Ask HN: Sales books for people who don’t like sales tactics and gimmicks

How To Win Friends and Influence People (1937, from memory) is a great book to read. It's recently been updated to get rid of the most antiquated situations and some more modern ones have been added.

The book is not focused solely on sales, but many of the applications discussed in the book are sales-related. I think the book holds up very well after 80 years.

If you're talking B2B / enterprise, then I recommend:

Mastering The Complex Sale

Exceptional Selling

The Prime Solution

Customer-centric Selling

Selling The Wheel

The Challenger Sale

To Sell is human

The little red book of selling

They ask, you answer

Nudge