9 Notes Reading Series – To Sell Is Human: The Surprising Truth About Moving Others

9 Notes Reading Series

Sheri Reads – The “9 Note” Series

“To Sell Is Human: The Surprising Truth About Moving Others”
Written by Daniel H. Pink

One in nine Americans works in sales. But so do the other eight. Whether we’re employees pitching colleagues on a new idea, entrepreneurs enticing funders to invest, or parents and teachers cajoling children to study, we spend our days trying to move others. Like it or not, we’re all in sales now.


What I Learned:

  1. Buyers and sellers now have roughly equal access to relevant information. Therefore, sellers “are no longer protectors and purveyors of information.” Sellers are now the curators and clarifiers of information – helping people to turn the overwhelming amount of facts and news into wisdom and knowledge. P. 56
  2. Today, a position of power is less likely to move people. Instead, you will persuade others with your ability to accurately understand their perspective. P. 72
  3. We tend to find someone more likeable if they remind us of ourselves. So if you are trying to persuade someone, connect with them by trying to find some common ground. P. 95
  4. You have to genuinely believe in what you are selling. The more deeply you understand your offering, the better you will match what you have with what others need. P. 106
  5. These days, people are overloaded with information. Instead of overwhelming people with choices, narrow them. This allows people to see their choices more clearly. As Mies van der Rohe said “Less is more.” P. 136
  6. “Being honest about the existences of a small blemish can enhance your offering’s true beauty.” Why? A weak negative provides useful clarity. Note that negative information must follow the positive information, not the reverse. P. 140
  7. When selling ourselves we should emphasize our potential instead of listing our past accomplishments. Potential is uncertain and therefore more interesting to people. “That uncertainty can lead people to think more deeply about the person they’re evaluating – and the more intensive processing that requires can lead to generating more and better reasons why the person is a good choice.” P. 141
  8. When trying to persuade someone, genuinely listen to them. “What seems outwardly like objections are often offers in disguise.” As when doing improv, learn to say “Yes and…”; not “Yes, but…” Instead of experiencing rejection and frustration, you find options and possibility. P. 193
  9. “When trying to persuade someone, always ask yourself these two questions.” If you are not answering “yes” then it is time for a do-over. P. 233
    1. “If the person you’re selling to agrees to buy, will his or her life improve?”
    2. “When your interaction is over, will the world be a better place than when you began?”

Sheri Iannetta Cupo, CFP®, is Founding Principal of SAGE Advisory Group, based in Morristown, NJ, an independent, Fee-Only Registered Investment Advisory firm, specializing in providing busy professionals and their families with holistic financial life planning and investment management services. You can find more here: www.sageadvisorygroup.com where this post originally appeared. You can also connect with Sheri on TwitterGoogle+ and LinkedIn.


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