How to sell without lying

Chris Matthews from MSNBC's "Hardball" wrote a book call "Life's a Campaign,"

God, let's hope not! When it comes to that point, things need to change.

Have you ever bought a used car? Did the salesman say anything true - ever?
Have you ever contracted a lawyer? Did you try to dispute the bill? - Did you Succeed?
Have you ever bought something at a store, and upon opening the new box at home, you find the item broken? Did you take it back? Did it happen again?

I have had all these experiences, and more. There are few things in this world one buys where the information you use to decide is accurate. It seems like the bigger the item, the greater the lie (for example, my house, which needed a $10K plumbing modification. I found that out after living there for 2 years. There's no buyer's remorse in that situation!)

Sales and Marketing (S&M strangely enough!) is usually considered with a bit of disdain by the engineers because of the truth-stretching (and having been an engineer myself, I have heard it first-hand). Savvy consumers know enough to take sales & marketing information with a grain of salt.

From the customer's perspective, S&M is the enemy. From the company's perspective, S&M is "the alchemy you do" to gain market share. In the age of "The Art of War" used in business, effective S&M means beating the competition, or on one-shot products, snake charming the customer. Depending on the strategy, a tactical plan is executed against. This is Marketing 101. It's also the reason why our economy is in the trouble that it is. Wall Street wasn't just selling lies - they were selling lies of lies (and two lies do NOT make the truth!)

Those companies that continue down the old S&M path will be lead into the oblivion by their own shortsightedness. You see, we made it into the new millennium, and we are living in the New Age, in a New World Order (so it has been said, and who am I to disagree?) In this universe, the customer, who is always right, is king, and the company is the sucker (read about Facebook and Google who give their product away. In the age of sustainable energy, companies that don't monetize their product will not remain viable long). But that is simply the fulcrum, or pivot point.

In the supply chain, we have reached the point through process improvements where Just In Time manufacturing allows the supply to meet the demand, which reduces inventory and capital requirements. Now, we have to use that thinking in the Marketing context. Companies that understand the true value of each business relationship - not just customers, but vendors, too, must drive the relationship value. And just like your relationship with your friends, you have to have the same criteria with your business relationships. It's all about trust. Trust is becoming the new emotional currency (actually, it's always been there as an attribute, but it's been violated so many times by S&M tactics, the consumer's expectations aren't just low, nor even cynical - they now expect no trust, and they don't get it (oh, perhaps the high-value customers still think they have it, but the fact is, they are being pimped just as sure as the day).

As our global economy takes those steps from infancy into childhood, the present is the critical time to earn trust. Companies that want to succeed with a sustainable business will not only garner trust, they will spread it. They will understand that people want to buy certain things - each with a unique purpose: a need, or a want, or a requirement, luxury, etc., In this new world, the value of the brand must contain a 'truth coefficient." If they factor truth in selling, they might not sell the same volume per timeframe, but if they do the job right, the relationship value will grow over time. Plus, their business will be easier to manage (you know how lying often begets more lies, ad infinitum!) Trust will become the emotional currency, and as the company enters adolescence in this new age, trust will be tested. But if the relationship was nurtured properly, it will flourish.

And next up: Raging Hormones!

Words from the Wise

Who said, "Life's a journey, not a destination."? Sound familiar, doesn't it?

Before I share the answer (which I, quite frankly, was surprised by the answer), let me welcome you to Pearls of Wisdom, a blog to help you travel the journey.

Each posting will speak to a specific topic, and I will moderate the blog weekly because the real worth of any blog is the filter of moderation applied to it. Alternative views are welcome, but childishness won't be tolerated. If you want to see everyone's comment without 'censoring', you are free to surf elsewhere.

Societies seems to suffer from inevitable cycles, as the circle (or coil in three dimensions) is fundamental in our universe. History teaches us how great societies are created during periods of enlightenment, followed by a rise of culture, increasing technology, geopolitical expansion through warfare, which strains the economy, creating social unrest, lawlessness and a rise of debauchery, and then economic and political collapse, with the loss of relevance as a new culture takes over, (or, a period of dark ages) until the cycle begins again. That is quite a journey, and one we can't seem to learn from.

But I am an optimist, and with the advent of the internet, we now have a tool that will allow the planet's inhabitants to raise their consciousness beyond Ken Keyes 'Hundredth Monkey' phenomenon, and achieve a shared enlightenment. We can achieve a peaceful, sustainable society, turning our attention to the greater challenges, including clean energy, elimination of poverty, the reduction of diseases, and exploring the stars.

So life is indeed a journey, and we all share the same destination, "traveling upon the level of time, towards that undiscovered country from whose born no traveler returns." - This is Shakespeare, "Who would fardels bear." The author of the quote, "Life's a journey, not a destination" is attributed to Steven Tyler, lead singer of the rock band Aerosmith.