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104 PCB007 MAGAZINE I MAY 2021 3. If you consider yourself a true sales pro- fessional, then the name Jeffrey Gitomer must be familiar to you. He is the best writer on sales and sales techniques in the business. You must buy and read all of his books from Sales Manifesto to e Sales Bible, to Little Gold Book of YES! Attitude. Get them, read them, study them and yes, steal from them. If you are a sales manager, give them to your salespeople. 4. I have called Laura Kriska's book, e Business of We, the most im- portant book you'll read this year, not just for business, not just for sales, but for life itself. Laura is writing about the different kinds of people we have in our workplaces and how we can work together successfully. She talks about all our differenc- es—national, cultural, ethnic, sexual orienta- tion—and how we can increase our sensitiv- ity and tolerances for one another. is is important stuff at a critical time. 5. Another recent book that I found im- mensely valuable this year is Joey Coleman's Never Lose a Customer Again: Turn any Sale into Lifelong Loyalty in 100 Days. I can truthfully say that if you read this book, you will in fact never lose a customer again. is book is filled with great initiatives and suggestions on how to keep customers for life.