heb_o_rav_2012-12-19_program_haim-hadashim_n112

A New Life

Conversations on Salesmanship in the New World of Work

Conversation 112

Oren: Greetings to you and thank you for joining us on “A New Life,” a series of conversations with Dr. Michael Laitman. Hello, Dr. Laitman, hello Nitzah Mazoz.

Recently, we have been discussing the new world of work, organizations, corporations, the business world, the environment in which all of us essentially spend most hours of the day, and looking back, most of our lives. We work in a particular organization, in one branch or another, we are in connection with the people within our organization, we are in connection with the organizations around us, we have customers, we have suppliers, and all these interactions together comprise this world we call here in the studio the “new world of work.” What we are trying to learn from Dr. Laitman, step after step, is what the integral approach, the integral perception which he represents and is developing can give to us for life in general and as a new vision, a new horizon of development, to the whole world of organizations, companies and so on. Our discussion today is going to enter a new area within this world. Nitzah, please present it, perhaps a few words about where we are coming from and where we are going.

Nitzah: Let's have a brief overview. We began discussing the integral approach and its uniqueness. You really gave us a new strategy, a new direction; you explained , using the image of a first floor and a second floor, that if we are in the business world of today which is very congested, we can tell that we no longer have anywhere to develop, there is nowhere to grow, the competition is already consuming us all, suddenly you depicted for us some kind of second floor and said that there is a new floor, open, three hundred and sixty degrees, everything is open there. Only what? If you want to get there, there are integral laws operating there. And these laws, the moment you begin to apply them in the workplace and also in your approach toward the customers, toward the external environment, then gradually you will actually begin to conform to the new approach, and enjoy everything this space has to offer, the new world of work. So we began from that direction and you also defined a new goal for us. We usually see the goal of an organization and look only at the bottom line. You told us no, the approach here is a very unique one. Put the customer in the center, he is actually the issue, if you benefit him, if you succeed in understanding him, his needs, his need for connection, his need for an experience, that is how you will succeed in proceeding to develop and grow.

Last time, we started discussing the issue of marketing policy, which is actually one of the things we begin to talk about after we determine a strategy. In marketing policy, the first section we discussed last time, the topic was the product, which product is worth continuing to develop, and which services might be worth proceeding to develop, in order to be adapted to the integral approach.

Today, we would like to move forward to a topic which is really the central one, perhaps the main one, and that is the area of sales. After we developed the products and services, the stage comes when we need to sell it to a customer. Perhaps in order to give some kind of background about what the difference is between marketing and sales, then marketing essentially looks at the general market and sales is already a direct sale, here, there is already some personal relationship, there is contact between the seller and the customer, whether it is actually a face to face sale or a telephone sale, there is still some encounter and personal connection. Companies in the market that have products such as food, textiles, perishable products will usually use advertising, which we will discuss on other programs. Companies that have durable products and their sales process requires decision making, some uncertainty, perhaps broader knowledge; there, the world of salesmanship is truly the center of companies and organizations. So we understand from the work, that this issue of sales is an entire world in itself. It turns out that there is actually a whole science developing around this issue: studies, books, what has not been done and written yet about this area! It becomes the heart's core of the organization. Since it is so meaningful and important, we thought we would like to develop and learn about it from your approach. So the first question, perhaps in general at first, is how do you see the area of sales according to the integral approach?

The truth is that sales are direct nowadays and it is important to us for the customer to make a purchase. That is what we need at the end of the day. In the new approach, we are not concerned with his purchasing, rather for him to be happy with his contact with us, a permanent contact with us. We want to connect him to us in such a way, that actually he and we derive pleasure together from his contentment with our product.

We spoke about it, that our goal in sales is that we will derive pleasure from their use of our product. It is already happening in many companies; they understand it and are concerned with having a connection with the permanent customer, which is surely out of a desire to renew the sales in the future.

But here we are talking about something new. That is, seeing the life of the customer, the mood our product adds to him and his family and for the connection with us to be a type of permanent system, reciprocal, in true interdependence, and for our product to simply be as an excuse to create the connection between us. If he feels that and feels he is then connecting to someone who wants and thinks about his good in general, and the product is simply what connects between us, he thus sees that he is acquiring a new fulfillment, an addition to his own life.

