When we think of “sales”, most of us think of pushy door-to-door salespeople or slimy used-car salesmen. In this book, Daniel Pink shows how outdated this perspective is. In fact, everyone sells – as part of our work and lives, we constantly influence, sway or persuade others to take action. Whether you are in a sales role, or need to influence others at work, this book provides fresh perspectives and useful techniques to help you improve your ability to move and influence others. In this To Sell is Human summary, you’ll learn how sales has changed, the difference between selling and moving, and what it takes to more effectively move and influence others to action. Do also check out our our book summary bundle in pdf/mp3 infographic, text and audio formats!
Traditional selling is dead. Daniel Pink explains why and busts 3 important myths about sales.
1. Selling has shifted to MOVING
In today’s digital internet age, consumers are able to do their own research and comparisons, and get purchase advice from their social networks. In most cases, consumers have as much (if not more) information as the salesperson – cajoling or withholding information can no longer work, and the traditional way of selling is dead. Most people also spend about 40% of their workhours doing “non-sales selling”, i.e. convincing others to exchange their resources (e.g. expertise, time, effort, attention) for something they want. Such activities are a significant part of work, and are vital for one’s professional success. When we combine both sales and non-sales selling, everyone sells. However, instead of product pushing, we must now move people into action. In Pink’s words, we’re all in the “moving business”.
The 3Es Behind the Moving Business
How did so many of us end up as salespeople, or rather, movers? There are 3Es behind this trend – Entrepreneurship, Elasticity and “Ed-Med”.
• We’re seeing an unprecedented surge in the number of small and micro businesses. Such small business owners must wear multiple hats, including sales, hence more entrepreneurs means more salespeople.
• In today’s ever-changing landscape, “elasticity” has become an essential skill for success, including cross-boundary roles, and skills that can be repurposed or applied in new ways.
• Education and Healthcare (“Ed-Med“) are 2 of the fastest-growing industries, they are basically about moving people to take action, to achieve an outcome that’s good for them.
From Caveat Emptor to Caveat Venditor
In the past, sellers had more information than buyers, and the onus was on buyers to check the quality and suitability of the products, before making a purchase (Caveat Emptor). However, buyers today have almost equal access to information as sellers, and they also have the option to retaliate (e.g. share bad reviews on the internet or social media) if they’re unfairly treated. The new rule is now Caveat Venditor (i.e. seller-beware, with the seller being accountable for providing the necessary info to the buyer). Effective selling is no longer about being the most persistent or aggressive. It’s about being transparent and empathetic, and helping buyers to make sense of available facts and options, so they can make the best choices.
Becoming a Great Mover
Many successful salespeople live by this age-old adage, “Always be Closing”. They’re singularly focused on getting their prospects to say “yes” to what they’re selling. Pink proposes a new set of ABCs that are better suited for the new paradigm. Here’s a quick overview. Feel free to more details, examples and specific tips from our full 13-page summary!
• Attunement is about aligning yourself with others and the situation, stepping outside your own perspective and putting yourself in others’ shoes.
• Buoyancy is about balancing determination with optimism, so you can successfully cope with the sheer volume of rejections that can be expected in the sales process.
• Clarity is all about cutting through the clutter of information, to identify problems and present solutions clearly.
Besides knowing the qualities required to move people effectively, you need to know what to do. Daniel Pink breaks this down into 3 parts:
• A pitch is not meant to convince others; it merely arouses interest and draws others into a conversation. Rather than use “elevator pitches” which are now outdated, we should learn 6 powerful, new tricks: the one-word pitch, question pitch, rhyming pitch, subject-line pitch, Twitter pitch, and Pixar pitch (more details in the full To Sell is Human summary).
• Things don’t always go according to plan and we need to improvise. Here, Daniel Pink provides 3 useful practices for improvisation
• Finally, focus on 2 principles to can serve others better, and you’ll learn how to genuinely move people and make selling/serving more meaningful.
Getting more from “To Sell is Human”
If you wish to learn more about the ABCs of moving people and the ways to do so effectively (including exercises to crytallize your thoughts), do check out our full summary bundle. This comes with an infographic, a 13-page text summary and a 24-minute audio summary.
This is an easy-to-read book, with many practical and relatable examples. In each chapter, Pink includes:
• Suggested reading and/ or useful links websites and free resources; and
• A set of exercises which you can apply to put the ideas to use.
Become more effective in moving others into action!