Required Reading

The books on this list have helped shape my life, attitudes, and career. They'll help you run a successful business and find fulfillment.

by Jason Zigmont HowToSell.net [December 24, 1999]

Many have asked me "What books do you consider required reading?" I won't bother to touch on the many technical books, as there are plenty of lists of such titles available. Those published by O'Reilly & Assoc. by are usually excellent..

I truly believe that one of the useful interview questions for any sales, marketing or management position, is "What was the last book you read." (Audio books and books on tape count here, too. I find myself listening to more audio books then actually finding the time to sit down and read.)

If the interviewee mentions any of the books listed on the HowToSell.net Useful Links page, you'll know you've found someone who is doing their best to better themselves—and someone with impeccable taste. Of course, I may be biased as these are my favorite books, by my favorite authors—the volumes I consider required reading.

Top choice
If I had to pick one author from the list whose writings have influenced me the most; it would have to be Harvey Mackay. For those of you who aren't familiar with Harvey, he's the king of networking (as in relationship building, not stringing CAT 5 cable). And if you find a sales person who truly knows how to network, you've found a sales person who will never go hungry.

Mackay talks not only about networking but also how to keep other people happy. Mackay discusses his successes and failures running an envelope company, which would seem to have no relationship to ISPs, but the lessons he teaches can help anyone. For example, his 'Mackay 66' questionnaire is the absolute best tool for helping you get to know your customers, keep in contact with them, and keep them happy. While I know we can't find out everything about our dial-up customers, if you follow Harvey's teachings and use the 'Mackay 66,' among other tools, your business-customer revenue is bound to double or triple.

Mackay is the author of Dig Your Well Before You're Thirsty, Beware the Naked Man who Offers you his Shirt, and Swim with the Sharks Without Being Eaten Alive. I'm happy to report that his latest book, Pushing the Envelope maintains the high standards he set with his past titles.

On a personal note, Mackay along with my second favorite author—Zig Ziglar—has helped to make HowToSell.net possible, and helped to make me into the person I am. You've all seen me quote Zig when he says "You can have everything in life you want, if you just help enough other people get what they want." Put that quote together with Harvey's philosophy of networking and helping others before you need help and you end up with Jason Zigmont and HowToSell.net.

Almost favorite
Zig Ziglar is a fantastic, down-home author who you just can't help but like. (BTW, Zig and I sharing the same, 'Zig,' has nothing to do with me liking his books. J) Zig is a very successful salesman, and now tours internationally as a speaker. My one caution with Zig's books is that he can tend to get very religious, which may be a turnoff to some readers.

From a technology marketing standpoint, Geoffrey Moore's two books Crossing the Chasm and Inside the Tornado are essential reads. These titles are are the closest thing I've found to an ISP Marketing book. (But then again, there is rumor that Chris Knight of ISP-Marketing fame, will have his book out soon.)

Another book/author combo that is a must for anyone who wants to be successful is Think and Grow Rich by Napoleon Hill. The volume is a classic, and Napoleon's teachings are timeless.

Other books that I would recommend are Stephen R. Covey's 7 Habits of Highly Effective People and the ISP Survival Guide by Geoff Huston. The "ISP Survival Guide" has to be the best ISP book I've ever read, although I would have preferred more business information, but then again, I may be biased.

Happy reading over the holidays—and throughout Y2K.

Yours in service! - Jason

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