It is not just about making it easier for him at home, with some kind of device of ours, or for him to by some clothing or food. Rather, we totally participate and want to be with him in that same experience of his. Creating such a feeling in the customer; that is actually the entire secret of salesmanship. It is not important what we sell, rather what is important is for him to feel together with us, a type of system bringing him security, fulfillment, pleasure, warmth, support, all kinds of warm feelings, like a child feels at his parents' home.

That is what a person is lacking. We see, say, when people get divorced; the wife runs back to her mother. The husband somehow remains alone, sometimes goes back to his parents. That means, this concept, the parents' home, or the mother's home is in us as something secure, warm and good, to which we subconsciously, constantly yearn. If we have something that reminds us of it, somehow drawing us near to it, giving us the feeling, then we are absolutely ready to pay for it, we are ready to draw near to it, to be integrated with it.

Hence, we should, by learning about the customer, create such a feeling in him. With his acquisition of our product, he enters a connection with us; and the connection with us, not the specific product itself, is what gives him that feeling of warmth, that feeling of security, that feeling of support, and finally, love. That is what people are looking for.

Our innermost desire is a desire for love, which is dependent on nothing. “Unconditional love." That means it is not important who I am, what I am, what I do, how I am; the fact that I got divorced, whatever it is that is bothering me, my mother is always at my side. She is unconditionally supportive; and how right or wrong I am, is insignificant. We must provide him with that same feeling. In such a way, we and he enter the system, where we actually supply him, not with the product, rather with that same feeling. He is always in need of that feeling. It turns out that he will surely want to use our products in order to renew, strengthen and increase that same feeling.

However, it demands really good and influential salespeople in the potential consumer market, who will truly feel that our approach is as such. Meaning, we do not need to speak about the product at all, as we see products sold on television. Rather, we need to sell and advertise our approach.

It could be that it is not at all relevant to the product. It could be movies, video clips and articles on the spirit existing in our organization. For our organization is primarily one which may be called spiritual, which is interested in the customer's, the buyer's good feeling; for him to be connected to us first of all and share with us that same mutual experience existing amongst us. We need to charm him with that same atmosphere we have. Then, already stemming from these things, he will surely want to also be connected with us through the purchase. We do not talk about the purchase at all; we do not even present products, rather primarily, this inner state, the fulfillment.

Just like we actually do ourselves, by holding large conventions and a great many people come, and we are with them in a shared experience. However, as a result of the experience, they want to continue it, they want to be connected with us, so they buy all sorts of products of ours, such as books, video clips, all kinds of cd's, printed shirts, with all kinds of things, and so on. Even if they do not use them afterward, they want to be connected; it is an expression of the connection. Just like when I buy a car and use it, it reminds me, it constantly leads me into that warm and connected experience whenever I use it. I have some kind of soft spot for this place that made the car for me, for instance. Or like with an armchair for example; I sit in the armchair, I feel through the armchair the actual attitude of whoever made it.

As Rabash says to us, by looking at a table, I can understand and feel the spirit, the wisdom, the approach, of that same person who made the table. The extent to which he thought of me, the extent to which he radiates his attitude toward me through the object. But first there has to be the relationship, and the product itself is actually secondary. It is only as a consequence; that is the wisdom of the new salesmanship. We do not sell products, we sell the good connection. That is essentially the basis of the matter.

Nitzah: When you described the armchair I suddenly recalled that when we, say, look at a piece of art, we also feel that way.

Not art, rather there are things we keep, since they convey a certain attitude toward us, a sentimental feeling, which the object radiates to me, reminds me of.

Hence, instead of this regular advertising which is quite foolish, we need to make many acts of connection here, perhaps in parks and in all kinds of entertainment venues; when we do that for people, and we truly do it in the right, nice and direct way, after the Integral Education we received, wanting to draw those people near us, and after we stabilize such an atmosphere, then inevitably, the sales stage already follows.

Nitzah: I would still like to develop this idea of the creativity, for I felt you emphasized that even more. When I look at a creation of art, at a picture, I may be able to identify with the artist, but here you added that it is not that you simply identify with the artist, rather you suddenly feel how he thought about you, which is another addition.

