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The “Beginner’s Mind.”

October 29th, 2008

The book “Samurai Selling: The Ancient Art of Service in Sales,” by Chuck Laughlin, Karen Sage and Marc Bockmon, defines the ancient samurai this way: “The samurai was not a maniac with a sword; he was a man with a mission that could be summed up by the question, ‘How can I best serve my client?’”

Of particular interest are the lessons of the book’s fourth chapter: “Keep a Beginner’s Mind.” Here, the authors lay out some direction that’s perfect for marketers. The reminder is that with new technologies, metrics and ever-shifting competitive landscapes, we will only remain successful by continuing to evolve ourselves. By keeping a “beginner’s mind” that is always ready to learn, willing to challenge convention and eager to try new approaches.

A few of the lessons of the Samarai marketer are:

1. Keep an empty cup. “A beginner’s mind keeps you open to creative solutions.” This chapter’s lesson from the samurai is to keep our “cup” empty — with the cup as a metaphor for the mind. The full cup is a symbol for the mind of one who thinks he/she already knows everything — there’s no room for new knowledge.

2. Don’t get locked into technique. “If you become attached to one selling technique, you are an aging warrior…Great artists master technique then transcend it; mediocre artists master technique and then become slaves to it!” Don’t fear trying a new approach or looking at your marketing challenges from a new, broader perspective. The inclination in most categories is to fall in line with the rest of your category, and to try to solve marketing problems the same way as your competitors. Challenge yourself to “zig” when others historically would “zag.” Even if you end up going back to “business as usual,” you’ll discover something valuable about your customer and your company.

3. Be the Prospect. “See what he sees. Feel what he feels…. As you do this, you will begin to get ideas about how to serve him.” Look at the transaction and experience from your customer’s point of view. Not just by considering the physical touch points, but by asking the broader questions of “Why do customers do business with us in the first place?” and “What is the emotional need we are fulfilling with the customer?” Once you understand your customers’ motives and expectations, you’ll have a better understanding of how to “surprise and delight” them.

The “Samurai” authors pose a relevant question: “Would you feel comfortable going to a doctor who graduated from medical school at the top of her class forty years ago, but who was too lazy to keep up with new advances in medicine?” No way, right? In marketing, it’s imperative to stay relevant to the customer. By “keeping a beginner’s mind” we open ourselves to exciting, relevant engagements that can build customer loyalty and evangelism.

Posted by Mickey

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