-performing sales reps. Learn how to change “I don’t know…” to an emphatic “Yes!”
- Release Date: September 20, 2022
- Where to Buy: Amazon, Bookshop, or Barnes & Noble
- Why Sales People Love It: Objection handling and negotiation can be two challenging skills to teach, but this book does an excellent job coaching sellers with research-backed methods on how to get that “Yes!”
8. Think and Grow Rich by Napoleon Hill
First published in 1937, this sales classic is still talked about for a reason. Using the original titans of industry like Andrew Carnegie and Henry Ford as examples, Napoleon Hill will teach you the secrets that lead to lasting success. The Think and Grow Rich philosophy can help you change your perspective and achieve goals both personally and professionally.
- Release Date: December 13, 2016
- Where to Buy: Amazon, Bookshop, or Barnes & Noble
- Why Sales People Love It: This book is truly timeless. Though it’s a sales classic, it’s really a performance improvement book that’s a great addition to anyone’s professional development.
9. Go for No by Andrea Waltz and Richard Fenton
No salesperson wants to hear the word “No.” Right? Well, Andrea Waltz and Richard Fenton’s book is asking salespeople to question that reaction. What if no wasn’t discouraging? What if, instead, we used it as encouragement to look for the opportunity to turn that “No” into a “Yes”? This quick read teaches sellers how to push past failure and use it to propel them into success.
- Release Date: March 13, 2019
- Where to Buy: Amazon
- Why Sales People Love It: Objection handling is a challenge for even the most seasoned salesperson. Plus, we learn early on in sales that the ultimate goal is getting that beloved “Yes!” But this book encourages sellers to look at “No” in a new way, to use rejection—something every seller is familiar with—to fuel growth.
10. Sales Differentiation by Lee B. Salz
Lowering your price is a common tactic to close a deal, but do you really need to? Sales Differentiation argues that a combination of what you sell and how you sell it leads to better margins. Packed full of 19 simple techniques that can be implemented at any organization, you’ll learn how to leverage your differentiators, strategies to engage buyers, and turn objections into differentiation opportunities.
- Release Date: September 18, 2018
- Where to Buy: Amazon, Bookshop, or Barnes & Noble
- Why Sales People Love It: Another great addition to your objection-handling handbook, this book helps sellers use tactics beyond price to get a buyer on board. In the world of sales, standing out is essential, and this book is a handy guide that helps sellers do exactly that.
11. The Sales Leader’s Problem Solver: Practical Solutions to Conquer Management Mess-ups, Handle Difficult Sales Reps, and Make the Most of Every Opportunity by Suzanne Paling
Sales leaders do a lot to ensure that their team members are getting the training they need. But at the same time, many sales leaders themselves say that they’re more or less on their own when it comes to their own development. That’s where The Sales Leader’s Problem Solver comes in. This book offers expert guidance on overcoming common issues with sales teams, such as prospecting troubles, inconsistent sales, and poor communication.
- Release Date: November 21, 2016
- Where to Buy: Amazon and Barnes & Noble
- Why Sales People Love It: Sales leaders don’t always get the support they need to support their team. This book helps them navigate common challenges that happen in the world of sales. They not only learn about how to address these issues but also how to apply the advice to real-world situations.
12. How to Win Friends and Influence People: Updated for the Next Generation of Leaders by Dale Carnegie
Another classic, How to Win Friends and Influence People, is a must-read for any sales rep. Originally published during the Great Depression, this book breaks down time-tested advice for climbing the ladder of success in tough times and good. Learn how to communicate effectively, become a better leader, and get people to like you in any situation.
- Release Date: May 17, 2022
- Where to Buy: Amazon, Bookshop, or Barnes & Noble
- Why Sales People Love It: Though the original book is nearly 90 years old, this edition has been updated with new information, but the original advice of the 1936 version still holds true. Though sales might have changed a lot in this time, how people connect with others really hasn’t.
13. 13. How To Be A GREAT Salesperson…By Monday Morning! by David R. Cook
Whether you’re a seasoned sales rep or just getting started out, this book is for you. How to Be a Great Salesperson has the strategies you need to close more deals, no matter your industry, company size, or skill level. Crammed full of solid techniques, you’ll discover how to use open-ended questions to your advantage, when to stop selling and start closing, and how to create urgency for every customer.
- Release Date: March 2, 2017
- Where to Buy: Amazon
- Why Sales People Love It: This book is an essential read for anyone starting out in sales, but it’s also a great choice for those who want to refresh their skills. It’s an accessible read, with actionable insights that any seller can put into practice.
