A New Life

Talk 113

Talks on Sales in the New World of Work

A talk with Dr Michael Laitman December 19, 2012 - after editing.

Oren: Hello and thank you for joining us for the series of talks "A New Life" with Dr. Michael Laitman. Hello Dr. Laitman, and Hello Nitza Mazuz.

Hello everyone.

Oren: In our last talk, we discussed the new world of work according to the integral perception: how organizations, corporations and companies will be managed. They say "The wise has eyes are in his head." That is why as employees, managers and people who interact with customers and suppliers in tomorrow's world, we would like to learn of the future trends approaching us. We would like to precede them and catch the wave, even before it reaches us.

We spoke extensively on the subject of sales and you summed up by saying that the secret of sales is in an organization creating a feeling among consumers that their company functions according to the integral perception. By doing so, the customer will be able to acquire security, warmth, support and a warm feeling like at his parents' home. He will have a good feeling when he comes there, even without buying any specific product; he will come simply because he is happy there.

Because he will receive an integral approach from them.

Oren: Yes, he will receive a new form of connection among people and that is what will bond him to the organization. The relationship which will continually flourish will lead him to being a loyal customer. As a consumer, I am sure that if I felt such a frequency in a particular organization, I would make all my purchases with them. I do not have such a feeling today; nowadays, I fear that wherever I go, they will manipulate me and sell me unnecessary products.

In the perceptual revolution that you are suggesting, in the integral approach of mutual pleasure between us and the customer, there is no I and them. We are not in any type of war; I am not trying to "push" a product on you and you are trying to defend yourself; rather both of us together create mutual pleasure, a shared good. Hence, I am certain that such an organization, leading this trend and breaking into the frequencies of perceiving the connection between itself and the public will undoubtedly take over the market share. It will conquer the market, I have no doubt.

That is why the field of sales is very fascinating, because it is a field that is at the heart of the organization's work. The sales turnover is actually an indication of the extent to which the public believes in your organization. There is nothing to be ashamed of; on the contrary, if you offer a good product and good service, there is no doubt that the public will vote with their feet. They will feel frequencies existing only at your place and will therefore come only to you. To me, it sounds simple. Nitza, how do we want to continue and develop the field of sales in this talk?

Nitza: According to the method you have presented, Dr Laitman, you are teaching us to develop some new technology of sales, another perception, since everything is different.

After the organization gained the trust of the customer, and has become known for its concern for customers; all that is left is to suit the customers' needs to other organizations. The organization itself has already gained publicity through customers who believe in it and connect with it, since they only want to purchase products there. In such a way, the organization which was chosen by the customers starts to set market prices for the products that consumers will buy and use, regarding all organizations, enterprises and companies involved in production. What is actually missing for the consumer is a mother, as to a child, a mother who will know what is good for him and how to provide him with the best things in the best way, in trust and warmth. The most successful organization possible in an integral society is one which correlates the connection between all customers, all people with the manufacturing plants and suppliers.

Nitza: It is quite clear why it is good for the consumer, but why is it good for my organization and company manufacturing the product?

True, I am removing everything from you, all the "fat." I am obligating you; you can no longer deceive others. You can no longer reach agreements with similar organizations and set high prices, such as the price of basic products. I, as the representative of consumers who cares for them like a mother, since they are all as my children, use you only for what is good for my children and you must meet those requirements. You can no longer manufacture a bulb for me that burns out after a hundred hours, whereas you can manufacture a bulb that lights for a thousand hours. You cannot produce a product that breaks after two years, in order for me to buy a new one. With regards to the price itself, if the cost of the product is one dollar, you cannot sell it to me for ten dollars.

Nitza: Let's say you come to me as an expert, an integral consultant who is helping me upgrade my organization and company into an integral company, but after hearing the things you are saying to me now, I am not sure I would like to make a change.

Unless you would like to shift to integral lines.

Nitza: That's right, I'd really like to, but I also understand that it is a process. Meaning, it is clear to me that there are things that perhaps I will understand throughout the process.

