More than Just Sales: Tremendous Insights You Can Use Everyday with Daniel Pink

Pink began by offering 3 key ingredients to effective presentations:

-         
Brevity
-         
Levity
-         
Repetition

Selling has changed more in the past 10 years than the
previous 100. This change happens so quickly we can barely register it
happening.

We are now in a phase of Buyer Beware- information asymmetry
has changed so much and now with the information we now have right at our
fingertips we are much better informed and can refute unethical sellers.
To address this, Pink offered 3 points to focus on:

1.      
Attunement
Understand the consumer through
their eyes. What do they know- that information do they have access to?
2.      
Buoyancy
How do you stay afloat in an ocean of
rejection? In an experiment Pink presented, the best predictor of success was an
explanatory style- a way to explain failure that allowed individuals to stay
afloat in the ocean of rejection they commonly are exposed to. Interrogative
self-talk- questions to elicit an active response- initiate wheels to turn ‘ ‘can
you do this and if so, how’? This thought provoking means of motiving yourself
has a much larger positive impact on your ability to succeed after failure than
either unthoughtful self talk or no self talk at all.
3.      
Clarity
We all have access to information so our
competitive advantage is curating information- find out what’s important and capitalize
on this. ‘It’s all about expertise’.
If you client knows their problem, they don’t
need you. When they’re wrong about their problem- that’s where you shine.
Identify hidden problems to truly bloom.

Next we had the opportunity to learn some of Pink’s
insights:
-         
There
lies an inverse correlation between feelings of power and perspective taking
We were asked to take part of an
experiment- define your dominant hand, snap 4 times, and then draw an E on your
head. We later analyzed what this meant- did you draw this E from your own perspective
or from the outsiders view? Pink later connected this to power and how this
influences our everyday lives.
Power leads individuals to think of
themselves as more important and take their own perspective.
One can increase their effectiveness by
briefly reducing feelings of power. This is important for bosses as harnessing
the best from your team involves finding a way to motivate them. This is done
by reducing your own feelings of power which increase your sense of perspective
taking allowing you to better understand how to motivate your team.

-         
Don’t try
to be someone you’re not
Ambiverts, people who are somewhat
introverted and somewhat extraverted, outperformed the introverts and
extroverts in the software sales experiment. This curve also represents the general
population- the odds are good that you are good at this already- focus on
developing your expertise.

-         
How much
information do you need to give someone for them to be persuaded?
‘More is better’ is not the case. What is
the sweet spot for how many claims you must make before it’s too much and
overwhelms the consumer. 3 claims is the perfect amount after which consumers
become skeptical.
Adding a minor negative detail to a
positive description has a more positive impact. This adds credibility and
provides a benchmark for us to compare against.  The little negative shines a light on that
positive and enacts the contrast effect.

-         
Give
people an off ramp
Make it easy to do something you want them
to do. If you make it easy for people to act- you can get people to do it!
Think- opt-outs, automatic enrollment- don’t try to persuade just make it easy!
When we try to explain behaviors- we always
overweight the importance of their personality and underweight the context they’re
in.

Pink left us captivated with his ability to address all
questions and provide interesting experimental conclusions to supplement his
point of view.

Janel Parker, Market
Research Consultant at SKIM, an international consultancy and marketing
research agency, has a background in Marketing and Psychology from Cornell
University. Her previous experience at a social media agency combined with her
knowledge from SKIM provide for a unique understanding of the relationships
between social media and marketing. She can be reached at
j.parker@skimgroup.com.