"Influence: Science and Practice" by Robert Cialdini
"How I Raised Myself From Failure to Success in Selling" by Frank Bettger
Most selling is a simple function of discovering how the product or service you are peddling provides value for those who purchase it, sharing that information with as many qualified prospects as possible, and then asking for the sale.
The biggest mystery for most new salespeople is "who is a qualified prospect?" But that is answered quite easily once you understand the benefits of what you're selling.
You're selling radio advertising, I'll assume. So who your prospect is should be fairly straight forward. Businesses who want exposure to the public. There's no end to that list of prospects. So figure out why they should put their ad money with you, and talk to as many businesses as you can see each day.
A lot of people attempt to fancy it up with talks of professionalism and fancy sales techniques. But it's simply talking to people, providing value through your service, and ASKING FOR THE SALE.
The courage to do it won't come from reading enough books. The courage will come from getting out there and doing it.
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