Here's a quote that pretty much sums up why I like Gitomer, and why I think leaders in ChurchWorld should be reading his work:
It's not hard sell, it's heart sell. Good questions get to the heard of the problem/need/situation very quickly - without the buyer feeling like he or she is being pushed.
Substitute the word "buyer" with your choice of words - friend, guest, unbeliever, prospect - and you have a pretty good philosophy of engaging people where they are at, and building a relationship with them.
That's my quick look at "The 100 Best Business Books of All Time." Check it out of your local library, or pick up a copy for your own library. There's a wealth of wisdom inside from the business world that you can make applications in your world today.