We came across a 2014 article in the
Washington Post about a
summer reading list from college admissions counselors. The list of 40 books was broken into sections for parents, for students, and for everyone.
Most of the titles look pretty practical (The College Admissions Mystique, by Bill Mayher; Going Geek: what every smart kid (and every smart parent) should know about college admission, by John Carpenter). There were a few less obvious titles, such as The Unlikely Disciple, by Kevin Roose or David & Goliath: underdogs, misfits and the art of battling giants, by Malcolm Gladwell.
But the one that caught our eye, in the “For Everyone” section, was To Sell Is Human, by Daniel H. Pink.
To Sell Is Human was recommended to our PCBC Library by one of our patrons. More accurately, our patron, who is a sales manager for a large company, came to see if we had the book, and since we didn’t have it, we ordered it. We are proud that our book collection is dynamic. We are continually adding books to meet the interests and requests of our patrons. Nothing pleases us more than to find great books that we can share with our entire patron community.
TBH, we order books our patrons recommend with a certain amount of trepidation. We stay on the alert for books that might not fit into our collection or might adhere to
our selection and gift policy.
Just to be sure we weren’t bringing in a book we would regret, we read To Sell Is Human ourselves. We are glad we bought the book and we recommend it.
To Sell Is Human has a subtitle, The surprising truth about moving others. It is essentially a book about sales, although it quickly establishes that “sales” has changed profoundly in the last couple of decades. More important, it argues, “Whether we’re employees pitching colleagues a new idea, entrepreneurs enticing funders, or parents and teachers cajoling children to study, we spend our days trying to move others. Like it or not, we’re all in sales now.” Pink updates “sales” with the term “move others.”
Part one of the book explains the changes in society and information technology that have revolutionized selling. Part two describes the new ABCs of selling: attunement, buoyancy, and clarity. Part three may be the most interesting of all. Pink lays out an overview of the pragmatic aspects of selling: Pitch, Improvise and Serve. He starts with tips on the Pitch, “the ability to distill one’s point to its persuasive essence.” Pink moves on to Improvise, with three essential rules: Hear offers. Say “Yes and.” Make your partner look good.
Finally, Pink delves into the essential principle of Serve. “Sales and non-sales selling are ultimately about service….a broader, deeper, and more transcendent definition of service—improving others’ lives and, in turn, improving the world.”
At this point, we began trying to figure out if Daniel Pink is a Christian. Because his chapter on service sure sounds like it takes its cue from the Gospels.
Instead of “upselling,” Pink challenges people to “upserve.” “Upserving means doing more for the other person than he expects or you initially intended, taking the extra steps that transform a mundane interaction into a memorable experience,” Pink writes. “And if anyone wants to sue you and take your shirt, hand over your coat as well. If anyone forces you to go one mile, go with them two miles. Give to the one who asks you, and do not turn away from the one who wants to borrow from you” (Matthew 5:40-42).
Or, says Pink, “…the wisest and most ethical way to move others is to proceed with humility and gratitude.” “Whoever wants to become great among you must be your servant, and whoever wants to be first must be your slave” (Matthew 20:26).
Pink concludes that at every opportunity to move someone, we should be able to answer these two questions affirmatively: “If the person you’re selling to agrees to buy, will his or her life improve? When your interaction is over, will the world be a better place than when you began?” “For even the Son of Man did not come to be served, but to serve, and to give his life as a ransom for many” (Mark 10:45).
What a great philosophy. What a great (Christian) worldview. And what a great book. Come check it out: To Sell Is Human.