Every year, The Dalai Lama raises millions of dollars for the Tibetan cause.  A gripping story about people who have been without a country since the 1950s. I'm borrowing this idea from the book 'Never eat alone" by Keith Ferazzi. It is probably one of the most useful and inspiring business books I have ever read.

The Dalai Lama is truly an inspirational figure. He is a world leader, a diplomat and a holy man who sleeps on the floor and wears little more than a sheet. When it comes to personality and charisma, it is simply impossible to beat this guy!

An encounter with the Dalai Lama is an unforgettable experience. I know this because I once bumped into him in Stockholm. He was walking out of the Grand Hotel.

Before he could get to the car that was waiting for him, a herd of Asian tourists crossed his path. As soon as they realised who he was, the entire group formed a swarm around him. He took all the time in the world to have a personal conversation with each and every one of them.

From what I cold tell, the group must have numbered 25 people or so. I also noticed that his body guards seemed quite relaxed about the whole thing so I guess this happens all the time. The Dalai Lama connects with everyone!

Just being there made me feel his love and his power. It is an experience I will never ever forget it.

So, what makes the Dalai Lama is the greatest salesperson in the world?

He doesn't offer a product or a service that can be bought but he manages to attract millions of dollars every year for what seems to be an impossible cause.

Even though he is a top scholar of one of the world's most complex philosophies, he clearly worked out  way to resonate with all of us. He tells powerful and compelling stories that get us emotionally involved.

I don't know about you, but this really makes me think hard about what the essence of sales and marketing is really all about.

My personal short recipe for good marketing has three main ingredients:

Useful + Genuine + Consumable = Authority

Let's apply this to the Dalai Lama:

Useful - Even though we aren't all Buddhists, the Dalai Lama still shares tips and ideas that can help us all live happier and more meaningful lives.

Genuine - We get emotionally involved by liking him because he is who he is. He lives a simple life and always practices what he preaches. He also has a refined sense of humor that is contagious.

Consumable - He shares the ideas that come from a complex philosophy in a context that makes it easy for all of us to understand his message.

How can you apply this to your activities?