A Joosr Guide to… To Sell Is Human by Daniel Pink

Most people are familiar with the stereotype of the sleazy salesperson churning out slick, rehearsed answers to customers’ questions. In this old-fashioned school of sales, successful selling is all about having the right answers and always staying one step ahead of the customer. But to “sell the problem” fairly and effectively these days, you need to have the right questions—questions that help you understand a customer’s need, and help you find out where they’re having problems, why these issues exist, and what they think might help solve them

involves actually engaging with people so both of you can better understand and address the issues they face. In this approach, you’re more akin to a doctor diagnosing an ailment than a salesman trying to flog a dubious product

that you turn pitches and proposals into a mutual exchange rather than a solo performance

An improvisational actor relies on other performers to set up chances for them to perform, improvising responses to what’s already been said. And a salesperson needs to be just as adaptable and ready to jump on offers from others, especially those that are “hidden” as negative comments

just look out for themselves, but try to improve the exchange for all parties, searching for opportunities to increase mutual gain. This not only adds value to a deal that everyone can benefit from, but also strengthens connections between those involved, helping to build stronger, longer-lasting business relationships

And he believes the way to sell most effectively is to embrace this “human” aspect of the process

Key takeaways

Forming genuine connections with customers helps you move them and sell to them.
Never be afraid to improvise: adapting to your situation allows you to embrace new, unexpected opportunities.
Deceiving customers is not an ethical or effective sales technique. You’ll be far more successful if you build up a reputation for openness, honesty, and integrity.

honesty and respect that you’d extend to a good friend. But it also pays to remember that this friend might well tell other people exactly how well you treated them. And in the internet age, that could be a lot of other people—all of them potential future customers.

The rise of the internet means consumers these days are far better informed and have new ways of responding to good and bad salespeople. As a result, it’s more important than ever that you’re open and honest with customers.

In modern sales, it pays to be open and honest