You’ve set up your coaching business, started marketing, and are now generating leads interested in your coaching services. 

But what happens next? How can you make sure that more of the people you’re talking to end up turning into paying coaching clients? 

The bad news is that there’s no easy way around it – you need to get better at sales. The good news is that there are literally hundreds of low-cost resources to help you level up your skills in the sales department! 

Sales books are cost-efficient tools to help you become a better sales pro. But with so many to choose from, it can be overwhelming to start your sales library. So, what is the best book on sales for coaches? And how do you know which sales books to read and which to skip?

Keep reading to discover our top 40 sales books that coaches can read to start closing more clients!

40 Best Sales Books for Coaches

1. The Challenger Sale: Taking Control of the Customer Conversation by Matthew Dixon & Brent Adamson

Feeling the weight of outdated sales methods? “The Challenger Sale” by Matthew Dixon & Brent Adamson is the breath of fresh air you’ve been waiting for. 

This book challenges conventional wisdom and presents a transformative approach to selling. Instead of the usual pitch, you’ll learn how to genuinely engage and educate your coaching clients. When you take control of the customer conversation, you build trust, create value, and set the stage for more successful deals!

The book on selling is rich with examples and case studies that showcase the effectiveness of the Challenger Sale approach. These stories highlight the success of salespeople who dare to challenge customer perspectives, leading to increased loyalty and more closed deals. And finally, the book offers hands-on advice on research, crafting messages, and overcoming objections.

2. Inbound Selling by The Challenger Sale: Taking Control of the Customer Conversation by Matthew Dixon & Brent Adamson

In a world brimming with information, standing out against the crowded world of coaching can be a challenge. “Inbound Selling” by Matthew Dixon & Brent Adamson offers the solution. 

This book unveils the secrets to captivating coaching prospects with personalized content and invaluable insights!

When you read this book, you’ll learn how to harness the strength of inbound marketing and rise as a trusted advisor so that you can nurture lasting client relationships.

3. The Sales Acceleration Formula by Mark Roberge

Want to accelerate your coaching package sales? Mark Roberge’s “The Sales Acceleration Formula” is your guide to scaling new heights. 

Drawing inspiration from his journey at HubSpot, Mark shares the strategies that propelled their meteoric rise. From scouting and training top-tier sales talent to refining your sales process, this book is a treasure trove of actionable insights you can apply to your coaching business right away.

4. New Sales Simplified by Mike Weinberg

Feeling bogged down by how complicated selling online can feel nowadays? Mike Weinberg’s “New Sales Simplified” is here to flatten the learning curve and help you master your sales process.

This straightforward guide offers you the essentials to secure more coaching business. Discover how to:

• Pinpoint your perfect coaching clients
• Craft a powerful value proposition
• Share your message with clarity

Packed with actionable insights and real-world scenarios, this book is set to reshape your sales mindset.

5. SNAP Selling by Jill Konrath

In the words of the author, today’s online customers are “frazzled” and constantly bombarded with things to buy. Enter “SNAP Selling” by Jill Konrath, one of the best sales books of all time.

In this book, you’ll learn how to distinguish yourself from the crowd and clinch the sale almost instantly. By diving deep into your client’s unique hurdles and tailoring your approach, you’ll not only leave a lasting impression but also seal deals more quickly!

For online coaches eager to leave a mark, this book can become your secret weapon.

6. Book Yourself Solid by Michael Port

Struggling to fill up your calendar with dream coaching clients? Michael Port’s “Book Yourself Solid” has got your back. It’s out there among the top sales books for a reason.

You’ll dive straight into a tried-and-true system that magnetizes clients and keeps your pipeline full. From mastering networking to designing irresistible offers, this book touches on the pillars of effective self-promotion.

Follow its hands-on exercises and practical advice, and watch your calendar fill up! And make sure to get the 3rd edition of the book since it has been extensively updated and expanded.

7. The Only Sales Guide You’ll Ever Need

True to its name, “The Only Sales Guide You’ll Ever Need” is your all-in-one sales encyclopedia. It’s one of the best books to learn about sales all in one place. 

Navigate through the sales journey, from scouting prospects and vetting leads to finalizing the deal and nurturing client relationships. Brimming with actionable tips and grounded examples, this guide is a treasure for both sales rookies and seasoned pros. 

Whether you’re coaching online or venturing into other fields, this book deserves a prime spot on your shelf.

