Sales Lessons from the Samurai (the Way of the Warrior)

Many businessmen all over the world study and apply in their companies the principles and ethical virtues of the Samurai Code (Bushido), which has a great application in the field of business.

On the other hand, the original meaning of Samurai was “those who serve”, which is closely related to the correct attitude of the salesperson.

The ancient Samurai code, also called the Way of the Warrior, stated that the warrior should not lose his basic values, fight without losing his humanity.

Sound familiar?

Yes, the salesperson should not stop being a person or forget that behind every job position, behind every customer, there is a person, with all that this implies.

The use of the term Way in this context means principles of life, ethics, a guide to live according to a code. The life principles of a warrior.

Somehow we are all warriors, involved in our struggles and conflicts. In that sense, Bushido could be our way and our guide in our individual battles.

Besides, the Samurai was or should be a leader in battle, leading an army and making difficult decisions, hence they were to be faithful to these principles.

Likewise, businessmen in the midst of a “sales war” must also manage their team, lead by example and not lose sight of the company’s values, which are universal moral values and precepts so that they can connect with their customers.

The principles of Bushido:
The first one in the list is the main concept that you can find in articles on the subject, and the rest are variants added for a better understanding of each one of them, which complete the main one, especially in relation to the business world:

GI: Integrity/Honesty/Justice/Righteousness/Doing the right thing.
REI: Respect/Courtesy/Education/Do not offend.
YU: Courage/Bravery/Strength of mind and spirit/Conquering fear.
MEIYO: Honor/Pride/Self-esteem.
JIN: Compassion/Help/Service/Benevolence.
MAKOTO: Honesty/Sincerity/Commitment.
CHU: Loyalty/Duty/Responsibility.

Selling is, among many other things, helping and serving.

With honesty, courage, respect and commitment.

And also with honor, loyalty and integrity.

Even with benevolence to your competitors, collaborators and employees.

Customers, and the rest of the people around you in your professional life, will remember your good actions, no matter how small they may be.

And they will be returned to you in the future, in the same way.

Give to receive.

Nothing new under the sun.

Also, in business, respect plays an important role in winning or losing a contract.

Japanese businessmen understand respect very well, as I have seen on my trips to the Land of the Rising Sun. They take great care that their words, manners or topics of conversation do not offend you.

Equally important is respect in the workplace, not only for your bosses and superiors, but also for your colleagues and employees. They all have skills and knowledge that can help you in your work, or on the contrary, create obstacles for you if you do not maintain the same respect for them.

We are not talking about a false courtesy, which seeks only personal gain, but a manifestation and capacity for empathy towards others.

Trust and respect always translate into a good reputation that will make it easier for others to do business with you.

Regarding honesty and sincerity, it is more fashionable today than ever, as one of the values most appreciated by customers, who are looking for someone they can trust to solve their problems, which is quite related with the transparency lately required of all brands and companies.

In short, we are talking about a warrior you can trust, who will do what he says he will do. His words are not just promises in the air and you will not doubt his word.

In other words: would you trust a collaborator of yours to handle thousands or hundreds of thousands of euros if he did not have the integrity of a Samurai?

“With integrity, you have nothing to fear, since you have nothing to hide. With integrity, you will do the right thing, so you will have no guilt.” (Zig Ziglar).

And what about courage? It goes far beyond bravery and the absence of fear, having much to do with strength of mind and spirit. The strength needed to decide the right thing, to conquer the fear of deciding, even when a business deal or a sale may be lost.

Sometimes the right business decision can lead to temporary losses. It is always tempting to take the easy road of selling at any cost, sacrificing your principles or using unethical methods.

It takes courage to take the loss, to say no, or even to say yes, when necessary. Courage to make the right decision.

A Samurai was also loyal to his lord. To death.

But even if it is not to such extremes, what company does not want loyal employees who do their duty? Or equally, don’t you want a minimum of loyalty to your business partners, your distributors, representatives and your salespeople?

Ultimately, among many other things, loyalty is required to sustain the business over time.

Regarding honor, it certainly brings together a bit of all the virtues. For a Samurai, honor is everything, representing pride and self-respect in keeping all the codes.

Honor is not earned overnight, it takes time and cannot be bought with money. An honorable businessman brings together all the above virtues and is worthy of trust and respect, even for the competitors.

“Reputation is what others know about you. Honor is what you know about yourself.” (Lois MacMaster).

Although in bushido, the 7 virtues are generally the most widespread, an eighth virtue is also often mentioned: Jisei — Self-Control/Character.

And the latter is certainly also very applicable to salespeople.

It is necessary to have self-control and not to reveal your emotions and personal problems to customers.

It also means controlling your gestures and your non-verbal language, your control over your body, over your doubts and your fears that can affect the customer’s trust in the seller.

Self-control also in your actions and in your meetings with customers. Controlling not to say the first thing that comes to mind and that may not be convenient, hiding your impatience, your eagerness to sell, your anger at the lack of agreement, or even that excessive taste for wine at business meals…

Certainly, the Samurai codes remind us of the great essence of service to others, the common good and good work, to connect us with B2H (Business to Human), beyond B2B or B2C.

Apply all these values in your company or entrepreneurship and you will sell more and better.

And you… do you follow the Way of the Warrior?

By the way:

— Greetings, Jin, wherever you are.

Yes, one of the characters in my first book is called Jin, and yes, he is a Samurai.

It’s not by chance.

And together, among many other things, we also talk about these values in the life of the salespeople.

Would you like to meet him?

Join me on a trip back in time to discover the future of sales: https://www.amazon.com/dp/1983600873