Welcome to another Front Line Friday with my very special guest, Bridget Gleason. On this week’s episode, Bridget and I discuss the eight great sales books most frequently recommended by my guests, how your team or organization can participate in Andy’s 12-month reading program, and what books Andy and Bridget are reading right now.
[1:21] The topic is books — the top five recommendations from the world’s leading sales and marketing experts who have been guests on Accelerate!
[2:51] Number One, by far, is How to Win Friends and Influence People, by Dale Carnegie, published in 1936, in the heart of the Great Depression. Carnegie had worked selling for Armour, and taught public speaking. It is as relevant today, as ever.
[5:56] Number Two is SPIN Selling, by Neil Rackham, a good basic book about B2B Sales, and the Spin model: Situation, Problem, Implication, Need-payoff. Bridget has taught SPIN selling. It is still very relevant to put in practice, company-wide.
[10:31] Number Three is The Challenger Sale, by Matthew Dixon and Brent Adamson. It is embraced by large enterprise, selling complex products.
[13:53] Number Four is Think and Grow Rich, by Napoleon Hill. This timeless classic for motivation and inspiration offers a 13-step formula for reaching goals.
[16:54] Number Five is actually a tie between four books: First, To Sell is Human: The Surprising Truth About Moving Others, by Daniel Pink. Everybody is an influencer, even if not in sales. Most white-collar employees influence others in their jobs.
[18:15] Andy refers to Robert Cialdini’s term, ‘Influence Professional.’
[19:04] Also tied for Number Five, is New Sales. Simplified. The Essential Handbook for Prospecting and New Business Development, by Mike Weinberg. It is a modern classic, blunt and direct on what you can do better.
[20:25] Also tied for Number Five, is The Greatest Salesman in the World, by Og Mandino. It is a short parable that teaches behaviors for a lifetime of success and fulfillment.
[22:15] Finally, also tied for Number Five, is Zero-Time Selling: 10 Essential Steps To Accelerate Every Company’s Sales, by your host, Andy Paul! It is a favorite of Bridget’s; she hopes it stays on the modern classics list — a quick read, widely applicable.
[23:38] Andy has prepared a 12-month reading list for clients. Contact Andy, to read along. Not homework! If you do it, as a manager you provide notebooks, and 15–20 minutes of the business day, for your people to read, and to journal.