14. The Introvert’s Edge: How the Quiet and Shy Can Outsell Anyone by Matthew Pollard
Most people think you have to be extroverted to be an effective sales rep, but the opposite can also be true. While extroverts might feel at home in the sales world, introverts’ quiet nature can actually be a superpower when it comes to selling. Don’t be shy when it comes to building the sales skills you need to be successful. Instead, use your subdued personality to win big.
- Release Date: January 4, 2018
- Where to Buy: Amazon, Bookshop, or Barnes & Noble
- Why Sales People Love It: We love a sales book that turns long-held myths on their head. It’s often believed that extroverts have the advantage in sales, but this book encourages sales managers to rethink where they find their superstars and introverted sellers to embrace their true nature.
15. B2B Is Really P2P: How to Win With High Touch in a High Tech World by Frank Somma
While it’s called business-to-business sales (or B2B), at the end of the day, you’re still selling to another person. Drawn from many of his own experiences, Frank Somma shares how it’s the little things that build rapport. With a focus on the way we interact as humans, B2B Is Really P2P describes how to use body language and microexpressions to build relationships and trust with your clientele. Create connections that lead to bigger sales.
- Release Date: December 18, 2019
- Where to Buy: Amazon or Barnes & Noble
- Why Sales People Love It: With digital B2B sales, it can be easy to forget that a person is on the other side of that screen, but businesses that focus on customer-centric or people-centric selling experience higher revenue, more customer loyalty, and improved buyer retention. This book teaches readers to focus on building personal trust, the key to B2B success today.
16. Gap Selling: Getting the Customer to Yes: How Problem-Centric Selling Increases Sales by Changing Everything You Know About Relationships, Overcoming Objections, Closing and Price by Keenan
Are your go-to tactics creating problems? Many traditional strategies used by sales are actually to blame for long sales cycles, prospects ghosting you, and last-minute feature requests. Take back control with Gap Selling. This groundbreaking book questions the old way of doing things and proposes a better way. Increase your selling IQ and let go of hurtful, outdated beliefs.
- Release Date: December 3, 2018
- Where to Buy: Amazon, Bookshop, or Barnes & Noble
- Why Sales People Love It: This book is another one that flips commonly held myths on their head and helps sellers rethink what they’ve already learned. Just like we need to learn to handle our customers’ objections, we also need to learn to address our own internalized objections regarding what makes sellers sell.
17. Fanatical Prospecting: The Ultimate Guide to Opening Sales Conversations and Filling the Pipeline by Leveraging Social Selling, Telephone, Email, Text, and Cold Calling by Jeb Blount
You can’t close on a pipeline that doesn’t exist. The art of prospecting can be easily overlooked, but it is an incredibly powerful tool for keeping that pipeline filled. Covering topics like the 30-Day Rule, the Law of Replacement, and the Law of Familiarity, Jeb Blount filled this book with tips and strategies that will fill your pipeline and keep it full. Say goodbye to sales slumps and empty pipelines with Fanatical Prospecting.
- Release Date: October 5, 2015
- Where to Buy: Amazon, Bookshop, or Barnes & Noble
- Why Sales People Love It: Companies fail when pipelines are empty, and they become empty when prospecting isn’t a priority. This book teaches sellers how to keep the pipeline not only full but full of high-quality leads.
18. Women Make the Best Salesmen: Isn’t It Time You Started Using Their Secrets? by Marion Luna Brem
As Marion Luna Brem posits in Women Make the Best Salesmen, regardless of role or gender, we are all “salesmen.” We’re always selling something, including and perhaps most often ourselves. Learn what skills women are more likely to hone throughout their lives and how these skills translate to better sales.
- Release Date: May 17, 2005
- Where to Buy: Amazon and Barnes & Noble
- Why Sales People Love It: Despite women representing only 34% of the sales workforce, research shows that women outperform men in sales by 1.5%, and female sales managers outperform their male counterparts by 3%. This book sheds light on the characteristics more common in women that help them sell better.
19. Secrets of a Master Closer: A Simpler, Easier, And Faster Way To Sell Anything To Anyone, Anytime, Anywhere by Mike Kaplan
This book has the only method of closing you’ll ever need. By following the specific laws, steps, and stages outlined in this book, you’ll be able to sell without relying on annoying sales tactics. Learn how to keep the pipeline full, build a loyal customer base, and approach every new opportunity with Secrets of a Master Closer.
- Release Date: June 12, 2012
- Where to Buy: Amazon, Bookshop, or Barnes & Noble
- Why Sales People Love It: More than 30% of sellers say that closing is the hardest part of the job. With this book, they learn skills to boost their closing rates, helping closing become second nature.
