The 9 Best Sales Books Every Professional Should Read

Whether you’re an experienced sales professional, an entrepreneur growing your business, or simply someone who loves soaking up knowledge, the right sales book can equip you with tools and strategies to elevate your game. To save you time, we’ve curated a list of the best sales books that have revolutionized the art of selling. These books cover everything from building relationships to leveraging technology and understanding buyer psychology.
If you’re ready to upskill, improve your effectiveness, and gain fresh perspectives, start with these must-reads.
1. The Qualified Sales Leader by John McMahon
This book is a sales leadership guide disguised as a storytelling masterpiece. Five-time CRO John McMahon draws from his extensive experience scaling B2B tech sales teams to offer practical advice for sales leaders looking to coach smarter and build high-performing teams. With vivid case studies, it teaches you how to identify and remove roadblocks in your sales process, build pipeline momentum, and improve forecasting accuracy.
Good to know: John McMahon is besides Dick Dunkel and Jack Napoli one of people who helped to create MEDDIC, which is why the book is also an excellent resource for all things MEDD(P)ICC.
Key Takeaway: John McMahon makes clear that a successful Sales Team has a playbook, a process that leads them to success.
Pro Tip: Read this if you’re building or managing a sales team in tech, and want actionable insights proven to work in the industry.
2. MEDDICC by Andy White
MEDDICC stands as a revolutionary framework that has transformed the B2B sales landscape. Authored by Andy White, this book dives deep into the methodology that focuses on Metrics, Economic Buyer, Decision Criteria, Decision Process, Identify Pain, Champion, and Competition. White’s insights equip sales professionals with the tools to accurately qualify prospects, navigate complex sales processes, and close deals more effectively by aligning their solutions with the customer’s critical business needs. MEDDICC is used by organizations such as Snowflake, MongoDB and Zscaler and is becoming increasingly important in tech sales.
Key Takeaway: Qualification is not just a checkbox — it’s a continual process that ensures every deal is worth pursuing.
3. The Challenger Sale by Matthew Dixon and Brent Adamson
Ever wondered why some sales reps outperform others? Dixon and Adamson argue it’s not about being the friendliest, but about challenging customers and offering unique solutions to their problems. This book introduces actionable strategies for adopting the Challenger approach, helping you reframe customer conversations for maximum impact.
Good to know: The challenger sale was proven in early 2009, just after the world financial crisis, when nobody wanted to buy. A lot of Tech Sellers have found themselves in a similar situation after the pandemic led Tech Boom, which is why this book is more relevant then ever for Tech AEs.
Key Takeaway: To sell successfully in today’s environment, sales reps need to tactfully challenge buyer assumptions while positioning themselves as trusted consultants.
4. Behind the Cloud by Marc Benioff and Carlye Adler
While not a sales book in the traditional sense, Behind the Cloud by Marc Benioff, the founder of Salesforce, and Carlye Adler, offers an unparalleled look into how Salesforce.com revolutionized the way software is delivered and sold. This book provides valuable lessons on using disruptive innovation to sell solutions and the importance of building a sales culture that thrives on change and customer success. Whether you’re looking to disrupt your industry, scale your sales efforts, or out-innovate competitors, this book will inspire and guide you.
Key Takeaway: Innovation is about listening to your customers and creating solutions they never knew they needed.
5. GAP Selling by Keenan
GAP Selling by Keenan is centered around the concept of identifying and leveraging the ‘gap’ between the current state and the desired future state of a customer’s business. Keenan’s approach shifts the focus from selling a product to selling change, emphasizing the need for sales professionals to understand the customer’s business, the problems they face, and how their solution can bridge the gap. With no room for fluff, Keenan gets straight to the point, making it a quick yet impactful read.
Key Takeaway: Winning in sales starts with showing prospects you understand their problem but also know how they can solve it.
6. SPIN Selling by Neil Rackham
SPIN Selling by Neil Rackham is based on extensive research and introduces a methodical approach to sales, specifically tailored for the complex dynamics of B2B transactions. The SPIN (Situation, Problem, Implication, Need-payoff) model is designed to guide sales professionals through the process of uncovering and addressing the real needs of their clients, making it a cornerstone text for effective sales strategies.
Key Takeaway: Asking the right questions is the backbone of effective selling. SPIN Selling helps you master this art like a pro.
Did You Know? SPIN Selling is based on over 12 years of field research and more than 35,000 sales calls.
7. How to Win Friends and Influence People by Dale Carnegie
This timeless classic may not be a “sales book” in the traditional sense, but its principles are invaluable for anyone in sales. Carnegie teaches fundamental truths about human behavior and building meaningful connections. Whether you’re networking, negotiating, or relationship-building, How to Win Friends and Influence People provides a strong foundation.
Key Takeaway: Selling is about people. Build trust, put others first, and watch your results soar.
Pro Tip: Apply these lessons not just with customers, but when collaborating with your team as well.
8. Selling Technology the Sandler Way by Rich Chiarello
Selling complex tech requires a unique approach. Chiarello shows how Sandler’s core selling principles can be adapted to promote complex products to savvy, tech-driven buyers. This book addresses everything from initiating tech deals to navigating long decision cycles and gaining buy-in across various stakeholders.
Key Takeaway: Technology is never an end in itself. Technology is always solving a problem. It is about solving that problem.
9. Achieve Sales Excellence by Howard Stevens and Theodore Kinni
Based on extensive research from the HR Chally Group, this book is a deep dive into what separates great sales organizations from average ones. It provides actionable insights into selling strategies, customer behavior, and leadership techniques that can help you create a sales process designed for long-term success.
Key Takeaway: The key to successful sales lies in understanding and serving business customers’ needs for comprehensive solutions and strategic partnerships, rather than focusing on products or traditional sales techniques.
Did You Know? The research in Achieve Sales Excellence is based on over 18,000 interviews with customers and sales executives.
Which Book Will You Start With?
Whether you want to sharpen your prospecting skills, close bigger deals, or build deeper customer relationships, these books cover every aspect of sales. Start with the title that feels the most relatable to your current goals and career stage.
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