8. Selling from Scratch: How to Sell More by Simply Being Human By John Hill

Are you tired of hearing the phrase, “always be closing”? Then check out this book.

John Hill’s “Selling from Scratch” brings humanity back to the spotlight of selling. I had the privilege of receiving sales coaching from John in 2020, and it completely shifted the way I approach sales. 

This book guides you on harnessing your inner strengths to bond with clients on a profound level. Emphasizing empathy, authenticity, and trust, John crafts a sales approach that truly resonates! His philosophy is that anybody can succeed in sales, not just “salesy” people.

So, if building a sales strategy rooted in genuine relationships is something that resonates with you, I can’t recommend this book highly enough.

9. Secrets of Closing the Sale by Zig Ziglar

If you struggle to get potential coaching clients to say yes, then Zig Ziglar’s “Secrets of Closing the Sale” is your trusty guide to increasing your close rate. In this book, Ziglar unravels the art of closing and offers techniques to navigate objections and close the deal. 

Dive deep into the world of persuasion and pick up practical wisdom that’s stood the test of time. With Ziglar’s strategies in your toolkit, watch your conversion rates soar!

10. Gap Selling: Getting the Customer to Yes: How Problem-Centric Selling Increases Sales by Changing Everything You Know About Relationships, Overcoming Objections, Closing and Price by Keenan

“Gap Selling” by Keenan introduces, breaks down, and overcomes popular sales myths to help you build stronger influence at every step of the sale. This book argues that all salespeople sell the same thing – change. And this is especially true for coaches!

But prospects typically reject the idea of change when they see it as too difficult, too risky, too uncertain, or too expensive. This book will teach you how to overcome these hurdles to help your prospects buy into the idea of change.

11. The Sales Magnet by Kendra Lee

Ready to draw in clients like a magnet? Kendra Lee’s “The Sales Magnet” is your blueprint. Kendra offers a goldmine of techniques to make you irresistible to prospects. From crafting a magnetic personal brand to maximizing social media’s potential, every page is a lesson in client attraction.

In “The Sales Magnet,” Kendra shares her wealth of sales wisdom and offers readers a roadmap to elevate their client magnetism. She emphasizes the power of a standout personal brand and guides coaches to position themselves as industry leaders. 

But it’s not just about standing out. Kendra also shares her strategies to succeed with social media marketing. You’ll learn how to: 

• Curate content that resonates
• Engage meaningfully online
• Turn your social platforms into client magnets

Plus, you’ll find plenty of real-world success stories sprinkled throughout the book to get a dose of inspiration.

12. Smart Calling by Art Sobczak

Dreading those cold calls? Let Art Sobczak’s “Smart Calling” transform that dread into confidence. 

You’ll go deep into Sobczak’s tried-and-true system for crafting calls that resonate and deliver. Plus, you’ll discover how to sidestep those common pitfalls, design engaging cold call scripts, and foster genuine connections over the phone. 

And while cold calling isn’t necessarily for every coach, if you’ve ever felt curious about adding this to your marketing stack, this is the book for you. With Sobczak’s insights, you’ll be eager to make that next call.

13. Own Your Niche by Stephanie Chandler

Ready to shine as the top coach in your niche? Stephanie Chandler’s “Own Your Niche” is your guide to get there.

This isn’t just one of the best books on sales – it’s one of the best books on niching down. Chandler offers a treasure trove of strategies to pinpoint your niche and rise as the sought-after coach in your arena. From curating captivating content to nurturing a thriving community, this book is your blueprint for industry recognition.

Of course, keep in mind that this is a general niche sales book that doesn’t just apply to coaches. Chandler wrote this book for all service-based businesses that operate online. With that in mind, coaches will still learn invaluable lessons from this book.

14. Dare to Lead by Brené Brown

While Brené Brown’s “Dare to Lead” isn’t strictly one of the best books about sales specifically, it’s a gem for anyone passionate about business success. 

When you pick up this book, you’ll dive straight into Brown’s groundbreaking research on vulnerability and courage. As a coach, you’ll learn to foster a culture brimming with trust and deep connections with your clients (and your team, if you wish to have one). You’ll discover how to embrace the challenges, lead with empathy, and watch your coaching practice flourish!

