3 Sales Books
Howard Whiteson 
Which of the Three Sales Books Pictured Above Would You Choose?
When it comes to getting sales, generally there are three main approaches:
Book Number One: Theory
We all like a good read, and are reassured by an author who possesses a confident, entertaining tone. However, sales theory is about as much use as a dead camel in a desert.
What really counts when it comes to the world of sales is not theory, but action, reflection, refinement, and results.
Book Number Three: Results
While we understandably want great results, we can achieve these without a single ounce of theory, but will never do so (or at least are highly unlikely to do so) without consistent, effective and proven practices that will support us in an ever more changeable and unpredictable environment.
This critical differentiation is even more important in the world of online sales, where often our potential clients are not even seen.
They have the ability to judge and to reject us without passing a single comment in public. Seeking to gain their attention by using the “tried and tested“ methods of yesterday are unlikely to yield the results you want.
Book Number Two: Practise
This what acts as the bridge between theory and results. In today’s world, our potential clients are ever more sophisticated and sceptical, making practise our critical linchpin.
before you pick up this book and begin to put its suggestions into action, there are three critical question you should ask yourself. We need to know what practices are effective as a digital entrepreneur.
Here are some rules of thumb for assessing sales practices:
Rule One: Are the suggested practices born from theory, plagiarism, or direct experience?
Rule Two: How many people who have put these practices in place have succeeded, and how many have failed?
Rule Three: Are the practices formulaic or freeing, scripted or spontaneous, sleazy, or ethically based ?
So, in answer to the question, which book would you choose, the answer would have to be the middle volume, provided it contains practices proven to lead you towards volume number three – getting results and building your digital business - one ethical sale at a time.