To sell is human-- in 30 minutes

1. The modern workplace demands everyone to be a salesperson

"Because the salesperson is us."

Redefined sales. In today's technology-driven world, the traditional notion of sales has evolved. While one in nine workers performs traditional sales, the other eight engage in non-sales selling – persuading, influencing, and convincing others without a direct purchase involved. This shift has led to a rebirth of selling, where everyone, regardless of their profession, is involved in moving others.

Pervasive influence. From social media interactions to professional presentations, people constantly attempt to move others – to vote, invest, pay attention, or even date. This pervasive influence extends to various sectors, including education and healthcare, where moving others is crucial for success.

Examples of non-sales selling:

• Convincing a colleague to support your project
• Persuading your child to eat vegetables
• Influencing investors to fund your startup
• Motivating students to engage in learning

2. Non-sales selling is the new norm in today's economy

"As elasticity of skills becomes more common, one particular category of skill it seems always to encompass is moving others."

Entrepreneurial shift. The rise of entrepreneurship and the gig economy has led to an increase in small businesses and freelancers. This shift requires individuals to wear multiple hats, including that of a salesperson, even if their primary role isn't in sales.

Skill elasticity. Modern workplaces demand employees to possess a range of skills, including the ability to move others. This elasticity is crucial for survival and success in today's competitive market.

Factors contributing to the rise of non-sales selling:

• Growth of small businesses and startups
• Increasing demand for versatile employees
• Expansion of the gig economy
• Dominance of the Ed-Med (education and health services) sector

3. Information symmetry has transformed the sales landscape

"Thanks to the Internet, the warning in the marketplace has become caveat venditor, because both parties have the same access to information."

Power shift. The internet has leveled the playing field between buyers and sellers. The old adage of "buyer beware" (caveat emptor) has been replaced by "seller beware" (caveat venditor), as buyers now have access to the same information as sellers.

Trust-based relationships. This information symmetry has led to a new sales paradigm based on honesty, fairness, and transparency. Successful salespeople now focus on building trust and providing value rather than relying on information asymmetry to their advantage.

Implications of information symmetry:

• Decreased reliance on high-pressure sales tactics
• Increased importance of relationship-building
• Need for salespeople to provide unique insights and value
• Shift towards consultative selling approaches

4. Attunement: The art of harmonizing with others' perspectives

"To be skillful at perspective-taking, it's necessary to assume the position of less or no power, since the best perspective-takers—according to social science research—are those with inferior status."

Power dynamics. Counter-intuitively, reducing one's perceived power can increase the ability to influence others. By adopting a lower-status position, individuals can better understand and connect with others' viewpoints.

Cognitive empathy. Attunement involves using both head and heart, with a focus on cognitive perspective-taking rather than emotional empathy. This approach allows for better understanding of social contexts and relationships.

Key principles of attunement:

1. Increase power by reducing it
2. Use your head as much as your heart
3. Mimic strategically (subtle mimicry builds trust)

• The "ambivert advantage": Neither extreme extroverts nor introverts are the most successful at moving others; balanced personalities (ambiverts) tend to excel in sales and influence.

5. Buoyancy: Staying afloat in an ocean of rejection

"For every three instances of feeling gratitude, interest, or contentment, they experienced only one instance of anger, guilt, or embarrassment."

Positive self-talk. Contrary to popular belief, interrogative self-talk (asking oneself questions) is more effective than declarative statements. Questions like "Can I make this sale?" prompt the brain to generate strategies and solutions.

Balanced positivity. Maintaining a healthy ratio of positive to negative emotions (3:1) is crucial for resilience and success. While positivity enhances creativity and options, some negativity is necessary for self-improvement and realistic assessment.

Components of buoyancy:

1. Interrogative self-talk
2. Positivity in proper balance (3:1 ratio)
3. Optimistic explanatory style

• Flexible optimism: Maintaining a positive outlook while acknowledging reality and learning from setbacks

6. Clarity: Helping others see their situations in fresh ways

"Before technology brought information symmetry, salespeople were all problem solvers because they had the information the buyer needed to solve a problem. In present times, buyers can find their own information to solve problems; so the role of the salesperson becomes valuable when the person needs help finding the correct problem to solve."

Problem-finding. In the age of information abundance, the value of salespeople lies in their ability to identify problems rather than just solve them. This shift requires creativity, flexible thinking, and a willingness to explore issues from new angles.

Framing and contrast. Clarity depends on the ability to frame options effectively, using contrast to highlight the value of a product or service. This approach helps buyers better understand their choices and make informed decisions.

Five framing techniques:

1. The less frame: Reducing choices
2. The experience frame: Emphasizing experiential value
3. The label frame: Carefully selecting descriptive labels
4. The blemished frame: Including a minor flaw to enhance credibility
5. The potential frame: Focusing on future possibilities

• Providing an "off-ramp": Clear instructions for next steps are crucial for moving others to action

7. The six successors to the elevator pitch

"The purpose of a pitch isn't to move others to immediately adopt one's ideas, but to begin a dialogue that leads to both parties' participation and arrival at an outcome that appeals to them both."

Evolving pitch techniques. As attention spans shorten and competition intensifies, the traditional elevator pitch has given way to more concise and engaging alternatives. These new pitch formats aim to start conversations rather than close deals immediately.

Tailored approaches. Each pitch type serves a specific purpose and can be adapted to different situations and audiences. The key is to choose the most appropriate format for the context and message.

Six modern pitch formats:

1. The one-word pitch: Distilling the essence to a single, memorable word
2. The question pitch: Engaging the audience through thought-provoking queries
3. The rhyming pitch: Enhancing memorability and perceived accuracy
4. The subject-line pitch: Crafting compelling email subject lines
5. The Twitter pitch: Conveying value in 140 characters or less
6. The Pixar pitch: Telling a concise, compelling story in six sentences

8. Improvisation: The key to effective selling in the information age

"To hear an offer, one must be attuned to the other person, open to their perspective."

Adaptive listening. In an era of information parity, scripted sales approaches are obsolete. Successful selling now relies on the ability to listen deeply and respond flexibly, much like improvisation in theater.

Collaborative creation. By embracing improvisation techniques, salespeople can create more dynamic and productive interactions with potential customers, leading to better outcomes for both parties.

Three key principles of improvisation in selling:

1. Hear offers: Listen attentively for opportunities and openings
2. Say "Yes, and": Build on ideas rather than shutting them down
3. Make your partner look good: Focus on mutual success and value creation

• Benefits of improvisation: Enhanced attunement, increased buoyancy, and improved clarity in sales interactions

9. Serving others: The ultimate purpose of moving people

"Evidence suggests that people produce their best work when they do it in service to others."

Selfless motivation. The most effective selling and influencing comes from a genuine desire to serve others and make the world better. This approach not only leads to better results but also provides greater personal satisfaction and meaning.

Personal and purposeful. To maximize the impact of serving others through sales and influence, efforts should be both personal (tailored to individual needs) and purposeful (aligned with a greater good or meaningful goal).

Benefits of a service-oriented approach:

• Increased motivation and productivity
• Enhanced trust and rapport with customers/clients
• Greater job satisfaction and fulfillment
• Long-term success through positive reputation and relationships
• Contribution to societal improvement and well-being

Last updated: July 28, 2024