Dan Pink on the New ABCs of Selling

Attunement, buoyancy, clarity--that's what you need to survive the new world of sales, says the bestselling author.

Salespeople are pushy, but we're all selling something these days, Dan Pink, the bestselling author of To Sell is Human, said during the World Innovation Forum Thursday.

"Like it or not, we're all in sales now. You are selling, but the cash register is not ringing. You're selling, but the denomination isn't dollars, euros, or pesos. It is time, attention, effort, energy, commitment, those kind of things."

Whether you're pitching your boss or a customer, you'll need to master the new ABCs of selling: attunement, buoyancy, and clarity.

Here's what Pink recommends: 

Attunement. Get out of your head and learn to see things from your customer's perspective.

Buoyancy. In sales, you face a lot of rejection--"not a pond, an ocean," said Pink. Try to quickly get over it and move on. 

Clarity. To convince someone to buy your service or product, identify the problem they're trying to solve then explain how you can help. 

"A shift from the skill of problem solving to the skill of problem finding-- that's really what innovators do," said Pink. "They find problems that other people didn't realize were problems." 

Find these tips helpful? Now learn the five basic principles of selling. 

IMAGE: YouTube
Last updated: Jun 13, 2013


Jana Kasperkevic is a graduate of Baruch College, City University of New York, where she earned a bachelors degree in Journalism and Political Science. She covers start-ups, small businesses, and entrepreneurship for Inc. Her work has appeared in The Village Voice, InvestmentNews, Business Insider, and Houston Chronicle, among others. She lives in Brooklyn.

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