Of course, I don't detail these things straight from the beginning, rather according to the stages of education. Over the stages of education, you, yourself, begin understanding how long the path that we need to go through is, in our internal development, our internal perspective of the world and of consumers. You begin to understand what type of new communication we are entering. The process is done gradually, according to the process of the progress in education.

Nitza: Suppose that later, there will be a stage when all organizations shift into a type of integral perception, and they may even suggest the idea you brought up.

I want to move forward step by step. We said that currently, one of the major departments in our new organization is the sales department. Suppose I recruit all the supporters of connection, all the counsellors for instruction or training. The question is how would you have them go through the process, in order for them to gradually begin changing their habits. We need to remember that in the transition process, the salesperson is still caught up in habits accepted today. That is why we have to take him step by step, gradually, both in attitude and perception, until he truly makes the transition from a salesperson to a supporter of connection.

He still sells, only he sells a good mood, connection; that is what we need to teach him. Meaning, we have a completely different product, and this product is connection among people. He needs to have somewhat of a philosophical perspective, as we are in this world in order to connect and the expression of our connection is by each one supporting the other. Yet, this support of each one receiving from the other, is only to create connection among us, meaning I do not live in order to sell, I live in order to connect. I do not sell equipment or any other thing, I do not even sell, rather merely give the means for connection among us. So, if I sold you something, then through the product, we remain connected.

People really need to be led to a new perception of connection among all human beings; this approach needs to project a different approach towards the customer and from the customer towards the seller. Therefore, those advisors need to decide what to do now, how to work with the customer, how to sell him our approach, warmth, interconnection. Then, the product we bring the customer afterwards, say, a refrigerator, will be equal to the lasting connection between us. However, in the meantime, we need to connect with him in a pleasant and fine manner, because we belong to one society and even to one family. It will be to such an extent, that in the future, not immediately, I will feel like a mother and he as a baby.

How is it done? Only after that the supporters of connection undergo integral treatment, including talks and workshops. In integral education, they need to learn much less than today’s studies, but the issue is that after our discussions and workshops, they leave "broken" from their ego and from the egoistic consumerist approach these days. Indeed, it is known that salespeople are very selfish, cruel and cunning people, but after learning the new approach, they should leave opposite the way they were previously.

Right now, we are selling connection; meaning, we tell them basically, remain as you are, a seller, only sell me connection, sell me love, sell me connection, a fine and nice approach. Let's see if you are a true salesperson, or if you are only capable of selling me a refrigerator. Let's see how cunning you are towards yourself as well, the extent to which you can rise above all egoistic calculations and sell me good spirits, happiness. People who meet these requirements will remain with us as salespeople and all the rest can be production workers.

Nitza: I like this approach, because you are basically telling me, you do not need to delete everything you know. On the contrary, use all your abilities to sell, and from today only think that you are selling good spirits.

Only the product changes.

Nitza: Is there any exercise I can use for training? Indeed, I need to start changing my line of thought. It is clear to me that I am going through an integral process, I learned something, but at the moment I am still a salesperson.

The main thing is the workshops. All salespeople, all these cunning and sharp ones need to sit among them, talk and sort things out according to our guidelines. They need to do that, although I am not inside their "skin," in their character. Nevertheless, I will go through the stages with them. The fact that I throw ideas at them that deal with their own nature, perception and egos, has them begin discusing them and from that they should learn. They learn the things on themselves.

Nitza: In order to make our talk slightly more concrete and to feel these issues, we have collected a few questions from salespeople. It is very important to understand that these are genuine questions troubling salespeople and they were taken from their field of work.

The first question is this: suppose there is a specific detail about the product, which I knew about, but kept it from the customer because I was afraid that if I told him, the deal would fall through. Yet, in the end, after the deal was closed, the detail I held back was revealed. The question is how should I act according to the new perception.

If the product is not for the customer's good, I won't even give him the product, because I treat him as my own son. We need to advertise in advance that integral education changes people, so the question is totally irrelevant.

