2. BUY it! · Book Review Actions · Book Reviews · Sales

BR 133: To Sell is Human by Daniel H Pink

Category: 2 – BUY it! (All Categories are 1 – Read ASAP!, 2 – BUY it!, 3 – SHELF it, 4 – SOMEDAY it)

Comments: I’ve been a fan of Dan Pink’s approach of presenting well researched trends with a nice framework and “so what’s”   – ‘A Whole New Mind’ and ‘Drive’ did it well. “To Sell is Human” doesn’t disappoint.

Top 3 Learnings: Selling has moved from the old ABC (Always Be Closing) to the new ABC of Attunement, Buoyancy, and Clarity.

1. Attunement: This section is all about empathy, connection, and most importantly, asking great questions. The main trend here is that we have moved from information asymmetry between buyers and sellers to information symmetry. Buyers now have all the information that sellers have and don’t need sales people in the traditional sense. They need folks who will help them solve their problems.

2. Buoyancy: Recent research points to the important of having a healthy ratio of positive:negative thoughts but not approaching everything by just pumping yourself up. In fact, research shows that interrogative self talk (i.e. asking yourself – can I do it?) works much better.

It also involves learning optimism (Martin Seligman style) and making sure we aren’t knocked out by rejection.

3. Clarity: Clarity of purpose and making it personal are critical. Many many experiments show that an appeal to a deep, intrinsic purpose moves people.

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