Drive author Daniel Pink's new book draws on a decade of social-science research to topple worn-out beliefs about sales.The books is a must-read for every marketer.
To Sell is Human makes the case for moving beyond used-car "hoodwinkery" to embrace a kinder, gentler form of persuasion.
Pink argues that we should replace the A-B-C made famous by Glengarry Glen Ross, "Always be closing," with an up-to-the-minute mantra he calls "Attunement-Bouyancy-Clarity." While I can't imagine Alec Baldwin barking this to the troops, the formula works.
By Attunement, Pink means ceding power to prospects, to a degree that would make Baldwin-esque closers quiver.
By Bouyancy, he means remaining upbeat despite rejection, not with Tony Robbins CDs, but through "interrogative self-talk."
By Clarity, Pink means identifying problems instead of "selling solutions."
Pink expertly supports his ideas with experimental results and salespeople's anecdotes, offering throughout the book tons of tips for putting them into action.
The third and last part of To Sell is Human rocks.
In it, Pink explains how to pitch, both in person and in writing. His instructions for pitching are clever, simple and exceedingly original.
PS: Don't miss Dan Pink's guest post on writing effective emails.