20. How to Sell Anything to Anybody by Joe Girard and Stanley H. Brown
How to Sell Anything to Anybody isn’t about having a fancy degree. It’s not even really about selling strategy. It’s about two key components that are essential in any sale: trust and attitude. In this book, Girard teaches readers how to harness the power of their own attitude to build trust. With this trust, you truly can sell anything.
- Release Date: February 7, 2006
- Where to Buy: Amazon, Bookshop, or Barnes & Noble
- Why Sales People Love It: This book has timeless advice that transcends industries. No matter what you sell, How to Sell Anything helps you to sell, well, anything.
21. Sell or Be Sold: How to Get Your Way in Business and in Life by Grant Cardone
Sell or Be Sold looks at everything in life as a sale. That means that, for every interaction you have, even with yourself, it’s essential to know the principles of selling. In this book, Cardone breaks down the techniques and methodologies needed to sell anything under any circumstances. Whether you’re facing rejection, dealing with a bad economy, or have a sales pipeline bursting with more opportunity than you know what to do with, this book helps you manage it.
- Release Date: March 1, 2012
- Where to Buy: Amazon or Bookshop
- Why Sales People Love It:Sell or Be Sold isn’t just about sales. It’s about understanding that everything in life can be treated as a sale. With the methods in this book, anyone in your organization, even beyond the sales team, can benefit.
22. Coaching Salespeople into Sales Champions by Keith Rosen
Keith Rosen wrote the book on sales coaching…literally! Coaching Salespeople was built upon Rosen’s tried-and-true coaching methodology and proven L.E.A.D.S. Coaching Framework. Packed with case studies, a 30-Day Turnaround Strategy for underperformers, coaching templates, sales scripts, and coaching questions, this book coaches coaches through the creation of top sales performers.
- Release Date: March 14, 2008
- Where to Buy: Amazon or Barnes & Noble
- Why Sales People Love It: Sales coaching has been shown to lead to a 28% higher win rate and a whopping 88% increase in productivity. This book offers time-tested ways to coach your sellers into champions.
23. The Psychology of Selling by Brian Tracy
You can learn all the top techniques and strategies of selling, but if you don’t understand the psychology of selling, none of these methods will accomplish what you want them to. Understanding the inner workings of our minds is at the heart of The Psychology of Selling, which teaches salespeople to learn to control their thoughts, feelings, and actions to better connect with people and address why people buy.
- Release Date: July 16, 2006
- Where to Buy: Amazon, Bookshop, or Barnes & Noble
- Why Sales People Love It: Whenever we’re selling anything, we’re selling to a person. The best way to sell is to understand how people work because it’s people we need to convince to make a purchase. This book gives us insight into the inner workings of a buyer’s mind.
24. SNAP Selling: Speed Up Sales and Win More Business with Today’s Frazzled Customers by Jill Konrath
Who doesn’t want selling to be a snap? In SNAP Selling, internationally renowned sales strategist Jill Konrath shares the four steps to overcoming customer hesitation, speeding up sales, and closing more deals. Learn to keep it simple, become invaluable, align with customers, and raise priorities, the four key SNAP rules.
- Release Date: January 31, 2012
- Where to Buy: Amazon, Bookshop, and Barnes & Noble
- Why Sales People Love It: Selling (and buying) have become more complex. It’s time to get back to basics. SNAP makes buying and selling simple again, streamlining processes and demonstrating value through every step you take as a seller.
25. MEDDICC: The Ultimate Guide to Staying One Step Ahead in the Complex Sale by Andy Whyte
The MEDDIC (with just one C at first) dates back to 1996, but since then, it’s been expanded upon and has become the go-to sales methodology for top sales organizations. This book deconstructs MEDDICC into an easy-to-understand strategy. Through actionable insights into each letter, the book teaches readers how to revolutionize their sales execution.
- Release Date: November 25, 2020
- Where to Buy: Barnes & Noble or Bookshop
- Why Sales People Love It: MEDDICC has driven success for numerous organizations. This book is a must-read for anyone looking to implement MEDDICC into their business’s sales strategy.
26. Emotional Intelligence for Sales Success: Connect with Customers and Get Results by Colleen Stanley
Psychologically, we’re driven toward fight-or-flight responses when challenged, but in a career where challenges from buyers happen every day, those responses don’t serve us. In Emotional Intelligence for Sales Success, sales trainer Colleen Stanley breaks down why emotional intelligence is essential in sales and how you can build upon your emotional toolkit to better overcome difficult sales situations.
- Release Date: November 1, 2012
- Where to Buy: Amazon, Bookshop, or Barnes & Noble
- Why Sales People Love It: We’re naturally wired to fight or flee when we’re challenged, so it’s important for salespeople to combat these feelings to better address customer needs. This book is an important sales training tool for sellers who need to work on their emotional intelligence skills.
