To Sell Is Human: The Surprising Truth About Moving Others

by Daniel H. Pink

In every encounter, imagine that the person you’re dealing with is your grandmother. This is the ultimate way to make it personal. How would you behave if the person walking into your car lot wasn’t a stranger but instead was Grandma? What changes would you make if the employee you’re about to ask to take on an unpleasant assignment wasn’t a seemingly disposable new hire but was the woman who gave birth to one of your parents? How honest and ethical would you be if the person you’re corresponding with via e-mail wasn’t a onetime collaborator but was the nice lady who still sends you birthday cards with a $5 bill tucked inside? By removing the cloak of anonymity and replacing it with this form of personal connection, you’re more likely to genuinely serve, which over the long haul will redound to everyone’s benefit. And if you’re skeptical, try this variation. Treat everyone as you’d treat your grandmother, but assume that Grandma has eighty thousand Twitter followers.