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To Sell is Human: The Surprising Truth About Persuading, Convincing, and Influencing Others |  |
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To Sell is Human: The Surprising Truth About Persuading, Convincing, and Influencing Others | |
Pink is rapidly acquiring international guru status ... He is an engaging writer, who challenges and provokes * Financial Times * Provocative and fascinating -- Malcolm Gladwell * on Drive * A gifted writer who turns even the heaviest scientific study into something digestible - and often amusing - without losing his intellectual punch * New York Post * Pink's ideas deserve a wide hearing. Corporate boards, in fact, could do well by kicking out their pay consultants for an hour and reading Pink's conclusions instead * Forbes * Daniel Pink has issued a bold and persuasive call to bring our understanding of human motivation out of the realm of folklore and into the realm of science ... Drive will make you rethink everything you do to motivate yourself and those around you -- Richard Wiseman, author of 59 SECONDS and QUIRKOLOGY Less a book about the conniving tricks of this slippery trade, and more of a human guide to how sales might work and be successful in the 21st century -- Ben East * The Observer * Pink is clear and thoughtful - he sells his arguments beautifully * Evening Standard *
作者简介Daniel H. Pink is the author of the long-running New York Times and BusinessWeek bestseller A Whole New Mind. He has written for the New York Times, Harvard Business Review, Fast Company and Wired, wherehe is a contributing editor. He has provided analysis for CNN, CNBC,ABC, NPR and other networks in the U.S. and abroad. Pink lectures on economic transformation and the new workplace at corporations, associations and universities around the world, and was a keynote speaker at TED's 2009 Global Conference in Oxford. He lives in Washington DC, with his family.
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What, another book about selling?
No, this is not "another" book about selling. I've read a lot of them, written a few of them, and I can tell you: This book stands alone in a special category.
Why? Because Dan Pink was just an eentsy-teentsy bit uneasy about the notion of himself as a salesperson when he started researching the book. He doesn't say so directly, but you can tell, reading between the lines.
Now, fast-forwarding to the end of the book, you can see he is TOTALLY comfortable with the identity of someone who sells. As a result of what he learned.
That's important -- because most people are uncomfortable with sales, whether that means being a salesperson, doing the act of selling, being sold something, or, in many cases, they are fundamentally uncomfortable that the activity of "sales" exists at all, anywhere in the world.
I know, because I sell for a living. I do it behind the keyboard of a computer, for the most part. As an advertising copywriter.
You might wonder if I'm selling you right now. My answer is no, and maybe, since I made a decision in my career long ago never to sell something to someone for whom I don't think that something is right; and always to do my best to give a person I think a product or service is right for, EVERY opportunity to consider getting it, so they will get it.
That's my definition of selling. Since I don't know you, I would have to break my own rules to try and sell you this book.
But I can give you five categorial "if-then" statements to tell you what kind of people I think this book is for, and what kind of people it is not for:
1. If you are committed to hating selling no matter what, forget about it. Don't read this book, seeing as Dan will make you hate yourself in the morning, because you won't have any reasons left to keep hating selling -- and all that hatred would have to go somewhere else, now wouldn't it?
2. If you like the idea of selling and/or selling is part of your job, but you think you're "just not cut out" for selling, I STRONGLY recommend this book. That's because Dan proves very logically and plausibly that there simply is no such thing as a "natural" when it comes to selling. He also shows that anyone can learn to sell effectively in a style that is consistent with their values -- a style of selling that lets them sleep well at night.
3. If you think you know all that there is to know about selling, don't get this book. You'll be disappointed that there's "nothing new." You have to think that, since you are predisposed to coming to that conclusion, regardless of the facts.
4. If you love to learn for the sake of learning, you'll love this book. Because you'll find plenty of new and delightful insights that will make this book worth reading for those insights alone.
5. If you are a top salesperson and you want to stay that way, you might as well get this book. It's all but required reading for you. Because Dan makes a distinction I haven't seen made as pragmatically anywhere else. A distinction that will help you sell more and keep you from making boneheaded mistakes that even the best of salespeople could get away with, and frequently did, as recently as a few years ago.
The distinction I'm referring to is the effect of the Social Web on everything we say, do, see, think, feel and experience. Yes, everything.
Specifically, the importance of all the readily available factual information about products and services online, as well as customer opinions (this one, for example; and those on: Yelp; Facebook; blogs; and the list goes on).
To his credit, Dan also provides information in the book about how to prosper in the new Social environment.
I was particularly pleased to see that Dan even ventured into the exotic realm of selling that is my specialty: advertising copywriting. He tells a charming if somewhat disturbing story about advertising legend Rosser Reeves, many decades ago. Reeves and a friend were sitting in a New York City park, when Reeves saw a blind man with a tin cup.
The man had a cardboard sign next to himself with the words "I AM BLIND" written on the sign.
Reeves made a bet with his friend -- that by adding just four words to the sign, he could greatly increase the amount and frequency of donations the blind man received.
His friend was skeptical, so he accepted the bet. Reeves then went up to the blind man and asked permission to make the change on his cardboard sign. The man agreed.