Nitza: What attitude should the salesperson have regarding the product he sells? Does he even need to relate to the product itself?

The attitude is towards the customer, for the customer to feel secure at all times and be happy with the product he is offering, and wholeheartedly so.

Nitza: How can we cause the customer to return to you for another purchase and recommend us to others, as well?

Only through trust and treatment, nothing else is necessary. Beyond that, the customer needs to know that there is a 10% price increase for the refrigerator he bought, because after every ten sales of the same product, the company gives a refrigerator to someone in need. We also inform whoever participated in this gift; whoever receives the product knows your name, meaning we create closeness, love, the good of the public. Everyone knows how each one is helping the needy, and the fact that his purchase has caused someone else to participate and enjoy the same product.

If companies set aside 10% of the price they charge us, even only out of their excess profits, I am not even talking about the new approach, and transferred this money for the benefit of the public, in all sorts of things; just imagine how the public would relate to them differently. How much the atmosphere itself would even create an increase in their sales. I think that today, it is impossible to deceive the public, especially now, when the person's desire is shifting from materialistic consumerism to emotional consumerism. The change will also obligate companies to change.

Nitza: It is truly so. "There are countless stories in the sales field," writes one of the people asking questions, "from my experience, as a veteran salesperson, these methods are no longer effective with people." The question is why?

Because their desire has changed; they no longer want objects, people are willing to pay for being treated well and warmly. They also do not want all sorts of movies, although they still go to the movies, but in order to acquire a good mood, since that is what the individual seeks primarily. Depression is the most common disease in today's world.

Oren: How do you define a good salesperson of tomorrow according to your world perception?

A good salesperson is one who people are drawn to because he gives them hope, attention, warmth, an internal filling, good advice on how to live and how to manage. A good salesman is like a parent; one who sells them caring, which is actually his profession. First, he takes care of his clients, and if necessary, advises them what to buy and what not, which complements his caring.

Nitza: There are workshops which teach salespeople how to become masters in sales. According to your approach, how does a salesperson become a master?

By truly rising above his personal interests, and surely he has no personal interests. These days, the salesperson supposedly needs to show the customer that everything is for his benefit, that is what they are taught, but according to our approach, it truly is that way. Our salesperson needs to be able to explain to the customer truly and seriously, that he is selling him the proper, good and necessary thing. Yet, it's not at a reasonable cost, but truly at the rational price, and the main thing for him is to be connected with the customer. The company he represents also operates for the benefit of the public. It works towards raising connections among the public and the products are only to increase the connection; hence, salespeople also stand behind everything they do. Such a company becomes not just a company that sells products, but a company with positive influence on the public. It is known more as a company that cares, rather than a company that sells something.

Nitza: One of the major roles is sales management. A sales manager is the one actually responsible for the entire array of salespeople and nowadays, he basically has two main central roles. One is to define objectives, how much the salespeople need to sell, as the subject of defining objectives is very significant in this domain. It always needs to have a growth curve, what is called growth objectives. Meaning, if last year we sold the same as the previous year, then the sales show that the company is in decline. Sales need to be in constant increase, at least by a few precents above the previous year. Salespeople have to increase their share of the market. The second role in sales management is to motivate employees, create motivation among the team of salespeople to sell as much as possible.

In order to do so, there are a number of techniques, one of which is a financial reward, when salespeople receive some percentage of the sales, bonuses. The second technique is creating competition among the sales personnel and in order to really show who is better, they are given all kinds of rewards, such as recreation days, and so on. The third and perhaps the main role of sales management is to motivate salespeople by showing appreciation and respect for employees. They have a type of game; they start the morning at work with reinforcements, with a very big compliment for whoever made a particularly good sale the past week, and everyone applauds him and cheers. This technique creates strength and motivation to proceed doing it again, and of course it also encourages the others, because they also want to gain appreciation and respect.

The question is how I, as the manager, according to the new approach, begin to realize that the current approach is about to change?