First he thought about me, and following his thought of me, he created this. And not that he created it and is now thinking about how to push it on me.

Nitzah: Which is a very big difference.

Yes. What comes first and what follows. But for that goal, the entire organization must shift to the new tracks of thinking.

Nitzah: As we said before, the entire organization truly depends on this sales department, so they invest in these salesmen in many tutorials and workshops, imparting knowledge and sales skills to them.

Everything was fine and nice in the past because they truly are like good psychologists; they know how to manipulate people, how to sell things, smile and manipulate. I have seen their work- excellent work; but it is on condition that I have a lack for the same thing, or if they confuse me, giving me a feeling that I have a lack for that thing.

Oren: By a lack, do you mean a need?

Yes, a need, but the moment that need disappears, and I already have another need, just like we now see that the need for “shopping” is really decreasing and a new need for connection has arrived, so here I need to sell connection. It follows that either we are talking about new businesses opening, which will actually specialize in selling connection itself as a product, or about businesses that will sell connection, and under that, accompanying it, their products.

Nitzah: You have added another layer here. In other words, you said that there is a company whose specialty is essentially making the connection.

Selling the connection itself.

For this is the product most in demand. Ultimately, people will gradually suffice with a very plain life; they will not want to renew their things and all this equipment we are already drowning in, rather they will only want to renew the feeling itself. The world is becoming more virtual; meaning more emotional, not products but emotions.

Nitzah: Nowadays, there really is a very nice development, in which these salespeople, as we said, are going through processes, workshops. We have a certain model actually showing the process taking place; I will describe it to you, and would very much like to hear about every aspect and what your approach is. The first stage is primarily creating closeness with the customer. First of all, get close to him, connect with him: chemistry, communication. The moment that happens, it is possible to proceed to the next stage.

The second stage is the necessity. After creating closeness, my goal as a salesperson is to locate the need of my customer, to understand exactly what he needs. Here, at this point, it is important to understand that very often, a person coming to buy a particular product; even though he came on his own, meaning nobody pushed him, often has a need, what we call an “apparent need” and a “hidden need.”That means that at times, there are aspects in him he is unaware of, when he comes to buy something specific but is actually looking for something else, something more emotional, deeper, more internal. So here, too, a good salesperson is one who will know to discern and locate precisely, particularly, this hidden need, what this person is really looking for.

The next stage is one in which a salesperson needs to provide him with a solution, to actually suit his company’s product to the customer's need, to make that adaptation for him. Then, at this stage he will also explain the benefit to him, how meaningful it is, how important it is, and what he will get from acquiring the product.

As if it were the most important thing in life.

Nitzah: Exactly. And at this stage, there will already be a process in which the goal will ultimately be to truly complete the deal and carry out the sale. So now I want to go over these four stages; these stages are called in professional language, “KTzPhT” (Katzephet-Cream) Why KTzPhT? K is Kirvah (closeness), Tz is the Tzorech (need) of the other, of the customer. P is the Pitaron (solution). T is the Toelet (benefit). So when you look at it, how, in your opinion, should a salesperson in such a process actually have to learn to create the closeness, the first stage? How would you teach him, according to this approach, to truly create this closeness?

Here closeness is made, as you say, between the seller and the customer. With us, it is not so. With us it has to be between two people who are not on the level of sellers and customers, rather they create a closeness between them, as if in each one there is the desire for connection, a good connection, a nice connection, even becoming pleasantly familiar with each other; yet without any hint of the acquisition itself altogether. It is not that the salesperson has to be with the customer; it is the entire company itself that needs in its meticulous work to create in people, even not seeing them as customers. Rather to create its reputation in the public as supportive and helpful in connecting between people nicely; that is actually its goal.

Products are not discussed at all, products are totally extra. Their business is to sell a nice attitude, to sell good spirits, to sell connection amongst everyone. We are not selling anything; we are not manufacturing anything other than a good mood. Happiness, security, warmth, calmness, support are what we are manufacturing. We have no salespeople; we should not call them as such; there is no such thing. Essentially we have people, or the entire organization, which comes entirely toward the public in order to elevate it, in order to warm it, in order to bring about connection amongst everyone, that is first and foremost. If the company discovers its desire, it will discover itself, advertise itself, will be known as such, that is the first thing; it is called closeness with the customer. But again, it is not the customer and not the salesperson.