Reeves added the four words "It is springtime and"
"Almost immediately," Dan writes, "a few people dropped coins into the man's cup. Other people soon stopped, talked to the man, and plucked dollar bills from their wallets. Before long, the cup was running over with cash, and the once sad-looking blind man, feeling his bounty, beamed."
His sign now said: "It is springtime and I AM BLIND."
Mention of springtime made passers-by unconsciously (and immediately) compare THEIR situation to the THE BLIND MAN'S. They realized how fortunate they were, and how helpless he was. Empathy kicked in; and purse strings were loosened.
The instant and heart-wrenching comparison people made in their minds came from the contrast Reeves (with his trademark diabolical brilliance) set up with those four words: "It is springtime and"
Thus, the principle of contrast is vividly demonstrated. Contrast turns out to be one of the most important elements of a sales argument ever discovered.
The book is chock-full of other examples that not only give you immediately usable techniques, but also create lots of "aha's" that you can use to strengthen your sales repertoire.
As you can see, I'm a big fan.
But before I wrap up, a mandatory disclosure...
I know Dan Pink. He is a friend of mine. He has written about me in Fast Company Magazine and in one of his earlier books. We once had coffee at Starbucks on Chestnut Street in San Francisco.
We also both have the dubious life advantage of having nuclear physicists for fathers.
So if you were looking for an objective review, you'll have to read another one. Of course I'm biased in his favor.
Dan did not compensate me to write this review, although I did receive an advance copy of the book, at my request.
And while I am biased, please understand this: I also have a professional reputation in the areas of selling, marketing, strategy, and entertainment.
So while I would not go out of my way to slam this book if I didn't like it, I would also not risk damaging my reputation by recommending any resource on Amazon unless I fully believed in it myself and thought it would be of use, and of interest, to others.
The good thing about this book is it comes with a guarantee. If you don't like it, Amazon will take it back less shipping costs and give you a refund.
I hope I have given you enough information to help you make a good decision.
As someone who loved A Whole New Mind, I was excited to receive an advanced review copy of To Sell is Human. Just like A Whole New Mind blew my mind and helped me to embrace my right-brain gifts, To Sell is Human has helped me to look at sales in a whole new, empowered way (thank goodness, considering the traditional way of thinking of sales makes me cringe!).
Dan has an incredible talent for distilling research and data down to core concepts and actionable steps. Plus he throws in some good humor and well-told stories to illustrate his points, too. His easy-to-follow framework for "moving others" includes the 3 qualities of Attunement, Buoyancy and Clarity (How to Be) and the 3 skills Pitch, Improvise, and Serve (What to Do). Each chapter ends with A Sample Case including resources and tips to help you implement the ideas right away (something that I find really helpful).
Being the right-brainer that I am, I was pleasantly surprised to see some "softer skills" like listening, mirroring, asking questions, and even doing improv show up in a book about sales. Just like with a Whole New Mind, it was nice to these more right-brain aspects being valued in the business world.
A few of my favorite take-aways (there were many more) included learning about ways to problem-find rather than problem-solve to help frame offers in a more compelling way. And his section on Buoyancy gave me some valuable perspective on how to deal with the rejection that inevitably comes with putting yourself out there.
As a creative entrepreneur, I think To Sell is Human is a fantastic and accessible resource to help you feel more comfortable selling yourself, especially when you reframe it to being of service - "make it personal and make it purposeful." I've already shared some of the ideas from the book with my clients and community and they've been excited about it.
As someone who spent a decade in corporate America, I also can see how concepts like the 6 different ways to effectively pitch (from the Twitter Pitch to the Pixar Pitch) could help leaders and managers gain organizational buy-in on internal initiatives.
Whether you're officially in sales or not, in this day and age it's vital to effectively influence and persuade others. That's why I would recommend To Sell is Human to anyone looking to make a difference and move others. Order a copy for yourself and let it inspire you to make the world a better place with what you have to offer.
(Disclosure: I'm part of the volunteer book launch team and received an advanced copy of the book from the publisher. The comments and opinions expressed in this review are my own and have not been edited or approved by anyone. I liked the book so much I bought my own copy.)
This was my first Daniel Pink book (I also own "Drive," but haven't read it yet), and I was extremely impressed/satisfied with it.
Awesome sales book. I especially liked how he spent the first third of the book talking about how pretty much everyone in the world today is in some form of selling. You might not see yourself as a "traditional salesman," but whatever you're line of work is, your survival/success will depend on how well you can "move people" (i.e. get them to part with their resources, such as time/money/energy, in exchange for some value you can provide to them).
I'm following this book up with "Instant Influence" by Pantalon, which Pink references and recommends as additional reading in this book.
Disclosure: I've read most of the classic books like Influence by Cialdini, How I Raised Myself from Failure to Success in Selling by Bettger, Pitch Anything by Oren Klaff, etc. and still found this one to be extremely helpful.