Although the current approach sounds appalling and egoistic, not all of it is lost. First of all, of course whoever contributes more should be made known, because he had better relations with our potential customers than the others. Again, we are selling good spirits, happiness, joy, thus we will surely publicize whoever succeeds more in that, respect him, of course, there is no dispute about it; we will even present him with all kinds of honorary awards. If we are only talking about changing the product, all the rest will proceed operating. Why shouldn't there be competition? Of course there will be competition, since it symbolizes success for everyone.

Nitza: What is the role of the sales manager according to the integral approach?

He should constantly instruct and be caring, in various means and ways, so that all members of his team, the salespeople themselves, are the best consultants and salespeople of good spirits. They will have to determine new ways of advertising the new essence of the company, advertising what it is engaged in. For his regular customers, those who buy throughout the year, he organizes a summer camp for their children and all sorts of similar things. That means, he has to communicate with them, but he shows that he is doing it out of their connection itself, not because of what he earned from them. A boat ride or a trip can also be organized. Sales managers need to think how to be increasingly in touch with consumers.

Nitza: Suppose I am a sales manager in a certain bank and don't sell a physical product, I actually sell service.

You are not selling service at the bank, you sell money. Surely, it is not a service, but you can sell it in a friendlier way to the public. You can even give the customer a much warmer and kinder service, if you set something aside for those in need, and that way you'll begin to carry out public activities. Everyone should know the salary you earn and that it is not a humungous sum, rather a reasonable amount. There are things to be done at the bank.

Nitza: The bank has a very extensive system of connections with the customer; a person does not buy a product and leave, he always returns to the same bank.

True.

Nitza: Suppose that now I am a sales manager, how do I actually change something in the array of my salespeople?

It can't be done without involving the entire bank. Clearly, they will not let you do that; it has to be a general strategy.

Nitza: I am talking about a part of the overall strategy, of course. I am not isolating the salesperson or the sales manager from the overall strategy. Suppose a specific bank I am referring to, goes through some process of integrating the integral approach.

All members of the bank, all of them need to be involved. You have to show that your balance sheet has changed and all the managers are cutting profits in a plausible way, for the benefit of the public.

Oren: You are talking about the level of profit.

Yes, about the level of profit.

Oren: Last time we discussed the level of profit; let's stay away from the profits and focus on sales. Let's say you went through the process, you changed your entire perception of the world and now you are a person with an integral approach. Therefore, all that you are offering is good spirits, happiness and connection between the consumers and you, and that has to be reflected in your sales turnover. You also need to increase your market share, and dominate the market as well; otherwise you won't have an indicator if you are good. How do you improve the level of service and products you are offering?

In the meantime, the amount of money that was intended for advertising and all sorts of activities and ideas, I transfer towards the integral education of my employees and customers.

Oren: If so, then for now, we will focus on the most important department in the organization, the sales department, since it leads to the implementation of the whole idea the organization thought of, produced, designed and tested. Indeed, everything is reflected in sales. How does the sales manager direct all the team members under him to perceive and grasp the integral approach? Indeed, the whole organization is going through the same process, but there must be highlights that are unique for salespeople. We will discuss the other departments, but for now we have chosen to start particularly with the sales department. How do we change the approach within it?

Earlier, Nitza defined two major actions that the sales manager does; one is defining growth objectives. However, according to the integral approach, if you are successful, you should be increasing your activity turnover. You have to, otherwise it is a sign of failure, you are not bringing about good spirits in the customers, you are not providing the experience. An experience is something contagious, so whoever is happy with the integral contact with you will bring ten more people tomorrow. In other words, the first action a sales manager carries out is defining objectives for activity growth and prosperity of the organization.

The second action the sales manager is responsible for, is motivating the salespeople; the manager promotes salespeople to be better and even better.

You said that a successful salesperson is one who provides better connections. The question is how the sales manager defines the growth objectives according to the integral approach and how he motivates the salespeople themselves to do better?

