Alex Hormozi, a business legend, revealed 13 books that most influenced his business career. 

Three of those are written by one author.

How could this author have such an influence on someone notoriously known as a business legend?

Well, it’s because the books themselves are written about how to influence and persuade—without coming off as a salesperson.

Selling Without Being Salesy?

People hate being sold, but they love to shop with friends.

Purchasing a home is one of the biggest decisions someone will make in their life. You can’t hard-sell someone with a decision like this. They need to first know you, like you, and trust you.

“If people like you, they’ll listen to you, but if they trust you, they’ll do business with you.”

Zig Ziglar

As an agent, you’re not selling someone a $7 coffee, you’re guiding them through the ups and downs of a real estate transaction.

So how do you persuade and influence someone to first want to work with you and then want to close a deal with you? The secret is not some scummy sales tactic that makes people uncomfortable. It’s about making every client feel like they are shopping with friends.

Meet Robert Cialdini

Dr. Robert Cialdini has spent his entire career conducting scientific research on what leads people to say “yes.” His worldwide reputation for his ability to translate his research into an easily digestible reading format makes his books nothing short of amazing.

These books teach the subtle yet powerful ways in which people can be influenced. You’ll learn the psychological triggers that lead to genuine interest and trust. 

That way, you’ll never come off as a pushy salesperson.

3 Influential Books by Cialdini

Anyone who is looking to persuade and influence without coming off as disingenuous is going to love these books. Just ask Alex Hormozi. 

Here are three books by Cialdini that every salesperson should read: 

Influence: The Psychology of Persuasion: This book breaks down the 7 universal principles of influence and how they can be used ethically in various aspects of business—reciprocity, consistency, social proof, and much more.

Pre-Suasion: A Revolutionary Way to Influence and Persuade: Cialdini shines a light on the power of timing and attention in persuasion. He discusses how capturing attention before delivering your pitch can be as crucial as the message itself in influencing decisions.

Yes!: 50 Scientifically Proven Ways to Be Persuasive: Based on more than 60 years of research into the psychology of persuasion, this book reveals 50 simple but remarkably effective strategies that will make you much more persuasive at work and in your personal life, too.

The Bottom Line

The influence of Robert Cialdini’s work on Alex Hormozi and thousands of other people cannot be overstated. His books are the pinnacle of human psychology and the art of influence. 

As an entrepreneur and salesperson, these are books that you’ll want to keep by your side and read multiple times throughout your career.