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To Sell is Human: The Surprising Truth About Moving Others

Daniel H. Pink

Start date: January 24, 2013

Discussion: To Sell Is Human

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To Sell Is Human

Does Communicating Ideas Count as Selling?
By Jim · 2 posts · 12 views

last updated Feb 01, 2013 10:44AM

Non-Sales Selling
By Kelsi · 1 post · 10 views

last updated Feb 01, 2013 10:43AM

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Feb 05, 2014 Fiona Leonard rated it really liked it

Authors like to tell people that they write books.

What do you do?

I'm a writer. Yep, that's me, sitting behind a computer all day, hammering away at the keyboard.

Except it's really not true. We write books, and we sell books, even if we don't look much like a bookstore or have copies of our books in our bags waiting to pounce on unsuspecting potential readers. The fact of the matter is that a large amount of time is spent inspiring people to go forth and purchase aforementioned book. I would also Authors like to tell people that they write books.

What do you do?

I'm a writer. Yep, that's me, sitting behind a computer all day, hammering away at the keyboard.

Except it's really not true. We write books, and we sell books, even if we don't look much like a bookstore or have copies of our books in our bags waiting to pounce on unsuspecting potential readers. The fact of the matter is that a large amount of time is spent inspiring people to go forth and purchase aforementioned book. I would also argue that a part of a writer's job is simply to sell people on the idea of reading in the first place, but that is a discussion for a whole separate post...

With the publication of The Chicken Thief looming on the horizon, I thought it would be timely to read Daniel Pink's new book, To Sell is Human. I'm a big fan of Dan Pink including his previous books Drive, Johnny Bunko and A Whole New Mind. His books consistently offer fresh ways to look at the world. While predominantly market at a business audience, his work on motivation, the left/right brain debate, and now sales, has great relevance to everyone.

The starting premise of Pink's latest book is that whereas the responsibility for sales used to reside in the sales department, many businesses no longer work that way. According to Pink, the percentage of companies with fewer than ten employees is growing rapidly and more and more people now work for themselves. (*raise hand and point to self*) And with that transition has come the expectation that everyone in the company will be required to sell in some fashion. He also makes the point that selling is not simply about getting people to buy a product. We sell our skills when we apply for a grant or a job. Teachers are selling when they are working to engage students in acquiring knowledge and doctors and nurses are selling when they are working to convince patients to adopt a particular health management strategy. And parents, yes parents spend most of their time selling their kids on the merits of homework and sleep and vegetables...

Pink argues that how we sell has changed dramatically. Where once the seller had all the power, now it is the customer who is arriving with a bundle of market research - if they arrive at all, for many buyers are avoiding personal contact altogether and simply purchasing online.

What does this mean for those of us learning to be sellers and those needing to refine their techniques? Pink's approach is personal, practical and pragmatic. He offers compelling research to back up his approach and also offers clear advice on how to translate theory into practise. I worked through many of Pink's exercises while reading through the book and felt very self righteous when I was asked unexpectedly to provide some sales copy and was able to hand it over on the spot! And felt even better when told it was exactly what they needed!

I'm always encouraging people to read outside their normal patterns. It expands your horizons and opens you up to new ideas and approaches. If you're going to explore one book outside your comfort zone this year, I suggest that To Sell is Human is the one. Trust me, it's worth it.

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