The measure of any book is the value you can get out of it - i.e. what can you apply to your life/goal from the author's work/recommendations. I definitely found quite a few ideas that I could apply to a venture I'll be undertaking in the very near future (fundraising for a new hedge fund).
I've said it before and I will say it again: Dan Pink is one of the best, if not the best, business writers of our era. After reading Free Agent Nation and A Whole New Mind, I was eagerly anticipating To Sell is Human. And - for the most part - it did not disappoint.
About 10, fifteen years ago I heard speaker and author Dan Sullivan distinguish between " entrepreneurs" and " bureaucrats" suggesting that as our economy evolves it will be easier to behave like an entrepreneur - regardless of ones occupation. Now comes Pink telling us something similar with a lot more research ( maybe too much research but more on that later)
Act one opens with a entertaining story about Pinks visit with Norman Hall, the very last Fuller Brush salesmen, an old fashion Willy Lomen type, who sells door to door in the Bay area. From there, he moves to the basic premise on which the rest of the book will sit: INFORMATION SYMMETRY. Pink argues that in the old days sellers had more information than buyers (INFORMATION ASYMMETRY) But today, with smart phones and such, buyers have as much - or almost as much - information as sellers which results in a shift and a new principal of selling: Caveat venditor ( i.e SELLER beware). It also means we are all is sales now! (or we are all entrepreneurs in Sullivan's lexicon)
The core of book the new "ABC" principles of selling:
A: ATTUNEMENT. This is the ability to "bring ones actions and outlook into harmony with others". Pink enlightens us with 3 ways to attune, the first being to "Increase you power by reducing it". This is a very Zen like idea which I immediately tested around my spouse and children. I had been squabbling with my spouse recently and when I used this principal things improved. In the end, most marriage problems are probably power struggles and consciously "reducing your power" can have a positive effect. Same with children, of course easier said than done. Selling is about moving others and family can be more challenging than the toughest customers! The B and C principals are BUOYANCY and CLARITY.
Numerous studies are cited throughout the text that (sort of) relate to the new world of sales as well as helpful links and websites for today's salesperson - be it traditional sales or what Pink refers to as " non-sales selling"
The area where Pink can improve, in my view, can be found in the second paragraph on page 138: Less is more.
With all his books, study after study is thrown at you and at times it feels like you are being pelted with consecutive first serves from Andy Roddick ( research in liu of tennis balls). And it always seems like the researchers are from Harvard or Stamford - making me feel somewhat inferior having barley scrapped through a state college in five years. I find myself enjoying Pinks work more - and learning more - when he talks about HIS OWN first hand research; like the Fuller visit and later on when he takes a course on "Business improvisational theater" in New York.
But all in all.... Bravo! Valuable lessons to be learned for salespeople, entrepreneurs and anyone that needs to move people... especially spouses and children!
FULL DISCLOSURE : I was not on the said marketing team, hence paid full load for the Hard copy, But did receive some informational goodies for per-ordering. Was a little surprised when I learned how much more you pay when per-ordering a hard copy - didn't have that information in advance, so I guess buyers are not perfectly symmetrical with sellers yet!
It used to be that 1 out of 9 people were in sales. These days, Dan Pink argues, the other 8 are also in sales. Obviously, he's using a much wider definition of "sales" here. His argument is that we're all trying to convince people of things or ideas all the time. So while we don't exactly expect to get money in return, we still want to influence others to change their habits or their life in one way or another.
Daniel Pink looks at why sales has such a sleazy image and what could be done about it. He's giving lots of examples of "sales" approaches that work and analyses why that is so. In trying to summarise his findings, he wants us to replace the old sales adage of ABC - "Always Be Closing" - with a new ABC of Attunement, Buoyancy and Clarity. Explaining what he means by these three terms takes up the second part of the book.
In the third part, What To Do, Pink then explains what it takes to be a successful "sales" person (in his wide sense) these days.
The chapters in the second and third part are accompanied by what the author calls "Sample Cases", in which he gives more concrete tips on the topic discussed in the chapter, e.g. after explaining buoyancy, the sample case section gives advice to practise interrogative self-talk, to monitor your positivity ratio and on how to tweak your explanatory style. In these sections, the book switches from analysis to giving practical advice.
In my opinion, the book does have a few problems. First of all, I'm not subscribing to the very wide definition of "sales". I don't think I would consider convincing your child to clean up their room as a form of "sales", not even of an idea or concept. Also, the new ABC - Attunement, Buoyancy, Clarity - doesn't exactly roll off the tongue, especially if you're not a native speaker (I had to look up "buoyancy" and I'm still not sure how it's pronounced). I think it would have been better to find a new, more memorable slogan.
Having said that: Overall, Daniel Pink is right. We do have to convince people of our ideas all the time, so this wider definition of sales is influencing our lives every day - and we need to get better at it. Maybe he shouldn't have insisted on calling it "sales", because I'm sure (and I'm extrapolating from the reactions I got from people who saw me reading the book) that word will turn off some of the people who should be reading this book.
So in trying to sell people on reading this book, try pointing them to its subtitle; it's really about moving others.
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