Best Sales Books: 15 Books Every Cold Caller Should Read and Why

The Cold Caller’s Reading list of best sales books is designed to help you thrive.

It’s universally accepted that the more you LEARN, the more you EARN.

The second thing to know is that if you are in sales – you better know how to cold call!!!

Whether you’re opening up new accounts, half way through a deal and need to pull in other stakeholders, or simply not getting the traction you need with the existing buying cohort…for these and any number of sticky sales situations, you need to pull on your cold calling skills and get to work….

Great Cold Caller skills means – day or night, fighting to hit target or riding high, you can make the magic happen in a heart beat.

Phenomenal Cold Callers break hard ground every single day.

Whether that’s kicking out competitors or getting the buyer to mentally breakthrough their ‘we’ve always done it this way’ mindset!

Nothing happens in the new business sales engine until the Cold Callers get up, pick up their tools and get to work.

Success in the Cold Calling function means a greater chance of success in the business….and if you’re a cold caller readying this, your skill will bring you unimaginable success – so it’s worth staying at the top of your game

Tough to Start…

But it get’s good fast!!.

And that’s why you need the best sales books available to you, and to dig in deep…

Cold Callers are often at the bottom of the sales hierarchy where the cold calling role is a rite of passage that every aspiring field sales rep, sales manager and sales leader goes through to earn their stripes. 

It’s a test for strength of character, work ethic, mental toughness, resilience, creativity, diligence, brain power, guts and application.

Those that make it thrive…the rewards are high and the opportunities endless. 

So if you’re running a team of Cold Callers at the moment, or if you’re a Cold Caller/ Telesales / Appointment Setter or Lead Gen exec yourself, if you’re digging in and opening doors, then now is the time to invest in your development and learning,

Why now?

Because, and you might not know this yet, but…you can’t earn more than you learn.

It’s a fact!

The Best Sales Books: What You Learn, Helps You Earn!

That’s why I’m always on the hunt for the best sales books…learners are earners!

The faster you get smart(er) the more successful you will be – money, time, freedom, opportunities in life, job opportunities

You only have to learn this stuff once – so in a choice of now or later, and based on what I said just one line up, then wouldn’t ‘now’ make more sense than later?

‘Now’ is the time to dig in with regard to your own learning and development – because of this…

Did you know there are literally hundreds of thousand of people working in a cold calling role at the moment. 

100’s of thousands!

Do you know how many of them make it to the big time?

Not many!

And here’s the thing – you only need to be just 1% better than the rest to stand out.

To stand out with prospects, boards, purchasing committees.

To stand out in your team, with your boss, with your boss’ boss….with the local specialist recruiter, with the global talent scout.

Just 1% better

You can do that can’t you?

Best Sales Books for Cold Callers | Take Control of Your Learning and Development…

…and you take control of your earnings, your options and your freedom.

To make it easy for you, I’ve picked out 15 sales and business development books that I recommend you read ASAP.

Do it now, do it today, do it soon….because at some point you really will wish you’d started today!

Cold Caller’s Reading List

Cold calling is a powerful sales technique, but mastering it requires knowledge and skills.

In this comprehensive guide, we’ll explore the top 15 books that every cold caller should read.

These books cover various aspects of cold calling, from effective communication to advanced sales strategies.

Let’s dive in!

1. Virtual Selling: A Quick-Start Guide to Leveraging Video, Technology, and Virtual Communication Channels to Engage Remote Buyers and Close Deals Fast” by Jeb Blount

Jeb Blount’s “Virtual Selling” is tailored for the modern sales landscape, where remote work and virtual meetings have become the norm. The book provides a comprehensive guide to mastering virtual selling techniques, including video communication, online presentations, and digital engagement strategies.

This book is included on my Cold Caller’s reading list because it deals with selling as it happens today including insights into:

Adapting to the Virtual Environment: In a post-pandemic world, remote work and virtual meetings are here to stay. Cold callers must adapt to this new reality, and “Virtual Selling” offers practical advice on how to engage and influence prospects in a digital space.

Effective Online Presentations: The book teaches how to create compelling online presentations, utilize video effectively, and build rapport with remote buyers. These skills are crucial for modern cold callers conducting virtual meetings.

Closing Deals Remotely: Blount’s book provides insights into the unique challenges and opportunities of closing deals in a virtual environment. Cold callers will learn how to navigate objections and build trust when they can’t meet prospects in person.

