To Sell Is Human By Daniel H. Pink Book Summary
Years ago, in a state of procrastination disguised as self-doubt, I decided to take a look at how I spent my time. I opened my computer, clicked on the color-coded calendar I had created, and tried to remember what I had actually done in the past two weeks. I listed meetings I had attended, trips I had taken, meals I had eaten, conference calls I had held. To Sell Is Human By Daniel H Pink Book Review
I tried to recall everything I had read and watched, as well as all of the face to face conversations I had with loved ones, friends, and co-workers. Then I looked back at my two weeks of digital nastiness: Eighty-seven e-mails I had sent. Four blog posts I had written. Eighty-six tweets I had sent. About a dozen text messages I had sent.
When I finally took a step back to evaluate this vast array of information, a pointillist representation of what I did and, in a sense, who I was, I was surprised to find that I was a salesman.
I don’t drive minivans at car dealerships or go from doctor’s to doctor’s and push cholesterol drugs down their throats. But if you take away sleep, exercise and hygiene, you’ll find that I spend most of my time trying to persuade others to give me resources.
Sure, there are times when I’ll try to persuade people to buy books I’ve written, but most of the time I’m not trying to make money.
In that two weeks, I tried to persuade a magazine editor to give up on a dumb story idea. I tried to convince a potential business partner to team up with me. I tried to persuade an organization I volunteer to work with to change strategies. I even tried to convince an airline ticket agent to change me from window seat to aisle seat.
In fact, most of the time, I’m looking for resources that aren’t money.Can I get a stranger to write an article for me?Can an old friend help me out with a problem? Can my 9 year old son take a shower?
You’re probably no different. Take a look at your calendar entries and see where they come from. I’m sure some of you are selling in a literal sense – persuading existing customers and new pros-to buy casualty insurance, consulting services, or even homemade pies at the farmer’s market. But most of you are probably spending more time selling in a more general sense – pitching colleagues, pitching funders, persuading kids.
Whether you like it or not – we’re all selling right now. And most people, when they hear this, recoil. Sales? Blech. For the clever set, it’s a low-hanging fruit for smooth-shoe salespeople who glide through life with a smile. For others, it’s the domain of shady characters doing shady things – a world where tricks and deceit take precedence over honesty and fairness.
And for others, it’s like cleaning toilets – necessary though it may be, it’s downright nasty. This book is about sales, but it is unlike any other book about sales you’ve ever read (or ignored). That’s because selling in all of its dimensions, whether pushing a Buick on a dealership lot or pitching an idea in a meeting, has changed more over the past decade than it has in the previous hundred. Much of what we believe we know about selling is built on a foundation that has collapsed.
In Part One, I present the case for a broad rethink of sales as we understand it.
Summary of Chapter 1
I challenge the conventional wisdom that the salesman is dead in today’s digital world. Some 1 in 9 workers in the United States still make a living by trying to persuade others to buy something. They’ve traded in their sample cases for smartphones, and they’re offer- ing experiences rather than encyclopedias. But what’s more surprising is what’s happened to 8 out of the 9. They’re also in sales.
They’re not following customers around a furniture showroom; they’re telling us that we’re engaged in what I like to call non-sales selling. We’re convincing, persuading, and persuading others to give up what they have for what we have. As you’ll see in our first-ever analysis of people’s work habits, we’re devoting up to 40% of our time at work to moving others.
Summary of Chapter 2
examines how many of us got into the moving business. Here are the keys to understanding the workplace transformation: entrepreneurship, elasticity, and ed-med.
First, entrepreneurship. The very tech that was supposed to kill salespeople has actually increased the number of small entrepreneurs and made more of us sellers.
Second, elasticity. Whether we’re working for ourselves or for a big company, most of us find that our skills at work must now extend across borders.And as they expand, they almost invariably include some traditional sales as well as a lot of non-sales selling. Last but not least, the fastest growing industries globally are educational services and health care – a sector I call “Ed-Med.” Jobs in these fields involve moving people. To Sell Is Human By Daniel H Pink Book Review
Whether you agree or disagree with these arguments, the conclusion may not sit well with you. Selling doesn’t have a great reputation. Think about all the movies and plays and TV shows that portray salespeople as being one part greedy scammers, another part dumb assholes.
Summary of Chapter 3
We’ll explore these beliefs-especially the notion that selling is mostly about deception and trickery. We’ll look at how the power balance has changed and how we’ve gone from caveat emptor buyer beware to caveat venditor seller beware, where honesty, fairness, and transparency often are the only way to go.This brings us to the second part of the series, where I pull in research from the fringes of social science to identify the three qualities now most valuable in moving others.
Attunement,Buoyancy and Clarity To Sell Is Human By Daniel H. Pink:
One of the old adages of the sales trade is “Always Be Closing.” The three chapters in Part Two introduce the new ABCs of Attunement – “Attunement,” “Buoyancy,” and “Clarity.”
Summary of Chapter 4
Talks about “attunement” – bringing yourself into harmony with people, groups, and situations. Drawing on a wealth of research, I outline the three rules for attunement – and why “extra- verts” rarely make great salespeople.
Summary of Chapter 5
Talks about “buoyancy” – a quality that combines “grittiness of spirit” with “sunniness of outlook” – the ability to make sense of “muddied” situations.
Summary of Chapter 6
Talks about “clarity” – the capacity to “to believe in what you’re selling.” In this chapter, you’ll. It’s been said for a long time that the best salespeople – whether in traditional sales or not – are great at problem-solving. In this section, I’m going to show you that problem-solving is more important today. One of the best ways to move others is to find challenges they don’t know they have.To Sell Is Human By Daniel H Pink Book Review
In this section, you’ll learn about the art of curation, as well as some smart ways to present your curative choices.
Once you’ve learned the ABCs (Attention, Buoyancy and Clarity), we’ll move into Part Three, which tells you how to do the skills that matter the most.
Summary of Chapter 7
With “pitch”. For as long as there’s been an elevator in a building, enterprising people have been crafting elevator pitches. But now that attention spans are at an all-time low (and everyone in the elevator is glued to their phones), that’s pretty much it.
Summary of Chapter 8
“Improvise,” you’ll learn how the six successors to the elevator pitch work, and when and how to use them. You’ll meet an experienced improv performer and learn why understanding the rules of improv theater can sharpen your persuasive skills. To Sell Is Human By Daniel H Pink Book Review
Summary of Chapter 9
“Serve,” you learn the two most important principles for selling or non-selling: make it personal and purposeful. To help you execute these ideas, at the ends of each chapter in Parts 2 and 3, you’ll find dozens of cutting-edge techniques from new research and global best practices, which I call “Sample Cases” in honor of the traveling salespeople who once carried bags full of their goods from city to city.By the time this book is over, I hope you’ve learned how to move others more effectively.To Sell Is Human By Daniel H Pink Book Review
But, just as importantly, I hope that you’ve come to view the act of selling itself in a whole new light.I have come to understand that selling is more important, more urgent, and in its own special way, more wonderful than we know.
The ability to persuade others to trade what they possess for what we possess is vital to our survival and happiness. It has enabled our species to evolve, raised our standard of living, and improved our daily lives.
Selling is not an unnatural adaptation to the cruel world of commerce.As you’re about to discover, if I’ve moved you to the next page, selling is inherently human.To Sell Is Human By Daniel H Pink Book Review
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