To Sell is Human

to-sell-is-human

To Sell is Human: The Surprising Truth about Moving Others

by Daniel H. Pink

This book is about sales, but also “selling in a broader sense—persuading, influencing, and convincing others… Physicians sell patients on a remedy. Lawyers sell juries on a verdict. Teachers sell students on the value of paying attention in class.”

The old-school image of a dodgy salesman relied on what Daniel Pink calls information asymmetry—the seller had access to information which the buyer did not have. Clearly that environment has changed. The author replaces the old sales training mantra Always Be Closing with “the new ABCs—Attunement, Buoyancy, and Clarity.” Continue reading “To Sell is Human”

Words That Work

Words That Work: It’s not what you say, it’s what people hear

By Dr. Frank Luntz

Frank Luntz is a communication strategist for corporate and political clients. Although he’s done a lot of work for Republicans (including the Contract with America) this is not a book about political ideology. It’s about persuasive communication in political campaigns, product marketing, and labor disputes.

Words that work do not happen by chance. Luntz uses market research techniques (polls, focus groups, dial sessions) to test how audiences respond. Continue reading “Words That Work”