An Experiment In Editing – 4: To Sell Is Human

The following is the fourth in a series of posts inspired by Jason Fried’s post on Signal V. Noise about a writing class he would like to teach. In the hypothetical class, he aimed to show that editing and compressing is truly valuable. That’s why the posts get shorter, not just varying in length, he aims to go from the fully explored idea to just the main point of the text. I am going to attempt to do this with several of my posts, as an experiment to see if it helps with my writing skills.

To see the original post, please click here.

One-Line Version

Selling is important, selling solves problems, selling can make lives better.

One-Paragraph Version

Every job involves persuading people, a good solution to a problem, needs people to believe in it, for it to be implemented. You need to understand people, keep going when things get tough and understand the problem you want to solve. To move people, you need you pitch your offer, be able to adapt to changing situations and you need to work for the customer. Not just yourself.

Three-Paragraph Version

Why Sales?

Every job today has an element of “non-sales selling” (persuading, influencing and convincing others in ways that don’t involve them making a purchase). These skills are critical in all jobs, so we are all sales people. In a world where everyone has access to the same information, moving people can be a way to help people solve a problem, not screw them over.

The ABCs of Selling

Attunement – Understanding your customer, so you can figure out the best solution for them, as an individual.

Buoyancy – Being able to keep going despite all the rejection you will face trying to move people.

Clarity – Understanding the situation as clearly as possible, so you can solve problems your customers didn’t know they had or didn’t know could be solved.

Skills You Need, To Be Good At Moving People

Pitch – Your customers can’t buy your offer if they don’t know it exists. If you never put the information into the world, it doesn’t exist. An effective pitch is crucial to moving people.

Improvise – Plans fail, situations change. You need to be able to think on your feet and adapt to the situation as required.

Serve – A good salesperson ultimately serves their customer. You can improve your service by making it personal (find a way to improve your customer’s situation). Or by making it purposeful (find a way to improve the world, even just a little bit).

One-Page Version

This book is about how Sales not only deserves a re-branding from being all about pushy con-artists, but that Sales is actually a necessary skill for workers everywhere today.  

We All Work in Sales

A Survey of western workers, found that 1 in 9 people work in traditional sales, but that the other 8 in 9 spend 40% of their time in “non-sales selling” (persuading, influencing and convincing people in such a way that doesn’t involve them making a purchase).  Pink refers to this as “moving people”

How We All came to be in Sales

One of the skills that seems to be universally useful, is the skill to move people. Teachers move their students when they get them to study hard and learn for their futures. Nurses move people when they work on building a treatment plan with their patients to create a plan that works and they will stick to outside of the hospital setting.

Does Sales Deserve Its Bad Reputation?

The success of a sales technique is determined by the amount of information on both sides of the transaction. If the seller has more information, he has more power, so he can use tricks and be pushy to get more sales. Today, every person has access to the same information as everyone else, this means the seller and buyer are equally powerful, so lies and tricks won’t work. So today, the best salespeople actually work to find the best solutions for their customers, not just to get the best deals for themselves.

Attunement

Attunement, is all about understanding your customer. The better you understand the person and their needs, the better chance you have of being able to help them with their problems and therefore the better chance you have of making the sale.

Buoyancy

Salespeople face a lot of rejection. No matter how persuasive you are, you can’t persuade everyone. If you give up at the first failure, you will never sell anything. Being able to bounce back and carry on is key to surviving in sales.

Clarity

Clarity allows you and your customer to see the situation clearly and understand it. You can offer a solution to a problem your customer may not have known even existed or that they did not have know could be solved.

Pitch

The pitch is how your customer learns about your offering. If you never make the offer, no one ever finds out about it and therefore never buys it. The stronger the pitch, the more likely you will move people.

Improvise

Selling on a formula doesn’t work in a world where information is so readily available. Being able to react and adapt to situations is a key skills in moving people.

Serve

As a salesperson, you have the opportunity to improve the lives of others, your offer solves a problem. There are two ways to serve. Make it personal, find a way your offer benefits the person. Make it purposeful, find a way your offer makes the world a better place.

An Experiment in Editing – 3: The Best Way To Avoid Burnout, Without Slowing Down

The following is the third in a series of posts inspired by Jason Fried’s post on Signal V. Noise about a writing class he would like to teach. In the hypothetical class, he aimed to show that editing and compressing is truly valuable. That’s why the posts get shorter, not just varying in length, he aims to go from the fully explored idea to just the main point of the text. I am going to attempt to do this with several of my posts, as an experiment to see if it helps with my writing skills.

