New Podcast Out Now: The Craft of LBM Sales
Sell value, drive builder profit, and win more deals—without competing on price.
🎧 Apple Podcasts | Spotify
On episode 9 of the Craft of LBM Sales Podcast (Have you subscribed yet?), author and publisher Todd Sattersten joined me to talk about the four essential books every sales pro should have on the shelf.
Not coincidentally, these were four of the books that helped me figure out how to sell when I started selling—without a real plan or any real discipline —back in 2011. They remain on my shelf to this day and serve as reference guides when I’m in a jam or realize the need to return to the basics.
Sattersten’s new book is a wonderful book about books: The 100 Best Books for Work and Life. Given the fact that more than 40,000 new business and self-help books are published every year, Sattersten’s book is not just a reference manual, you will learn a ton just from reading his engaging summaries of the greatest books.
Here are the four sales books Todd says you must own, read, and reference throughout your career.
1. SPIN Selling by Neil Rackham
This is a sales OG. It introduced the question-based selling approach that’s still relevant today.
SPIN stands for Situation, Problem, Implication, and Need-payoff questions.
What makes this powerful? It gives you a self-directed sales process you can follow predictably and reliably—even if your company doesn’t provide one.
Rackham’s key insight: don’t rush to the next step until you’ve fully explored the current one. In our industry, where over 95 percent of salespeople can’t show you a documented sales process, SPIN gives you structure and discipline when you need it most.
2. Little Red Book of Selling by Jeffrey Gitomer
I shelled out $350 days to see Jeffrey Gitomer live in downtown Chicago just days after I quit working at PulteGroup. The guy is a total character who employed an 80s-era arsenal of jokes like an only-slightly-softer version of a salesy Sam Kinison. (I’ll leave it at that.)
Gitomer is Sales 101: the fundamentals. He tackles the self-motivational skills you need when facing constant rejection. His core message is simple but profound: People won’t buy from you unless they like you first.
What makes this book special isn’t just the content—it’s the format. It’s small, fits in your hand, includes a bookmark, and features illustrations and varied typography that make it an easy, engaging read. You can flip to any page on any day and find something actionable.
3. The Challenger Sale by Matthew Dixon and Brent Adamson
Punchline: Don’t be afraid to challenge your client’s assumptions.
For younger salespeople who feel stuck in servant mode—just reacting to requests and getting bounced around—this book offers a different approach.
You’re an expert.
You have knowledge across the entire industry.
You have a role to play beyond just taking orders.
The key is challenging clients with empathy and authenticity to help both of you reach your goals.
Yes, there’s a risk of swinging too far and coming across as pushy, but the alternative—passively accepting whatever the customer says—won’t build a sustainable career . . . and isn’t nearly as much fun.
4. New Sales Simplified by Mike Weinberg
I loved seeing this inclusion because Mike has become a friend and this book—and his sales story video content—is part of our curriculum in the OSR Academy (our fourth cohort just started a couple weeks ago).
Weinberg asks a powerful question: If I interviewed three executives and four salespeople at your company and asked them to tell your company’s story, would I get the same answer from all of them?
Most companies fail this test.
Everyone says the same generic things: “We’re hardworking, we’ve been in business for 100 years, we deliver on time, we answer our phones.” That’s not a story—that’s table stakes.
Your sales story needs to be clear, distinctive, and memorable. When Todd says “Bard Press publishes one book a year,” immediately your brain starts working: They must be selective. That sounds risky. How do they balance that risk? That’s the power of a good story.
Bonus recommendation from Sattersten: Check out Badass by Kathy Sierra and Setting the Table by Danny Meyerin Todd’s customer chapter. The reminder: Your job isn’t just to sell great products—it’s to create great customers who are exceptional at what they do.
Buy these four books now. Amazon for new and fast or eBay for used and cheaper. Do NOT worry about when you will read them. These books will be lifelong assets for you on your sales journey.
Plan on reading one per quarter in 2026. Given how much time you spend in the truck each week, I’d also recommend getting them for free through your local library (yes, they “loan” digital audiobooks too) or start an Audible account.
Regardless, BUY THE PHYSICAL BOOKS. You cannot highlight or dog ear an MP3 file (as far as I know). So, invest in yourself.
These four books will cost you less than $100 and can change your life. While you’re buying books, pick up Todd’s The 100 Best Books for Work and Life.
It will help you make better choices on which books to invest in down the road.
Thanks for reading. Email me and let me know if you’ve read any books that have positively impacted your sales career.
I’ll be back next Thursday.
Cheers.
P.S. If you haven’t already, subscribe to The Craft of LBM Sales Podcast here!
Subscribe here to get the next edition of The Craft of LBM Sales straight to your inbox—weekly stories and practical advice to master the craft of selling.
Copyright ©2025
Bradley Hartmann & Co.
All rights reserved.
Contact Bradley Hartmann:
bradley@bradleyhartmannandco.com
The Craft of LBM Sales 