Sunday, January 13, 2013

Move people and advance the cause

January 2013 Book Review

To Sell is Human

Dear Mr. Pink,
I want to thank you for writing a book about sales that wasn’t “salesy.”  About four years ago after presenting a number of successful case studies in research and analytics at a research conference I asked the audience (primarily research directors, managers and analysts) how many were in sales.  At most, three people raised their hands as I was anticipating.  I follow-up the futile exercise by saying if you want to succeed in research, you need to know how to sell.  This was a point I knew would generate fear, disgust and anxiety, but a point that I felt needed to be made.  I’m a proponent that for anyone to be successful, you need to know how to sell, or as you poignantly said: "move people.”  The word “sales” has a negative stigma, but anyone with ambition or drive quickly discovers sales are an integral part of success and achievement.  Your book’s research examples and flow were exceptional.  Your writing track record puts you at a new level in the world of business, motivation, leadership, creativity, innovation and now sales.  I look forward to your next book and topic.
With the sincerest of thanks,
Adam Cook
Research Director/Salesman
Here are a few of the better passages I came across:
“The challenge,” says Ferlazzo, “is that to move people a large distance and for the long term, we have to create the conditions where they can move themselves.”
“Perspective-taking is a cognitive capacity; it’s mostly about thinking.  Empathy is an emotional response; it’s mostly about feeling.  The empathizers struck many more deals than the control group.  But the perspective-takers did even better.”
“Similarity – the genuine, not the manufactured, variety – is a key form of human connection.  People are more likely to move together when they share common ground.”
“Without negativity you…lose touch with reality.  You’re not genuine.  In time, you drive people away.”  So allow yourself what she dubs “appropriate negativity” – moments of anger, hostility, disgust, and resentment that serves a productive purpose.”
“Clarity depends on contrast.”
“Most people who resist doing or believing something don’t have a binary, off-on, yes-no position.  If your prospect has even a faint desire to move, Pantalon says, asking her to locate herself on that 1-to-10 scale can expose an apparent “No” as an actual “Maybe.””
“By making it personal, or making it purposeful, you’ll make it better.”
The Fightin' Analyst Book Rating:
out of five stars