27. Six-Figure Sales Secrets: The Ultimate Guide to Overfilling Your Pipeline, Closing More, and Earning in the Top 1% of Salespeople by Marcus Chan
Many of the world’s wealthiest people can cite direct sales experience as the jumping-off point for their successful careers. Sales expert Marcus Chan uses Six-Figure Sales Secrets to share how they did it, offering a proven framework for the creation of a highly profitable company. Learn the habits of high-performance sellers and implement strategies that work, even if you have little experience.
- Release Date: August 10, 2022
- Where to Buy: Amazon
- Why Sales People Love It: This book is for anyone looking for professional development, even beyond your sales team. When your employees succeed individually, you succeed as a whole.
28. The Science of Selling: Proven Strategies to Make Your Pitch, Influence Decisions, and Close the Deal by David Hoffeld
The Science of Selling uses social psychology, neuroscience, and behavioral economics to teach sellers to align how they sell with the way that people’s brains naturally work. Hoffeld’s evidence-based approach uses science to derive ways to handle situations that sellers face every day. Unpack why objections happen, engage buyers’ emotions, guide buyers through the mental steps of selling, and see your sales climb.
- Release Date: November 15, 2016
- Where to Buy: Amazon, Bookshop, or Barnes & Noble
- Why Sales People Love It: Anecdotal evidence can be helpful, especially in sales. But sometimes, you need to get down to the science. This book uses both anecdotal evidence and extensive research to show readers how to apply what they learn here to real-life situations.
29. The Sales Bible: The Ultimate Sales Resource by Jeff Gitomer
Jeffrey Gitomer’s The Sales Bible was the definitive book on sales strategies in the ‘90s, and he’s back with a new edition that takes readers into the world of social selling. In this book, he guides readers through the 10.5 Commandments of Sales Success, shares the fundamental values of every great sales approach, and teaches how to build real, conversion-ready relationships. He also takes his lessons into the 21st century with tips on how to navigate sales on social media.
- Release Date: December 15, 2014
- Where to Buy: Amazon, Bookshop, or Barnes & Noble
- Why Sales People Love It: The Sales Bible is all about adaptability. Sellers learn to navigate every type of sales interaction and how to handle the toughest questions during the sales process.
30. The Art of Closing the Sale: The Key to Making More Money Faster in the World of Professional Selling by Brian Tracy
We couldn’t resist including another Brian Tracy book on this list, and once again, he’s proving that the psychology behind sales is key. With The Art of Closing the Sale, sellers learn to hone their confidence and self-esteem, as well as more than 50 practical techniques salespeople can use every day to boost their sales, including how to avoid five common errors that stop a deal in its tracks.
- Release Date: May 20, 2007
- Where to Buy: Amazon, Bookshop, or Barnes & Noble
- Why Sales People Love It: Rather than general advice, Tracy shares practical tips that sellers can use every day. They’re simple to follow and so effective.
31. Selling with EASE by Chris Murray
Selling with EASE follows four distinct steps to closing a deal: Earn the right, ask the appropriate questions, solve the problem, and execute the solution. Murray guides readers through the steps, breaking them down and teaching sellers how to implement the steps easily and effectively.
- Release Date: February 7, 2016
- Where to Buy: Amazon, Bookshop, or Barnes & Noble
- Why Sales People Love It: These four steps seem pretty straightforward, but many sellers don’t know how to put them into action. This book teaches not only the steps but also how to apply them to real-life situations.
32. The New Handshake: Sales Meet Social Media by Joan C. Curtis and Barbara Giamanco
In The New Handshake, sellers are introduced to Sales 2.0, the new way of selling in a more digital world. Unpack the impact of the communication revolution on sales, learn how to incorporate social media into sales, and create a roadmap for social selling.
- Release Date: August 5, 2010
- Where to Buy: Amazon, Bookshop, or Barnes & Noble
- Why Sales People Love It: Digital selling requires three senses: sight, sound, and feel. This book teaches sellers how to target these senses in the online world, which is essential when about 80% of B2B sales happen in digital channels.
Strengthen Your Sales Skills With the Top Sales Books
While these sales books include some of the best sales tactics and strategies of the top sellers in the world, they also show that everything is sales and everyone can benefit from reading these books. By sharing these books with your revenue teams, you’ll give them the support they need to better themselves, both through the improvement of their sales performance but also in their day-to-day lives.
Looking for additional seller support? Consensus is the world’s first Performance Experience Platform and aims to make selling simple in a world where most B2B buyers say that their last buying journey was way too complex. Through automated demos, product tours, and product simulations, buyers get the self-service tools they want, giving you a serious buyer enablement boost.
Check out Consensus’ sales solutions.
