In upcoming few paragraphs what you are going to read is
based on my experience and observation, not from any chapter of some
management/sales book.
Sales and marketing are really an art and very few can able
to master on this. Teachers of your MBA School may tell you few points for
graceful selling but do not listen to them, if they have only academic background
till dateJ .
Because sales is an unique art which is
not possible to learn in B-school
Ok, let’s come in core discussion. I have shifted in a new
place couple of months ago (due to my new job). Somehow, I managed a shelter to
stay and the entire atmosphere was new to me. The road, the people and the shops etc.
After couple of days/weeks I started to explore nearby market,
started to talk to shopkeeper. I notice that I became comfortable with few
shops and like to visit always there for my daily commodities.
Now, the question came to my mind! Why the particular shop
in market? Although there are plenty of shops who sells same goods. Let’s analyses
few use case.
Case 1.
I always visit to a particular repairing shop for servicing
my two wheeler which is little far from my shelter though there is another one
just near to me.
Once I went to my nearby mechanical shop to fix one nut (In mirror
glass) which hardly cost 1 minute of there time (Let’s neglect usage cost of
tool and risk). They charge me 10 rupees for same. I got shocked by calculating
that, the cost of 1 minute of the mechanic is 5 time more than one average experienced
software engineer (Yes, I am J
) who is working for a MNC in silicon valley of India.
After few days, the mirror got un-tight again and need to
fix. On the way of my office I found another mechanic shop who did it for no
price at all. I offered him same 10 rupees and asked why you will not charge?
He replied surprisingly! Sir, it’s too less effort, to charge any amount!
Now, here is the point to focus. May be 10 rupees
is nothing neither to me nor to first motor shop but the 10 rupees has given birth
of an unsatisfied customer.
Needless to say, I became permanent customer of the second
motor shop.
Case 2.
I enjoy my drinking water service to my doorstep. Service
was going well, till the bad day when I was getting not reachable tune from the
shop keeper’s phone number contentiously. On the other side water is essential
need and the pot was near to empty. After long time, I could able to connect to
my shop keeper and he said he has come to his native so, cannot able to serve
water for few days because someone else is taking care of shop.
I went to local market to find another vendor and saw one
guy was distributing water in his hand pull van. I talk to him, get contact
number along with new water connection.
Yes, so far he did not miss a single water refilling
request.
Case 3.
I always like to buy vegetables because I cook myself. Earlier,
I used to not check price of each and individual vegetables but I one day I
noticed that the next shop is taking much genuine price than my current shop.
Another day, I bought a pack of milk from a shop and
discover that it got expire though it did not cross expire date.
In next day I change shop and told the shopkeeper that I had
bad experience of buying milk and same should not repeat. She replied, Brother
just throw the milk packet on my face if it is not ok. Hu... nice confidence
and assurance, what customer exactly look for.
Anyway, there are
tons of example which evolves around us. May be we do not notice each and every
one but each one is really valuable enough in business standpoint
The mechanic shop would not lose a customer unless he charge
unfair. The water vendor would not lose one customer if he communicate properly
before going to native. The vegetable vendor could hold one customer If he
would honest enough in pricing.
So, always be genuine, if you are in business. Don’t forget
that, your competitor is sitting next to you.
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