Pink writes that both in sales and ordinary human interactions, people aren’t likely to be persuaded by your reasons. No matter how compelling your argument, they essentially must persuade themselves to buy, change, or take action.
Pink’s premise for To Sell is Human is that “Yes, one in nine Americans works in sales. But so do the other eight. Whether we’re employees pitching colleagues on a new idea, entrepreneurs enticing funders to invest, or parents and teachers cajoling children to study, we spend our days trying to move others. Like it or not, we’re all in sales now.”