Why These Are the 25 Best Sales Books You'll Ever Need
Most lists of the best sales books are a joke, recommending outdated tactics from the 1980s.
You don't need aggressive scripts; you must build trust and solve problems.
This isn't a list of those books. It's a strategic breakdown of the modern sales playbook, focused on the only thing that works today: a consultative selling and value demonstration system.
Forget the old guard. These books will help you improve your sales skills without compromising your integrity.
- Modern selling rejects aggressive scripts; focus on trust, empathy and solving clients' business problems to earn purchases.
- Adopt a consultative process: diagnose needs, define the gap, and guide customers to their own conclusion with value-based conversations.
- Master influence and negotiation ethically—use psychology, tactical empathy and principled negotiation to handle price and objections.
- Build a repeatable engine: consistent prospecting, specialised roles and disciplined execution create predictable sales growth.
The Foundation: Books for Shifting Your Mindset
Before you learn any tactics, you have to get your head straight. Selling isn't about pushing a product; it’s a fundamental business skill rooted in empathy and understanding. These books build that foundation.
1. To Sell Is Human by Daniel H. Pink
Core Idea: We are all in sales now, and modern selling is about “moving” others by serving them first.
Why It's Not Rubbish: Pink effectively dismantles the greasy, “Glengarry Glen Ross” stereotype of a salesperson. He uses social science to demonstrate that the most effective sellers today are skilled problem solvers and collaborators, not aggressive closers. It’s a validating read for anyone who cringes at the thought of “selling.”
To Sell Is Human
You think sales is only for salespeople. You’re wrong—everyone is selling their ideas every day. The old rules are obsolete. This book is the fix. It provides a modern, science-backed toolkit: six new ways to pitch, three ways to understand perspective, and five frames to clarify your message. Stop guessing and master the science of influence.
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2. The Win Without Pitching Manifesto by Blair Enns
Core Idea: Reposition the client relationship from vendor/supplier to expert/practitioner by selectively and proactively leading the engagement.
Why It's Not Rubbish: This should be required reading for every creative professional. Enns argues that you should never give away your thinking for free in a competitive pitch. He provides twelve proclamations for breaking the cycle of free-pitching and establishing yourself as the expert clients respect and pay a premium for. It's less a sales book and more a business philosophy.
3. Let's Get Real or Let's Not Play by Mahan Khalsa & Randy Illig
Core Idea: Stop presenting and start diagnosing. Your role is to understand the client's business results so thoroughly that your solution becomes the obvious next step.
Why It's Not Rubbish: This book kills the “big reveal” presentation idea. It's a practical guide to consultative selling, focusing on a simple truth: no one cares about your solution until they feel you deeply understand their problem. Its advice on having honest, results-oriented conversations is gold.
4. The Go-Giver by Bob Burg & John David Mann
Core Idea: The secret to success (and sales) is to shift your focus from getting to giving.
Why It's Not Rubbish: Told as a simple parable, this book is a powerful antidote to the selfish, commission-focused mindset. It argues that providing immense value upfront is the most sustainable and profitable way to build a business. It’s a short read that will fundamentally change how you view your interactions with potential clients.
5. Mindset by Carol S. Dweck
Core Idea: Success is heavily influenced by whether you approach your goals with a fixed or growth mindset.
Why It's Not Rubbish: While not strictly a sales book, it’s arguably the most important. Sales is full of rejection and challenges. A “fixed mindset” sees a lost deal as a failure of ability. A “growth mindset” sees it as a learning opportunity. Adopting the latter is essential for resilience and long-term success.
The Blueprints: Books with Actionable Frameworks
Once your mindset is right, you need a process. These books offer proven, structured approaches for guiding a conversation from “hello” to a signed contract.
6. SPIN Selling by Neil Rackham
Core Idea: In large, complex sales, success is determined by asking the right questions correctly: Situation, Problem, Implication, and Need-Payoff.
Why It's Not Rubbish: This is one of the few “old” books that remains essential. Based on one of the most extensive sales studies ever conducted, Rackham's work demonstrates that attempting to “close” a major deal is often unsuccessful. Instead, you must guide the customer to their conclusion by asking questions that build value.
7. Gap Selling by Keenan
Core Idea: The “gap” is the space between a customer's current and desired future. Your job as a salesperson is to define and build the value of crossing that gap.
Why It's Not Rubbish: Keenan offers a modern, no-nonsense approach to consultative selling. It's aggressive in its focus on outcomes and brutally effective at cutting through client indecision. If you struggle with prospects who “go dark” or say “let me think about it,” this book provides the framework to prevent it.
