PandaDoc

3 books every sales professional needs to read in 2020

3 books every sales professional needs to read in 2020

‘Tis the season of packed yoga classes, downloadable budget templates, and book recommendations. Whether you’re the type of person who sets resolutions or not, there is an undeniable sense of self-improvement in the air. Maybe you’ve set some goals, but they lean more professional than, uh, sweaty.

If you’re looking to level up your sales career in 2020 but don’t know where to start, we suggest checking out one, two, or all three of the must-read books listed below to get you equal parts inspired and fired-up to crush your quotas this year.

1. Emotional Intelligence for Sales Success: Connect with Customers and Get Results

By: Colleen Stanley

“Empathetic sales, like marketing, is the answer to solving tough business challenges and growth. Colleen is a maverick and an intelligent leader. This book will be one I read over and over.”

Allison Deford, Good Reads

In today’s world of Artificial Intelligence (AI) and digital communication, the chance to build an emotional connection with a prospect is fleeting. In fact, sometimes it’s nonexistent since consumers are able to access information and compare prices of most products online. So what sets a salesperson apart from a chatbot? 

Emotion. 

Feeling. 

Authentic communication. 

When a prospect has a call with you, a salesperson, they’re looking for more than just the facts. They want to be sold to; and if you listen hard enough, they’ll tell you exactly how they want to be sold to. In order for you to know in which direction to steer the conversation, you’ll need to tap into your inner compass of emotional intelligence.

In this book, Stanley outlines how emotion plays a larger role than any other aspect of the sale, even price. Stanley provides actionable steps to harnessing your emotional intelligence to become a better listener, ask better questions, prospect more effectively, and sell the right solutions to the right customers.

Every stage of the sales cycle can be tied to an emotion, whether it’s curiosity, excitement, fear, etc. Stanley covers how to manage these complicated emotions that might arise during a sale, and how to take control of your fight-or-flight response through developing your emotional intelligence. 

What you’ll learn:

  • How to better question and listen to your prospects through the practice of impulse control
  • How empathizing with your prospects yields better conversation and the discovery of more effective solutions
  • How to improve your prospecting efforts by tapping into your emotional intelligence

2. The Introvert’s Edge: How the Quiet and Shy Can Outsell Anyone

By: Matthew Owen Pollard and Derek Lewis

“Amazing book that hits all the pain points I had as an introvert forced to do sales. Provides actionable advice! Most importantly, it changed the outlook I had on sales that makes it a routine, not a scary process of dealing with people.”

Igor Rinkovec, Good Reads

Contrary to popular belief, introverts can be anything they want to be! Yes, even a sales professional; the dream job of so many little boys and girls. While an extrovert might have the upper hand when it comes to managing cold-call nerves or the ability to think quickly on their feet, introverts reign supreme when it comes to listening more than they speak. 

And what does everyone (including your clients) want most in this world? 

For their voice to be heard. 

In this book, Pollard and Lewis dive deep into the psyche of the introvert and position the perceived “weaknesses” of being introverted as super selling strengths. They invite the reader to think of sales as a science, rather than an art. The authors demonstrate how to take a formulaic approach to every stage of the sales cycle, prepare talking points in advance, and harness the quiet power of the introvert all in the name of closing more deals. 

What you’ll learn:

  •  How to sell successfully while still being yourself
  •  How to work your personality into your pitch
  •  How to find natural confidence and prepare for any scenario

3. Smart Calling: Eliminate the Fear, Failure, and Rejection from Cold Calling

By: Art Sobczak

“The single best book on sales I’ve ever read. The techniques and theory extend well beyond calling and impact all areas of effective sales…I used it when launching a startup and it was like reading a step-by-step guide in how to win people over on the phone. Saved me a stack of time in making personal visits to potential clients.”

Joshua Lowndes, Good Reads

Sales newbies who fear falling short of their quota? 

This one is for you. 

Veteran sales professionals who are looking to win more deals? 

This one is also for you. 

Sobczak has authored the perfect read for any level of sales professional looking to overcome their fears or crush their close rates. He’s got a million little sales hacks for the reader to apply to their next dial that fosters smarter, not harder selling. Keep this book on your desk and challenge yourself to implement a new theory every time you pick up the phone until you find the most complementary method to your selling style. 

What you’ll learn:

  • How to eliminate the fear and failure associated with cold calling
  • How to win people over on the phone
  • How to reduce your rate of rejection 

Start off the new decade with record-high confidence and a close-rate to match

Whether you need to work on your empathy, are an introvert, or are terrified of cold calling these three books will cure what ails ‘ya. But don’t take our word for it, order them on Amazon or check them out from your local library and let us know what you think in the comment section below!

Emily Roberts

Emily Roberts Content Associate at PandaDoc

Emily is a Content Associate at PandaDoc. If she's not busy creating content in the office, she’s running on a treadmill somewhere to the sound of a true-crime podcast.

Related articles

What is PandaDoc?