Begrudgingly, we’re going to learn a business lesson this week from Lavan. I can offer 2 justifications for this: 1) since the history of the Jewish people was kick-started through Lavan’s intervention, it must have been G-d’s will, 2) we can still learn positive lessons from the actions of bad people.
Without saying that the end justified the means, Lavan is the king of Supersizing. Also known as up-selling, Lavan wouldn’t settle for marrying off just one daughter to Yaakov in exchange for 7 years of labor. Although his technique more resembled the bait & switch, Lavan "sold" Yaakov both Leah and Rachel at full price (7 years apiece). He even threw in maid-servants for each to sweeten the deal.
How does one up-sell? You have to use your eyes and you mind to assess the customer’s needs and concerns, meaning, pay attention. Also, always keep the idea of selling in your own mind so that you’re ready to sell when they’re ready to buy. Offer a solution to their needs instead of a product, and the price will become unimportant.
Point of notice 1: Lavan sees that Yaakov is looking to marry.
Point of notice 2: Lavan probably knows of G-d’s promise to Avraham to make him into a large nation, and suspects it may take more than 1 wife to make it a reality for Yaakov.
Point of notice 3: Yaakov is stricken by Rachel, and would agree to do almost anything for her, including marry her sister.
I tend to be quite cheap when it comes to buying myself luxuries, although I do have a weakness for meat, as you may have noticed in previous posts. I habitually reject offers to sell me something, and only afterwards consider going back and accepting. But one time in a deli, I ordered a corned beef sandwich. Instead of asking if I want double meat for a few extra Shekel, the cashier recommended that Turkey breast goes great in a sandwich with corned beef. I heartily agreed, and a mere few Shekel later, I was enjoying my supersized sandwich.
I recently approached a company and proposed doing business with them. I suggested a partnership of unspecified terms, or an advertising campaign to their clients. I had my wallet open, figuratively, awaiting an offer. They came back to me rejecting a partnership, but didn’t try to sell me any advertising either. What fools!
Don’t be like Lavan, but learn from his salesmanship, recognize opportunities, and offer solutions to be on the path to better business.
“Offer a solution to their needs instead of a product, and the price will become unimportant.”
Brilliantly stated. Thanks Lavan and thanks Zvi[ for interpreting]. A salesman once attributed his success to “playing doctor” with his prospect. He would try to elicit from his prospect where does it “hurt”? and then custom pitch his product [or himself as] a remedy to relieve the “pain”.
i’d like to think that the above wisdom has applications beyond the world of business. i am thinking specifically about social service; being focused, having the mission inform your behavior and understand your client’s needs.
thanks for the thought-provoking analogy and wisdom
Zvi
I’m loving your articles.
Well thought out and applied.
And sharp.