15. To Sell Is Human by Daniel H. Pink

Daniel H. Pink’s “To Sell Is Human” offers a refreshing take on the world of sales. Drawing inspiration from social science and real-life tales, Pink paints a picture of a world where everyone has something valuable to offer. 

For coaches, it’s a deep dive into the nuances of influencing and persuading in this ever-evolving landscape. Pick up this book to discover the beauty of “non-sales selling” and master the art of inspiring change.

16. Never Split the Difference by Chris Voss

Truth time: I have been hearing about  “Never Split the Difference,”  by Chris Voss for years now. And as I’m researching to write this article, I have finally ordered my copy.

So while I haven’t yet read this book, I can tell you what countless other coaches have told me:

Reading and implementing what’s in this book will turn you into a master negotiator. Some have even said this is THE best book about sales, period.

It’s your chance to harness strategies from intense, literally life-changing negotiations and apply them to your sales conversations. From truly hearing your clients to wielding tactical empathy, Voss guides you to seal deals with unwavering confidence!

17. Influence: The Psychology of Persuasion by Dr. Robert Cialdini

Dr. Robert Cialdini’s classic, “Influence: The Psychology of Persuasion,” is a beacon in the sales world. It may be old, but it’s a classic! 

In this book, you’ll navigate through the six pivotal principles of influence and uncover the psychological nudges that make people nod in agreement. In other words, this is your gateway to understanding human behavior intricacies. Learn to ethically harness these principles, sway prospects, and elevate your sales game.

18. Getting To Yes: Negotiating Agreement Without Giving In by Roger Fisher and William Ury

The ability to negotiate isn’t just a nice-to-have for coaches – it’s a cornerstone of success.  “Getting to Yes” by Roger Fisher and William Ury is a classic guide that has redefined the art of negotiation. This pivotal work introduces the concept of principled negotiation, a strategy that emphasizes the importance of mutual benefit.

“Getting to Yes” offers a blueprint for transforming sales conversations from transactional encounters to collaborative partnerships. It steers away from aggressive selling techniques and instead focuses on crafting solutions that resonate with the client’s needs. 

The book’s approach to ‘Win-Win’ negotiations allows you to engage in meaningful exchanges that foster trust and pave the way for enduring client connections and overall better sales results!

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

Oren Klaff’s “Pitch Anything” is your guide to the mesmerizing world of persuasion. Klaff unravels a tried-and-true method to craft pitches that don’t just speak but resonate with your potential coaching clients. 

You’ll learn to:

• Structure your message
• Enchant your audience
• Close with confidence

Gear up to reshape your pitching narrative.

20. SPIN Selling by Neil Rackham

Step back in time with Neil Rackham’s enduring classic, “SPIN Selling.” 

Throughout this classic book, you’ll explore the SPIN model, a quartet of questions that help you reveal true client needs and increase your chances of closing the sale. You’ll also learn how to ask the right questions, add value to conversations, and foster trust. Dive in and master the nuances of consultative selling.

21. More Sales, Less Time: Surprisingly Simple Strategies for Today’s Crazy-Busy Sellers by Jill Konrath

Feel like you’re racing against the clock and running out of time to do all your sales activities for your coaching business? Jill Konrath’s “More Sales, Less Time” is your guide to navigating the hustle without the hassle. 

Konrath, a seasoned sales maestro, offers a treasure trove of strategies to optimize your sales process and achieve stellar results – even on a time crunch. 

You’ll dive into insights on prioritizing, leveraging tech tools, and mastering communication. With real-life tales and success stories, Konrath paints a vivid picture of sales success. Whether you’re a sales newbie or a seasoned pro, this book is your ticket to achieving more in less time.

22. Start With Why: How Great Leaders Inspire Everyone to Take Action by Simon Sinek

Simon Sinek’s “Start With Why” is a deep dive into the power of purpose. As an online coach, understanding and articulating your ‘why’ can be a game-changer. 

Sinek guides you to unearth your core purpose and convey it in a way that resonates. While this isn’t strictly a sales book, reading it will help you discover the true reason for doing what you do. And when you have a deep purpose, you’ll shine with confidence in every sales call.

23. Extreme Ownership: How U.S. Navy SEALs Lead and Win by Jocko Willink and Leif Babin

Step into the world of Navy SEALs leadership with Jocko Willink and Leif Babin’s “Extreme Ownership.” This book isn’t just about leadership, though. I’s about embracing responsibility in every facet of your sales journey. 

