Review: To Sell is Human: the Surprising Truth About Moving Others

To Sell is Human: The Surprising Truth About Moving Others by Daniel H. Pink
My rating: 4 of 5 stars

Although not as good book as Pink's classics "Drive", I still liked "To Sell is Human".

The first part about what sales was like before and what it means now was somewhat dubious, although I liked how Pink framed selling into "moving people" - this is something we all do.

But the subsequent parts were rather good. Like in "Drive", there are simple and short arguments supported by social studies and ample research. And I liked in particular various exercises to try and test various good practices. I have actually tested some of them on my team ("have a conversation with a time traveller" trying to explain a contemporary product to someone who lived few hundreds years ago; try one-word pitch, subject-line pitch or Pixar pitch) - it went really well.

Attune to your counterpart, try to really get into what they need.
Mimic strategically.
Don't be overly extraverted or introverted - being an ambivert is best.
Practice interrogative self-talk (Can I do it? Why?)
Be positive, but back up when needed.
Be clear.
Know how to pitch your idea - forget the elevator pitch, there are six innovative ways to structure your pitch.
Make your partner look good. Say "Yes and" (not an easy one in the real life!)
Most of all, make it purposeful.
Don't do upselling, do upserving instead.

I really liked the idea bout clarifying others’ motives with two “irrational” questions.

Suppose your daughter is delaying and denying, and generally resisting studying for a big end-of-the-year exam. You wouldn’t say, “Young lady, you must study,” or “Please, please study for the exam”. Instead, you could ask her two questions:
1. “On a scale of 1 to 10 with 1 meaning ‘not the least bit ready’ and 10 meaning ‘totally ready’, how ready are you to study?”
After she offers her answer, ask
2. “Why didn’t you pick a lower number?”
This is an unexpected question, it is not a binary off-on, yes-no question. It can expose an apparent “No” as an actual “Maybe”. Even more important, as your daughter explains her reasons for being a 4 rather than a 3, she begins announcing her own reasons for studying. She moves from defending her current behaviour to articulating why, at some level, she wants to behave differently.