To Sell is Human. If you have the opportunity to hear him, go. He's funny, entertaining, and in a short presentation has some interesting insights about selling today.
Key among his main messages is the nature of our ABCs which has changed dramatically. If you've seen the film, Glengarry Glen Ross, you probably remember Alec Baldwin's speech to "get them to sign on the line that is dotted" and the ABCs: "Always Be Closing." (Ugh.)
In those days, Pink says, the salesperson usually had more information than the buyer. Today, however, buyers have a world of information at their fingertips, flipping the warning, "Buyer beware," on its head. Now, it's "Seller beware."
The new ABCs are:
Atunement. How well atuned are you to your customer's emotional and logical experience during your discussions?
Bouyancy. How well are you able to bounce back from rejection or delays in your sales cycle?
Clarity. People who anticipate the road ahead are infinitely more valuable than mere problem-solvers.
Pink says we're all in sales now. According to his research, 1 in 9 people makes a living selling. However, the remaining 8 of 9 people spend at least 40% of their time influencing, persuading, cajoling, convincing etc. — in short, selling. Perhaps we're selling our boss, our peers, our spouse, even our teenager. But, we're all selling.
It's time to change how we view selling and how we do it.
What changes have you experienced?