Book Review “To Sell is Human” by Daniel Pink

As it relates to the Hospitality Sector

Daniel Pink’s book “To Sell is Human” challenges the traditional notion that selling is a manipulative and sleazy activity. Pink argues that we are all in the business of selling, whether we are convincing our boss to give us a raise or persuading our children to eat their vegetables. The book presents the idea that selling is simply about moving others, and that we all can do so in an honest, ethical, and effective way.

When it comes to the hospitality industry, especially restaurants, the concept of selling is incredibly important. Restaurants need to sell their food, their ambiance, and their overall experience to customers to be successful. Pink’s book provides valuable insights into how to sell in a way that is both effective and ethical.

One key takeaway from the book for the hospitality industry is the importance of empathy. Pink emphasizes that the best salespeople are those who can understand and connect with their customers on a deeper level. In the context of restaurants, this means that servers should strive to understand their guests’ preferences, needs, and desires to create a more personalized experience. This can involve asking questions, making recommendations based on the customer’s taste and preferences, and creating a welcoming and comfortable atmosphere.

Another important concept in the book is the idea of “servant selling.” This approach focuses on serving the customer’s needs first and foremost, rather than pushing a particular product or agenda. In the context of restaurants, this means that servers should prioritize the customer’s enjoyment and satisfaction above all else. This can involve going above and beyond to ensure that the customer’s experience is a positive one, such as offering extra steps of service or adjusting the menu to accommodate dietary restrictions.

Overall, “To Sell is Human” provides valuable insights for the hospitality industry, particularly for restaurants. By emphasizing the importance of empathy and servant selling, the book provides a framework for creating a positive and successful customer experience.

This book is available on audible and other downloads and is worth a listen. Please let us know if you would like more book summaries/reviews with a hospitality viewpoint?