2. “Spin Selling” by Neil Rackham

Summary: Neil Rackham presents the SPIN (Situation, Problem, Implication, Need-payoff) method, a systematic approach to sales questioning. A classic text, and one used by virtually every single sales methodology since it was launched.

Why Read It: SPIN Selling equips Cold Callers with effective questioning techniques, enhancing their ability to identify and address prospect needs. 

Neil Rackham’s “Spin Selling” presents the SPIN (Situation, Problem, Implication, Need-payoff) method. This systematic approach emphasises asking the right questions to uncover prospects’ needs, problems, and pain points. By addressing these effectively, cold callers can provide tailored solutions, increasing their chances of closing deals.

Great sales people ask great sales questions and then they sit back and listen whilst the prospect gives them huge chunks of valuable information. Great Cold Callers ask questions way more than they pitch the sell. This book will teach you how to structure great questions that will involve your sales prospect in every step of the sales process so they (if you’ve done it right) will start selling to themselves way before you need to ask for the order.

Rackham’s book will teach you how to sell comprehensively and consultatively – but more importantly it will teach you how to think about the value you bring based on your prospect’s specific problems. 

Read it.

This book makes it on to my Cold Caller’s Reading List because it’s a classic and will help you understand every other new ‘sales method’ that you encounter or try.

3. “Influence: The Psychology of Persuasion” by Robert Cialdini

Summary: Cialdini explores the psychology behind persuasion, unveiling the six principles of influence. 

Why Read It: Understanding these principles empowers cold callers to build stronger connections and increase their persuasive abilities.

Cialdini’s book explores the psychology behind persuasion, outlining six key principles: reciprocity, commitment, social proof, authority, liking, and scarcity. Understanding these principles empowers cold callers to build trust, influence decisions, and create mutually beneficial relationships with prospects.

If you’ve ever wondered why you’ve done something, bought something, or responded to something without really thinking about it – this book will be a lightning strike to your understanding about sales and human behaviour. 

This book makes it on to my Cold Caller’s Reading List because influence and persuasion isn’t just for large corporations. It’s for Cold Callers too…ethical and proven…this book will help you get your sales and marketing messages into the buyer’s head with the minimum of friction!

And it’s an entertaining book too.

4. “How to Win Friends and Influence People” by Dale Carnegie

Summary: Carnegie’s timeless classic provides practical advice on building relationships and effective communication.

Why Read It: Cold callers can apply these principles to establish rapport with prospects and ultimately close more deals. 

Dale Carnegie’s timeless classic focuses on improving interpersonal skills and building relationships. It offers practical advice on active listening, showing genuine interest in others, and resolving conflicts. Cold callers can apply these principles to establish rapport with prospects, making them more receptive to their offers.

This book makes it on to my Cold Caller’s Reading List because – brilliant though it is – this is a book for life. Lessons aplenty that will stand you in good stead as your career develops and you find yourself in different situations with people from all spheres of business…Keep this one by your bed for inspiration

5. “Never Split the Difference” by Chris Voss

Summary: Chris Voss, a former FBI hostage negotiator, shares negotiation tactics that apply perfectly to cold calling.

Why Read It: Learning negotiation skills can help cold callers handle objections, secure commitments, and close deals.

Chris Voss, a former FBI hostage negotiator, shares negotiation tactics that can be applied to cold calling. The book delves into techniques such as tactical empathy, mirroring, and calibrated questions, enabling cold callers to handle objections, gain trust, and secure commitments.

This book makes it on to my Cold Caller’s Reading List because it’s book with a great back story. Negotiation, handling tough situations and conflict, having to understand your own game and someone else’s is a skill. Valuable and valued, even more so in high ticket selling and longer sales cycles.

Read it and enjoy!

6. “To Sell Is Human” by Daniel H. Pink

Summary: Pink argues that we’re all in sales, and he explores the science of persuasion in the modern world.

Why Read It: This book provides a fresh perspective on sales, highlighting the importance of attunement, buoyancy, and clarity in cold calling. This is one of those books you read for sales improvement’ but come back to and rely on for the insights it gives you into people and how they operate.

Pink’s book challenges the perception of sales as a manipulative process and explores the science of persuasion. He introduces the concepts of attunement (understanding others), buoyancy (staying afloat in an ocean of rejection), and clarity (framing the message effectively). These principles can enhance a cold caller’s approach.

