Salespeople: Want to Wow The CEO? Reading More Non-Sales Books Will Help ??

Up until just a few years ago, I had a real hangup about never having the chance to study at University when I left school. Fortunately, Jim Rohn's famous observation guided me...

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If you want to make an impression with CEOs - especially Customer CEOs - reading more non-sales books can be your secret weapon.

Why "non-sales" books? Well, CEOs don't care if you can sell. They care about whether you can solve their problems and only a wide grasp of life, the universe and everything will help you understand how to do that.

Appealing to CEOs and executive leaders – making ourselves more relatable to client CEOs – goes well beyond the confines of sales expertise. It's about engaging on a broader intellectual level, and one powerful way to do this is by expanding your reading habits to topics outside your professional discipline.

Why Read Beyond Sales?

Adding non-sales books, articles, and opinion pieces to your reading habits can significantly improve your ability to connect with others. Here’s how:

Broadened Horizons ??

CEOs often have diverse interests and holistic worldviews. To truly connect, you need to meet them at their level by exposing yourself to a wider range of topics.

For example, the CEO of a cyber security consultancy I work with is passionate about mountaineering. Now, I don’t "do" heights, but I am fascinated by mountainscape photography, so I regularly send her links to articles and images she might enjoy.

Is this inauthentic and facile? No. It keeps communication going and builds more trust.

Industry leaders often display this principle. Elon Musk, for instance, is well known for immersing himself in a wide range of topics from AI to Space Exploration, which strengthens his ability to converse with experts and executives across various sectors.

Cultivating Empathy ??

Understanding the CEO’s perspective requires more than just business acumen. Literature, biographies, essays and hot-off-the-press business articles can broaden your understanding of the human experience, making you a more empathetic and relatable individual.

Satya Nadella, CEO of Microsoft cites his deep interest in poetry and literature as key to developing empathy, which helped him transform Microsoft’s culture. Nadella’s example highlights how being well-read can inspire better leadership and understanding.

Creative Problem Solving ??

Innovation often stems from exposure to unconventional ideas. Reading more non-sales books sparks creativity and offers fresh perspectives, enabling you to approach challenges with innovative solutions that capture a CEO’s attention.

Jeff Bezos - founder of Amazon - frequently references science fiction as a source of inspiration for Amazon’s long-term strategies. By thinking beyond traditional business texts, Bezos developed the visionary mindset that shaped Amazon into a global leader.

Boosting Confidence and Credibility ??

A well-rounded knowledge base enhances both your confidence and credibility. CEOs value trusted advisors who can provide multifaceted insights.

As mentioned earlier, I’ve struggled with confidence in the past. Not having attended university but finding myself working alongside highly educated professionals I turned to reading - a lot - to bridge the gap. The result? I’ve gained credibility and influence through a diverse knowledge base.

As motivational speaker Jim Rohn famously put it:

"You are the average of the five people you spend the most time with."

Ergo, the more you spend time around educated people and reading books, the more you elevate your thinking.

What Should Salespeople Read? ??

While books on sales strategies are valuable, don't stop there. Dive into topics that broaden your understanding of the world:

• History: Gain insights into leadership lessons from the past.
• Philosophy: Develop critical thinking skills.
• Economics: Understand the forces shaping business decisions.
• Science and Technology: Stay informed on emerging trends like AI and digital transformation.
• Biographies: Learn from the successes and failures of great leaders.

For specific recommendations of books that have inspired and informed me, I've compiled a list here

Bill Gates is another great example. Despite being a tech mogul, he’s now known for reading widely, covering topics such as public health, climate change, and education. His intellectual curiosity contributes to his role as a global thought leader and philanthropist.

In Conclusion: Build Deeper Connections ??

By enriching your mind with a variety of subjects, you’ll become a better conversationalist and a more trusted advisor. CEOs appreciate professionals who can engage on a range of topics and add unique value and insights.

If you’re looking to strengthen your connections with clients, we can help. Message us at [email protected] or schedule a call using our online calendar. ??

Start reading more non-sales books and start connecting on a different level today!