The law of Aggression VS The law of “Meaningful Attraction” in Business and Sales (Part 1)

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The Art of War VS the Art of Seduction in Sales! I bet that that would be a million dollar sales seminar any sales professional would kill to attend! Much of the sales training and orientation taken by corporations today seems to majors in the law of AGGRESSION. This law simply says that to profit, one must focus ones energies on aggressively attacking the competition, aggressively acquiring new sales volumes and territories in the fastest time possible as well as defending these assets. Such an orientation has a predominantly military like mindsets and speaks of brand colonialism, manipulation of sales intelligence and information (white lie marketing), price undercutting, market flooding, etc.   


While such measures speak for themselves, they produce more aggression, deception, “sales retribution” and intimidation in the market place! Much like any military conflict, victory by these means are short lived! There will always be a “bigger boy” on the block who will be more “aggressive” and “kill off” the reigning sales champion!


Such orientations inevitably involves exploitative “back end” strategies like the exploitation of human capital, the extreme use of chemicals and artificial ingredients in production, “stacked multi tasking” work strategies, corruption, environmental abuses, etc. Profit becomes the “god” of such enterprises and the means to attain them is done so aggressively, using the ACE formula: Attack, Conquer and Exploit both its staff, the consumer and the competition!           


I call this the “cave man” law of business enterprise: the man with the biggest club, with the most aggressive attitude and who attacks first wins! No wonder consumers today have become a skeptical lot, more and more sale and corporate professionals are seeking therapy and the environment radically abused and disfigured!


The Law of “Meaningful Attraction” on the other hand simply says that you attract and manifest into your life your highest and best meanings by your power of   intention and attention. The operative words being “meaning” and “attracting”.    


In other words, your dominant, primary or Meta frame of mind which holds your highest and richest meaning becomes your attractor frame that organizes your business and sales perception, focus, orientation, behavior, initiatives, strategies and tactics.


It is about holding in your intention and attention the rich meanings that you are offering the market, BOTH YOUR STAFF AND THE CONSUMER, through your product, services and business organization or entity! And the “magic” that this law produces is ENGAGEMENT!  


 This engagement happens at TWO significant levels: INTERNALLY within your business organization and EXTERNALLY in the hearts, minds and living experiences of your customers. Both of these being your greatest assets!  Allow me to explain further.


Internally you start by organizing your organizational behavior or culture around your highest business meaning or outcome. This can be your vision or mission that is grounded in the very structure of your business. This produces staff engagement! They see and experience the value or benefit that you are offering to the customers and are engaged in the work place! This releases in them the “benefit momentum” and pulls on them to externally engage the customer in highly meaningful ways! This leads to the external factor. 


Once your customers are meaningfully engaged by your sales staff they are then offered the highest value of your product and services which could be in the form of a solution, a cost saving initiative, an improvement in productivity, greater staff engagement, comfort, security, etc. Hence they experience the “attractor factor”, value, benefit, advantage of your specific product or service. This produces customer engagement!


Do you notice the radical difference between the Law of Aggression and The Law of “Meaningful Attraction” in business and sales? One is ruthlessly competitive, non corporative and collaborative, exploitative, has a scarcity mentality, isolating, suffers form a superiority complex on steroids and is very much self focused. It treats aggressively its staff, the consumer and other business enterprises.


The other is customer focused, collaborative, “solution and benefit” orientated, has an abundance mentality and endeavors to manifest this in as many ways as possible at all levels! It Attracts and becomes its primary meaning and benefit following the “be – do – have” formula both internally and externally, producing engagement. This becomes its attractor frame, its business canopy of consciousness that organizes its sales and business orientation in the market place. The “green business” of the future! 


The next question is what are some practical implications of practicing the Law of Meaningful Attraction in Sales? Well, we’ll visit some of these in next week’s article. Until then, stay committed to transcending, transforming and transferring value back to your world!



Conrad Rozario is the founder of Alchemy Resources. He has more than 14 years experience in Sales, Marketing, Business Management and Talent Development. He holds a MBA from Gordon University, Illinois, is a Certified & Licensed Trainer of Neuro Semantics and NLP (ISNS, USA), a Master Practitioner in Neuro Semantics and NLP (ISNS, USA) and a Language and Behavior Profiling for Coaching Practitioner.  You can follow Conrad on facebook!