17 Ways To Use The New Psychology Of Sales

17 Ways To Use The New Psychology Of Sales:from War Room by Max Nisen

For many people, the word "sales" has something of a negative connotation. They think of someone pushy, or who's trying to deceive them in some way.
In his new book, To Sell Is Human: The Surprising Truth About Motivating Others, Daniel Pink argues that we need to do away with that, because every person in the world is now engaged in sales. It's not about going door to door selling products, but about moving people, convincing them to go along with your idea, project, or with you personally.
We've broken out the best of Pink's tips on why knowing how to move others is so essential in the modern world, and how the best of social science can get you there.

Yes, you are probably a salesman. Almost everyone is engaged in "non-sales selling."

When you spend your time, as Pink puts it, "persuading, influencing, and convincing others," you're in sales.
Obviously, it's defined that way if you try to convince others to purchase things. But you're also in sales if you run your own business, no matter how small, whether it's through the products themselves, pitching investors, or motivating employees by selling your vision.
In a survey of what people actually spend their time doing at work, Pink finds that about 40 percent of time is spent in "non-sales selling," regardless of profession.
Source: To Sell Is Human: The Surprising Truth About Moving Others

You can't motivate people with weak or false information in a knowledge economy.

Now, anyone who wants to to buy a car, for example, is armed with prices and information from dozens of sources. The balance has shifted away from the seller towards the buyer.
You have to be just as aware and cautious as buyers used to be. They won't accept you as an authority figure, so the science of psychology, connection, and sales is more important than ever. Honesty, directness, and transparency are crucial.
Source: To Sell Is Human: The Surprising Truth About Moving Others

To gain another's perspective, give up some of your power.

Trying to persuade someone is an incredibly complex interaction, and a lot of it hinges on being able to take their point of view. When you understand where somebody's coming from, you do a much better job of responding to their concerns and anticipating problems. Researchers have found that when people are encouraged to feel powerful, they're much worse at taking others' perspectives.
When you feel like you have all of the power and information, you tend to focus too much on your own point of view. By assuming you're in the lower power position, you can focus on understanding someone, rather than trying to coerce them.
Source: To Sell Is Human: The Surprising Truth About Moving Others



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