By Dianna Brodine, vice president, editorial, The American Mold Builder

In 2000, a movie was released that didn’t have much of an impact on theater audiences, despite its lineup of “name-brand” young actors. Vin Diesel, Nia Long, Ben Affleck and Scott Caan had leading roles in a film called Boiler Room, a crime drama centered around a brokerage firm that spends more time generating profits for its partners than worrying about the financial security of its investors. Critics didn’t love it, US audiences didn’t flock to see it at the theaters and its Rotten Tomatoes approval rating was just 66%.

However, I’ve always liked Ben Affleck, so I’m one of the few people who have not only seen the movie but also remembered that Affleck’s character, Jim Young, had a great quote that fits in nicely with this issue’s Booklist: “There’s no such thing as a no-sale call. A sale is made on every call you make. Either you sell the client some stock, or he sells you a reason he can’t. Either way, a sale is made. The question is, who is gonna close? You or him?” While Affleck’s character certainly isn’t one who should be emulated, Jim Young had a point. It’s much better to close every call with a sale than deal with a rejection. Here are a few books that could set a sales professional on the right path.

The New Model of Selling: Selling to an Unsellable Generation
Authors: Jerry Acuff, Jeremy Miner
Released: March 14, 2023

Jeremy Miner and Jerry Acuff know how frustrating sales can be, especially when companies require old, outdated methods. And today’s buyers, armed with an excess of information online, are skeptical and unwilling to engage with salespeople like they used to. As a result, traditional sales methods are ineffective against today’s consumers. Those seeking serious success in sales must navigate the new terrain with fresh ideas, approaches and techniques. Informed by Jeremy Miner and Jerry Acuff’s business experiences, personal research and innovative approach, The New Model of Selling implements advanced skills aligned with human behavior, reframing sales through the lens of neuroscience and persuasion. The goal is to help the customer think for themselves, with an emphasis on problem-solving and personal connection. Don’t act like a seller – start thinking like a buyer!

Selling the Price Increase: The Ultimate B2B Field Guide for Raising Prices Without Losing Customers
Author: Jeb Blount
Released: June 15, 2022

The payoff for implementing price increases without losing customers is massive! Effective price increase campaigns are far more effective at boosting topline revenue and generating profits than acquiring new customers.
The problem is that price increase initiatives – whether broad-based or targeted to specific accounts – strike fear and anxiety into the hearts of sales professionals and account managers who are tasked with selling them to their customers. Yet when sold effectively, customers accept price increases, remain loyal and often buy even more. From crafting effective price increase messages to protecting hard-won relationships, handling common objections and making the case for the value you deliver, this comprehensive guide walks you through each step of the price increase sales process. As you dive into these powerful insights, and with each new chapter, you’ll gain greater and greater confidence in your ability to successfully engage customers in price increase conversations.

Agent of Influence: How to Use Spy Skills to Persuade Anyone, Sell Anything and Build a Successful Business
Author: Jason Hanson
Published: June 14, 2019

Even if you’ve never seen a James Bond film or never met a real-life CIA agent, you should know that spies are geniuses at surviving covertly. Their ability to communicate in code is practically written into their DNA. And while it’s true that spies receive some of the best survival training in the world, there’s another, more critical skill a spy must have to survive… business savvy. In Agent of Influence, author Jason Hanson, a former CIA special agent and founder of Spy Escape School, teaches you how to target the perfect business opportunity using the SADR cycle – spotting, assessing, developing and recruiting. Discover how to use proven spy techniques to bolster business strategies – from self-advocation to selling to interviewing – and ultimately make more money.