Nitzah: Meaning, does a salesman get a new definition, as we said, a connection facilitator?

He is not even a salesperson. I do not think it is possible to carry this out by individuals in the field.

Nitzah: So how?

I think the entire company has to create such an atmosphere in the public, which is what it does. It is not about some small business, rather if we are talking about the big things, then so it is. We need meticulous work, but they will acquire it from the Integral Education, concerning how they can now go out, with a new attitude, with their new image. It is not so simple. If we take some company like Tnuva (dairy products) for example, or a brand name such as "Cottage," "Milky" (chocolate pudding) and others, until they change their image, it is not so simple. As far as I know, today up to 50% is invested in advertising.

I would say that such huge sums that they truly burn up; it is for nothing, it does not return, unless they invest in their new image, in society, in connection. Indeed, it is billions, not millions; at the end of the day, it is billions of dollars or shekels, the amount we invest in advertising. I think that we can thus draw our customers near, for they will be very happy with it. They will be together with us; they will accept our approach. It is like when I come to my mother and receive something from her. When I do that, it is both for my benefit and hers. I feel from her how much she derives pleasure from my use of what she has made. That means that the acquisition here will not be as an acquisition, rather as a reinforcement of the connection. We must reach that; it is actually the future world. It is truly the whole secret.

Nitzah: Let's actually make some discernment regarding advertising. Advertising is in fact, something that big companies do; for they also have budgets; it also greatly depends upon their type of product, and companies such as food producers invest large amounts of money in advertising, since the customer comes to the store and simply purchases by himself. That means that in such a case, there is no issue of a salesperson there. And here we are actually dealing with the subject of sales, meaning, here we have a middleman who basically connects between what the organization sells and the customer.

No, if we truly mold public opinion correctly about us, that we truly want connection for the good of the public, advertising connected to our product can also follow. If the public truly begins to believe in us, we can, for instance, advertise that after every five “Milky” that you buy, a needy child gets a free “Milky,” and many other things.

Meaning, he already believes that our approach is for the good of the society, for the good of the environment, and it is not that we profit more from him; rather we definitely enter here into some kind of mutual concern for the environment, for the people. For our products become a kind of connection amongst people, to create equality and so on.

That means that we continue on that same path of emotion, of connection. For our products support connection. We also need to advertise all these things, that what you buy now, supports and helps along with how much goes to all the places where you distribute, such as schools, weak populations, single mothers, and so forth.

Anything can be done this way, and to show how happy people are from participating together with us in such things. Meaning, from every purchase you make, you will see what happens. And it is in the spirit of connection. It is not just that you “contributed,” rather by such you are working together with us, for our entire trend is toward equality, unity, connection. Our products enable us to carry out such an activity. How will we connect and support each other? Particularly in this way.

Nitzah: What is the difference, actually, between contributing and creating connection?

The contribution I just give someone. Here I strengthen the community, connect it. Here I make it into one family. I create spirit in it. It is not that I contribute to someone, and then that someone does not know from whom, and from what, and he has no regard for it. Here he feels that it comes from warmth, from love. He feels that it comes from a general inclination toward one family, toward a trend of one family.

Nitzah: I would like to go back to the salespeople, because this is really the field of advertising. And here, after all, the salespeople are still necessary, since if I still want to buy some furniture now or I want to get advice on some issue, even a specific service I want to acquire, I will still need to consult with someone.

I think that it is an advisor, not a salesperson.

So by the person wanting to participate in this out of the warmth, he thus feels a commitment. Love obligates; love connects more than any other connection. They reject all the other connections besides love. Then, I need to constantly keep him near me, with some chain. Either I give him a discount card or all sorts of things. And here, no, the love is what connects him to me, so much so, that the customer comes by himself.

And then, I only need a consultant, consultants who will advise him. It depends on what, even these consultants who are in the supermarkets, it is not important who.

Oren: Let's say electrical appliances, if your refrigerator broke down, how will you know what to buy, there are millions of kinds.

