The Book in Three Sentences
We’re all in sales.
Ambiverts are the most effective salespeople
It’s easier to sell something to someone when you know doing so will improve their life — and maybe even the world.
If you don’t believe selling is part of your job (yet), then I’m sure these lessons will help you see clearly.
Almost half of your time at work is spent in non-sales selling, which is really just trying to move others.
Honesty and service are taking over sales, because the internet has closed the information gap.
Use “Yes, and…” when talking to customers to make sure they stay positive and engaged.
Ready to become a master salesman or woman? It’s time to sell!
We’re All in Sales
Sales has evolved over the last couple of decades.
Companies that profited immensely from traditional marketing strategies like door-to-door sales have gone under, as those practices aren’t nearly as effective as they used to be.
Today, companies are focusing their marketing efforts online.
One out of every nine workers in the marketplace are in sales roles – roughly 15 million people total – however, the rest of us are also selling.
We might not be directly selling products and services, but we are selling our ideas.
We have to persuade others when we pitch an idea or negotiate a deal. If you’re a thought leader in your industry, you might be using LinkedIn or Twitter to persuade the market that your content is valuable.
According to a study conducted by Pink, the average person spends around 40% of their working time selling something.
Your ability to sell directly impacts almost half of the work you do – and if you’re an entrepreneur or business executive, that percentage is probably higher.
Selling Has a (Wrongfully) Negative Connotation
When it comes to the reputation of selling, Pink notes: “To the smart set, sales is an endeavor that requires little intellectual throw weight – a task for slick glad-handers who skate through life on a shoeshine and a smile”
However, deception in selling doesn’t work like it used to. The reason it worked in the past was that prospects didn’t have access to the information they do today.
Thanks to the internet, prospects can research and read reviews before making a new purchase. In fact, there is far more incentive for sellers to be transparent and honest than there is to be deceptive today, as customers will always find out.
The Traits of Successful Sellers
Pink has found that the most successful sellers tend to share common traits. The following are the traits he discusses in the book.
The following are the six traits he discusses in the book.
1. Understanding Your Buyer Persona
Studies have shown us how to get inside the head of our prospects.
Modern sellers have to assume the buyer is the one with the power, focusing on understanding their thoughts (not their feelings), and mimicking their gestures and language.
Pink also points out that while most assume extroverts are the most successful sellers, studies have found ambiverts to be most successful at selling in the modern age of business.
Their ability to balance showmanship and genuine listening leaves a better impression on prospects.
Buoyancy, according to Pink, is “the combination of a gritty spirit and a sunny outlook.” In other words, the ability to consistently sell with a positive attitude, despite how many times you’ve been told “no.”
Pink suggests following three practices to withstand repeated rejections:
Ask yourself questions beforehand – Instead of pumping yourself up, ask if you can succeed. This forces your brain to come up with reasons for why you can succeed, providing intrinsic motivation.
Be mostly positive – A positive attitude is contagious and rubs off on prospects. However, a little negativity helps you stay grounded.
Be optimistic – Remember that rejection is only temporary and often out of your hands anyway.
Prospects aren’t going to buy if they don’t know what you’re selling. The most successful sellers are able to clarify exactly what their company is offering and why it matters to their prospect.
Not only do you need clarity in how you present your offering, but successful sellers also provide a clear call to action for their prospects to take the next step forward in the decision process.
4. Ability to Pitch
We are constantly pitching and being pitched on ideas. Especially with the rise of email and social media, there is no escaping the “elevator pitch.” With all of this distraction, it’s hard to get your pitch to stand out.
Pink suggests using one of the following six new ways to pitch:
The one-word pitch
The question pitch
They rhyming pitch (memorable)
The 140-character Twitter pitch
The subject line pitch
The Pixar pitch (a six-sentence narrative structure that’s used in Pixar movies)
Though “selling” in the traditional sense may not come consciously to everyone, we as human beings are doing naturally in our everyday lives. If you are looking for (or aspire to become) a great seller, look for the six traits above. An individual with these characteristics will be far better equipped to spar with the modern consumer and close more deals.
By Osueke Gratias Nneka