On this edition of PT Reading Corner, we’ll take a look at To Sell is Human by Daniel H. Pink. This book provides a fresh take on the importance of persuasion in today’s marketplace. Pink argues that everyone nowadays is responsible for selling, whether selling the idea of doing homework to your kids, or simply convincing another person to take action. However, the best practices are often murky and this book teaches the reader specific techniques they can apply in their everyday lives.
Let’s dive into some of the techniques that you can apply:
Pink mentions that we, humans, are "selling" everyday. Whenever you are faced with a situation where you are convincing someone to take a position, you are selling! Pink highlights that successful sellers have a thorough understanding of the mindset of consumers. It is crucial to objectively analyze the demographic you are catering to and understand their thoughts rather than their feelings. He refers to this ability to take the other individual's perspective as "attunement". In a study, it was shown that those, who were more "attuned" to the person across the table from them, were more likely to sell. Attunement increases your likability and allows the other individual to trust you more. Does that sound familiar? Likability and trust? Sounds a lot like therapeutic alliance to us! As a physiotherapist, this is vital to your success in the clinic. You need to be able to understand the perspective of your clients in order to attain their buy-in. Once attuned with your patient, it is much more likely you will get their commitment to your treatment plan and form a strong therapeutic alliance with clients.
According to Pink, the best sellers are those who have a characteristic he calls “buoyancy.” It is a combination of multiple factors, including having the grit and positivity to continue selling after being rejected multiple times. In order to be buoyant, you need to mentally prepare yourself by asking questions, such as “Do I have the tools to succeed?” Rather than hyping yourself up with positive affirmations, brainstorming the answers to questions will allow you to develop a deep understanding of your craft. Secondly, it is vital to understand that rejections are temporary. If you believe that rejections are a result of a myriad of external factors, then you are far more likely to succeed in selling. This is especially apparent when compared to an individual who believes that rejection defines their abilities and displays a pessimistic outlook. Finally, it is important to remain positive and upbeat when selling. A client is definitely more likely to return to a clinician who is energetic and enthusiastic about their services compared to one who can’t wait to leave the office.
Overall, this book provides many tried and tested methods of selling. It also
contains more than thirty different exercises you can use to improve your skills. Selling is an undeniable art and one that is easy to learn with effort and practice. We would like to thank Raj Suppiah for recommending this book and hope you’re able to use the outlined steps to become a successful seller!