I've often wondering why certain things (facts, songs, people..) got "stuck" in my brain, and others didn't. Surely if there was a way to harness that information in a sales situation it would give you a major competitive advantage. Made To Stick by the Heath Brothers attempts, and for the most part, succeeds in explaining the stickiness of ideas.
I've long been a fan of doing something different to make my product and services stand out and be memorable. After reading this book I can now put a little science behind the differentiation. The book isn't directed at salespeople, in fact it's really directed at anyone who needs to communicate more effectively - which would be about 99.9% of the population. I'm adding this book to my Recommended Reading List For The Sales Engineer as its probably going to be the best $20 you spend on yourself this year.