So when I know that I come to a shop, or I made contact through the internet, and a consultant is sitting there, then I know that this company is specifically my company. Then it is not a salesperson, rather simply the consultant who advises me. Furthermore, in that spirit, he already needs to know, directly, how first and foremost, to be with me in a nice, good connection.

I think that we need to do the same workshops here, the same events, with our potential customers. We need to educate them with the same Integral Education. I need to make a nice and great movie about our company, about our factory. The extent to which we are concerned about it, and how the spirit works with us in the factory. It has to be like that, very prominent, and really be an example for others as well.

I do not need to fear the competition. In such a way, we are proceeding together, with nature, so always, when we long to create a good mood, then we need to believe somehow that it will work out. For the tendency of nature is as such.

Nitzah: So we said that this consultant first undergoes a specific process in order to learn how to create the correct connection. Another thing you said is that it is very important for him to know how to identify with the need of the customer.

Oren: Before you go on to the need, I would still like to concentrate on the first stage, because it seems to me it is the key here.

The first stage talks about closeness. So, for the sake of discussion, if I am a consultant at an organization which manufactures electrical appliances, I am an expert, I am very familiar with the range of products, and there is a wide range of electrical appliances. If, for example a couple arrives, I would not sell them a refrigerator that is appropriate for a family of six; that would be a waste of their money. In other words, if I treat you respectfully, if I relate to you with respect and truly want to do good for you, I have to carry out the appropriate action, I am like an expert who knows that behind me there is a wide variety of products, that we manufactured something for a certain segment of the population, and something else for the population with other needs, and so on. I do not expect you to be an expert. After all, you are an individual who has a need for a particular product which my company manufactures, my organization manufactures. Then, I basically stand between you, having a particular need, and the plethora of my products. Here I am the consultant; I have to actually be like an intermediary. I need to check what you truly need, know well what I have, and truly do the best thing, at the fairest price. Just like I would do for my son if he came to me at the store and needed to get something.

From now on, we are defining this person as an advisor and right now, we are discussing the field of sales, which is truly the heart of the organization, for it manifests all the activity, thought, spirit and the great aspirations of the organization. For, in the end, the sales reflect if the organization has been successful in providing good services or a good product to the public, yes or no. Since, everything it planned and wished for and tried so hard for, all that is seemingly inside the house. However, they must actually open the door for a moment and see if we succeeded in serving the public, yes or no. The place, the index that shows if we have succeeded or not, is if our products that actually were supplied to the users, if they were good for them, if they enjoyed them and are happy with them, and happy that they came specifically to us.

Therefore the idea of selling, I see essentially as an intermediary, between our attempt to do something good for you and your need and so on. So in this model of the consultant, we call him a consultant according to the integral approach, the first stage is to draw near. For the sake of discussion, suppose we held some advertising campaign which is truly a world of its own, and as you said here, these are amazing things that we will open in a specific discussion on advertising. But for now, for this discussion we just meant sales, so we are proceeding to the interpersonal contact. Because advertisement is not interpersonal contact, it is public opinion, it is the awareness that your organization creates.

Suppose you came to us, and as I said before, you need a refrigerator. You need a new refrigerator and have come to us. The first stage, according to this doctrine of connection between the organization and the customer says closeness. And I would like to get from you some more emphasis on how we actually become close. There are two people, one is an expert in his field, and knows what he has to offer, and the second is an individual who needs something, and they are strangers; they have never met before.

I, as a consultant, in order to truly give you good advice, I need some connection with you. In professional language, we call this stage “closeness.” How, according to the Integral perception should I implement the closeness stage?

We need to be in the same spirit. I also need to accept your approach. Meaning, I need to be educated, I also need to be in this integral approach. I have also become somewhat familiar with it. That is why I choose you and want you, as a company which supports what I value. Just like you inviting me as a consultant for the organization, we need to do the same thing with our customers.

But we need to somehow implant that integral spirit in them. We need to do that; otherwise there will not be closeness between us. Today there is no closeness, today it is instantaneous: some contact is made, where one understands the other, adapts to each other somehow. They argue over the price, and buy. That’s it. Here it is something else completely. We need to enter true contact. That means, “spirit to spirit” as it is called, otherwise it will not take place.

