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“We’re all in sales now,” is the claim of author Daniel Pink, and he’s here to show you how to do that better. Pink conducted a survey of over 9,000 respondents and found that “we are devoting roughly 24 minutes of every hour to moving others.” It’s this author’s job as editor to persuade you to buy Time Out, for example.
Sales gurus have paved the way for self-improvement: just think of Dale Carnegie’s seminal How to Win Friends and Influence People in 1936, or Stephen R Covey’s The 7 Habits of Highly Effective People. Just last year, George Lois (said to be the inspiration for Don Draper) put out Damn Good Advice.
Pink’s own previous works include A Whole New Mind and Drive, and he employs a lively writing style, using very human case studies and not being afraid to write himself into the proceedings.
He talks us through the benefits and psychology of improv theatre; how to perfect tweets and email pitches; the power of one-word pitches and having buoyancy in an ocean of rejection. Perhaps most interesting is his assertion that chest-thumping affirmations and positive self-talk can be ineffective. It’s much better, he says, to use a technique from Bob the Builder… although you’ll have to read the book to find out what that is.
Whether To Sell is Human becomes your improve-by-touch-down airport read or a manual to keep in the desk drawer, you should become richer for your investment.
Available January 30, 2013. $32.99. (Text Publishing)