In This Article
    Add a header to begin generating the table of contents

    Stay In-the-Know with Our Quarterly Printed Magazine, Navigate the Channel.

    navigate the channel the magazine
    er marketing we build brands that build

    Build With Us

    Let's get together to talk about your goals, story and how we can help you bring to life real results.

    Everyone in the Building Products Industry is in Sales


    DP Blog

    Dan Pink’s Book, “To Sell is Human” Teaches CMO’s Valuable Lessons

    Dan Pink’s book, “To Sell is Human” is a valuable read for everyone in the building products industry. His premise:

    • “Whether you like it or not, everyone is in sales now.”

    His idea is that all of us, whether we’re in marketing, HR or IT, we are also sales people. We are selling our ideas, our solutions and ourselves. And its not the traditional glad-handling personality that is winning, authenticity is what works. Here are some of his key takeaways:

    Who’s Better at Sales?

    Dan took a look at who is better at sales – extroverts or introverts? While a lot of people are inclined to say extroverts, its actually ambiverts (a combination of the two) that are most effective. They have the ability to both listen and to speak up for themselves.

    Servant Selling

    Servant selling is the idea that your job is to be of service first and to sell second. We’ve moved from a “buyer beware world to a seller beware world”. Buyers are smarter than they have ever been and we have to change our mindset to reach these educated prospects.

    Grandmother Test

    What a great concept – the “Grandmother Test”. Treat your customer or prospect like your grandmother, BUT with 80,000 Twitter followers. Be respectful and be aware that what you say could be blasted out beyond what you originally intended.

    Give People an Off-Ramp

    This is paramount in our industry. We have to give people an easy way to act. Don’t make them guess their next step – always utilize strong call-to-actions.

     The 3 Key Tenets

    1. Operate with integrity
    2. Do work that matters
    3.  Take some risks

    To learn more, or to buy “To Sell is Human”, visit Dan Pink’s website:

    About The Author

    Elton Mayfield

    Elton's career spans media, production, digital and building industry expertise. His diverse experience makes him nimble, innovative, and curious – always pushing the envelope to create extraordinary work that delivers real results for our clients.

    Leave a Comment

    Recent Posts

    Measuring the Success of Your Marketing Campaign

    measuring the success of your marketing campaign: key metrics to track white paper er marketing
    er marketing logo

    We Provide a Holistic Approach for Your B2B Marketing Needs.

    our work tells your story

    Stay In-the-Know with Our Quarterly Printed Magazine, Navigate the Channel.

    Scroll to Top