I’ve had a dream of speaking about love in sales for a couple of years now, but frankly the topic scares me a little. I mean we’ve seen Presidents of the United States and U.S. Congressmen brought to task for love in the workplace. Most recently the golf icon, Tiger Woods felt compelled to apologize for love outside his home. So while I whole heartedly believe in the importance of love in sales, it’s not that kind of love.
The problem with English is that many words like love had radically different meanings. Latin had many words for love, but two relevant here:
• Amor for love, passion, fondness, desire or an object of love, darling – from the University of Notre Dame’s translation site.
• Caritas for dearness, high price, affection, love, and esteem from the same
The point is that amor relates to a more physical or sexual love while caritas is the root for our English word charity and so ties in to spiritual love or an unselfish love for others.
So when I talk about love in sales, I mean that heart-centered, soft sell sales and marketing requires a base of caring for others enough to put their interests ahead of your personal gain long enough to find out what they need and want, what their problems and desires are, what they expect the outcome to be. Provided you can help them, then you do so. This kind of love is related to the expression often associated with the Hippocratic Oath, “First, do no harm.”
My friends, Judith & Jim, speak often about marketing as a spiritual service and selling as a spiritual service, in particular in their book, The Heart of Marketing. This again is about love and the understanding that all life is interrelated. This is the love that makes connections. This is the love that produces a sense of fulfillment through sales.
What we do to someone else will ultimately come back to us. So when you are working with prospects, once you are sure they agree that you understand what their concerns are, you can recommend a solution. Ideally, you will have the product or service they need. If not, from the viewpoint of “do no harm,” tell them where to go if you know or be honest that what you have doesn’t fit their situation this time.
The main benefit to you to forgo your immediate interests long enough to care first about your prospects, customers and clients is that you can earn the role of trusted adviser. This position leads to long term relationships that tend to be more profitable because of the added value your trusted advice provides.
So the good news is that love in sales, done right, is not that kind of love that will get you notoriety and media attention for your transgressions. On the other hand, it is that kind of love that makes connections with customers and gains you the trust allowing you to help customers buy. And, it is the kind of love that makes selling fun, fulfilling, and mutually rewarding.
If you are interested in understanding more about selling as a service, check out The Heart of Marketing: Love Your Customers and They Will Love You Back. Although I am an affiliate of Judith and Jim’s for some things, this link is not an affiliate link.
My first Kindle eBook, How Relationship Selling Rewards Small Businesses, went live on April 24, 2012. https://amzn.to/2BaP2AH I've lived a lifetime of service and spiritual search so it's natural for me to incorporate these attitudes into my work. I believe that selling and marketing are spiritual service when done with a heart-centered, relationship selling approach. All of business success comes down to building strong relationships.
3 Examples of Earning Customer Loyalty by Creating Added Value
Slater’s 50/50 Restaurant Demonstrates the Power of Soft Sell Marketing
Perceived Value of Disney World Treats Versus Golf Course Fees
Technique to Get Rid of Depression & Sadness
Carnival Cruise Shows How to Sell More without Hardly Selling
Behind the Fun Provides Business Insights
Travel through the Eyes of a Marketer