For the emotional connection between us will obligate us to sell and to buy something specific which will only result from the emotional contact. That is how it will be. People will not just buy things.

Oren: Suppose your refrigerator broke down, I gave you an example, you urgently need a refrigerator. You must buy one today.

Right. But if I buy, so I buy according to my spirit, if it suits me or not; one seems right to me or does not seem right to me. Meaning, according to what information do I choose a good company? According to what attracts me. Here, your organization needs to be one step ahead of all the rest of the competitors. Therefore it needs to work with the customer, so that he will already be prepared from the start, so that he comes to me.

Oren: Let's say that after all the preliminary actions of advertising the new spirit, the new vision, the new goals; a person enters my organization now. I am the consultant and you are the person needing something, for instance. At the moment, we are strangers, you and I; will the most important step, the first one that must take place now, before I suggest something or advise him, be closeness between us according to your perception?

Certainly.

Oren: What special emphases can you give me about two strangers getting closer? One of them is the consultant in an organization in which we are now developing the integral approach and the person who has entered, whom he needs to welcome.

It all depends on the preparation. First of all, it could be that the customer did not come to a certain place, rather our representative, our consultant came to his home, according to what is convenient for him.

We only make sure he knows our telephone number, or the link to the site and that is all. Then, we help him choose what suits him. He knows that we are at his service. I do not know what else to add.

These are things that will develop so naturally then, that I do not know how to detail them. Clearly, if he came to us, we respect him, so he does not feel that he came to be deceived; rather there will be a warm and heartfelt approach, but a true and honest one, and not in order to add a purchase or sale or anything.

I repeat; everything has to depend on the attitude, on the previous education of both of them: both the customer and the seller. They need to work on it. If the companies invest even a few percent of what they throw away nowadays on advertising and dedicate it to courses, to all kinds of workshops and to all kinds of events, that is how they will prepare the customer for warmth and connection through which they will truly connect with the customer and be able to be in good contact with him, in personal contact.

The approach is for there not to be any inner falsehood here, rather we are shifting to a new stage of sales; we sell connection, we sell friendship and our products are just necessary things for human existence, all the rest will leave the stage, after all. We will not be able to manufacture 30 kinds of refrigerators, rather what is needed at home for all types of families, all types of needs. It is the same thing with all products.

Meaning, it is not that I push the customer only what I feel like selling, rather I really go according to what is good for him, what is healthy for him, as we want to advertise now, but things that are relevant, for love is the determinant. Just like my mother would not want to profit from me in any way and bring me something that would be good for her and not for me.

Nitzah: Could it be that in actuality, the approach itself of this consultant will already be conveyed to the customer and he will feel it in the initial connection between them?

Certainly. That has to be, but it depends on the education of the consultant; he will radiate it from himself. However, the customer also needs to be somewhat familiar with this approach and he will feel it, for it is also what he is looking for.

Nitzah: So now, as we said, after the first connection has truly been created, the stage comes in which the consultant actually needs to feel the need of the customer, in order to accommodate the product to him.

So they discuss it together. What it is, what it is not, what he uses, what is suitable, what is not suitable. That is as usual.

Nitzah: Actually, this stage, if I understand correctly, becomes even much simpler, since today there is some desire to discover a covert need, by means of which it may be possible to carry out the sale, whereas here in essence, the need is overt.

Yes. I see the world much simpler than today, because we have inflated it over the last fifty years, with all sorts of unnecessary things, and it will not last any longer. Hence, this crisis, it is like a certain clean-up activity that will clean humanity of everything unnecessary for ordinary life.

Oren: If you can, I would like you to expand upon the need. When we talk about clarifying what you need, we are talking about an overt need and a covert need. The overt need is as I said, your refrigerator broke down and you want to buy a new refrigerator. And a covert need is something that could be more emotional. In sales, according to the integral perception, it could be that it is worthwhile for us to develop an awareness of our consultants, of the salespeople of yesterday and the consultants of tomorrow, for other than your desire for the refrigerator, you want positive communication with people. Now, I am a person and you are also a person. And it turns out that yesterday your refrigerator broke down. Until yesterday we did not know each other, and this morning, you stand before me and I meet you.

