Notes from To Sell Is Human by Daniel H. Pink

My personal notes taken while reading To Sell Is Human: The Surprising Truth About Moving Others by Daniel H. Pink.

– We all sell- sellers and buyers have access to roughly the same info. Buyers are not as informed in and idealized what experts think, but the balance has shifted.

– anyone can master the basics of moving others.

– Attunement, buoyancy, clarity – requirements for moving people. Attunement is about locking in on with what’s being transmitted. Being I tune with others. Rubin yourself hinges on 3 principles. 1. Increase power by reducing it. A study where people were given a slight sense of power and then asked to do the E test (snap five times then write e on forehead) where more likely to write the letter e gave themselves. Thus reducing their ability to a tune to others. IOW be humble and you will be in tune. It is not about being a pushover or sacrificing more than needed 2. Use your head as much as your heart. Feeling and emotion are critical. Perspective, imagine what the other is thinking vs what they’re feeling. It will help you better negotiate deals. 3. Mimic strategically. It’s social glue, when you mimic others. Be subtle when mimicking others. You’ll be more likely to create a deal that benefits both parties. Mimic carefully and wait 10sec before doing so. Touching is mimicking seconds cousin. Percentage of closing jumps when buyers are lightly touched and quality perception goes up too. Atonement is about being human. Humility. There is no evidence to suggest extroverts are better at sales than introverts. Ambiverts perform the best. People right in the middle of extroversion and introversion. Extroverts are too aggressive and bug people to much. Introverts, not enough. Ambiverts know the balance of knowing when to listen and when to speak up. Most people are ambiverts. “Where are you from?” Is a great opener for meeting someone new. It’s open and triggers more questions. Some say where they were born and some where they work.

– stay buoyant in a sea of nos. we talk to ourselves all the time. Some is critical some is positive. But be like bob the builder. He is always on predicaments but asks ” can we fix it.” It shifts linguistic categories. Self question groups solve 50% more of puzzles. It beats declarative talk. “Can I make a good pitch?” “Can I close the deal?” You mind digs deep for the answer. Positivity is key.

– problem finding then problem solving. Good sales people find problems by asking questions and digging deep. Understanding customer workflow and their pain.

– compare and contrast. It’s summer time and I’m blind. More choose gets more visitors but fewer sales. Limited selection gets 30% sales while huge selection gets 3% sales. Compare and contrast. Focus on what their life will be like with new product. Cars = freedom to go on trips, visiting old friends and family. Experiences are easy to talk about and spread. Needs to come after positives.

– blemishes can boost perception

– emphasize your potential. Not what you have done but what you will accomplish.

– ask irrational or misdirection questions. Not binary questions. If they have faint desire to move, ask to put on scale 1-10 their desire to move or buy. Then ask why number isn’t lower. This allows them to question their motives and more likely to buy. They move to why they want to behave differently if their number is low.

– use rhymes for people to easily understand your offering. It helps you be easy to understand and easily compared to competitors. Also easier to describe to others.

– people open email based in utility and curiosity. Utility is such as work email and curiosity when they have down time and not much email. Blank email subject can be good sometimes. But being specific in subject line is best. For light email: “things I learned about marketing” for heavy email inbox: “3 tips on getting your email read first”

– 4 types of tweets: 1. Me now “I’m eating sushi!” 2. Maintenance: “good morning ” 3.complaints “my uber is late” 4. Tweets with questions rate the highest! And those that prove links and useful info. Practice practice practice

– review your inbox for good and bad email subjects

– get your pitch from a paragraph to a few sentences. To a sentence to a few words to one word

– get to one word. Anchor you company to one word. Search=Google

– answer 3 questions to prep your pitch: 1. What do you want them to know 2. What do you want them to feel 3. What do you want them to do. Strong answers to these lead to stronger pitch.

– pay attention to others pitch. Practice. Act like an artist. Practice, do, review and copy.

– salesmen are good at improv. Which means they are good at listening. Listening means attunement and not predicting response, but hearing and taking conversation based on what is said

– “No” is rare. “No I can’t invest now”. “Now” is an offer. Hook on to it. “When will you be ready?” Or “what holding you back right now?”

– say “yes and”. Don’t say “yes, but how will people who can’t afford the conference attend?” Rather say “yes, and people who can’t afford to attend we will host a fundraiser “. Five people in a group each come up with a business idea. Others comment with only “yes, and”.

– yes and no people. Yes people get to bask in new experiences, no people get to bask in their safety.

– servant selling. Serve first, sell last. Benefit others first, then sell. It’s about them not you. You need commitment that product offers more and is altruistically good so much so that the cost is minimal to the value.