To Sell Is Human
By Daniel H Pink
Learn to sell your service to clients in a compelling and effective way
Key to most businesses is the process of selling. While a hard sell is not what your adviser business is about, finding new clients – and developing existing ones – is core to profitability.
In his bestseller To Sell Is Human, Daniel H Pink looks at ways you can make your interaction with clients and advice process more efficient, effective and more profitable.
Six insights to help you build your business
- Become more attuned with your customers.
Practise mimicry. Watch what the other person does, then wait for a few seconds before mimicking a few of their actions. For example, if your client leans back in their chair, you should too. Practise this over time and eventually will become instinctive. You will naturally find yourself on the same wavelength as your clients, who will also become more relaxed and comfortable.
- Be more buoyant and avoid a negative mind-set
Change how you explain things to yourself and others, minimising problems. Rather than saying, “everyone in this industry is impossible to deal with”, say, “this particular person was having a bad day”. Clients will respond well to your cheerfulness and positive attitude.
- Get some clarity in your mind
Give yourself a mini creative jolt by doing something different. Try sitting on a different chair in a meeting, taking a different way home, having a different lunch. This is particularly useful when trying to solve a problem.
- Pitch more effectively
Try writing a 50 word pitch for your business. Then cut it down to 25 words, then to six and then, if you can, to one word.
- Improvise better
Take more time to think things over before responding. The book recommends five seconds, which seems odd a first, but actually yields some great results.
- Move from upselling to upserving
Don’t try selling more, rather do more for your client than they expect. Go the extra mile to transform a mundane experience into a memorable interaction. Improve what you can do for your client rather than trying to increase what they can do for you. This will instil loyalty and help you build long-term relationships.
From ‘To Sell is Human’ by Daniel H PInk, published by Cannongate Books. Used by permission of the Cannotgate Books.
Want to find out more?
Read To Sell Is Human by Daniel H Pink.