“It’s nice to know that even after 30 years of being a professional seller, this old dog can learn new tricks,” said Kevin Thiele, CRO of Sales Code. He was referring to his favorite sales book — MEDDICC: The Ultimate Guide To Staying One Step Ahead in the Complex Sale — and how its words of wisdom helped him save a deal.

Salesblazers like Thiele say that a growth mindset is the secret to becoming a top seller. So we searched far and wide to compile 12 must-read sales books that have insights to impart to new sellers and seasoned reps alike. The books below draw on a range of topics, from product positioning to pitching to closing. But they do share something in common: a focus on the human relationship, the building block of sales. Let’s take a look.

1. ‘The Science of Selling’ by David Hoffeld

Summary: This book uses the lens of social psychology to study selling by understanding how our brains form buying decisions. What sets it apart is an evidence-based approach for swaying your customers to sign on the dotted line. You’ll get methods for how to engage emotions to increase their receptiveness, lock in small commitments that lead to a sale, and guide buyers through the necessary mental steps to make purchasing decisions.

Why sellers love it: “Following on from the science behind selling that Dan Pink introduced in ‘To Sell Is Human,’” said Mary Poul, founder of Sales Mastery Magazine, “Hoffeld dives deeper into how to use scientifically-proven ways to build rapport, influence with ease, and pass through the skepticism that’s inherent in the selling process.” 

Money quote: “A direct and scientifically validated way to boost your likability is to show your buyers that you like them. When you find out that someone likes you, it is almost impossible not to like them back.”

2. ‘More Sales, Less Time’ by Jill Konrath

Summary: This book is balm for the overwhelmed seller. The author shares her experience of losing hope when her work kept expanding and demanding more. “I could never seem to call it a day,” she wrote. Konrath turned to the best time-savers and sales hacks she could find in order to come up with a definitive productivity guide for sellers. 

Why sellers love it: The author combines behavioral research with lessons from her career to share advice for succeeding in an age of digital distraction, whether it’s by eliminating time sucks like social media or focusing on the highest-impact sales activities like connecting with customers.

Money quote: “Traditional time management strategies don’t take into account the unique needs and challenges of salespeople… I decided to turn myself into a human guinea pig — to figure out how to stop fighting the clock and start winning again in my career.”

3. ‘The Challenger Sale’ by Matt Dixon

Summary: The author turns traditional sales wisdom on its head in this classic book. It argues that great salespeople don’t just build relationships with customers. They challenge them. You’ll learn how to go from describing your products (boring) to approaching customers with unique insights (great). You’ll also discover how to go from caving to customer demands (bad) to pushing back when necessary and taking charge of the sale (better).

Why sellers love it: The sheer amount of primary research sets this book apart. Dixon and his team set out to understand what separates good sellers from great sellers. The result is a comprehensive profile of traits and tactics that any seller can replicate with the right tools.

Money quote: “Customers aren’t looking for reps to anticipate, or ‘discover,’ needs they already know they have, but rather to teach them about opportunities to make or save money that they didn’t even know were possible.”

4. ‘Obviously Awesome’ by April Dunford

Summary: This book shows you how to find your product’s secret sauce, then find the people who want to eat it up. The author draws on lessons from launching 16 products at startups and working on dozens more as a consultant, with advice on how to break through the noise of a crowded market and position your product like a pro. 

Why sellers love it: Dunford’s lessons range from how to connect an audience to your offering’s value and how to study market trends to helping buyers feel the urgency of making a purchase. It’s a must-read for any sales rep who wants to know the ins and outs of product positioning. 

Money quote: “Positioning your net broadly as a ‘fish net’ when you have little market experience is the best way to keep your options open until you have enough customer experience to start seeing patterns.”

5. ‘The Sell’ by Fredrik Eklund 

What it’s about: Fans of Bravo TV will know Eklund as the larger-than-life real estate mogul from “Million Dollar Listing New York.” He wrote this book to share the message that selling a product is really about selling “you.” To do this, Eklund recommends making yourself stand out. The worst thing you can be, he writes, is boring. “Which would you remember more vividly: a real estate agent in a gray suit who hands you an off-white business card, or a real estate agent doing high kicks on the red carpet?

Why sellers love it: Eklund did $3.7 billion in real estate sales last year and he has his unique style of showmanship to thank. Reps love this book because he shares all the tricks up his sleeve for overcoming cold feet and getting the buyer to close.

Money quote:: “You’ve been in sales your whole life, even if you haven’t realized it. Have you been on a date where you dressed your best and turned on the charm? You were selling. Have you asked someone to take out the trash because you were tired and didn’t want to? You were selling… That’s why ‘The Sell’ is for everyone.”

6. ‘MEDDICC: The Ultimate Guide To Staying One Step Ahead in the Complex Sale’ by Andy Whyte

Summary: MEDDICC guides sellers through a series of checkpoints that are part of a successful enterprise sale, also known as a complex sale. The acronym stands for: Metrics, Economic decision maker, Decision criteria, Decision process, Implicate the pain, Champion, and Competition.

