To Sell Is Human

Book Review

To Sell Is Human: The Surprising Truth about Moving Others by Daniel Pink was published December 31, 2012. I only just read it. This has been #1 on the  New York Times Business Bestseller list, Wall Street Journal Business Bestseller, and Washington Post bestseller. 


We're All in Sales
While reportedly one in nine Americans work in sales per the U.S. Bureau of Labor Statistics according to Daniel Pink, he makes the case that the other eight do as well. He's not wrong. When you consider "selling" is how we make our way as nonprofits, solopreneurs, and authors, it starts to make sense. We all tend to sell far more than products—we're selling ourselves, our cause, and our books.

We're "selling" our kids or each other to motivate action. You may be trying to convince your kids it's time to stop playing to begin homework. We're selling ourselves daily that it's time to stop procrastinating to get focused on work. Healthcare professionals are selling us on ways to be healthier. 
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Sales Are Icky
Talk of sales likely brings up images of stereotypical sales guys, anything from door-to-door salesmen to an Avon lady to the car dealership sales person. It's time to defuse the knee jerk reaction to realize it's "every man" (and woman!) out there selling "something." 

New ABCs
The old philosophy of "Always Be Closing" Pink suggests needs to now be grounded in 

• Attunement: take someone else's perspective - I love this one. Talk less/listen more. Ask more questions.
• Buoyancy: staying afloat in a sea of rejection.
  • Interactive self-talk: think Bob the Builder - "Can we do it? Yes, we can!" Internally generated, responses are based on your own experience.
  • Optimistic explanatory: rejection is temporary not permanent, specific not general, external not personal.
  • Flexible optimism: optimism with clear eyes, overall consequences aren't really that bad or pervasive.
  • Enumerate and embrace: every no is on the path to a yes. 
  • Defensive negativism: what IF the worst happens - who cares! 
  • Allow SOME negativity: it's ok to be angry, then use that emotion to move forward. 
• Clarity: help others see problems and information in new ways
  • Problem finding vs problem solving
  • Curate your resources
  • Ask "Why" 5 times in response to a question for added clarity (channel your inner 2-year old)

Skills Needed

• Pitch: The purpose of your pitch isn't to get an immediate sale but to share an idea so compelling that it will begin a conversation that brings someone in as a participant to arrive to an outcome benefitting both of you. 
• Improvisation: ways to be adaptable when your pitch goes sideways, many theater ideas were discussed
• Service: make it personal and purposeful (I liked these ideas best)
  • Share your desire to improve the world with something you have to offer. 
  • Be upserving, not upselling: do more for a customer than is expected or intended. Turn a mundane interaction into a memorable experience. Elevate what you do for others. 
  • Make a point to solve problems for your customer. 
  • Proceed with humility and gratitude. 
  • Pretend every customer is your grandmother as the ultimate personalization.
  • Bear in mind—if someone agrees to buy, will their life improve?
  • When done, will the world be a better place than when you began?

​Your Turn!
Do you see yourself as selling things or even yourself? Do you embrace it or is it a struggle? Have any great sales tips to share with the rest of us?

Love to hear them - Let's Chat or find me on LinkedIn or Substack!

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