Most entrepreneurs I know cringe when they hear that they will have to become comfortable with selling in order to get customers and clients. It’s the thing they avoid at all costs or push to the back burner in hopes that somehow, they can make money without becoming a salesperson. They have no interest in learning ‘hard sell’ strategies.
To Sell is Human: The Surprising Truth About Moving Others by Daniel H. Pink challenges those assumptions. In fact, he says that everything we think we know about selling is based on outdated assumptions. In Part 1 of the book, he sets the stage, identifying what has changed about selling.
The shopping experience starts online. Information about products and services is readily available on the web. Consumers can conduct research with the click of a mouse. They can compare prices and features. They can read reviews and ask their friends on social media for recommendations. In many cases, buyers know just as much as the salesperson or business owner before they even have the first conversation.
The power has shifted from the seller to the buyer. How do we navigate the sales process in the age of accessible information?
According to Mr. Pink, in an environment where buyers have just as much access to information as sellers, the old sales adage of ABC – Always Be Closing should be replaced by ABC – Attunement, Buoyancy, Clarity
In Part 2 of the book, he goes into detail about each of these traits and gives examples of each. One example illustrating clarity really stood out to me. He said to imagine a blind man on a sidewalk asking for donations. In the first option, the man holds a sign that reads: “Please donate. I am blind.” In the second option, the man holds a sign that reads: “Please Donate. It is springtime and I am blind.” Which sign do you think will get more donations? Clarity depends on contrast. The more we can contrast what we are offering with the alternative, the more we will be able to move others to action.
Part 3 of the book goes into detail about how to implement the strategies advocated in the earlier parts. Instead of crafting one elevator pitch to be used in all situations, Mr. Pink identifies six types of pitches that can be used in different situations both online and offline. They range from the one-word pitch such as Google’s: Search or Mastercard’s: Priceless to the most elaborate which is the Pixar pitch. This Forbes article has a good recap of the six pitches and examples of each.
I found the book to be helpful, giving me a different way to look at the product and services I provide. The idea isn’t to sell someone something but to be of service and open a dialogue. I plan to create each of the six pitches for my business. Here’s a sneak peek at the draft of my Pixar pitch:
Expert Author 411 (Pixar Pitch)
Once upon a time, when an expert wanted to write a book, they had to go through the time-consuming process of getting a book contract with a large publishing house or self-publishing their book only to risk their reputation and be embarrassed with a low-quality book that looked unprofessional.
Every day, thousands of part-time writers were frustrated with the difficulties of finishing their manuscript and finding an agent to shop their book around or figuring out the confusing steps to self-publishing.
One day, a process loving mathematician developed a way to fast track the publishing process without sacrificing quality.
Because of that, more professionals were able to write and publish high-quality books in months rather than years without needing an agent or big publisher.
Because of that, part-time writers could focus on sharing their knowledge instead of becoming a publishing expert.
Until finally, anyone with a desire to improve other’s lives can use a book to teach or inspire with confidence.
Share your pitches
I’d love to hear your pitches. Share them in the Expert Author Circle Facebook group.