Why sellers love it: Sales leader Kevin Thiele, CRO of Sales Code, says it made him a better seller. The epiphany for him was the first “C” for “Champion.” He said, “I realized that even with all my experience, I never truly understood the importance of a champion — someone with influence inside a prospect company who can advocate for the sale on your behalf when you’re not there. The champion guides you through the decision-making process, introduces you to key players, and alerts you if things go wrong.” 

Money quote:: “‘No Champion, No Deal’ – it’s been a true saying for as long as the term ‘Champion’ has been used in sales.”

7. ‘What’s in the C.A.R.D.S.? 5 Post-Pandemic Sales Strategies’ by Cherilynn Castleman

Summary: This book can help you perfect the art and science of remote selling, using the C.A.R.D.S. principles: Collaboration, Analysis, Relationships, Development, and Strategy. The author draws on her experience as a sales trainer and executive coach to identify “everyday superpowers” that can help them close effectively, whether in person or over a screen.

Why sellers love it: When account director Thomas Tyler switched to sales after two decades in public education, he leaned on this book to learn the fundamentals of selling. “This book changed how I speak to prospects,” he said. “Before, I would lead a classic sales conversation, beginning a pitch. Now I begin sales calls by sharing my personal story instead.” In other words: connection first, presentation second.

Money quote: “Channeling your lived experience — the good, the bad, and the ugly, is key to a successful sales career because the secret to sales mastery is authentic connection.”

8. ‘See You at the Top’ by Zig Ziglar

Summary: This classic book shares encouraging advice based on one principle: You can get everything you want in life if you help enough other people get what they want. (Note: Zig Ziglar has no relation to Zig the Zebra.)

Why sellers love it: Craig Earich, director of sales and business development at Linvio, said that Ziglar reminds him to “see the good in other people.” He added: “I’m not perfect at it but it’s a goal I keep coming back to, and when I do, the revenue always follows.”

Money quote: “Life is an echo. What you send out comes back… It’s a universal truth that you treat people exactly like you see them. It’s also true that all you have to do to find ‘good’ or ‘ability’ in a person is to look for it. Once you find that ‘good’ or ‘ability’ in the other person, you treat them better and they perform better. So it’s good ‘business’ and good ‘humanness’ to be a ‘good finder.’”

9. ‘The Four Agreements’ by Don Miguel Ruiz

Summary: This book offers reps a code of conduct for how to sell with integrity and compassion, using four principles, or agreements, from the century-old Toltec culture of Mexico. The four agreements are:

1. Be impeccable with your word.

2. Don’t take anything personally.

3. Don’t make assumptions.

4. Always do your best.

Why sellers love it: Lori Richardson, CEO of Score More Sales, said it made her a better seller. “The Toltecs didn’t sell enterprise software, but these principles help me every day,” she said. “I’m struck by how the four agreements seem purpose-built for the B2B seller. When I learned not to take anything personally, I suddenly felt like a switch flipped inside of me. It’s not about me. It’s about the prospect.” 

Money quote: “Nothing other people do is because of you. It is because of themselves… When we take something personally, we… try to impose our world on their world.”

10. ‘The Sales Bible’ by Jeff Gitomer

Summary: This bestselling classic offers a comprehensive view of methods and strategies to help you reach your potential and close the deal.

Why sellers love it: This book is highly reviewed because it goes straight to tactics. Sellers love the playful but helpful 10.5 commandments of selling, and you’ll also learn practical tips for everything from asking the right questions to landing meetings with people who are hard to get.

Money quote: “Asking ‘what will it take to get your business?’ is THE worst question in sales. [It] will ALWAYS lead to lies, lower price points, and a loss of respect from buyer to salesman. Flawless: ‘I’d like a brief opportunity to share with you why some of my customers bought from me because I’m NOT the lowest price.'”

11. ‘Pitch Anything’ by Oren Klaff

Summary: The author’s pitch method can be boiled down to STRONG: Setting the frame, Telling the story, Revealing the intrigue, Offering the prize, Nailing the hookpoint, and Getting a decision. The principle behind it? “Better method, more money.” 

Why sellers love it: This book argues that creating a great sales pitch isn’t an indecipherable art. It’s a simple science. The author shares the formula that helped him raise more than $400 million over the years, and his advice will help sellers everywhere — whether you’re pitching to investors, clients, or even negotiating for a higher salary. 

Money quote: “When you are reacting to the other person, that person owns the frame. When the other person is reacting to what you do and say, you own the frame.”

12. ‘The Art of Closing the Sale’ by Brian Tracy

Summary: The author’s philosophy is that personality determines 80% of sales success. And since personality cannot be faked, Tracy urges you to take charge of your life, develop empathy to really care about others, and be honest about what you can and can’t deliver. 

Why sellers love it: Every seller can benefit from Tracy’s advice on bettering your sales by betting yourself. He offers 50 practical tips on how to sell based on the strength of your personality, from motivating buyers to close to increasing your confidence to sell faster. 

Money quote: “Top salespeople have high levels of self-confidence and self-esteem. Self-confidence is the natural growth of liking and respecting yourself. The better you feel about yourself, the more confidence you will have in prospecting, presenting, and closing sales.”

What are your favorite sales books?

The wisdom shared in the books above is only the beginning. Ask sellers you find on your professional journey for their top sales books, and keep reading. When you’ve found your favorites — and chronicled your own aha! moments — share recommendations and win stories in our Salesblazer community.