One Line Version

A change is a good as a rest – My driving instructor actually told me that.

One-Paragraph Version

The instinctive way to avoid burnout is to slow down, to not work so hard or to take a break. This doesn’t have to be the case. To keep going, you need to do something that makes you think in a different way to the way you think at work. This is similar to working different muscle groups for your brain, if your arms are tired, your legs will still work fine. If you had some in-depth debates at work, take some quiet time and read a book.

Three-Paragraph Version

If you start feeling stressed and worn out, you know instinctively that you need to take a rest. You can’t keep going forever, your body requires downtime to be more effective in the up-times. So if you have worked too hard for too long you can take a break and go on holiday, then come back feeling refreshed. Maybe you could work less hard to begin with, but if you want to advance your career as quickly as possible and you know your peers aren’t going to slow down, then you could end up getting left behind. That said, I don’t recommend working late, just working hard within your normal working hours.

This is where doing a contrasting cognitive activity helps. What is a contrasting cognitive activity? It’s an activity where you are still using your brain, but you are using it in a different way to the way you do at work, similar to how when you work out at the gym you use different muscle groups on different days. The contrast between the two ways of thinking has been shown to prevent burnout for much more time than doing the same kind of activity for the same amount of time.

This doesn’t mean you have to do something fun at home to offset doing something useful at work, although I do recommend this as well. It’s more about using your brain to accomplish a different kind of task. If you feel you must do something productive for your contrasting activity, you can do so. If you have a very sociable job with lots of talking to clients, you could read a book at home, it can be educational if you still want to learn. If you write code all day, you could write a journal or blog posts at home. Your brain is capable of many different types of activities, so the list is endless, just separate work and home.

Original Post

We’ve all been there, work is just droning on and on. from week to week. Today is no different. You wake up, hit snooze, wish it were still the weekend and slowly drift off to sleep, then 10 minutes later, do it all over again. You drag yourself out of bed and into the shower. That’s over, even getting dressed feels difficult right now. Then there’s the dreary drive, with the never-ending queues of traffic. You finally get to the office and hope nothing major goes wrong, you just want an easy day. You finish, some fuzzy amount of time later, only to realise it’s Monday and you have to do it all over again for the next 4 days.

You swear the job didn’t use to be this bad, that Sally in marketing wasn’t that annoying just a few weeks ago. Yet the spreadsheets you used to tackle with glee (for some people this is true, don’t judge) suddenly look like a grey pile of sludge you have to trudge through. You are stressed. Last week you were stressed. This is what being burnt out feels like.

You see two ways out of this funk:

  1. As soon as you get home, just do nothing. Relax in front of the telly and pretend the whole world away. Then tomorrow, you will feel refreshed.
  2. Don’t work so hard anymore, this feeling is horrible and you don’t want to repeat it.

Here’s the problem, you try plan 1. but you are still stressed the next day, you realise escapism isn’t working, you are just as burnt out as before. On to plan 2. this lasts maybe an hour, then you realise you don’t want to do the bare minimum, you care about doing a good job and you want to progress in your career.

What now? Your two plans have failed. Time to hand in your letter of resignation? No. According to Google’s in-house productivity expert, Lila MacLellan, there is a better way. Google has shown time and time again how successful they can be in cognitively demanding environments, so she must know what she’s talking about, right?

MacLellan recommends doing activities that require you to use your brain in a different way to how you do at work. It’s like when people who go to the gym have different days for different muscles groups, if you did leg day every day, 3 days in a row, your legs would be exhausted and perform more poorly each successive day and you may even injure yourself.

It’s all about using your different brain muscles (figuratively speaking) if you have a super social chatty job like making sales calls one after the other, try quietly reading a book once you get home. If you stay sat at a desk all day, go for a brisk walk in the evening. If you write code at work, try drawing in your spare time. The task can be equally demanding of your brain’s abilities, but it just has to be a different way of using your brain than what got you so fatigued in the first place. Research has shown this to be much more effective in refreshing you from day to day, than just trying to avoid the stress or doing nothing.

This makes your day-to-day life more fun and fulfilling. It will help you to be more resilient, making you feel fresher at work for longer and improving your mood as you will have more skills to handle stress. You can’t avoid stress forever (sadly), but you can become better at handling it.

If you have any stress-busting tips, please let me know in the comments below.