When you pick up this book, you’ll immerse yourself in SEALs’ leadership tenets and discover how they translate to success for your coaching business. By adopting extreme ownership, you’ll cultivate resilience and a mindset geared toward overcoming challenges and succeeding in sales.

24. Cracking the Sales Management Code by Jason Jordan

Navigating the world of sales management? Jason Jordan’s “Cracking the Sales Management Code” is your key. For online coaches who want to scale a large coaching business, leading a top-tier sales team is a non-negotiable. 

Jordan offers actionable insights into sales management so that you can inspire and elevate your team. With his expertise, you’ll not only understand the sales management landscape but also drive your business to new heights!

25. Business as Unusual by Anita Roddick

Anita Roddick, the brain behind The Body Shop, takes you on her entrepreneurial journey in “Business as Unusual.” 

Yes, you’ll learn about sales, but this book is also about forging a purpose-driven business and truly connecting with your clients. That’s why it’s one of the best books on sales and marketing out there.

Embrace Roddick’s out-of-the-box strategies and infuse fresh energy into your sales approach. Even if Roddick’s experience is mostly in product-based businesses, you’ll still find a fresh way to look at your business through her eyes.

26. DISCOVER Questions Get You Connected by Deb Calvert and Renee Calvert

Every online coach knows the power of the right question. In “DISCOVER Questions Get You Connected,” the Calvert sisters bring you a unique framework of DISCOVER questions designed to deepen connections with your coaching prospects. 

You’ll learn the art of questioning, better understand your client’s core needs, and find ways to lay the foundation for trust. It’s your path to closing more deals with confidence.

27. 7L: The Seven Levels of Communication by Michael J. Maher

Communication is the heart of coaching. Michael J. Maher’s “7L” is your guide to harnessing the power of impactful communication. 

In this book, explore the seven levels and discover how to nurture genuine relationships. As an online coach, this book will help you connect, resonate, and achieve greater sales success.

28. Words That Sell by Richard Bayan

The right words can be transformative. Richard Bayan’s “Words That Sell” is your toolkit for crafting messages that truly resonate. Because it focuses on words, it’s not just a great sales book but rather one of the best books on sales and marketing, period.

Dive into the nuances of persuasive language, captivate your clients, and convey the true value of your coaching services with finesse. If you’ve ever been interested in pushing your copywriting skills further, this one’s a no-brainer.

29. Heart and Sell by Shari Levitin

Shari Levitin’s approach to sales in her book “Heart and Sell” is a blend of emotional intelligence and neuroscience. 

You’ll dive deep into the emotional underpinnings of decision-making to tailor your approach to truly resonate with potential coaching clients. With Levitin’s guidance, you’ll foster deeper connections, which can lead to lasting relationships and increased sales.

30. The Psychology of Selling by Brian Tracy

Brian Tracy’s “The Psychology of Selling” is a deep exploration into the human psyche to reveal the secrets of successful selling. For online coaches, understanding human behavior is a non-negotiable for success – and not just because of sales! 

As such, this is a great sales book for beginners.

Tracy’s insights and techniques will empower you to influence coaching prospects and elevate your sales game but also help you support them on a deeper level throughout their journey.

31. Drop the Ball by Tiffany Dufu

Tiffany Dufu’s “Drop the Ball” is a refreshing take on balancing work and life. While not strictly in the same category as other sales and marketing books, it offers insights into managing priorities and focusing on what truly matters. 

Dufu’s journey will inspire you to prioritize genuine client connections and close deals with authenticity. If burnout is on your list of fears when it comes to growing a coaching business, you won’t want to skip this book.

32. Go-Giver, Expanded Edition: A Little Story About a Powerful Business Idea by Bob Burg and John David Mann

Burg and Mann’s “Go-Giver” is a narrative about the transformative power of giving. You’ll learn the five laws that can reshape your sales approach by emphasizing genuine connections and generosity. 

So get ready to embrace the go-giver mindset and watch your coaching business grow!

33. The Introvert’s Edge: How The Quiet and Shy Can Outsell Anyone by Matthew Owen Pollard and Derek Lewis

If you identify as an introvert like me, this book is a game-changer. “The Introvert’s Edge” shows you how to leverage your unique strengths to outsell even the most extroverted competition. 

