Great question. Firstly, the more I've gotten involved in business over the years, the more I've come to realise that for any kind of sale requiring human contact, personal relationships are absolutely paramount. This is fairly straightforward, but it bears repeating. People will buy from people who they like. In a situation where a customer can choose between Vendor A and Vendor B who have similar products and prices, they will choose the likable Vendor A who is friendly and who they enjoy getting a call from. This is 100 times more powerful than Vendor B who has 3 additional features that are really great, but who has made no attempt to establish any kind of relationship with the customer. As such, the first book I would recommend would be the classic "How to Win Friends and Influence People" by Dale Carnegie.…
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