Top 8 Sales Must-Read Books for Car Salespeople (UPDATED)

Best Books for Car Salespeople
I read a ton of books before I was able to draw a complete and distilled list of the top books you must read if you’d like to sell more cars. 

These books below will help many of you double or triple car sales, so put down your hate for reading. This is serious

If you think you’re going to magically sell 20+ cars a month, without doing anything, get out of here right now. If you are though, buy ALL OF THEM, I swear investing a mere $150 in books won’t bother you once you hit the $150,000/year mark.

Still reading? Here we go…

8. The Sales Bible: The Ultimate Sales Resource by Jeffrey Gitomer

Our pick has to go with Jeffrey Gitomer’s The Sales Bible: The Ultimate Sales Resource has been just that, the ultimate resource for thousands of sales professionals for a long time now, inside our outside the automotive business.

This book answers almost all of the basic sales questions that many reps run into today – whether it’s about leads, pipeline management, or presentation, this is an all-around must-read for anyone with basic or advanced selling skills.

There’s a reason why it’s called the Sales Bible, it’s because everyone selling cars for a living should read this book at least once every two years.

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7. Pitch Anything: An Innovative Method for Presenting, Persuading, and Winning the Deal by Oren Klaff

Ok, the only reason why this one is number 6 is that we wanted to make sure you see it even if you don’t get through the whole list. This is a knockout book with principles that can make you a selling expert in just a few hours.

Delivering a sales pitch is one of the most vital components of any selling process. Depending on how well you’ve mastered this craft, you can either make or break a deal.

In this book, Oren Klaff describes his one-of-a-kind method to delivering winning pitches for any situation.

The way the author teaches you to handle every type of buyer with framing techniques is pure gold. I promise you’ll never feel stressed again meeting with a potential car buyer.

Whether you deliver pitches to investors, clients, or car buyers, this book is a must-have, so get your hands on it now. 

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6. Major Account Sales Strategy by Neil Rackham

This one is key because it’s one of the best books out there to teach you how to get to the decision-maker. In the car business, the decision to shop from a new car comes from men, but the decision-maker are often women.

This means you need to know how to address both, in a different way to serve their needs.

This book shows you how to deal with different decision-makers, understand their buying psychology and close the deal without dropping your pants. Nobody likes a flat.

This piece was originally written to help close more complex sales. This is precisely why it’s awesome: Car sales today ARE complex. It can be months from the time you get the first lead to the delivery day.

This book will also help you master: – Doubt-handling – Deal with competition shoppers – Negotiation techniques – Opportunity seizing techniques 

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5. Crush Price Objections: Sales Tactics for Holding Your Ground and Protecting Your Profit by Tom Reilly

Ah, the price shoppers. Those guys coming in to shop you and leave for a dollar on a 96-month financing deal. Screw them right? If you are having trouble closing these types of deals, read this one. You will stop losing these sales.

This book is a diamond in the dirt for any car salesperson looking to boost their closing ratio on price-focused vehicle sales. This type of buyer is really hard to catch. Here’s the bad news: there are more and more out there, but this doesn’t mean you shouldn’t learn how to handle them.

Develop techniques to pre-handle price objections before they even come your way. The best thing about handling objections is taking care of them before the car buyer has even played it out. 

This makes sure they play your game, and you’re not playing theirs.  This book also covers when and how to raise your price and show confidence in your product, whatever brand it is. 

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4. Assumptive Selling by Steve Stauning

Assumptive Selling is about knowing everyone is a buyer… and knowing that the first time you believe someone is not, you’ll be right.

Take charge of your sales career by recognizing that everyone is a buyer and they want to buy today. What’s more, is that if you do take charge, if you are direct, and if you provide the right guidance, they’ll want to buy from you!

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Learn more about “Assumptive Selling” by Steve Stauning


3. How to Master the Art of Selling by Tom Hopkins

The revised version of this book is a pure gem for car dealers because it’s a perfect mix of sales & email techniques. This piece teaches you to create a selling climate and control the mood.

Moreover, Tom Hopkins describes in a very clear manner, how to generate referrals but also how to prospect as a salesman. Something very useful in today’s automotive world.

What really makes this one special is the phone techniques taught throughout the book. Phone-ups are still a major portion of today’s incoming sales leads in any dealership and you should always be on the ball. 

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2. Secrets of Closing the Sale by Zig Ziglar

Zig Ziglar has earned its spot at the Hall of Fame of selling for a while now. For many of you, he’s a true legend. He has coined the famous term “We’re all in sales” and thought hundreds of thousands of salespeople in his career.

If you’re looking to understand the mental and psychological aspects of communication in a sales setting, look no more, buy this very book right now. 

This hall of Famer can teach car salespeople proven techniques to help you develop strong relationships with your potential & current clients. This will help you close more conquest deals & get more referral business. 

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1. SPIN Selling by Neil Rackham

The number 1 selling book in my mind. SPIN Selling teaches you from start to finish, the steps to complete a sale. The author describes perfectly how to handle a sale from start to finish with clear and basic principles.

This book deserves the #1 spot on our list because it literally makes you bulletproof. With this one you’ll get up to the top of the sales board, outsell your competition & gain control over any deal.

SPIN selling is considered as the Bible of salespeople by many experts, nothing less.

We recommend you also purchase the SPIN Selling Fieldbook. It’s an interactive guide filled with practical tools, methods, exercises & resources. Marking down your challenges and going through the exercises will make you a better salesperson quicker than you can imagine.

Do yourself a favor & keep this one with you at all times. 

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Do you want to grow your sales numbers, but you have NO IDEA where to start? We created the PERFECT program for car salespeople looking to break record sales at their store:


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