It is not an uncommon to be asked to name the best books on selling or business. There are no best books but I think that some are better than others. No matter how many have been published to date more that keep coming into bookstores daily. Not surprisingly, many of the new books say what has been said before but in different words and formats.

I find that the books listed below are as good as one can find. From time-to-time, as you will see, I add selections that I think are applicable to almost all businesses. While the books may bot be directed to to your particular business, I believe the tenets and ideas they put forth are transferable to all types of businesses and organizations.

Minding The Store and Quest For The Best by Stanley Marcus

These two books by the former owner of one of America's best-known retail stores, Neiman-Marcus, are important because of the theories that bring customers to their store. N-M fame is due to a result of their setting high standards for treating their customers -- and sticking to them. Most small businesses cannot afford to operate the way N-M did, but the tenets behind what they did are applicable to all businesses, not just retailers.

The Status Seekers by Vance Packard
American Life Styles by Arnold Mitchell, Stanford Research Institute

Both books are important books because they deal with why people buy. They are studies on human behavior as it relates to buying products and services. The Packard book should be read with the understanding that it was written many years ago. And while some of the examples used in the book seem antiquated, the reasons behind these examples are still applicable today. The SRI book is updated at regular intervals.

Service America and At America's Service by Karl Albrecht

If any two books affected business language, it was these books. They put the word "service" back into the business language dictionary. Both of these books received great acclaim when they first came out. Like the above-listed books, these should be read with the undeerstanding that they were published as the word "service" was just being reintroduced into the business vocabulary. Although much of what they recommended is now being donec, the books also stress many ideas that still need to be put into practice.

"The Complete English Tradesman" by Daniel Defoe

Of all the books on business that appear year after year, none are better than this book written by the author of Robinson Crusoe, Roxanna, and Moll Flanders. The people who have chronicled Mr. Defoe's life state that this is the finest book he ever wrote. In my estimation it is the finest book ever written on business. This book covers all aspects of business from the single shop owner to those working in international trade.

Predatory Marketing by C. Britt Beemer with Robert L. Shook

A book based on interviews with 3,000,000 consumers and 50 business leaders. Britt Beemer understands how consumers think, why they think that way, and what obstacles must be overcome to generate a sale. I do not like the title of the book as it connotes something it is not. What the author does is look at the intangible words and actions that keep people from buying.

Why We Buy by Paco Underhill

A report on our evolving shopping culture. It is about the struggle among merchants, marketers, display departments, package and store designers and the customers that frequent stores. While not directly about selling services, the tenets topics in this book covers are applicable to service businesses, professional offices, catalogues and web sites . . . anywhere people congregate.

NOTE: The above books may be out of print. Some may be available at used book stores such as www.powellsbooks.com or www.abe.com or at one in your area or your local library.

The following books are ones that I have found most useful. All should be read with the attitude that what they have to offer is information and not absolute facts.

"The Law (In Plain English) For Crafts People" by Leonard D. DuBoff "Business Forns & Contracts (In Plain English) For Crafts People" by Leonard D. DuBoff "Visual Thinking" by Rudolf Arnheim "Art & Visual Perception" by Rudolf Arnheim "Toward A Psychology of Art" by Rudolf Arnheim "The Nature & Aesthetics of Design" by Pye "The Fairchild Dictionary of Home Furnishings" "A Sense of Order" by Gombrich, The Cornell Univ. Press "Food & Cuisine" by Revel "Food & Drink" by Hooker "Fairchild Dictionary of Textiles" "The Collectors Encyclopedia of Antiques" by Phillips "Phadion Guide To Silver" by Holland "The Book of Old Silver (English, American, Foreign)" by Wyler "Dictionary of Porcelain" by Boger

"An Illustrated Encyclopedia of Traditional Symbols" by J. C. Cooper "My Favorite Things" by Dorothy (Mrs. Richard) Rogers "Dictionary of Art & Decorative Crafts" by Boyer & Boyer "Grammar of Ornament", by Jones "The Language of Pattern" by Albarn, Smith, Steele, & Walker "Good Taste Costs No More" by Richard Gump Porcelain Traditions & New Visions" by McCready "Wedgwood" by Mankowitz "Encyclopedia of Pottery & Porcelain 1800 to 1960" by Cammeron "Marks & Monograms Pottery & Porcelain" by Chaffers "The Book of Pottery & Porcelain" by Warren E. Cox. "Encyclopedia of Glass" by Phillips "Illustrated Dictionary of Glass" by Newman

There following list of magazines your customers may be looking as they begin to think about buying something important for their home, collecting, or when planning to build or remodel. A library of clippings from these sources of the products, lines, or types of merchandise you sell can be an invaluable aid in understanding what is going through your customer's minds.

Consumer Magazines Old House Interiors Country Living Better Homes & Gardens Victorian Decorations Lifestyle Living Architectural Digest Home Metropolitan Home House Beautiful House & Garden

Sunset Southern Living Antiques Art & Antiques Crafts Niche Magazine American Crafts Collectors Editions Brides For The Bride Bridal Guide Wedding Modern Bride

In addition, trade publications are important resources for learning what is happening and what is new in your field of interest and related fields. They bring problems and possible solutions to your industry. Most come with a membership in the association. Some are available through larger magazine stores or are at the public library

Trade Magazines The Crafts Report HFD (Home Furnishing Daily -- published weekly) Giftware News Gift & Decorative Crafts Accessories Nich Magazine

Foreign Magazines: Maison Vogue Decoration Decor Ville & Casual French Brides & Marriages