To Sell Is Human: The Surprising Truth About Moving Others by Daniel H. Pink
My rating: 3 of 5 stars
I am a fan of Dan Pink, and I attribute much of my interest in this genre of reading to his earlier works. To Sell is Human is a compelling argument for the fact that selling is a part of basically everyone's life these days. Because of the ubiquity of information, the power is now in favor of the "buyers" rather than the "Sellers". Because of this a new way of selling is needed. Pink argues for the ABC of selling; attunement, buoyancy, and clarity. Attunement can be summed up as having empathy for those you are trying to move, and really take the time to listen to them. Buoyancy is the ability to keep afloat in the "ocean of rejection" by having a generally positive outlook on life and an accurate understanding of your own identity (locus of control). Clarity is what it sounds like, being clear. The more specific and direct we are in helping people understand what we are trying to do in moving them the better.
In addition to the ABCs Pink shares a multitude of activities, resources, and discoveries from the social sciences that can be helpful in moving others. Things like the power of rhyming when packaging short statements ("If the glove doesn't fit, the jury must acquit"), mirroring others to a certain degree, and framing your proposals in different ways such as in a question.
The book was very practical, and I wish I had bought a copy rather than checked it out from the library because it is the kind of resource that I would like to return to. The activities and ideas seem like a great reference for just about anyone since we are all in sales now!
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I am a graduate student in Instructional Psychology and Technology at Brigham Young University. I enjoy writing, hiking, and spending time with my family.