This book is definitely not just about traditional sales, Dan Pink describes selling as moving people to take action, and therefore this book can be applied to any situation: teachers getting kids to listen to their stories, parents to get kids listen to them, or people getting their friends to take action.
You can't talk about sales without discussing sales at auto dealerships, and the first few chapters of his book describe great in-depth stories on how old-school sales at auto dealerships happened in the pre-internet era, and what makes dealerships successful in sales today. I work for auto dealerships and this helps clarify the situation of what is happening to auto dealerships today (going out of business or not).
Many people have the skills to be good at sales, there are a few exercises in the book to test this. But the best part of the book is really the last few chapters that give a clear how-to on how to sell. Advice that is practical and gives direction to how to sell better, and at the same time it's not too complicated to execute. It is based on skills that all people can obtain, as everybody is in sales.
We know the elevator pitch, in the book, Dan Pink offers a pitch makeover, and shares 6 different formats on how to pitch and a clear direction on how to create pitches that sell.
One of the pitch formulas (the Pixar Pitch) shown in the book To Sell is Human for the book itself:
"Once upon a time only some people were in sales. Every day, they sold stuff, we did stuff, and everyone was happy. One day, everything changed: All of us ended up in sales - and sales changed from a world of caveat emptor to caveat venditor. Because of that, we had to learn the new ABC's - attunement, buoyancy, and clarity. Because of that, we had to learn some new skills - to pitch, to improvise and to serve. Until finally we realized that selling isn't some grim accommodation to a merciless world of commerce. It's part of who we are - and therefore something we can do better by being more human." - To Sell is Human
The most valuable trait that I learned from the book and will transform my business is that its not just about serving my client; it's about creating a better world, it's about making a difference in the world of my client.
This essence transforms selling from something I have to do, in something that I want to do. This is a book that can transform how you see sales and shift your perspective in selling from a necessary evil, in something that can make the world a better place. If a book is capable of moving a person like that, isn't that worth it?
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