As safety professionals, our role is more than policies and protocols—it’s about winning hearts and minds. In To Sell is Human, Daniel Pink reminds us that we are all in sales, whether we know it or not. Just like selling a product, we must “sell” safety in a way that resonates with people’s values and concerns.
Here’s how to channel a little Zig Ziglar into your safety mission and get teams on board with enthusiasm:
1️⃣ Understand People’s “Why”
Take time to learn what matters most to your team. Zig Ziglar always said, “If you help people get what they want, they’ll help you get what you want.” By framing safety in ways that align with each person’s personal goals (like going home to their family every day), we shift from rules to shared goals.
2️⃣ Paint a Positive Picture
Selling isn’t about fear or threats; it’s about the positive outcomes of safe behavior. Zig Ziglar was a master of motivation, and Pink reminds us that optimism moves people forward. Focus on how safe practices enable long-term well-being, career growth, and team morale.
3️⃣ Develop Empathy
Daniel Pink emphasizes attunement—connecting on an emotional level. When speaking with colleagues, listen first. Understand their fears and challenges. Empathy allows us to make safety personal, real, and relevant to their daily lives.
4️⃣ Create a Vision, Not Just Rules
Instead of simply enforcing rules, inspire a safety-first culture by fostering a vision of an ideal workplace. Imagine your team seeing safety not as a checklist, but as a shared value—something worth protecting every day.
By embracing these principles, we don’t just implement policies; we inspire and motivate. Because to lead in safety is to sell safety.