My rating: 4 of 5 stars
When you think of the word 'sales', the first image that most likely pops into your mind is that of a sleazy used car salesman, attempting to convince you to overpay for a car that will break down soon after it leaves the dealership. While that view of sales may have had some truth to it in the 20th century, researcher and writer Daniel Pink sets out to convince us that this is no longer the case.
The former speech writer for Al Gore tells us that far from being a world of 'us and them', we are now in some shape or form all in sales: whether it's selling a product to a buyer the old-fashioned way, selling our skills to a potential employer or selling an idea to have it supported and funded. In fact, one could argue that from the moment the first human met another human (and perhaps even earlier than that), we have always been in sales. Indeed, Pink alludes to this very point:
"The ability to move others to exchange what they have for what we have is crucial to our survival and our happiness. It has helped our species evolve, lifted our living standards, and enhanced our daily lives. The capacity to sell isn?t some unnatural adaptation to the merciless world of commerce. It is part of who we are."
"The balance has shifted. If you?re a buyer and you?ve got just as much information as the seller, along with the means to talk back, you?re no longer the only one who needs to be on notice. In a world of information parity, the new guiding principle is caveat venditor?seller beware."
"The decline of information asymmetry hasn?t ended all forms of lying, cheating, and other sleazebaggery."
"Anyone who sells?whether they?re trying to convince customers to make a purchase or colleagues to make a change?must contend with wave after wave of rebuffs, refusals, and repudiations."
"To sell well is to convince someone else to part with resources?not to deprive that person, but to leave him better off in the end."
'To Sell Is Human: The Surprising Truth About Moving Others' by Daniel Pink is available for purchase here and from all good book shops.