To Sell Is Human

Whether we're trying to sell a product, an idea, or even our own point of view, in today's world, to sell is human.

1. Selling is a universal skill in the modern workspace

Selling isn't just for salespeople anymore. Today, many professions involve a degree of selling, whether it’s convincing a colleague, pitching ideas, or delivering education. Almost everyone spends a significant chunk of their working hours persuading or influencing others. This phenomenon of "non-sales selling" is increasingly shaping careers and industries.

For engineers, product designers, and customer service representatives, selling means influencing customers or advocating for ideas that improve outcomes. Entrepreneurs, who often lack a dedicated sales team, need to pitch their products and ideas personally to get their ventures off the ground. The shift reflects the evolution of companies like Atlassian, which achieved $100 million in revenues in 2011 without a single traditional salesperson. Their team, instead, worked collectively to support and influence customers.

Even in fields such as education and healthcare, professionals are indirectly in the business of selling. Teachers persuade students to prioritize learning, while doctors help patients adopt healthier lifestyles. With the growing influence of these professions in the U.S. economy, it is clear that everyone is, in a sense, a salesperson.

Examples

• Atlassian generated $100 million in revenue by empowering all employees to sell collectively.
• Teachers ‘sell’ the value of knowledge when encouraging students to invest their efforts in studying.
• Doctors persuade patients to make lifestyle changes, like giving up unhealthy food, to improve health.

2. Honesty is the cornerstone of modern sales roles

The internet has brought transparency into the sales world, transforming the traditional practice of withholding information from potential buyers. Now, buyers have access to reviews, technical specs, and guidance, which levels the playing field. This shift has moved the focus from "buyer beware" to "seller beware."

To succeed today, salespeople must prioritize honest discussions and serve customers by curating available resources. Gone are the days of pushing products blindly. Now, helping people understand their options and making informed choices takes center stage. Importantly, honesty is equally significant for "non-sales selling" roles, such as educators and healthcare workers, who are no longer sole gatekeepers of information.

Furthermore, the old “Always Be Closing” mantra has been replaced by new guiding principles: Attunement, Buoyancy, and Clarity. These build trust between the seller and buyer and create lasting relationships based on authenticity.

Examples

• Platforms like Yelp and Edmunds empower buyers with detailed dealership reviews.
• Teachers curate resources for students who can already find raw information online.
• Transparent dealership practices thrive as distrust damages dishonest businesses.

3. Attunement: Seeing through others’ eyes

Attunement involves understanding someone else’s perspective and adapting accordingly. This skill is key in moving others, as it enables deeper connections and the ability to navigate differing views effectively. Contrary to the belief that extroverts are better at selling, research shows that ambiverts—those who balance extroversion and introversion—excel more because they can listen and attune.

Perspective-taking goes beyond empathy. Attunement focuses on understanding people’s thoughts, enabling actionable responses. This makes it easier to resolve problems or engage in meaningful persuasion. Surprisingly, assuming a less powerful position in conversations makes attunement easier because it forces you to approach situations with humility.

Finally, mimicry plays a key role in attuning with others. Observing and subtly mirroring someone’s body language or speech patterns, like repeating back key phrases, helps foster comfort and trust during interactions.

Examples

• Ambiverts succeed by balancing talking and listening, unlike overly outgoing extroverts.
• Starting with a low-power mindset enables better collaboration in tough negotiations.
• Subtle mimicry of posture or words builds rapport with a client or audience.

4. Buoyancy: Staying afloat in the face of rejection

Rejection is common, whether you're pitching an idea or trying to close a sale. Buoyancy is about thriving despite setbacks. There are three strategies to keep buoyant: interrogative self-talk, positivity during the process, and thoughtful reflection afterward.

Instead of telling yourself “I am the greatest,” use interrogative self-talk, like asking, “Can I make this sale?” Thus, you prepare mentally by addressing challenges upfront. During actual conversations, a positive attitude broadens creative thinking and helps explore alternative paths if your original pitch doesn't land. Lastly, how you explain rejection matters. See it as external and temporary (“They weren’t ready”) rather than personal and permanent.