They only need to sell the integral approach; they do not need to sell and advertise the place itself, like with the bank. It is possible that regarding the bank, we can offer integral programs, so that the customer will know he is participating in something general with everyone. Salespeople should primarily be advertising people; I do not think there is place here for salespeople.

 

Oren: According to what you are saying, salespeople have two actions. One is to develop good connections and interactions, creating mutual happiness between them and the public, stemming from their organization. And the second is to suit the products or services their organization can offer to the customer's needs, precisely and correctly. What guidance can you give him for managing sales?

I do not think they need to be salespeople; they can be consultants. They need to carry out certain actions with the public in order to connect them to their organization. It could be through all kinds of activities related to children, adults and seniors. They need to create a sense of loyalty in the public, a feeling that they care for the public. For example, the bank won't charge commission for every single action, interest rates will not be excessive; there will be trust. That is so with every action you carry out at the bank, you will feel as a partner with the bank. You and the bank are the same, since the. The bank shows you everything and then you are its partner in caring for the good of the public and society.

If the bank's management shows that it is truly promoting equality for the entire society, so that there won't be any hungry people, or those in need, you will surely participate and believe in them. They also have to publish a prospectus regarding the bank's profits, because that is the money we are investing and then, with the consent of the majority, some of the profits will be dedicated to assisting various people. The organization should share the experience with the individual, so he feels like a partner. These things need to be publicized, even in emotional videos.

Oren: Suppose I am a sales manager in an organization which has adopted the integral perception. How do I motivate the salespeople under me to function better?

You cannot isolate what you do; first you need to change your organization.

Oren: I am not isolating. I, as a sales manager only need to understand if there are any tools worth using according to the integral approach and tools that are not worth using?

You will need to give all kinds of lectures and workshops that teach integral education and throughout the studies, you will also explain how an integral company should act as a whole.

Oren: But how, according to the integral perception, should I manage my employees in order to bring about better integral achievements?

You need to explain to them how the organization must operate now. The explanation isn't completed in a single meeting, because it truly is education that brings about a change in the person.

Oren: Should we have daily interaction between us?

Not every day, but you should teach them a whole day long, or even half a day, if they are busy.

Oren: Let's say that we are working according to the integral method. The work day begins for us with a brief morning meeting, including training on service for future customers, but before that, the manager gathers everyone and praises one of the salespeople who succeeded the day before. Is this custom faulty in your view, according to the integral method?

We'll praise and even give a reward, but not a monetary one.

Oren: Meaning, regarding employees in the integral company, you are not giving me very much. Whatever I knew to do yesterday as a sales manager, I will also continue doing tomorrow.

Yes, but you are raising their motivation, you are respecting them on a whole different level.

Oren: I respect them today, too.

No. According to the integral method, you respect them because they know how to connect to people more. You want to give them rewards because they connect with people, and truly know how to radiate warmth and connection to people.

Oren: What will be my indication of that?

According to the customers who will come.

Oren: Do I need to ask them?

No need to ask. You will already see it; customers will come to you.

Oren: But how will I, as a sales manager be able to discern which one of my employees is better?

I am not talking about sales. I am talking about people who go out and give lectures and talks in factories and other organizations. People who conduct workshops in various places and explain how the organization works, in what way and how much it works for the benefit of the general public and that the intention is not to deceive everyone; rather the desire truly is for the good of the public. Therefore, whoever hears these things will share and also invite others. After the lectures and the workshops, everyone realizes that it is worthwhile joining and being together, in order for us to change the company and make it more integral. A sales manager sells connection.

Oren: What about growth objectives according to the integral approach, as a successful organization is one with an increase in activity. It does not matter what specific activity it is, yet you want to measure whether your sales consultants are successful or not. You can sell connection, but what are the growth objectives you would like to determine for the end of the year, so you can interpret them every year, in order to be able to achieve more business connections for the benefit of your customers?

