Serve, don’t sell — your pathway to success

Reflecting on the clients, I served and the events that I attended over the past year, everyone was talking about the same thing. People. Even the "technology" events and startups, the focus was on people and how they serve.

Companies are running low on idea people as more in the Gig economy seek success as independents. Finding the right roles for idea people and building teams around them is essential.

I offer this critical insight, for those who may be looking to advance their careers.

Most professionals move through their career journey trying to sell something:

• I want a job
• I want a better job
• Could you buy my product?
• I want you to buy even more of my product
• I was hoping you could pay me more because, well, I want more

We do not like being sold. Investors, banks, or funding sources do not want to give you money for what you want. People do not want to help in your job search and then have you forget them. However, we all want connection. We want to find others whom we like and respect, and who feel the same way about us.

Consider when people are networking their way into a new job. Are they genuinely interested in building relationships with the people they meet along the way? Often, job candidates treat such new connections as stepping stones to what they want (i.e., a better job and more money). When you ask someone to be a reference, was the last time you spoke with them also asking them to be a reference for your current job?

This approach is no way to manage your career journey.

A better path

You can get everything in life you want if you will just help enough other people get what they want.” — Zig Ziglar

Most business posts I see on social media can be summarized in one word: Me. They are all about the person or company that shared the post about what they are selling, what they want, or what they did/accomplish.

Here is a better path through your career journey.

When you share material on social media or reach out to others, think of who is on the receiving end. Are you offering a benefit?

So, what does this mean?

I choose to trust myself and the value of what I do. I choose to share what I do with clarity, confidence, enthusiasm, and integrity. I choose above all to be of service to this person.”— Sara Pruett Arey

Some of the most significant thoughts, ideas, services, partnerships, leaders, and innovators that I have known were genuinely selfless. They placed my needs before their own.

Imagine that you are delivering a seminar in Toronto, and you share this news via social media.

• The Me approach — "Come to my seminar.“
• The Benefit approach — "By the way, if you're going to be in Toronto next Tuesday, I'll be talking about this and related lessons."

As many of the members of your network will be unable to attend your seminar, as they may not live in Toronto or may be busy that day. Think about how they could benefit from your message even if they can not attend the seminar. This example is just one of many. Using your unique talent stack — skills, knowledge, wisdom, superpowers, and accomplishments in a genuine effort to help others is by far the fastest way to strengthen your relationships. You will also cultivate valuable new ones.

The power of referrals

The best way to get new customers is through referrals. People take a risk when they recommend you to their friends, and people understand this. So, when your friend or colleague tells you how much she liked dealing with a company, you tend to pay attention.

Before a customer can give you a referral, you must serve that customer. Serve first, and only then, sell. Most companies get this backwards.

Does it work? Amazon’s mission is to become “Earth’s most customer-centric company.”

• Amazon now accounts for 43% of all US online retail sales, and they continue to grow.
• Half of all US households are now Prime households.
• 55% of all first product searches happen on Amazon.

Amazon has not grown by being the world’s best and most creative marketing business. They grew by doing something much more straightforward — they focused on their customers. Not the customers they still want to win but those they have right now. Amazon proves how far you can take the strategy.

Serve, don't sell

This is a simple philosophy. It works for companies. Moreover, it will work for you too. However, it takes years to integrate it into your career. Every single day in your job and life, you will meet opportunities to serve others. Embrace these opportunities. You will build and nurture human connections. You can not measure the ROI on each time you help rather than sell. However, collectively, these honourable deeds will lead to a rich and rewarding career.

Clients do not come first. Employees come first. If you take care of your employees, they will take care of the clients.” — Richard Branson

"Serve, don't sell" works for employee engagement and customer engagement, too. It powers personal and revenue growth. The approach works with everything that includes people.

I offered insight regarding how employers need to attract top talent in the early days of the Purpose Economy. The core narrative of the workplace is a higher sense of meaning and purpose in work. These are the new sources of innovation.  This shift needs:

• “humanizing” work in the digital age
• psychological safety in the workplace
• corporate well-being programs
• the concept of bringing one’s “whole self” to work
• diversity and inclusion

When people are fulfilled, the business flourishes — not the other way around.

Action Plan

1. Make it a point to help three people this weekend by serving them in some way.
2. Do not expect anything in return.
3. Reflect on how this made a difference, and how it made you feel.
4. Repeat this pattern and do not be surprised when you start to get bonus returns on your service.

Concluding thoughts

You can succeed best and quickest by helping others to succeed.” — Napolean Hill

In a world that is consumed with self, it is easy to lose sight of this vital principle. When we do, we hurt our businesses, those around us, as well as ourselves. However, if we apply this selfless concept, we will help those we deal with, grow our businesses, and enrich our own lives.

As we move into Industry 4.0, technology will play a significant and intrusive role in our lives. Those who will stand out will come across a person who is genuinely interested in helping others. Let that person be you.

In a new role knowing which of your strengths you should use and which traits you need to manage carefully is the secret to success. These are different for each position. What got you there will not keep you there! Please have a look at our ladder of leadership. It shows the ten behavioural competencies at each level, so you know what to keep and what to let go as you make your journey to the C-Suite. To help we offer insights into your behavioural DNA, to identify the superpowers you need for a given role.