8. The Challenger Sale by Matthew Dixon & Brent Adamson
Core Idea: The most successful salespeople aren't relationship builders; they are “Challengers” who teach, tailor, and take control of the conversation.
Why It's Not Rubbish: This book can be confronting, but its data is undeniable. In a world of information parity, clients don't need a friendly salesperson; they need an expert who can teach them something new about their business. This is your playbook for anyone selling complex services, such as high-end design or marketing strategy. A solid digital marketing foundation is essential to establish the expertise required to be a challenger.
The Challenger Sale
You think sales is about building relationships, and you’re wrong. That’s a costly myth. This book shatters it. Based on research into thousands of reps, it has been proven that the best salespeople challenge their customers. Get the playbook to drive greater customer loyalty and massive growth. Stop being liked and start winning.
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9. Consultative Selling by Mack Hanan
Core Idea: Sell business outcomes and profit improvement, not products or services. Position yourself as a partner in your client's profitability.
Why It's Not Rubbish: This is the grandfather of value-based selling. Hanan’s work teaches you to stop talking about what you do (e.g., “we design websites”) and start talking about what you deliver (e.g., “we build client acquisition systems that increase revenue by 20%”). It's the key to escaping the commodity trap.
10. New Sales. Simplified by Mike Weinberg
Core Idea: Success in sales stems from a straightforward, focused formula: a compelling story, a targeted list of prospects, and a disciplined plan to execute.
Why It's Not Rubbish: Weinberg cuts through all the modern noise about “social selling” and complex tech stacks. He delivers a brutally honest and practical guide to finding and winning new business. It’s a fantastic starting point for any business owner who feels overwhelmed and doesn't know where to begin.
The Levers: Books on Psychology, Influence, and Negotiation
Sales is human interaction. Understanding what motivates people, how they make decisions, and how to navigate difficult conversations is a superpower.
11. Never Split the Difference by Chris Voss
Core Idea: Negotiation is a form of applied psychology. Utilise techniques from hostage negotiation, such as tactical empathy and calibrated questions, to gain the upper hand.
Why It's Not Rubbish: Written by a former FBI hostage negotiator, this is perhaps the most helpful business book in the last 20 years. Voss provides immediately applicable techniques for handling price discussions, uncovering hidden information, and making your counterpart feel understood and in control, all while guiding the conversation.
12. Influence: The Psychology of Persuasion by Robert Cialdini
Core Idea: Persuasion is governed by six universal principles: Reciprocity, Commitment/Consistency, Social Proof, Authority, Liking, and Scarcity.
Why It's Not Rubbish: Cialdini's book is a foundational text on human behaviour. It's not a book of tricks; it’s a scientific look at the psychological shortcuts people use to make decisions. Understanding these principles will help you structure your proposals, website, and sales conversations in an ethical and effective manner.
Influence: The Psychology of Persuasion
You're failing to persuade because you don't know the rules of the game. This book gives you the scientific playbook. Master the 7 principles of influence to ethically get people to say ‘yes' and to stop being manipulated. Use these levers of influence, or they'll be used on you.
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13. Getting to Yes by Roger Fisher & William Ury
Core Idea: Focus on interests, not positions. Separate the people from the problem to negotiate mutually beneficial agreements.
Why It's Not Rubbish: The classic text on principled negotiation. It’s the perfect counter-balance to more aggressive tactics. Its core lesson—that the goal isn't to “win” but to find a wise outcome efficiently and amicably—is crucial for building long-term, mutually beneficial client relationships.
14. How to Win Friends and Influence People by Dale Carnegie
Core Idea: The easiest way to achieve your goals is by genuinely showing interest in others.
Why It's Not Rubbish: Yes, it was written in 1936. And yes, its core principles are more relevant than ever. In a world of automated emails and transactional relationships, Carnegie's advice on remembering names, listening intently, and avoiding arguments feels revolutionary. It’s the original guide to building genuine rapport.
15. Pitch Anything by Oren Klaff
Core Idea: The human brain is wired to respond to specific cues. Structure your pitch to appeal to the primitive, “croc brain” first, and you will capture attention and convey your message effectively.
Why It's Not Rubbish: Klaff’s “STRONG” framework is a high-energy, powerful method for controlling the meeting's frame. While some of his style might be a bit much for more conservative settings, his core ideas on establishing authority, managing time, and delivering a punchy narrative are incredibly effective.
The Engine: Books for Building a Consistent Process
Outstanding sales performance isn't about one-off heroic efforts. It’s about building a reliable system that consistently generates opportunities and closes deals.