You stand before me as a friend, to discuss what to do with the refrigerator, and not as a refrigerator salesman. Let's say for instance that you truly have a friend who is in refrigerator sales, and you know that he will not do business at your expense, so you come to him for advice. That is how you come.

Oren: So, as a consultant, is that how I need to relate to the person who has now come to me?

That is how the customer should come to you. He comes to you as a friend, and you advise him. It could be that you will advise him, “Go buy there and not by us,” to such an extent. The customer has to be sure that you are doing it only for his own good.

Oren: How will I convey such a sensation to him, as a consultant?

It is called the previous Integral Education.

Oren: You have spoken here about two levels. The first is to advance the integral perception within my organization, which is in my hands, and I will have you go through processes and tutorials and all sorts of things for you to learn about us. And the second is to impart the integral insight to the wide public. There, I am sure that the volume I can use will be much lower, since it is not in my hands. So as you said before, in general, he will already know that this firm, in contrast to the other firm is for his good and for the connection and so on. He will also begin to hear from friends, it will get around, so he will know. He will already have a certain sense in order to enter the integral firm and not the regular firm.

However, I do not want to count on it, that the customer who comes to me to the organization will already be very sensitive, very understanding and very developed. I want to take more responsibility upon myself, upon the members of my organization, for it to be more in my hands. For instance, to teach and advance that consultant of mine, meaning for him to be the leader, for him to be more advanced in the integral concept. Therefore, how can you help the consultant to convey to the customer that sensation that you have truly come to consult with a friend? How will I give you such a sensation?

A friend needs to be bought. To buy this approach. You need to present yourself from the start, regarding the public. That you are actually a company or an organization which is primarily concerned with the public: with connection, integrality, helping the needy, wanting everyone to get the necessary things and so on. That your goal is like an association, like a non-profit organization, that what you do at the end of the day is not for self-profit, rather you see profit in that you act for the good of the public, and all your benefits are in that, all the rest are costs.

Oren: The interpersonal interaction now, between the consultant and the customer, will it not express that somehow? Will it be unique, or will it be like his interaction with the other firm?

No. It could very well be.

Oren: So what is the emphasis for that? How can I, as a consultant convey this feeling to you? You are talking about something emotional.

Does he know about our company; does he know how we operate?

Oren: Do I need to ask him when he comes to me?

Yes, that is already simple psychology. To explain how we work in the company, I even explain to him how much the refrigerator costs, how much it costs us to manufacture it, how much we profit. How, with the sum of the manufacturing, with the taxes, and all kinds of things we need, we add let’s say 10%, which we dedicate to the good of the society. That for every 10 refrigerators we sell, we can provide a refrigerator for a family's benefit and so on.

For everything to be visible. Perhaps we will begin from all our advertising altogether; look how many problems there are in the world now, how many billions everyone saves and buys and everything. Specifically advertise everything and how much we do not hold back on anything. Except for what the company needs in general; it needs reserves and so forth, but essentially, the extent to which, in every one of its products, there is true concern for the good of the public.

Nitzah: The next stage is actually the ability to recommend the solution. To accommodate the product to the needs of the person and also explain to him the usefulness of the product.

Regarding the usefulness of the product, the expert is the one who should explain what the benefit from the product is to the specific person and the benefit of the product in general, for the public, for the peace of the public, for connection and everything; it also raises this person to a contributor. That means that the person not only buys the product, like in another place, let’s say, just throwing away money and even more; rather here, with his purchase, he truly contributes to the good of the environment.

He can even be registered and later be informed that another refrigerator was provided to a certain family, thanks to the purchases of such and such people and send them a postcard. In short, for there to be a connection among them, even between those who got the refrigerator, thanks to ten people who made the purchase, for them to also know about it. Many things could be developed.

Oren: Our time is up, and in one sentence to summarize, I understood that we do not have a salesperson, rather we have a consultant whose goal is to feel the person who comes to us, to know what he has, and to make the accommodation, as he would do for his son. Is that the key?

Yes.

Oren: For now, thank you very much; I see that we will be having many more conversations in this area. Thank you, Nitzah. Thank you too for being with us, come to the next discussion. Until next time, best wishes to us all.

(End of the Conversation)