Daniel Pink Teaches Sales and Persuasion – Masterclass

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[00:00:05.49] [PIANO LID OPENING]

[00:00:06.99] [CHIPS BEING STACKED]

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[00:00:23.47] – You know something else, Dan? I really think you ought to buy this Buick.

[00:00:25.80] – Mm-hmm.

[00:00:26.59] – I think you ought to buy it today, right now. You want to know why? Because this Buick is you. The color as you. Look at it, this is your car. Stanley Duwalsky is Buick Centurion convertible.

[00:00:34.81] DANIEL PINK: This is the quintessential old approach to sales– aggressive, predatory. If they walk on the lot, it means they want to buy. If they pick up the phone, it means they want to buy. But it doesn’t even work anymore because we live in a different world.

[00:00:52.75] I get it. Some of you say, oh sales, that’s not for me. I want to assure you that it is for you. We’re all selling something. We’re all persuading. And you want to learn how to do it well.

[00:01:05.17] – I literally could not put the book down.

[00:01:07.69] – Daniel Pink.

[00:01:08.74] – Best selling author Daniel Pink.

[00:01:10.42] – Daniel Pink.

[00:01:11.41] – The solution is not to do more of the wrong things, to entice people with a sweeter carrot, or threaten them with a sharper stick.

[00:01:21.79] DANIEL PINK: Persuasion is not about manipulation. It’s not about tricking people. It’s actually more beautiful than that. It’s one of the things that human beings do to change the world. This class is for anybody who’s in the business of selling and persuading, which means this is a class for everyone, because we’re all in that business. Whether you are an entrepreneur trying to raise money, whether you’re an employee trying to convince your boss, whether you’re a parent trying to persuade your kid, this course is for you.

[00:02:05.91] I have been persuading and working on persuasion my entire life. In law school, I learned how to be an advocate, how to literally make your case, stand before a judge or a jury, and advocate. I worked in politics as a political speechwriter, eventually working in the White House as chief speechwriter for Vice President Al Gore, trying to persuade sometimes tens of thousands of people to believe something or to do something.

[00:02:35.49] It’s all about changing people’s minds in a way that gets them to do something. And that is really the essence of persuasion. What we ultimately want in a speech is what we want in many realms of our life. We want change. We want something to happen. We want other people to do stuff.

[00:02:55.14] In this class, I’m going to show you how to pitch your idea effectively. I’m going to show you how you can frame your message in ways that will get people to act. But I think smuggled in there is a second layer, which is that I want to show you how our brains work, how our minds work, what makes people tick, what makes you tick.

[00:03:16.29] When it’s done right, succes…