Syllabus for Sales Mastery
Tony J. Hughes
Sales Leadership for a Better Business World - Keynote Speaker, Best-selling Author, Management Consultant and Sales Trainer
Books are a uniquely portable magic ~ Stephen King
The average CXO reads over 50 books per year while the average reader digests around 6.
Success leaves clues. If you have a long commute or flight to visit clients in the field, turn off the music, video games and talk radio and transform the car, train or plane into a mobile classroom. In the spaces between each frenetic day, you are given the golden opportunity to develop subject matter expertise by which you can draw unique compelling business insights to share with your dream clients. I believe the secret to career success in any field in 2015 will rest squarely upon a solid foundation of reading and writing prolifically. Sales is often called an "art meets science" because it is based on the empirical frameworks of strategy, communication, persuasion and value. One of the most common questions I get in response to my writings and when I speak and consult is,
Tony, what are the most cutting edge, advanced and sophisticated books you suggest reading in order to master strategic selling methodologies and frameworks that drive world class revenue results?
In addition to 10,000 hours in the field, these are some of the literary gems that formed the cornerstone of my thinking in devising my RSVPselling meta-framework that I've utilized over my three decade career, recently to help close a $100MM deal.
Corporate Solution Selling
SPIN Selling by Neil Rackham
Scientific study of sales and excellent tactical sales methodologies, still the bible on questions and active listening
People do not buy from salespeople because they understand their products but because they felt the salesperson understood their problems. - Neil Rackham
Power Base Selling by Jim Holden
Business sales strategy
Strategic Selling by Miller & Heiman
Complex sales planning
The New Solution Selling by Keith M. Eades
Strategic solution selling
The Challenger Sale by Matthew Dixon & Brent Adamson
Sales and marketing [finally] come together for effective strategic demand generation
The world of solution selling is almost definitionally about a disruptive sale. It’s not that you’re asking customers to buy your product and put it up on the shelf with all of the other products they’ve bought. Rather, you’re asking customers to change their behavior—to stop acting in one way and starting acting in another. - Matthew Dixon
Business Leadership
Good to Great by Jim Collins
Business and personal leadership taken to Level 5
The E-Myth Revisited by Michael E. Gerber
Principles of business success
The 7 Habits Of Highly Effective People by Stephen Covey
Success in business and life
Principle-Centered Leadership by Stephen Covey
Sustainable success and self management
Built to Last by James C. Collins
Business leadership
Visionary companies pursue a cluster of objectives, of which making money is only one—and not necessarily the primary one. - James C. Collins
Making The Difference by Pat Dixon
Women and men in the workplace
The Emotionally Intelligent Manager by David R. Caruso and Peter Salovey
Making emotions work successfully in business
Communication
Brainsex by Anne Moir & David Jessel
Gender difference from extensive scientific study
Personality Plus by Florence Littauer
Personality understanding and interaction – Christian aspects
New Business Development
New Sales. Simplified. by Mike Weinberg
Timeless principles for action based new business development
The best intentions, target account lists, and powerful sales weapons are useless if we never launch the attack. - Mike Weinberg
Proactive Sales Management
Cracking the Sales Management Code by Jason Jordan & Michelle Vazzana
Revolutionary methods for leading KPI driven management
Crisp Sales Objectives are the difference between a chaotic selling effort and a precision selling effort. - Jason Jordan
Persuasion
Influence: Science & Practice by Robert B. Cialdini
The fundamentals of what drives human behavior and exchange
Trigger Events
Shift!: Harness The Trigger Events That Turn Prospects Into Customers by Craig Elias & Tibor Shanto
Introduces the concept of Won Sales Analysis vs. Loss and highlights the three types of trigger events including which are most powerful to spot and leverage to rapidly open and accelerate deals
Consultative Sales
Mastering the Complex Sales by Jeff Thull
Diagnostic business development, forming a value hypothesis and proving out value clarity
Execution & Time Management
The 4 Disciplines of Execution by Sean Covey & Chris McChesney
One of the few books written on execution and WIGs (achieving your wildly important goals!)
The kind of scoreboard that will drive the highest levels of engagement with your team will be one that is designed solely for (and often by) the players. This players’ scoreboard is quite different from the complex coach’s scoreboard that leaders love to create. It must be simple, so simple that members of the team can determine instantly if they are winning or losing. Why does this matter? If the scoreboard isn’t clear, the game you want people to play will be abandoned in the whirlwind of other activities. And if your team doesn’t know whether or not they are winning the game, they are probably on their way to losing. - Chris McChesney
Readers are leaders and sales is yet to be a recognized profession, seldom taught in school. Get a mentor who gets results, embrace a consistent, simple sales process, remember "you play like you practice" and apprentice under someone you admire who admires you in return. As traditional enterprise field selling is supplanted by self-service, automation, new inside paradigms and customers are closing in on 90% of the way through the purchasing journey, I believe that knowledge will still be the ultimate power to future-proof you for a budding career in strategic sales.
For should it come to pass that our ranks are reduced by 75%, the remaining 25%, to quote a friend 'will not only be in great demand, but be filthy rich due to our abilities.' - Renbor
In your opinion, what are the books and resources that are timeless that can make or break a career, quota and calling in sales? I'd love to hear from you in the comments below. For my vision on how these all fit together, please also check out this post on the Evolution of Selling and this more in depth article on Solution Selling vs. Challenger Selling. In closing,
Simplicity is the ultimate sophistication. - Da Vinci
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Photo by: Eirik Stavelin
Business Development Manager at Specialty Silicone Products (A HEICO COMPANY)
10 年Tony, Great list. Just picked up a few I haven't read yet. To all the sales leaders who read this post be sure to make New Sales Simplified a 100% must read for young sales people and new sales people. All though everyone at every level should read it, the value of this book for young people starting a sales career is crucial. It will change their value to a company and their own personal earning potential 10 fold.
Sales Enablement Writer | Proposal Manager | RFP Response Professional | RFP Process Consulting | #photography | #poker
10 年Thanks for the recommendations Tony. Glad to see Mike Weinberg's "New Sales. Simplified" in there. Great book! I would add a few to the list: any book by Jeffrey Gitomer (his Little Red Book of Selling is great), "Agile Selling" by Jill Konrath, and "Sales Dogs" by Blair Singer. Blairs 'little voice management system' has been very helpful. And no business library would be complete without a Bob Burg book.
July 1981 to Dec 26 2023 - Stage 4 Sarcoma warrior - plant medicine practitioner
10 年Mike Weinberg's book should be at the top of the list. I would also add Amp Up your sales by Andy Paul as a mention. Jeff Fox has a number books that are great for the selling profession. Secrets of Great Rainmakers is a personal favorite of mine. Grant Cardone, taking out his personal promotion, has a number of good tips. Specifically for those who are selling a lot of product, direct to consumers. I typically put on his 10X or Sell or Be Sold audio books during my 3 hour rides into the bay for sales calls. I have several of these on my amazon wishlist.
Lover of Sales | Helping Sellers, Sales Leaders, & Sales Teams WIN MORE NEW SALES | Author of 4 Amazon #1 Bestsellers | #SalesTruth
10 年Tony J. Hughes, GREAT article, and not simply because my book is listed! Love your suggested reading list. Thank you for including New Sales. Simplified. as a resource for new business development. Honored and humbled!
Results-Driven Program Project Management Consultant: Delivering Successful Project Execution and Stakeholder Engagement
10 年Commendable post.. Good one...