This will be the first of three posts taking a look at Dan Pink’s “To Sell Is Human.”  Pink brings a new look at the art of selling and explains why although statistically one of nine Americans work in sales, so do the rest of us.

In section one, which will be discussed in this post, Pink discusses what he calls the “Rebirth of a Salesman.”  In section two, Pink provides a new twist to the ABC’s of selling which historically has stood for Always Be Closing, by discussing Attunement, Buoyancy and Clarity.  In section three, he discusses the way we should be selling in today’s environment – The Pitch, How to Improvise and How to Serve.

Pink states that most of us reside in “non-sales selling.” We’re persuading, convincing, and influencing others to give up something they’ve got in exchange for what we’ve got.  Let’s take a look at what this really means.

PART ONE – REBIRTH OF A SALESMAN

1.  WE’RE ALL IN SALES NOW

Pink discusses a survey that was completed called “What Do You Do At Work?  The survey found that 40 percent of the time we are focused on persuading, influencing and convincing others in ways that don’t involve a purchase.  Additionally it was found that this part of our efforts was crucial to the success of our business.

I think of two quotes by John Maxwell, “Everything rises and falls on Leadership” and “Leadership is Influence – Nothing more, nothing less.”  If you follow my thinking, you can draw the conclusion that everything rises and falls on influence.  If you are not influencing others, you can not achieve the desired result you are looking for.  If you are in charge of anyone, personally or professionally, one of the things you desire is productivity and good decision making.  This requires persuading, influencing and convincing.  You are in sales!

2.  ENTREPRENEURSHIP, ELASTICITY AND ED-MED

The idea of entrepreneurship is clearly one of the biggest ways we do business today.  “Outside the box” thinking is critical in the success of many of today’s business relationships.

We have to be flexible in today’s marketplace.  Our ability to be elastic, to stretch and expand, is often required to connect with clients and customers.  Pink states “Interacting with customers around problems isn’t selling per se.  But it sells.”

Ed-Med is the fastest growing industry in America today.  Pink shares two comments from his investigation as to what is fueling these industries, “As teachers, we want to move people” and “moving people is the majority of what we do in health care.”  If you fit into these categories, you are in sales.

3.  FROM CAVEAT EMPTOR TO CAVEAT VENDITOR

Caveat Emptor – “Buyer Beware.”  Back in the day, the seller had all the information and it was up to the buyer to trust what he was being told in making his decision to buy.  Caveat Venditor – “Seller Beware.”  Today with the abundance of information on the internet, the buyer now has accessibility to virtually as much information as the seller.  To the seller – you better know what you are talking about because chances are the buyer does.

The bottom line is that, as Pink has titled the book, “To Sell Is Human.”  It is in our DNA to sell.  We all want to influence others in what we believe in.

Do you try and influence, persuade or convince?  If you do – You are in sales!

Next week we will take a look at Part 2 – “How To Be”

Find out more about Daniel Pink and “To Sell Is Human” at  www.danpink.com

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Barry Smith   www.buildingwhatmatters.com   2/27/13            photo courtesy of Amazon