Recently, a client, who was interviewing b2b sales candidates, asked me: What one question would you ask each sales candidate, and why?

My reply surprised him when I quickly answered, “Name the title of the last non-fiction book you read and why you read it?”  One’s reading habits reveal much about one’s priorities, disciplines and motivations. Success in the sales profession requires balanced doses of each.

Selling is more of an art than a science. If we reverse a few steps in the sales process we may still close the order. Do the same with a scientific experiment and the desired chemical reaction is not likely to occur. As an art, there are variations which will work to accomplish the end result of a successful sales transaction.

While understanding and learning the sales process is best achieved by doing rather than passive learning such as: reading, viewing a video or computer-based-training course; or, completing a game-based learning challenge; reading about the experiences of sales experts, in other industries, is a valuable and relevant learning tool.

Reading combined with these two disciplines: 1] Re-composing, in one’s own words and adding memory hooks to the recently-read concept and; 2] Hand-writing a short explanation of the same concept. Just the process of writing our interpretation improves our memory retention of concepts we may wish to recall and apply at a future time.

Reading to improve one’s job skills and to acquire new techniques should become a weekly habit. Product knowledge is essential and so is reading to improve one’s selling and communications skills. As an art, we can personalize a sales process which best matches our personality and vocabulary and apply it to our specific selling style.

Sadly, the attraction and lure of the Internet’s on-demand social networking participation prevents many new sales people from becoming serious printed book readers. Add to this, the mistaken presumption by many that once one leaves the hallowed halls of learning, formal learning is over. 

This mindset can retard a person’s career growth. Aside from the pure joy which accompanies an ‘aha’ learning moment, becoming a lifelong learner pays huge career-related dividends.

When a sales candidate struggles to recall the last non-fiction book they read, it’s a sign of someone who isn’t motivated to improve their skills; or, who lacks the discipline to prioritize self-improvement. Self-learning of new concepts is an essential ingredient of a sales person’s progression.

We are all too busy, but finding the time to read won’t become a priority unless we make it one. Others judge us by how well or poorly we communicate in writing; by our e-mail composition, and our speech. 

Reading extends our vocabulary and introduces us to words and phrases that color and anchor the mental images we paint when we attempt to communicate.

So, take a tip from this 31 year sales veteran and make reading a priority to become the sales professional you aspired to be when you joined our noble calling. You have so much to gain.

Besides, you may be asked this question on your next job interview: “Name the title of the last non-fiction book you read and why you read it?” Your answer may well determine the successful outcome of your job interview.