This book makes it on to my Cold Caller’s Reading List because if you’ve ever once thought that you are not in a noble and worthwhile profession, then this will confirm you’re on the right track.

7. “The Psychology of Selling” by Brian Tracy

Summary: Tracy delves into the psychology of buying and selling, offering actionable insights for cold callers.

Why Read It: Understanding the psychology behind buying decisions helps cold callers tailor their approach to individual prospects.

Brian Tracy dives into the psychology of buying and selling, offering actionable insights. He emphasises the importance of understanding prospects’ emotions, needs, and decision-making processes. Cold callers can use this knowledge to tailor their approach to each prospect’s unique psychology.

Covering the whole sales cycle from start to finish with details on how to make every stage and every circumstance better for the buyer and easier for you. A great combination of skills, human psychology, motivation and focus.

This book makes it on to my Caller’s Reading List because it’s a timeless classic in how to sell professionally, ethically and with heart.

8. “Pitch Anything” by Oren Klaff

Summary: Klaff reveals the art of pitching ideas and products effectively using the STRONG method.

Why Read It: Cold Callers can use these techniques to craft compelling pitches that capture prospects’ attention. 

Oren Klaff introduces the STRONG method for crafting and delivering compelling pitches. This approach focuses on creating a sense of intrigue, status, and urgency during presentations. Cold callers can use these techniques to capture prospects’ attention and hold it throughout the pitch.

This is one of my all time favourites. Direct, focussed, reframe in a heartbeat, knowing when to invest and when to walk away, maxing out the potency of the pitch – all first class. Oren Klaff is using these techniques every single day – and you should too. Check out his vids on youtube if you want a taster. The guy is a genius.

This book makes it on to my Cold Caller’s Reading List because anything by this man is pure genius!

9. “The Sales Bible” by Jeffrey Gitomer

Summary: Gitomer’s book covers every aspect of sales, from prospecting to closing, with practical tips and strategies.

Why Read It: This comprehensive guide is an invaluable resource for cold callers looking to improve their sales skills, especially in a world that is tech heavy yet still relies on one human being having to influence, persuade and negotiate with another human being. This book will take you back to basics in a good way…the art of the sales conversation.

“The Sales Bible” by Jeffrey Gitomer provides a comprehensive guide to sales for cold callers, covering prospecting, presenting, and closing deals. It offers practical tips, strategies, and motivational insights to help cold callers consistently achieve sales success.

This book makes it on to my Cold Caller’s Reading List because it makes me proud to be a cold caller!

10. “The Art of Closing the Sale” by Brian Tracy

Summary: Tracy offers a step-by-step guide to closing sales effectively, covering various closing techniques.

Why Read It: Cold callers can learn to confidently ask for the sale and overcome objections using Tracy’s proven methods.Non-icky, polished and compelling closes. Step by step guide to helping your prospect say ‘yes’.

Brian Tracy’s book focuses on mastering the art of closing sales effectively. It provides various closing techniques, such as the assumptive close and the alternative close. Cold callers can learn to confidently ask for the sale and overcome objections using Tracy’s methods.

This book makes it on to my Cold Caller’s Reading List because it shows you that good and effective sales closes don’t come out of nowhere, they are structured, built and supported until the time is right to ask the question.

11. “Fanatical Prospecting” by Jeb Blount

Summary: Blount emphasises the importance of consistent prospecting to fill your sales pipeline.

Why Read It: Cold callers can improve their lead generation and prospecting techniques to maintain a steady flow of opportunities. Great for the systems side of cold calling, the habits, the processes and the mental toughness you need to excel in the field of cold calling. I have this on audible and it’s a great one to dip in and out of on your way to work.

This book makes it on to my Cold Caller’s Reading List because I love the energy and the focus of this book – Sales is hard and this book doesn’t shy away from that.

12. “The Ultimate Sales Machine” by Chet Holmes

Summary: Holmes outlines strategies for building a high-performance sales team and increasing productivity.

Why Read It: Cold callers can gain insights into creating a sales process that maximises efficiency and results. I make no apologies for this classic – helping you get a handle on how you can strategically make cold calling work for you…one of the best ideas to come out of this book was to understand who YOU are calling and why YOU are bothering with this prospect and not others. This book will help you build and convert your Dream Prospects to booked appointments and buyers.

