To Sell Is Human: The Surprising Truth About Moving Others

Imagine walking the streets of a bustling city where hidden in plain sight is a figure who represents an old but enduring tradition — the salesman. Yet, as you look closer, you realize that this figure is not alone. Around you, countless others engage in acts of persuasion, influence, and movement of ideas and resources. Today, selling is no longer just the domain of those with sample cases and commission checks; it is a universal human activity.

Once upon a time, salespeople roamed neighborhoods with their sample cases, like the iconic Fuller Brush Man, whose presence was so common that he became a fixture in popular culture, from cartoons to movies. However, with the rise of technology and changing consumer habits, this traditional form of sales has nearly vanished. Yet, contrary to popular belief, the act of selling itself has not disappeared. Instead, it has transformed and expanded.

Surveys reveal a surprising truth: while 1 in 9 American workers are traditional salespeople, the vast majority of us engage in what is called non-sales selling — the art of persuading, influencing, and convincing others in ways that don’t necessarily involve monetary transactions. From teachers encouraging students to learn, to doctors persuading patients to follow treatments, to entrepreneurs pitching ideas, selling is woven into the fabric of everyday life.

This broadening of sales roles challenges the stereotypes of the slick, pushy salesman and invites us to see selling as a fundamentally human endeavor. It is about moving others to exchange what they have for what we offer, whether that be products, ideas, or actions. Understanding this shift is the first step toward mastering the new art of sales in our interconnected, information-rich world.

As we embark on this journey together, keep in mind that while the tools and contexts may have evolved, the core challenge remains: how to move others effectively and ethically. This realization sets the stage for deeper insights about the qualities and skills that define successful selling today.

Let us now explore the forces that have reshaped the landscape of sales and brought us all into this shared human experience of moving others.