Review: “To Sell Is Human: The Surprising Truth About Moving Others” by Daniel H. Pink

Daniel H. Pink’s To Sell is Human: The Surprising Truth About Moving Others offers a refreshing look at the art of selling in a world where everyone, consciously or not, is involved in sales. Pink’s work challenges traditional notions of what it means to sell and provides readers with innovative strategies for influencing others in ways that enrich both parties. This review delves into Pink’s novel sales approach, examining how his principles apply not only in traditional sales contexts but also across various aspects of personal and professional interactions.

Redefining Selling: Everyone is a Salesperson

The central thesis of To Sell is Human is that selling extends far beyond the conventional framework of retail or business-to-business commerce. Pink argues that professionals of all kinds—teachers, doctors, coaches, and others—engage in non-sales selling when they persuade, convince, and influence others. This broader interpretation of selling involves moving people, whether it involves pitching an idea, negotiating a contract, or motivating a team.

The Shift from Information Asymmetry to Empathy

Pink asserts that the dynamics of selling have evolved due to the abundance of information available to consumers today. This shift has transformed the traditional relationship between buyers and sellers, making the old model of selling (wherein the seller had more information than the buyer) obsolete. In its place, Pink proposes a new model that values transparency, fairness, and the ability to understand and adapt to the buyer’s needs.

“Anytime you’re tempted to upsell someone else, stop what you’re doing and upserve instead. Don’t try to increase what they can do for you. Elevate what you can do for them.” 

The New ABCs of Selling: Attunement, Buoyancy, and Clarity

The cornerstone of Pink’s approach is what he terms the new “ABCs” of selling:

1. Attunement: Understanding others’ perspectives, getting inside their heads, and seeing the world from their point of view. This requires a high degree of empathy and is crucial for effective persuasion.
2. Buoyancy: The ability to stay afloat amid an ocean of rejection. Pink discusses the importance of resilience, drawing on social science to offer practical advice for dealing with the inevitable rejections that come with any type of selling.
3. Clarity: The capacity to distill and communicate the essential aspects of any product or idea clearly. Clarity involves not only explaining what’s on offer but also uncovering and solving the right problems.

Moving from Persuasion to Service: A New Sales Mindset

These principles guide individuals to engage more productively and ethically in sales, ensuring that interactions are mutually beneficial rather than zero-sum games. Pink provides numerous examples and strategies that individuals can use to improve their selling abilities, focusing on enhancing how they relate to others.

Sales as a Human-Centered Approach

Moreover, Pink’s ideas have significant implications for knowledge organizations, where collaboration and influence are key to success. He highlights how the best teams foster an environment of service and shared goals, rather than merely taking orders or pushing agendas. By advocating for a human-centered approach to sales and influence, Pink encourages a shift from a mindset of competition to one of contribution and service.

Implications for the Modern Economy

To Sell is Human also addresses the broader cultural and psychological implications of selling in the 21st century. Pink uses insights from social psychology, behavioral economics, and other fields to explain why these new approaches to selling are not only more effective but also more satisfying and humane.

In summary, Daniel H. Pink’s To Sell is Human is a transformative book that redefines the art of selling. It dismantles old stereotypes about salespeople and replaces them with a modern understanding that selling is a fundamental human activity that we all do, every day. With its practical insights and accessible advice, Pink’s work is invaluable for anyone who wants to influence others positively and ethically, making it a must-read for professionals across all fields.

If Pink’s insights resonate with you, take the next step toward becoming a more empathetic and effective communicator. Join our community by signing up for our newsletter below, where we share insights on narrative psychology, branding, and influence. Stay updated on the latest ideas that can help you build better relationships—both personal and professional.