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Tuesday, August 1, 2017

Buying and Selling

I recently, and reluctantly, parted ways with my car, after 178,000 miles. Many of us, including me, may loathe the process of buying a new care for fear of the complicated and burdensome interactions required to advance from looking for a car to signing on the bottom line of a contract. I never looked forward to dealing with salespeople.

That changed after reading Daniel Pink's book, To Sell is Human, and reviewing my notes from Harry Beckwith's Selling the Invisible. Pink makes the convincing case that we are all involved in selling on a regular basis, once we escape the notion of limiting sales to an exchange of money and products and understand that sales involve "moving people" through concepts and proposals... We are "selling" ideas to others all the time, whether it's making a pitch for which movie to watch tonight or explaining why we should not drink and drive.

Within that context (please read both books, it will be a wise investment of your time) I perceive myself as a person who sells ideas in exchange for the resources of time and energy and commitment. Think about it - effective schools "sell" parents on the value of their children sustaining a 13 year commitment in quest of a diploma that will lead to....? This is not like convincing a car buyer to purchase a specific car. The customer can see the car, touch the car, drive the car, and imagine how this car will make them feel. It's a transaction centered on a concrete object that results in an immediate receipt of a product by the consumer.

Conversely, as educators we must make a persuasive case for parents extending their commitment for a product (a diploma certifying standards and levels of performance) that they cannot see or feel. hence, Beckwith's book, Selling the Invisible. Beckwith contrasts selling a concrete object with selling an idea that is invisible that extends into the future with the following advice - "Selling aspirin to someone with a headache is much easier than trying to sell life insurance to a twenty-two year old bachelor." One has an immediate need, while the other is something that is not seen or touched or used for perhaps many years into the future.

That's the challenge for educators - selling the value and purpose of education to the community in a convincing enough fashion that the taxpayers will maintain financial support.

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