Buyology: The truth and lies about why we buy (Martin Lindstrom)
This book shifts from seller to buyer mindset and contains findings from the world’s largest neuromarketing study ever undertaken. It outlines the real reasons why people by interviewing consumer’s brains to get past the logical mind into the subconscious mind which is responsible for over 80% of all our actions including purchasing behavior. Traditional marketing research methods won’t tell you why people buy but MRI scans and this book will.
Getting To Yes: Negotiating Agreement Without Giving In (Roger Fisher & William Ury)
This is a negotiation book classic and an essential guide to negotiating your way to success. The book covers five main areas: principled vs. positional negotiation, separating people from the problem, focusing on interests not positions, generating options of possibilities before deciding what to and using objective criteria.