This blog post may offend some people who believe that nothing “divine” belongs in business. After all, in America, we have separation of church and state, which I agree with. But bringing love into business can change the whole tone of your life and of your business.
First off, this article takes no position on any specific religion. The phrase “divine love” applies to Christian, Jews, Muslims, Hindus, Buddhists, ECKists, and many more. But divine love, in my opinion, differs from human love in that it has no hidden agendas. It isn’t “do this and I will love you.” God is love so God loves.
Thus, applying divine love in business, means that you serve customers by listening to them. You help customers buy what they feel they want and need, not what you want and need. You may want to help educate them if you recognize something that they, in your experience, need. But you grant them the freedom to say, “No, not now.”
The better you understand your ideal customer profile and how well that prospect fits this profile, the better you will be able to talk about her concerns. Relationship selling is about building that relationship of trust. And trust develops from asking the right questions and listening to her answers.
Then you can describe the pain points because you know them. You can paint the picture of her pain points and how much better her life will feel once you help her with your solution.
This BMW commercial is an excellent example of knowing the ideal customer. For this particular commercial, he is a young, upwardly mobile, confident, already successful male who glories in his physical, athletic activities and in hard work. Everything in this commercial is designed to appeal to that ideal customer profile.
It speaks about what he cares for and about his self-image. It identifies the BMW 5 Series as being the same, a car that is smart and hardworking, that is an athlete itself. There is no need for pressure or a hard sell. This commercial appeals powerfully to its ideal customer.
“It doesn’t matter what you do in life. Just be the best at it. Have a clear vision; always keep moving. Don’t ever be afraid of hard work. And one more thing. Success isn’t handed to us; it’s earned.” BMW: Sheer Driving Pleasure.
So, if you want to align with divine love in your business, help them buy. Know who your ideal customers are so you know their problems and can speak to them. You will know what to ask about. Listen to their answers, focus on their perceived needs, offer the solution to their problems. Educate them as necessary. Use a call to action when you sense they recognize your solution will fulfill their need or desire. Then, allow them the freedom to decide.
Open your heart in selling,
John R. Aberle
Do you love taking care of your customers and prospects? If you yearn to build more long-term business connections with your customers, get your copy of the Amazon Kindle eBook:How Relationship Selling Rewards Small Businesses
I have a strong love for small businesses, especially brick and mortar companies. After an 18-year career in sales and marketing, I started my own service company, which I grew in both sales and profits for the first five years. In my sixth year, the bottom dropped out of the printer market such that it made more sense to sell my assets and return to Southern California. There I went to work for an international small business consulting company. I spent over three years on the road with them helping small businesses to become more profitable and better managed. I then started my own company specializing in sales and marketing consulting, coaching and training. My emphasis is on heart-centered, relationship selling that empowers prospects to make their own choices.
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