That is not the goal for me. After I, as an external consultant, work with the organization itself and convey the ideas of ​​integral education there for several months, the people begin to change. They examine themselves; they go through an internal change and reorganize themselves. They begin to realize that some products should be taken off the shelves, some should remain and perhaps even be added, and all because they want to prove to themselves that the products are good for various reasons.

Oren: Meaning for the good of the public.

Yes. After they adjust internally themselves to the new approach and their products are also adapted, they need to begin massive advertising. They need to advertise who they are today, for today they are completely different. They are caring, supporting connection and the good of the public is their main interest. They ensure games for children and other such things. They should reveal their bank account to the public and show that they are truly functioning for the good of the public. They need to reveal transparency, since an organization working for the good of the public is an organization with hardly any profit.

Oren: After all these steps, are you supposed to achieve growth?

Yes.

Oren: All is nice and well. But the sales manager is in charge of the growth objectives of the organization; what are the growth objectives he should define for the following year?

I think that after all the changes and improvements the organization underwent, along with proceeding to serve the public nicely and wholeheartedly, he will feel satisfaction and fulfilment with the new products and the positive responses he receives. These are actually his growth percentages.

Oren: Nevertheless, what yearly growth percentages will be your indication?

One hundred percent.

Oren: Do you expect to double the activity?

You do not understand, I am not measuring money.

Oren: But you have created connection for the customers.

True, I have left with a full stomach. I am full from the connection I have created in the public.

Oren: But this is reflected in the amount of sales. No matter what you are selling, a product or a service, the amount of people who come reflects the interactions we call sales, the discussion is on the topic of sales.

Yes and no, because we are dependent on all sorts of problems belonging to human nature, the extent of his desire or lack of desire, capacity or incapacity to participate with others. I am not working with a machine, I am working with people. It is possible that some people are gentle and easy-going and I sell them relations, warmth, love simply and easily. However, there are people to whom it will be very difficult to sell that and to draw them into mutual activity.

That is why I cannot really measure; I work more on myself, to what extent I can get as much as possible out of me. This is why I cannot talk about success rates I get from the public, because the public has many needs.

Oren: But you must have some indication, otherwise it is like you are in a vacuum. You can't see if you are improving or not. After all, what would you want to measure as success?

I can talk about success, but through my work with children. I connect with the parents and organize different workshops for their children, through which I connect with all the families in the organization. I organize camps for the children, take them out on picnics, and so on.

Oren: That means, increasing your interaction with customers and their families, both in quality and quantity, will be your measure of success?

Yes. As much as possible, because I have connection with people here, it is not so simple. I cannot simply measure in percentages, success with this group or that group; there are differences between different types of people.

Nitza: As a sales manager, it is important for me to understand how I organize my part, my department, as it is clear to me that it has an impact on the whole company. How do I cause the company to support my sales personnel who went through a particular process and became connection supporters?

First of all, they are our face in the public, in the market.

Nitza: The question is: how do I support them from the inside, from within the organization?

We use studies and show that the main thing today is selling good spirits and closeness, and the potential customers give us positive feedback. Certainly, everything is done after we go through all the stages of education with the salespeople for a few months. Salespeople are usually developed people, who know and really understand that from today onward, we have to sell relations, happiness, joy, and not the product itself, which accompanies the relationships. Then, the whole company, our entire organization that formulates these values ​​needs to realize that this is actually the inevitable approach, based on the development of humanity. Nothing else can be done. Those who jump on this bandwagon sooner will benefit, or at least survive. There are no big profits and surpluses as there were before, because it is clear to us that according to today’s trend, everything is going downhill. There are more unemployed, more bankruptcies. Only in such a way can we survive, and afterwards, even rise a level.

Those who do not jump on this idea will surely reach bankruptcy and their customers will then come to us. We will continue to exist, increasing by small percentages. If the approach is genuine, it isn't about big profit percentages; it's about succeeding with the public. This is the experience that fulfils all the new desires which are now starting to develop in people.

Oren: Thank you very much Dr. Michael Laitman, thank you Nitza Mazuz. We invite you to join us again, there will be more to experience.

(End of talk)