To Sell Is Human

About the Author

Daniel H. Pink is a well-known author and speaker, renowned for his insightful exploration of work, behavior, and human motivation. With a background that includes a degree in law from Yale, Pink took an unconventional path, leaving the legal field to write about the evolving workplace. His work has been recognized globally, with books like "Drive," "A Whole New Mind," and "When" making it to bestseller lists across the world. "To Sell Is Human" is another testament to his deep understanding of the changing dynamics of modern work, particularly in how we approach sales, influence, and persuasion.

Main Idea

"To Sell Is Human" delves into the idea that selling is an intrinsic part of being human. Daniel Pink argues that everyone is a salesperson, regardless of their job title or profession. The book redefines selling as the act of moving others, whether it’s selling products, ideas, or oneself. Pink introduces the concept of "non-sales selling," where people engage in sales-like activities without necessarily exchanging money. Through this lens, he presents new strategies for the modern era of selling, which emphasize service, integrity, and human connection.

Table of Contents

1. Everyone’s a Salesperson
2. The Evolution of Selling
3. The ABCs of Modern Selling
4. Connection: The New Currency of Sales
5. Optimism: The Power of Positive Influence
6. Focus: Clarity in the Age of Information Overload
7. The New Paradigm: Service as the Heart of Selling

Everyone’s a Salesperson

At the heart of "To Sell Is Human" is the idea that we are all salespeople. Daniel Pink argues that, whether we realize it or not, we spend a significant portion of our time convincing others to part with resources. These resources could be anything from money to time, effort, or attention. Pink introduces the concept of "non-sales selling," which he describes as the act of moving others to part with resources without necessarily involving a monetary exchange. This redefinition broadens the traditional notion of sales, encompassing a variety of activities, from persuading your boss to approve a project, to motivating your child to do their homework.

Pink’s argument is grounded in the shift that has occurred in the workplace over the past few decades. The rise of the knowledge economy has blurred the lines between selling and other professional activities. Workers in all fields now find themselves needing to use sales skills to "move" their target demographic, whether or not they are selling a material product. This has led to the emergence of what Pink calls "contemporary selling," which is about moving others to exchange resources in ways that go beyond traditional sales transactions.

The Evolution of Selling

The notion that selling is a fundamental human activity is not new. As far back as the 1800s, Scottish novelist Robert Louis Stevenson observed, "Everyone lives by selling something." However, Pink highlights that the nature of selling has evolved dramatically in the modern era, driven by two key factors: economic disruption and technological advancement.

Economic Disruption

The economy, once predictable and stable, has become increasingly volatile. The Great Recession of 2008, for example, forced many workers to broaden their skill sets as companies sought to cut costs. Sales skills, once the domain of specialists, have become basic necessities for everyone in order to increase efficiency within organizations. Moreover, economic instability has spurred a wave of entrepreneurship, requiring self-starters to master a diverse range of skills, including sales.

Technology Boom

Technology has also played a pivotal role in reshaping the sales landscape. In the past, sales depended on a power imbalance between buyer and seller. Sellers held all the important information, while buyers were largely in the dark. This imbalance allowed sellers to prioritize their own success over the needs of the buyer, often to the latter's detriment. However, the advent of the internet has democratized access to information, empowering buyers and forcing sellers to shift their focus from profit to serving the buyer’s needs.