Dear alan russell,
Welcome to the next edition of our newsletter.
So far I've sent you two previews of my new book TO SELL IS HUMAN and
now . . . here are a few more pieces that I think you'll find
interesting.
* * * * *
THE NEW ABC'S OF
SELLING
One of the epic scenes (NSFW) in the cinema of
sales occurs early in the movie, Glengarry
Glen Ross. A young Alec Baldwin plays Blake, a
cold-blooded predator in a finely-tailored suit, who visits the sad sack
real estate salesmen of Mitch and Murray to school them on the realities of
selling.
After berating the men and questioning their masculinity, Blake flips over
a green chalkboard and points to where he's written the first three letters
of the alphabet. "A-B-C," he bellows. "A - always.
B - be. C - closing. Always be closing. Always be
closing."
"Always be closing" is a cornerstone of the sales cathedral. Its
simplicity makes it understandable; its alphabetically makes it memorable.
But these days this advice is outdated. When buyers have many
options, lots of information, and the means to talk back, the steamroller
approach is a relic.
That's why To
Sell is Human introduces the new ABC's:
A -- Attunement
B -- Buoyancy
C -- Clarity
These three qualities are now essential whether you're trying to move a
prospect to buy a computer system or your daughter to do her
homework.
Attunement is the capacity to take another's perspective, to understand
their interests, and to see the world from their point of view. Buoyancy is
the capacity to stay afloat on what one salesman calls an "ocean of
rejection." Clarity is the capacity to make sense of murky situations,
to curate information rather than merely access it, and to move from
solving existing problems to finding hidden ones.
To Sell is Human reviews
the science of why these qualities are so effective. But it also includes
an array of tools, tips, and exercise to help you hone your abilities.
On my website -- just for you, dear newsletter readers -- I've put three of my favorite exercises,
one for each quality. (They're a bit too long to include in the body of the
newsletter).
For Attunement, the exercise is "Pull
Up a Chair" -- a simple strategy that Amazon honcho
Jeff Bezos uses to stay attuned to his customers.
For Buoyancy, it's "Send
Yourself a Rejection Letter" -- a fun way to
prepare yourself for encounters in which you might get smacked with a big,
fat "No way."
For Clarity, I chose "Find
the 1 percent" -- featuring the single best
lesson I learned in my years of law school.
All the exercises are here. Take a look. Then give one a
try this week.
* * * * *
For more information on the book, check out this page. As
always, thanks for reading.
Cheers,
Twitter: @danielpink
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