That’s about how much of their time people spend at work, doing non-sales selling… persuading, influencing and convincing others to do something… in ways that don’t involve anyone actually purchasing… So says Daniel H Pink, in his latest book “To Sell is Human” (Riverhead, NY, 2012).
Pink makes the case that as the World has changed in the last few decades, so has the way people buy. Much of this is because of the Internet… in the ‘old days’ the seller had the information advantage over the buyer – this was the value the seller added for the buyer.
Not now – the buyer has the Internet – and might even know more about the product or service they want to buy than the sales person who is trying to sell it to them… at least, they’ll know more about it in the context of what the buyer is trying to fix, achieve and/or avoid…
As organisations have adapted to the changing World, so they have demanded more flexibility and capability to work across multiple job roles or areas… using resources that don’t ‘belong’ to the employee – that aren’t theirs to command…
So increasingly, more of us are having to get people we work with and for, to give us time, energy and other resources so we can achieve our goals. We can’t force this to happen. So we have to influence, persuade and convince.
That’s non-sales selling.
No money is changing hands.
It’s the same with traditional customers – we’re having to persuade, influence and convince contacts and prospects whose time is even more precious than it was a decade ago, and who are also under constant assault from emails and phone calls from others, often outside the company… all demanding the attention of the very people we need to engage with if we’re to actually end up eventually with an actual sale, where a purchase takes place…
To tackle this developing scenario requires a new way of looking at the World, at problems that people are tackling, and of looking at selling.
According to Pink, by 2020 the single biggest role in the US economy is forecast to be ‘salesperson’… most of that is likely to require non-sales selling.
So what to do, and how to do it, and where in the sales cycle or process?
These are just some of the questions we’ll be answering in the next few posts…
In the mean time, take a look at Pink’s book… http://www.danpink.com/books/to-sell-is-human