16. The Ultimate Sales Machine by Chet Holmes
Core Idea: You don't need to do 4,000 different things. You need to do 12 things 4,000 times with pig-headed discipline.
Why It's Not Rubbish: This is a masterclass in focus and execution. Holmes provides a dozen key strategies for implementation, ranging from creating a powerful core story to effective time management. His “Dream 100” strategy for targeting your ideal clients is worth the price of the book.
17. Fanatical Prospecting by Jeb Blount
Core Idea: The number one reason for an empty sales pipeline is a failure to prospect consistently and relentlessly.
Why It's Not Rubbish: This book is a shot of pure adrenaline. Blount makes an irrefutable case that you can't escape the hard work of prospecting. He provides tactical advice for phone calls, emails, and social selling to keep your pipeline full, regardless of market conditions. It’s a necessary dose of reality.
Fanatical Prospecting
The number one reason you’re failing in sales is an empty pipeline. Stop the feast-or-famine roller-coaster. This book is the fanatical playbook for consistent prospecting. It provides you with the full system, from the 30-Day Rule to the 4-step email and 7-step text frameworks. Master this methodology to fill your pipeline and grow your income fast.
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18. Predictable Revenue by Aaron Ross & Marylou Tyler
Core Idea: Specialise your sales roles. Separate the prospectors (who find leads) from the closers (who win deals) to create a scalable sales machine.
Why It's Not Rubbish: This book defines the modern SaaS sales model, but its principles are vital for any business owner. The concept of “Cold Calling 2.0” and establishing a dedicated outbound prospecting effort, even if it's just a few hours a week, can transform a business from relying on referrals to driving its own growth.
19. Eat Their Lunch by Anthony Iannarino
Core Idea: To win deals in a competitive market, you must create more value than your competitors. This requires a deep understanding of your client and a relentless focus on being a true strategic partner.
Why It's Not Rubbish: Iannarino provides a modern playbook for competitive displacement. It’s for businesses that operate in crowded markets. The book outlines a clear strategy for understanding the competitive landscape and positioning your offering as the only logical choice.
20. The Only Sales Guide You'll Ever Need by Anthony Iannarino
Core Idea: Success in sales is a blend of the right mindset (self-discipline, optimism) and the right skillset (closing, diagnosing, negotiating).
Why It's Not Rubbish: Unlike his other books, which focus on specific scenarios, this is a comprehensive overview of the modern salesperson's toolkit. Iannarino breaks down all the core competencies required and explains how they interrelate. It's a fantastic, high-level map of what it takes to excel in sales.
The Controversial & The Classics: Read with a Critical Eye
Some books are famous for a reason, but their advice needs a modern filter. Others are popular but promote a style that might not fit your brand. Read them, learn from them, but don't follow them unthinkingly.
21. Sell or Be Sold by Grant Cardone
Core Idea: Everything in life is a sale, and you must be fully committed and willing to apply massive action to get what you want.
Why It's Not Rubbish (with a caveat): Cardone's high-pressure, relentless style is not for everyone and can be toxic if misapplied. However, his core message about taking 100% responsibility and the power of massive action is undeniably potent. Read this for the motivation and the mindset, but filter the tactics through your brand's values.
22. The Little Red Book of Selling by Jeffrey Gitomer
Core Idea: A collection of short, punchy, and actionable principles for sales success, with a heavy emphasis on attitude and personal branding.
Why It's Not Rubbish: Gitomer’s style is energetic and easy to digest. The book is full of timeless tidbits and one-liners that stick in your head. It's less a system and more a collection of powerful reminders. The core message, “people don't like to be sold, but they love to buy,” remains as accurate as ever.
23. Secrets of Closing the Sale by Zig Ziglar
Core Idea: Sales is about transferring a feeling of belief and enthusiasm to your prospect through integrity and a positive attitude.
Why It's Not Rubbish: Zig Ziglar is a legend. Much of the tactical advice is dated (it features over 100 specific “closes”), but the underlying philosophy is timeless. His focus on ethics, honesty, and genuine enthusiasm is a powerful reminder of the human side of the profession. Read it for the foundational principles, not the specific scripts.
Secrets of Closing the Sale
You're failing to close because you don't know the secrets. Stop guessing how to get people to say ‘Yes, I will!' This book is the ultimate closing playbook from the legendary Zig Ziglar. It gives you a tactical arsenal: over 100 successful closings and 700 questions to open minds and secure the sale. Stop pitching and start closing.
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24. How I Raised Myself from Failure to Success in Selling by Frank Bettger
Core Idea: A down-on-his-luck insurance salesman discovers the core principles of selling through trial, error, and relentless practice.