Examples

• Asking, “Can I make this sale?” boosts problem-solving beyond blind affirmations.
• A positive salesperson proposing alternatives shows resilience amid customer hesitance.
• Viewing rejection as circumstantial motivates sellers to persist on difficult days.

5. Clarity: The gift of problem-finding

In a world bursting with information, sales roles now rely on clarifying problems and solutions rather than simply presenting choices. Salespeople who succeed dig deeper to understand not just the stated issues but also the hidden or underlying problems that customers might not recognize.

Finding the problem often requires asking questions to uncover misconceptions. Framing your solution also plays a major role. Providing fewer yet focused options can make decision-making simpler for customers. People are more likely to act when their choices are specific and meaningful.

Additionally, framing solutions as experiences—rather than standalone products—adds emotional value, making them memorable purchases.

Examples

• A salesperson spots that customers need dust-proof flooring instead of high-maintenance vacuums.
• Fewer meal plan options simplify a subscription service's sign-up process.
• Disneyland markets itself as an experience, rather than just a destination.

6. Pitches must be engaging and concise

In today’s busy world, being concise when pitching is essential. People have limited attention spans. A pitch should not only deliver its core message quickly but also actively involve the listener.

The most effective pitches make customers partners in the conversation. Asking questions, for instance, triggers people to consider solutions themselves. Historical campaigns like Reagan’s “Are you better off now than four years ago?” show the power of interactive pitches. Additionally, rhyme enhances memorability, making statements sound more credible.

Examples

• Reagan’s 1980 pitch question encouraged voters to reflect and agree with him.
• Twitter’s short-form style forces creativity in crafting concise, gripping pitches.
• Rhyming pitches stick: Advertising phrases like “A jingle doesn’t tingle” resonate better.

7. Improvise to succeed in flexible, real-time situations

Rigid sales scripts are outdated. Today, professionals must respond adaptively in real-world, dynamic scenarios. Lessons from improvisational (improv) theater—like embracing creativity and collaboration—help modern professionals navigate unpredictability.

Active listening is one fundamental improv practice. Instead of interrupting customers early, listen completely and explore their full context. Equally important is focusing on making the customer “look good” through solutions that mutually benefit everyone involved. Finally, adopt the “yes, and…” mindset to acknowledge ideas and build upon them collaboratively.

Examples

• Doctors avoid cutting off patient descriptions prematurely when honing listening skills.
• Solutions that position both retailer and buyer as winners increase loyalty.
• “Yes, and” builds conversations better than “No, but,” fostering cooperation.

8. Make interactions personal

Personal engagement leads to trust and loyalty. Moving people requires viewing them as individuals, not just statistics or roles. Research affirms that when professionals relate to their subjects personally, they perform better.

Displaying photos of patients in medical diagnostics showed improved accuracy—a tangible effect of seeing human value. Personalization reassures customers and drives positive interactions. For example, a restaurant owner sharing direct contact information makes customers feel cared for.

Examples

• Adding patients' images improved radiologists' analytical performance.
• Restaurant owners earn customer loyalty when they interact or seek direct feedback.
• Teachers thrive when tying individual passions into classroom projects.

9. Pursue purpose in your work

People respond to purpose more than any other motivator. If you tie your actions to a meaningful mission, both parties are more likely to connect. Purpose turns daily transactions into impactful, compassionate exchanges.

Studies on hospitals show that doctors were far more likely to follow hygiene reminders tied to saving patients’ lives rather than generic health benefits for themselves. Always relate your work efforts to a higher good.

Examples

• Doctors embraced motivation around protecting patients over self-focus initiatives.
• Non-profits often tie donor outreach efforts back to clear cause statements.
• Leaders rally employees by reinforcing broader impacts beyond profits.

Takeaways

1. Approach every interaction with attunement—actively seek to understand others' thoughts, and listen fully before responding.
2. Prepare for rejection with internal interrogative self-talk, maintain positivity, and reframe failed interactions as temporary challenges.
3. Build trust through concise pitches, real-time adaptability (improv), personal touches, and conveying meaningful purpose in all work.