Influence:
The Psychology of Persuasion
By Robert B. Cialdini

Some people just won't take no for an answer. In Influence, Dr. Robert Cialdini explains the six psychological principles that drive our powerful impulse to comply to the pressures of others and shows how we can defend ourselves against manipulation—or put the principles to work in our own interest. Influence guarantees two things: Readers will never say yes again when they really mean no, and they'll be more persuasive than ever before.

Quill. September 1993. 320 pages.

Selling to VITO:
The Very Important Top Officer
By Anthony Parinello

Everyone talks about how to sell to the customer once you're in the door and have an established relationship with the account. The unanswered question remains: How do you get in front of the right person to begin with? What if you've never called on the account before and have no relationship? Selling to VITO will give you a workable blueprint for getting to the right person. This book provides practical techniques and a salesperson's insight into what will get the attention of small business owners and CEO's alike. The author gives you step-by-step actions you can take today to fill your funnel with new opportunities.

Adams Media Corporation. September 1999. 252 pages.

SPIN Selling
By Neil Rackham

Based on the largest research project ever undertaken in the field—over 35,000 sales calls over 12 years—SPIN Selling shows why big-ticket sales require a new and different set of skills from those that have always been used for small sales. The SPIN system—Situation, Problem, Implication, Need-payoff—is already in use by many of the world's top sales forces. Now these revolutionary, easy-to-apply methods are available here. With wit and authority, Neil Rackman explains the SPIN strategy, using real-world examples and informative cases.

McGraw-Hill. July 1988. 197 pages.

The SPIN Selling Fieldbook:
Practical Tools, Methods, Exercises and Resources
By Neil Rackham

The best-selling author of SPIN Selling is back with a companion volume that further demonstrates how to put SPIN's winning strategies into practice. Rich with examples and anecdotes from sales forces at such cutting-edge companies as Motorola, AT&T and Johnson & Johnson, this long-awaited guide first summarizes and updates the basics of the SPIN techniques: Situation, Problem, Implication, Need-payoff. Rackham answers commonly-asked questions about his pioneering model. And at the heart of this book are individual and group exercises salespeople and their managers can use to assess their SPIN selling strengths and identify areas for improvement.

McGraw-Hill. June 1996. 206 pages.

Values-Based Selling:
The Art of Building High-Trust Client Relationships
By Bill Bachrach

Values-Based Selling is about the next generation in selling. The easy-to-follow process this book describes will differentiate you from everyone else in the financial services field. It's the "new school" of selling, focused on cultivating client relationships. Learn how to build trust in the first three to five minutes of conversation with a prospect. It's a must-read for those who want to reach their next level of success ... and everyone has a next level! If you want to make a lot more money in less time, not do any prospecting, and have an even better quality of life, read and implement Values-Based Selling.

Bachrach & Associates, Inc. May 1996. 368 pages.