To Sell is Human: The Surprising Truth About Moving Others

I heard Dan Pink speak at the Leadership program roundtable conference at Andrews University in July 2006. His presentation, based on his book A Whole New Mind, was entertaining and informative. his communication style was sincere and effective, and he made us think. A Whole New Mind should be on every leader’s reading list. For that reason, I was eager to read To Sell Is Human: The Surprising Truth About Moving Others.

TLead. o lead is to move others. Leadership is the process of influencing or moving others. that is what To Sell Is Human is all about—moving others. Dan Pink makes the case that moving others is part of being human: we all sell. the book provides an overview of the knowledge base along with tips on how to be more effective at moving others. For example, the  first sentence of this paragraph contains one word, a utilization of what Pink  calls  the one word pitch.

Effectively moving others requires multiple communication tools. Would you like to add some new tools to your toolbox? Dan Pink provides an opportunity to do so. He cites numerous studies alongside real world examples followed by how-to instruction. The question in the second sentence of this paragraph is what Pink calls the question pitch.

Moving others is the focus of this book by Dan Pink, a skill that if lacking, makes leadership stink! Notice the rhyme in the previous sentence? Rhymes enhance a hearer’s ability to process information and make sense of it. This is an example of a rhyming pitch.

Pink tackles the topic of selling or moving others (synonymous terms) with determination and hard work. He successfully makes the case that selling is not exclusive to salespersons. To Sell Is Human begins by building the foundation of this premise with an historical examination of the sales profession. He concludes that “most of what we think we understand about selling is constructed atop a foundation of assumptions that has crumbled” (pp. 2-3). Pink states that in effect we are all salespersons; we all need to move others. this ability is crucial to survival and happiness because it provides attunement, buoyancy and clarity. Moving others “has helped our species evolve, lifted our living standards, and enhanced our daily lives” (p. 6). Moving others, or selling, is fundamentally human!

Healthcare and educational services, according to Pink, are the two fastest growing industries around the world. Jobs in this “Ed-Med” sector, as Pink calls it, are all about moving people. In a distinct contrast from selling, healthcare is often associated with helping and caring for others; however, Pink states that healthcare is all about selling. The goal of health- care is for people to be better off, which often requires convincing someone to do something difficult, even painful, to improve health. Healthcare workers must have “the ability to influence, to persuade, and to change behavior while striking a balance between what others want and what you can provide them” (p. 42).

The Affordable care Act (Obamacare) is definitely at the forefront of any discussion on healthcare today. A majority of people in the healthcare industry were excited and energized when the idea of more affordable and easier-to-access health- care first surfaced. Now it appears to be a grand idea in great chaos. Why? Pink’s chapter 3, “From Caveat Emptor to Caveat Venditor,” may aid in diagnosing what happened. Caveat emptor, or buyer beware, used to be the guiding principle of selling. This was the result of a world of information asymmetry, a world in which consumers relied heavily on a salesperson for the information needed to make a purchasing decision. “When sellers know more than the buyers, buyers must beware” (p. 49). The internet changed all that. Buyers now have as much information as sellers. this information parity has created a new guiding principle—caveat venditor—seller beware. The lack of clarity, information and transparency during the process of pitching Obamacare created a caveat emptor environment, while American  society  has  evolved to accept and expect a caveat venditor environment.  Statements  like  “we have to pass the bill to see what is in it” and “if you like  your  insurance you can keep it” only  exaggerated the buyer beware principle, causing uncertainty in a seller beware world. Caveat emptor gave salespeople a bad name and resulted in a negative stereotype. Considering the caveat emptor selling techniques employed to sell the country on healthcare, is it any wonder then that the Affordable care Act is in chaos?

Pink’s final chapter, “Serve,” says that moving others is all about serving others by improving lives, and ultimately, improving the world. To accomplish this, it is essential to make it personal and purposeful. Moving others in a personal way that provides purpose is “the lifeblood of service and the final secret of moving others” (p. 219). Pink suggests that those who want to serve others should ask themselves two questions: First, if the person I am trying to move agrees to move, will his or her life improve? Second, once the individual moves, will the world be a better place? The answer to both questions should be a resounding yes.

Pink blends his field work with studies in a quirky, conversational style of writing that delivers a powerful, informative message that is fun to read. He includes step-by-step instructions on how to apply the concepts and take action to move others.

To Sell Is Human provides over 180 references to support the ideas presented. Of those references, approximately one-third are from  scholarly articles published in peer- reviewed journals. these articles focus on motivation theory, persuasion and communication, as well as decision making. Another third are from statistical resources (e.g., United States Bureau of Labor Statistics). the final third are from the popular press (e.g., Wall Street Journal and The Economist). Since Pink’s target is a mainstream audience, not academia, the book and its lessons are entertaining and at the same time based on a broad platform of resources. the diverse reference list provides diversified resources for anyone wanting to delve deeper.

Though there may be some weaknesses in this book, Dan Pink did such a great job of influencing this reader that I highly recommend To Sell Is Human to anyone interested in leadership.

WILLIAM AUXIER received his Ph.D. in Leadership from Andrews University and is a leadership author, speaker and trainer/coach. Bill is a veteran of more than 25 years in the healthcare industry, where he honed his leadership skills in a variety of executive positions, including president and CEO. He and his wife are “empty-nesters” residing in Tampa, Florida.