Body Language Sales Secrets by Jim McCormick

Author:Jim McCormick
Language: eng
Format: epub
Publisher: Career Press
Published: 2018-12-27T05:00:00+00:00

Moral

Instead of buying a car based on price and size, you decide to buy a hybrid because you believe it’s better for the environment than an all-gas vehicle; that’s a moral decision. It might be accompanied by a practical desire for good mileage, but getting more than 50 miles to the gallon is more like a bonus to you than a motivator. Similarly, you give money to a health-related charity because you want to help save lives.

Morality surfaced as a significant factor in consumer uproar over Amazon’s purchase of the Whole Foods grocery chain. In voicing a sentiment Whole Foods suggests was shared by many customers, one commenter on Whole Foods’ Facebook page asserted, “This is very upsetting...I want good ethically sourced organic food.”2 The implication was that Amazon would never allow such “moral” practices to remain in place. The backlash over the proposed purchase grabbed the spotlight in the movement for “ethical consumerism,” which involves buying and boycotting as compelled by one’s conscience and values.

If the consumer impetus to make moral buying choices is clear, do some corporations also make purchasing decisions based on their conscience and values? One of the companies that Jim has worked with is Aflac, the insurance company most associated with the duck who quacks the company name in commercials. On its website, Aflac declares its Fair Purchasing policy, so if you are a vendor trying to sell to Aflac, you would need to be keenly aware that a culture of morality guides buying decisions.

In the course of conversation with your prospect, you may hear moral priorities surface. They may not have a direct link to the company’s purchasing policies, but they appear to have importance for the person you’re meeting with. It may make a difference if she knows your company has a commitment to ethically sourced materials, supports wage policies exceeding industry norms, maintains scholarship programs for employees’ children, and has a corporate foundation that supports educational programs in low-income communities. You wouldn’t necessarily want to provide a litany of good deeds and morally-driven programs, but slipping that information into the conversation could only help.

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