To Sell Is Human

The Surprising Truth About Persuading, Convincing and Influencing Others by Daniel H. Pink

October 28, 2024

What if selling isn’t just for salespeople, but a skill we all use every day?

In To Sell Is Human, Daniel H. Pink reveals that whether you're an entrepreneur, teacher, or parent, you're in the business of influencing others. Pink redefines sales for the modern age, showing that it's less about manipulation and more about understanding, empathy, and problem-solving.

SMARTEST TAKEAWAYS
The ABCs of Persuasion

1️⃣ Attunement: Align yourself with others' perspectives. It's about empathy and understanding the needs of those you're trying to move. By understanding their perspectives and emotions, you can connect more deeply and communicate more effectively.

2️⃣ Buoyancy: Stay resilient amidst rejection. In the journey of persuading or influencing others, setbacks are inevitable. Maintain a positive outlook and learn from setbacks to keep yourself motivated and ready for the next opportunity.

3️⃣ Clarity: Cut through the noise to identify problems worth solving, and simplify the complex in a world overflowing with information. Help others see situations clearly by identifying the core issues and offering straightforward solutions.

INSIGHTFUL EXAMPLE
Attunement in Action

Pink shares the story of a salesperson who isn’t a loud, extroverted “sales type.” Instead, they are an ambivert—balanced between introversion and extroversion. During client meetings, they listen carefully to each client’s needs, and ask thoughtful questions before offering solutions. This balanced approach helps them connect with clients on a personal level, building trust and showing they genuinely understand their concerns.

Research shows that ambiverts are often the most successful in sales. They’re assertive enough to persuade but empathetic enough to listen, making others feel valued and understood. This example shows that true persuasion is about tuning into others, not dominating the conversation.

A QUOTE TO REMEMBER
Leave Them Better Off

“To sell well is to convince someone else to part with resources—not to deprive that person, but to leave them better off in the end.”

Daniel H. Pink, To Sell Is Human

BOOK FACTS
To Sell Is Human

  • Publication date: December 31, 2012

  • Print length: 272 pages

  • Listening length: 6:06

  • Ratings: 4.4 Amazon, 3.9 Goodreads

DID YOU KNOW?
The Role of Repetition

  • Repetition Builds Believability: Studies show that repeating a message up to three times increases its perceived truthfulness, leveraging the “illusory truth effect.” Overdoing it, however, can backfire for resistant audiences. Harvard Chan School of Public Health

  • Repetition as a Social Signal: Research found that repeated mentions can sway opinions by subtly signaling preference, as shown when candidates’ traits were selectively repeated during discussions, leading participants to shift their choices. Association for Psychological Science

  • The Rule of Three: The “rule of three” in repetition is often ideal, effectively balancing persuasion without causing resistance or skepticism, validated in advertising and social messaging studies​. Fisher College of Business

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