Values are the most fundamental part of strategy

When some trainings, especially about sales or marketing, are examined, it is explained that closing (completing) the sale is everything, and therefore, the customer's sense of self must be addressed first, that is, the customer must be flattered first.

But these ideas are not original. It is based on the theories explained in Kevin HOGAN's books (How to Make the Person You Want Say Yes in 8 Minutes?, Hidden Persuasion Tactics, etc.).

On the other hand, I'm afraid some passages were skipped while reading the books.

Because the author states that these techniques can persuade people for a short time, but they do not guarantee that people will be persuaded in the long term. Even more pessimistic.

I have always appreciated the idea of highlighting the beautiful sides of people in order to love them.

Or, I have always perceived Yunus Emre's philosophy, "We tolerated the created, except the Creator" as a great maturity.

But the issue explained here is something different; It's like praising someone just to make sales.

I have also seen even more extreme aspects of this. There is talk of people changing religion abroad just to join a group just because they control an industry. I don't know if it's true.

I can guess; Hunger, loneliness, lack of protection, lack of money are terrible things. But such a technique has undesirable, destructive consequences for both individuals and institutions.

First; As an individual, in such a situation, even if you can convince others, you cannot convince yourself.

When your personality and actions do not match, conflict occurs in your soul. This is human; It leads first to anxiety and then to more severe psychological conflicts.

Latter; The same judgment applies to businesses. Every business has values.

These values determine the reason for the existence of businesses. Only businesses that went bankrupt due to conflicts in their values are available in the literature.

There is also another reflection of this. With the industrial revolution, there was a great increase in the amount of production and the power shifted from the producer to the customer.

In developing times, it has become clear that what is more important than finding customers is retaining existing customers.

Even the customer portfolio;

Consumer (Buying based on price)

Customer (who buys based on quality)

It is divided into three groups: permanent customers (buying based on relationship).

Therefore, selling to your customer once does not provide the turnover that will prevent businesses from going bankrupt. You have to establish economic relationships with your customers based on sustainable mutual profit.

So, how will you achieve this?

If you don't trust your product, your marketing chances are slim.

That's why your product;

its content,

packaging,

distribution,

After sales services etc. You have to improve.

Then you have to gain the strategic advantage that makes a difference compared to your competitors.

The same is true in the service sector. If you run a cafe, sell the world's most delicious hamburger, but do not care about your toilets, unfortunately you cannot achieve the profit you want.

You've done all this but still can't win? You may be making a mistake in strategy or promotion.

I think you should reconsider your strategy and business model.