To Sell Is Human by Daniel H. Pink

To Sell Is Human by Daniel H. Pink

The core idea of the book is that we are all nowadays is in the selling business: selling ideas to our bosses, products to our customers and holiday plans to our families. And also that successful selling today is not about charismatic persuasion but about listening and putting yourself into the other person's position.
Pink describes how selling has changed over the last few decades from "ABC - always be closing" type persuasion to more "human" cooperation between the customer and the seller. The reason for this change is the availability of information and increased competition. The buyer can easily access product information and peer reviews and thus be very able to spot any foul play. And even if not all the buyers would be knowledgeable beforehand they most certainly hold the power afterwards of hurting the business in case they feel cheated.
If you have an idea, a product or a skill that you're sure others would have some use, you have to make other people see the value or else it's worthless. And making others see value, is selling even if you would not be getting any money from it. Pink argues that if you look at sales by this new way in an organization, it isn't really anyone's job, it's everyone's job. Pink suggest also a new ABC of selling: Attunement, Buoyancy and Clarity. Attunement in essence meaning listening instead of speaking, buoyancy meaning positivity and clarity meaning being clear on options and consequences.
A great example of non-sales selling these principles apply is management, which according to Pink has changed from giving orders to "making sales" and making sales is not trying to force someone to do something they don't want to do in the first place, but rather listening and finding common ground where the boss and the subordinate together try to figure out what is the best way to make the personal aspirations and organizational goals match.

📌 Genre: Business, Marketing.

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