This book makes it on to my Cold Caller’s Reading List because it gives you a great sales system and the mental software to drive the sales engine.

13. ”Gap Selling” by Keenan

Gap Selling is a ground breaking sales methodology that focuses on identifying and addressing the “gap” between a prospect’s current state and desired state.

It updates the traditional sales approach by incorporating the values vs price vs problem scenario, arguing that successful selling isn’t about pushing a product or service. BUT it’s about recognizing and filling the gap that exists between what the prospect has and what they want.

The key takeaways are

The Gap: Keenan introduces the concept of “the Gap,”. This represents the difference between the prospect’s current situation and their desired outcome. He asserts that all buying decisions are driven by this gap, whether it’s a need to solve a problem, achieve a goal, or avoid a pain point.

Problem-Centric Approach: Instead of leading with a product or solution, Keenan advocates for a problem-centric approach. Cold callers should first identify and understand the prospect’s pain points, challenges, and objectives. This means the cold caller can present stronger solutions tailored to the prospect’s needs.

Asking the Right Questions: Cold Callers should ask probing questions that uncover the prospect’s unique situation and the underlying problems they face. This leas to better gap diagnosis, and a higher quality solution.

Value vs. Price: Stresses prospects are more concerned with the value than price. Cold callers should focus on illustrating how their offering can bridge the gap and provide substantial value, which justifies the cost.

Challenging the Status Quo: Cold callers should challenge prospects’ beliefs / assumptions. By pushing them to re-evaluate their current state, doing this, cold callers can create a sense of urgency and a compelling reason to act.

This book makes it on to my Cold Caller’s Reading List because it’s relevant for today. It allows cold callers to differentiate themselves from competitors and add tonnes of value.

14. “Smart Calling” by Art Sobczak

Summary: Sobczak provides techniques for making your cold calls smarter and more effective.

Why Read It: Cold callers can increase their success rate and reduce rejection by adopting intelligent calling strategies. HAVE THIS BOOK ON YOUR DESK AT ALL TIMES. As a cold caller it’s important to keep learning and keep motivated – this book will help you do bot. Great to dip in and out of when you need inspiration, need help and need to hear from someone who knows what they’re talking about! Every cold caller should have this on their desk, by their bed, in their car!

This book makes it on to my Cold Caller’s Reading List because this is my go to for anyone in the middle of their sales career – doing well but not yet flying high – it’s a great reminder of how to sell at every level.

15. “High-Profit Prospecting” by Mark Hunter

Summary: Hunter shares strategies to identify and target high-quality prospects for maximum profits.

Why Read It: Cold callers can refine their prospecting techniques to focus on the most promising leads. This book makes some great points, not just about how to look for high profit targets and how to engage them but it also lets you spend time looking at your own motivations – if you’re interested in getting the biggest bang for your book, or the biggest return on your time invested then this is a must read.

This book makes it on to my Cold Caller’s Reading List because not all sales leads are created equal and only fools like otherwise!

The Sales Improvement Workshop

If you like to do your learning in a different way, or move on from the best sales books on this list, we have the perfect sales development solution for you – check out our Sales Improvement Workshop.

Designed to get your competitors running for the hills!

It’s a two day sales workshop designed for sales professionals of all levels – from cold callers to sales leaders running ambitious sales teams – the full agenda of what we cover is available on The Sales Improvement Workshop

If you’ve got questions call Carol on 0779 002 1885

Conclusion | Best Sales Books: The Cold Caller’s Reading list

These 15 books offer a wealth of knowledge and strategies for cold callers looking to excel in their field.

In the world of cold calling, knowledge is power.

These top 15 books provide invaluable insights, techniques, and strategies that can elevate your cold calling game to new heights, accelerate your career, build your reputation and positively impact the relationship you have with your prospects and clients…

Learning = Earning!

Whether you’re a beginner looking to build a strong foundation or a seasoned pro aiming to refine your skills, the wisdom contained within these pages can help you succeed in the ever-evolving landscape of sales.

So, grab a copy of these books, invest in your professional development, and watch your sales success soar.

Remember cold calling is one of the best skills for any sales person to develop. It means you can open doors that few others can. And it means you can do it consistently.

It pays to be just 1% better than the rest – check out the material on the Cold Callers Reading list to help you get there faster!