To Sell is Human by Daniel H.Pink (Book Summary)

The book has strategies and techniques for sales that seem counterintuitive at first but begin to make sense when Pink provides scientific literature to back his claim.

His book isn’t just for salespeople; anyone can gain new insights from this book and use them in everyday life

Pink begins by expanding the common understanding of the word “selling.” Selling isn’t limited to salespeople. Everyone is involved in sales in some way or the other. Persuading and influencing others has become a part of our lives.

Another critical factor that makes the book relevant is that we live in an age of information parity.

A long time ago, the sales world had customers who knew almost nothing about the product. Salespeople would leverage this fact in their favour. No one can try to con a customer at this age because he/she will find out the truth and choose another alternative product.

Therefore, the sales process and how salespeople pitch their product has changed.

There are a few selling techniques that make persuasion and influence easier that Pink brings up in the book.

• Interrogative Self-talk

Usually, salespeople build themselves up by saying, “I can do this”. But, Pink suggests that asking questions such as “Can I do this?” is a better way to prepare oneself. By asking

• Be attuned to the customer’s motives

Before jumping into selling the product, the salesperson needs to be attuned to the customer’s motives. Then the salesperson can provide comparisons that would explain what the customer stands to gain from the product. The salesperson compares the customer’s everyday experience to their possible experience. This sparks the customer’s interest in the product.

• Alternatives to Elevator Pitch

Daniel Pink explains several other pitches that are as effective as the elevator pitch e.g. the rhyming pitch uses taglines that rhyme in their pitch to appeal to their customers. Rhyming words increase one’s “processing fluency,” which leads to customers remembering your pitch even after a long time has passed.

Summing up the book To Sell is Human

1. A salesperson must genuinely believe in the product and in its ability to improve the customer’s life.
2. Sellers must not let rejection affect them personally.
3. Every salesperson must use attunement or perspective taking, buoyancy meaning the ability to bounce back from rejection and clarity in the pitches (ABC).
4. A better way to prepare oneself before pitching the product is to question oneself.
5. A salesperson must provide comparisons that clearly explain what the customer gains from buying the product.