BUSINESS ALIGNMENT

We can apply the principles of personal transformation to societal change. If a person has unlimited possibilities for greatness, then so do civilizations. For societies as well as for individuals, we need to claim what we really want and work back from there.
— Marianne Williamson

Step 1. Know who you are as a business

Many marketing consultants will tell you that telling a good story is important when making your sales presentation, whether in person or through the web. Your story tells the client which one of his problems or necessities you are proposing to solve.

Telling a story always makes it fun and understandable. Telling a story in such a way that the company expresses their personality. Who you are, why are you in the business, what emotional need you will fill for others, and maybe a hint as to how you have solved it for yourself. This story exists in many successful communication campaigns, adds of videos.

If well done, and sincere, they will attract attention leading to sales.

Knowing who you are and communicating act as an inverted funnel: it filters out all unwanted solicitations from friends, colleagues, salesmen, clients, financiers… leaving you a cleaner greater area to grow and expand into what you can really contribute and add value. Once you know who you are and why you are doing your business, then you DO have a story to tell.

(Hint: the true reason you are in business is never about money, money is simply the reward of doing business. Money shows the appreciation clients have for your business.)

Traditional versus Natural way of doing business.

Traditional versus Natural way of doing business.

Step 2. Meet your clients’ needs

Beware: The work isn’t finished until the customer has really solved his problem and met his need. A need is behind every emotion. When a particular need is met, we feel good. We a particular need is not met, we feel bad. A drug changes the emotion, but does not fulfill the need. The Traditional funnel marketing aims at changing the emotion long enough to make the sale. The need is not met, the effect of what we purchase doesn’t last. And we go seek some more. This is addiction. We are addicted to commerce, technology, and status. Selling unattainable lifestyles do not work because the emphasis is on the emotion, not the need. Only meeting needs works (which can be freedom, innovation or love). This is no longer an act of communication between the client and the provider but it is an internal communication between the client and his need. As providers, we have zero control over this. And sometimes it fails. But what does come through is the sincerity with which we have tried to meet the client’s need. This sincerity cannot be faked; the promise has to be really coming from the heart.

Step 3. Keep listening empathically

Let the heartbeat of your company guide your clients in expressing new ways to meet the need you are already doing a great job at meeting. This will give a great number of new opportunities. In this age of web 2.0 and community management, using digital tools is a powerful way to fill your purpose… allow and invite your employers, followers, sponsors and financiers to belong to the same community.

Channel the creativeness of your staff, transform the rigor of your financiers, and bond with your followers, all with the same rigorous knowledge of the role you are occupying in society.