TO SELL IS HUMAN by Daniel Pink

In the book “To Sell is Human” by Daniel Pink, the assertion is made that we are all innately involved in selling, an act of persuading someone to take specific action. This act is inherent in our daily communications and efforts to influence those around us. However, effective selling requires honed skills to avoid constant rejection. Two pivotal skills highlighted are attunement and clarity. Attunement involves adjusting one’s thinking to resonate with another person’s perspective, understanding their motivations, and avoiding an overpowering stance. Clarity, on the other hand, seeks to identify and articulate inner motives, often by drawing comparisons that trigger emotions and drive action. This approach to sales is both refreshing and fundamental, recognising the human aspect at its core.