Pollard and Lewis provide practical tips and techniques to help introverted online coaches excel in sales. From mastering the art of listening to developing a winning sales script, this book will give you the confidence and strategies to close deals like a pro.

34. Mindset: The New Psychology of Success by Carol S. Dweck

As a coach, I probably don’t need to tell you about the importance of mindset. Carol Dweck’s groundbreaking book, “Mindset,” explores the power of our mindset in achieving success. 

By adopting a growth mindset, you can overcome obstacles and learn from failures, ultimately leading to better results with your sales. Dweck’s research-based insights will help you develop the resilience and determination to navigate the challenges of running a coaching business and close more clients.

35. Tools of Titans: The Tactics, Routines, and Habits of Billionaires, Icons, and World-Class Performers by Tim Ferriss

Ever wondered what sets the world’s most successful people apart? In “Tools of Titans,” Tim Ferriss dives deep into the strategies and habits of billionaires, icons, and world-class performers. 

While not solely focused on sales, this book is a treasure trove of inspiration and actionable advice that will elevate your coaching business to new heights. You’ll learn from the best and incorporate their success strategies into your own sales approach.

Oh, and don’t feel intimidated by the size of this book. You don’t have to power through the entire book to get value. Each chapter focuses on one person’s habits, so they work as standalone mini-books if you will.

I’ve only read a fraction of this book and have already gotten massive value from it!

36. Rejection Proof by Jia Jiang

Does the fear of rejection hold you back from making those important sales calls? If so, “Rejection Proof” is a must-read for you. 

Jia Jiang’s entertaining and insightful book tells the story of his quest to overcome his fear of rejection by seeking out and embracing rejection in various forms. Through his experiences, Jiang provides valuable lessons on resilience, perseverance, and the importance of stepping out of your comfort zone to achieve sales success.

37. How to Win Friends and Influence People by Dale Carnegie

Although originally published in 1936, Dale Carnegie’s “How to Win Friends and Influence People” remains a timeless classic. This book is a treasure trove of wisdom on building relationships, earning respect, and persuading others. 

As an online coach, your ability to connect with potential clients and inspire them to take action is crucial. Carnegie’s book will equip you with the tools to win friends, influence people, and ultimately close more sales.

However, if you’re going to pick up this book, please take note that it was written at a different time. This means it is mostly written from the perspective of white men. 

38. The Ultimate Sales Machine by Chet Holmes

Chet Holmes’ “The Ultimate Sales Machine” is a comprehensive guide to building a high-performing sales team and achieving consistent sales growth. 

As such, it’s an ideal read for any coach who wants to scale their business and build a sales team. But even if you’re a solo coach, the principles outlined in this book can be applied to your individual sales efforts. 

From time management techniques to effective prospecting strategies, Holmes offers practical advice to help you improve your sales process and help you close more clients.

39. Predictable Revenue by Aaron Ross

If you want to scale your coaching business and create a predictable revenue stream, “Predictable Revenue” is the book for you. Aaron Ross shares his revolutionary outbound sales process that transformed Salesforce.com from a fledgling startup to a billion-dollar company.

And while Salesforce isn’t a coaching company, the lessons you’ll learn from this book can still be applied to the big-picture view of your coaching business. Whether you’re a solopreneur or looking to build a sales team to grow your coaching business, Ross’s strategies will help you generate consistent leads, nurture client relationships, and achieve predictable sales results.

40. From Impossible to Inevitable by Aaron Ross and Jason Lemkin

In “From Impossible to Inevitable,” Ross and Lemkin reveal the secrets of hypergrowth companies and how you can apply their strategies to your coaching business. 

From positioning your offerings to scaling your sales team, this book provides a roadmap to overcome common growth challenges. You’ll discover the formula for sustainable success and unlock your coaching business’s full potential.

Fill Up Your Sales Book Library to Start Closing More Clients

Phew – you now have a complete list of sales books to help you level your sales skills as a coach! And while these can definitely feel like a lot, remember that you don’t need to read all 40 books in this list to have a successful coaching business.

I suggest picking a handful of books that resonated with you as you checked out this list and going from there. There’s no use ordering 10+ books if you feel overwhelmed to read them all.

No matter where you are on your sales journey, you’ll have a much easier time running your coaching business if you have reliable systems. And that’s exactly what Paperbell was designed to do.

Create your free account with Paperbell to set up your online coaching business. You can put everything in place for free and only pay when you onboard your first client!