Why It's Not Rubbish: This old-school classic holds up because it's a story of personal transformation. Bettger's lessons on the power of enthusiasm, organisation, and asking questions are universal. It’s an incredibly inspiring read that shows selling is a skill that can be learned, not just an innate talent.
25. Think and Grow Rich by Napoleon Hill
Core Idea: Your thoughts are compelling, and a burning desire, backed by faith and persistence, is the starting point of all achievement.
Why It's Not Rubbish: This is the original mindset book. It’s not about sales tactics at all. It's about the psychology of success. For entrepreneurs who must constantly overcome self-doubt and maintain a vision against all odds, this book is foundational for building the mental fortitude required to succeed.
So, Which Sales Book Should You Actually Read First?
This is a long list. Don't try to read them all at once.
- If you're a freelancer or creative professional who hates “selling,” start with The Win Without Pitching Manifesto.
- If you need a practical, step-by-step framework for conversations, read Gap Selling.
- If you need to improve handling price and difficult conversations, read Never Split the Difference immediately.
- If you just need to fill your pipeline and get more at-bats, read New Sales. Simplified.
Pick one. Read it. Apply it. The goal isn't to become a sales scholar; it's to get one or two key ideas you can practice tomorrow.
Beyond the Books: Selling is a Skill, Not a Script
Reading is not a substitute for doing. The best book in the world is useless if you don't apply its lessons.
The secret is that selling becomes easier when talking to the right people. A strong brand and a consistent digital marketing strategy bring qualified prospects to your door. It allows you to be the expert advisor these books talk about, rather than a cold caller begging for attention.
The best sales technique is having a queue of people who want to work with you.
FAQs About The Best Sales Books
What is the best sales book for a beginner?
For a true beginner, New Sales. Simplified by Mike Weinberg is excellent. It provides a clear, no-nonsense plan for finding and winning new business without overwhelming you with complex theory.
Is The Challenger Sale still relevant?
Yes, very. In a market where buyers have access to endless information, the ability to teach them something new and provide a unique perspective is more valuable than ever. It's especially relevant for anyone selling complex solutions.
What's the difference between SPIN Selling and Gap Selling?
SPIN Selling is a questioning framework focused on diagnosing a problem the customer already knows they have. Gap Selling is a more holistic process that focuses on defining the gap between the customer's current and future states, making them aware of a problem's impact that they might not fully appreciate. Gap Selling is arguably a modern evolution of the SPIN Selling principles.
Are old sales books by legends like Zig Ziglar still worth reading?
Yes, but for their philosophy, not their tactics. The core messages about integrity, enthusiasm, and building trust are timeless. However, specific scripts and closing techniques are often dated and manipulative to a modern buyer.
How can I apply the lessons from Never Split the Difference in my business?
Start with two techniques: “mirroring” (repeating the last few words your counterpart said) to build rapport, and using “calibrated questions” (questions that start with “How?” or “What?”) to get them to solve your problems for you (e.g., “How am I supposed to do that?”).
Do I really need a sales process?
Yes. Without a process, you are just improvising. A process allows you to guide conversations consistently, identify what's working and what isn't, and forecast your business more accurately. It doesn’t need to be rigid, but it needs to exist.
Which sales book is best for selling high-ticket services?
The Win Without Pitching Manifesto by Blair Enns is foundational for changing the dynamic. Paired with the frameworks in The Challenger Sale or Gap Selling, it creates a powerful combination for selling high-value expertise.
Is Grant Cardone's approach suitable for small businesses?
His mindset of taking massive action and owning your success is fantastic. However, his high-pressure tactics can damage a small business's brand that relies on trust and long-term relationships. Use his work for motivation, but be very selective about your tactics.
What's a good book for improving prospecting skills?
Fanatical Prospecting by Jeb Blount is the definitive guide. It covers the mindset, techniques, and discipline necessary to maintain a full pipeline.
Why isn't The Art of War on this list?
Because selling is not warfare. Viewing your customers as adversaries to be conquered is the fastest way to lose their trust and business. The best outcomes are collaborative, not combative.
Ready to Have Better Sales Conversations?
Reading is a great start, but the best sales tool is a brand that people already trust. When prospects arrive pre-sold on your expertise, the conversation changes from a pitch to a collaboration.
At Inkbot Design, we create the brand assets and digital marketing systems that facilitate those conversations. Perhaps we should discuss this if you're tired of chasing clients and ready to have them come to you.
Request a Quote to see how we can help, or explore more of our insights on the Inkbot Design blog.
