Pink's central premise is that we all sell in some shape or form, which he differentiates as non-sales selling that includes persuading, influencing and convincing others in ways that don't have to involve a purchase. He expands on some points from his book Drive, in how to motivate others, "One of the most effective ways of moving others is to uncover challenges they may not know they have". The classic sales ABC's motto of "Always Be Closing", has turned into a more emotional and mindset based, "Attunement, Buoyancy and Clarity". Being Attuned tot he needs, feelings and actions of those you sell to. Having Buoyancy in the face of a sea of "no" and rejection. Having Clarity on how on what you offer. To Sell Is Human dives into more sales techniques and a selling mindset, in gathering and building relationships and not just transactions.
While I was starting a new job at a consultancy as a developer, I had the "honor" of seating right across from the sales teams. The managing chaos of all the calls and conversations fascinated me. The dinners and client outings to build client relationships seemed over the top, but it started to make sense after a while. I started to be more aware of how I had to sell in my way as a developer, which I was trying to communicate software design ideas that I had, or while attempting to gather client requirements on what they wanted to build. As much as my job was to solve problems. I needed to help the client, understand what their problem was first. I needed to be able to build a relationship, to get to a point of trust which was vital for project success. I wanted to understand more of the human aspect of sales.
Notes for this book are still being transcribed.
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