To Sell Is Human Part 01

To Sell Is Human Part 01

"We have no salespeople, because in a weird way, everyone is a salesperson." —Cannon-Brookes, CEO Atlassian Software

Ask anyone what they think of when they hear the word sales and you'll get similar answers. Greasy, sleazy, pushy, will do anything for a sale. But as the Connection Economy develops (this new relationship-based, add-value-first mindset) and the leading marketing minds write about it (Godin, Vaynerchuk, Daniel Pink, and company), the fact of the matter is this: fewer people are venturing down the Traditional Sales road. Rather, Sales is now being built into every position, role, and idea. It's becoming a fundamental basic.

To sell is human. Since the beginning, people have been selling things (ideas, goods, services). As the Connection Economy develops, selling is now woven into the core fiber of a company—everyone is in Sales.

Think about it:

  • Developers selling other developers on a new coding language. 10 years ago, a software company wouldn't have dreamed of operating without a specialized, traditional salesforce. Yet today, it's becoming more and more obsolete.
  • Marketers storytelling or pitching their clients on a new idea.
  • Kids selling their parents on the latest toy or XBox game.
  • Doctors selling their patients to eat healthy and exercise.
  • The mechanic selling you on regularly maintaining your car, rather than waiting for something to break.
  • Me selling you to read this post.

At Atlassian, sales—in this case, traditional sales—isn't anyone's job. It's everyone's job. And that paradoxical arrangement is becoming more common.

The more we begin to understand and accept this, the faster we can create even more value in our positions and companies.

Selling is no longer a position, it's human. And we're all in Sales. Add that to your over-stuffed resume.


This post's concept was gathered from Daniel Pink's new book To Sell Is Human. A great read with engaging stories and lots of practical selling advice in the Connection Economy.

(photo: gabriela ferreira)