Here's how an author sees persuading, convincing and influencing others today offer a surprising truth.
That's a long way to put it across. A shorter route is just to say what happens to sell today is surprising.
And that author is Daniel H. Pink.
He's the guy who wrote Whole New Mind & Drive.
He also wrote for the New York Times, Harvard Business Review, Fast Company, and a contributing editor for Wired. He provides analysis for CNN, CNN, CNBC, ABC, and NPR.
It seems that his favorite topics are economic transformation and the new workplace. He lectures on these subjects to corporations, Universities, and associations all over the world. Here's a taste for his infamous TED Talks:
In his To Sell is Human, Pink divided his discussion into 3 parts, and he structured them under Rebirth of a Salesman, How to Be, and What to Do, respectively. These are general topics which he then further divided into sub-topics for further analysis and discussion.
In part 1 where he talks about a Salesman Reborn, Pink points out how many of us are actually selling - directly or indirectly. As expected (no surprise there), there's mentioned that parents sell their kids to eat veg or go to bed ...
... how spouses sell their partners to take a vacation or mow the lawn ...
... how subordinates sell supervisors to give them a raise or give them more time off.
And for the Public, many are selling their profile on Social Media like Facebook, Twitter, and YouTube. These are all marketing and like Arthur Miller rightly pointed out, "...and you don't know that."
And that also brings to the next sub-topic discussion of Elasticity, Entrepreneur, and Ed-Med. Don't worry if these do not make sense to you from the first glance because they do not make sense to me either. Leave it to Pink to explain it to you once you get your hands on his book.
The final point in this chapter touches on the transformation (he's good at this transforming things) from caveat emptor to caveat venditor. Don't worry about what those foreign words mean because there's a quick translation therein. You not only get to learn new changes to selling, but you're also going to learn some foreign words too.
If those do not entice you to get his book, I don't know what will.
Now, off to ...
Chapter 2, which comes under the general subject of who should we become to adapt to the changes in sales. Pink introduces 3 concepts - Attunement, Buoyancy, and Clarity (ABC) - as a framework to work out the solutions.
Then ...
Chapter 3, that touches on what to do when selling, based on the ABC concept that he introduces earlier. Pink discusses 3 actions here that fit into the previous idea:
- Pitch
- Improvise
- Serve
After some final notes, he wraps up To Sell Is Human. It's a beautiful blend of concept and action - you learn a concept then you turn it into action. You won't go astray because Pink always backed up his ideas and recommendation with important researches, things which you and I would gladly pay for someone else to do it for us.
That's probably makes paying for this book worthwhile ...
To sum up:
- Sales are different from what they used to be.
- There are analysis & science that can be applied to selling.
- 6 ways to pitch ideas
- 3 ways to understand the perspective of others
- 5 workable framework to deliver more precise messages
Buy it. Read it. Apply it. Profit from it.
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