This is the second of 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, Pink discusses what he calls the “Rebirth of a Salesman.”  In section two, discussed in this post, 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 provides his three essential qualities needed to move others.  The new ABC’s of selling.

PART TWO – HOW TO BE

4.  ATTUNEMENT

Pink discusses the idea of Attunement.  In other words, when we are faced with a complex or challenging situation involving other people, how do we make sense of what’s going on?  Do we simply try and understand it from our own point of view or, as Pink states, “Do we have the capability to step outside our own experience and imagine the emotions, perceptions, and motivations of another?”

Pink suggests that the greater knowledge and confidence we have related to any specific subject, decreases our innate ability to see the point of view of the other person and that it takes a cognitive awareness to get out of our own way to see the world from another’s perspective.  Do you think this might help in selling?

5.  BUOYANCY

Pink defines buoyancy as “How to stay afloat amid that ocean of rejection when attempting to move others.”  He gives the three components of staying afloat.

BEFORE – Pink references Napoleon Hill’s idea of autosuggestion from Think and Grow Rich. In short, he says we need to “Tell ourselves we can do it.”  Pink found that those who practiced this technique were more successful than those who did not.

DURING – Pink found that customers and clients that heard “the positive-inflected pitch were twice as likely to accept the deal as those who had heard a negative one.”  In other words, when making the same pitch, the one focused on the positive benefits of the sale were more successful than those focused on what will happen if you didn’t buy.

AFTER – Pink states that “People who give up easily, who become helpless even in situations where they actually can do something, explain bad events as permanent, pervasive and personal.”  They basically believe that negative conditions will remain over time.  On the other hand, approaching “NO” as a temporary condition allowed them to keep their options open.

6.  CLARITY

Pink asserts that “Good salespeople are skilled problem solvers.  They can assess prospects’ needs, analyze their predicaments, and deliver the optimal solutions.”  He goes on to say that “the ability to move others hinges less on problem solving than on problem finding.”  The real power in selling comes from the ability to identify the problem.  After all, you can’t solve a problem unless you can clearly identify it.

The old ABC’s of selling  (Always Be Closing) was focused on the person selling.  The new ABC’s (Attunement, Buoyancy and Clarity) are focused on connecting with the client or customer.

Regardless of what business you are in, you need to be in tune with your client, you need to excel in the face of adversity and be clear on what the desired outcome is.

So as you move forward today are you simply trying to move someone through the next door or are you focused on getting them all the way out of the building?

Next week we will take a look at Part 3 – “What To Do”

To Read Part One of “To Sell Is Human” click here

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

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Barry Smith   www.buildingwhatmatters.com   3/6/13            photo courtesy of Amazon