Thursday, July 5, 2018

Book Review: To Sell is Human, by Daniel Pink

I've never posted a book review on this blog, so here goes!

I've been inspired in the past by Daniel Pink when I read his bestselling book Drive, I subscribe to his newsletter, I've written him a couple emails (to which he responded). You might call me a fan. Maybe I am. I did, after all, read another of his books - To Sell Is Human.

Here are some things you might like about it (I know I did)...

What's It About?


In this book, Daniel Pink points out that we all sell. He makes a distinction between sales and non-sales selling. Sales selling is the traditional kind that makes you think of a used-car salesman from the 70's. Non-sales selling is the kind we all do - all the time!

Daniel takes you on a sales call with Norman Hall, the last remaining Fuller Brush Man. Norman is a "door-to-door" salesman. He is resilient, friendly, and has specific characteristics that make him a perfect seller. We should emulate Norman!

We go on other journeys to find out more about non-sales selling. Daniel takes us along to a training session with VPs, CEOs, and other business folks who are sharpening their selling saws. This book is packed with practical advice and results of studies to substantiate his claims.

So, Why Does Traditional Sales Suck?

The book shows us how we generally think of traditional selling in a negative light. Then it opens our eyes as to why. Spoiler Alert! The sales we think of - used car sales from years ago - is an unbalanced transaction. The sellers have all the power. That power was so often abused that the decent folk got pushed out. Why did they have all the power and what changed?

I'd recommend that you read the book and find out for yourself. But, since there are so many goodies in To Sell Is Human, I don't feel sorry about giving away this bit. The equation changes when buyers are informed. For example, we can find out everything we need to know and more about a used car before we buy. And we're not as limited in our options. We have the internet. The "information superhighway" for those of you old enough to remember the TV commercials.

Traditional sales used to suck, but it doesn't anymore. It's been transformed into more of a partnership. The role is more about discovering problems and applying solutions than it is about tricking uninformed consumers. Sure, those types of salespeople are still around feeding off the bottom. But your real sales jobs are much more elevated. Think about this...who is running the company you work for? Do they know how to sell?

How Do I Sell?

And then there's non-sales selling. You already do this. Whether you sell the dentist to your kids, a vacation to your spouse, or a new procedure to your boss you're selling! Daniel gives us plenty of practical advice we can all use in everyday life to make the sell.

He presents the new ABCs of selling (Attunement, Buoyancy, and Clarity) in an entertaining and digestible way. There's a lot to learn for those of you who have a hard time selling your ideas. There's some for those of you who think you have it all figured out too!

Besides those ABCs of how to be, he shows you what to do. Pitch, Improvise and Serve.

But, I'm an Introvert! I can't Sell...

This may come as a shocker, but extroverts aren't much better at selling than introverts! It turns out that ambiverts, those who are in the middle of the spectrum between intro- and extro-, are the best sellers. And chances are, you're more in the middle than you care to admit!

"vertedness" isn't binary any more than "brainedness" is right or left. Both are a spectrum, and most people are somewhere in the middle. Find your middle ground and become better at selling! Too much extro- leads to pushiness and not listening. Too much intro- leaves you under-assertive and too quick to walk away. Balance is better, despite what folklore says.

What Can I Take With Me?

This book is a perspective changer. It has shocking revelations! It has practical advice! It's fun to read! To use one of the techniques in the book: To Sell Is Human is a great read, you'll be pleased indeed!

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