Having useful and necessary products is no longer sufficient to sell. After all, there are numerous competitors with the same product but with a different approach, design, or quality. This makes selling more challenging, requiring your company to have a differentiator. Purpose can fulfill this role.
The customer will become loyal to the company when they embrace its purpose. Therefore, it is important that it is presented clearly and has an explicit meaning that is emotional, ethical, moral, and spiritual. It is important that the purpose holds value for the customer, making them believe they are doing something good beyond just purchasing your product.
What is the purpose?
It is the essence of the company and leads it forward. It starts internally, within the environment, consolidating the organizational values and culture. Once it reaches the company's foundations, it spreads to everything else: marketing, products, external communication, among others.
The purpose needs to be in everything. It tells the customer the reason the company works as it does and sells what it sells. Money and sales are merely consequences of all this.
The advantages of having a purpose
Having a purpose is not only advantageous for sales; it serves as a true stimulus for employees, partners, and collaborators. The company progresses when people are engaged in evolving together for a common good.
Working just to make money is exhausting, but when working for a greater reason, forces multiply and spirits are rejuvenated. With everyone emotionally involved, the processes of creation, administration, and sales will be much more productive.
How to communicate?
It is important to have clear and well-focused communication so that there are no doubts about what it is about. Within the company, it must appear, above all, through actions. Therefore, be the example and encourage others involved in a light and creative way, so that the purpose is received as a gift, not a burden.
To the public, do not spare creativity and empathy. For this reason, show that the company is more than a capitalist organization and that it has social and personal value.