It took me three years as a full-time entrepreneur before I started to realize the importance of sales. My original thinking was that if I built a great product, customers would find me and I’d be successful. The reason I was even able to get to three years was that we found a company to license our first product and earn pre-paid royalties that provided more runway. When that money ran out, I really had to figure something out, and that’s when I dove into sales (if I would have done a better job pursuing mentors, I would have figured it out sooner).
As a solution, I decided to read every sales book I could find. Over time, I read more and more sales books and now recommend these four:
- How to Win Friends & Influence People – The classic. Sales is all about people and relating to others.
- Solution Selling – People buy a solution to a problem, not a product. Sell the vision of having a hole, not a drill.
- SPIN Selling – Situation. Problem. Implication. Need-payoff. Start with a proven process and adapt from there.
- Predictable Revenue – Use modern techniques to increase appointments 4x over old methods.
- Bonus: SalesLoft’s Top Secret Sales Development Playbook
Entrepreneurs would do well to educate themselves on sales and the importance of selling when building a company. These four books provide a strong sales foundation.
What else? What are the best sales books for entrepreneurs?