Business is for the people; not for the
merchant.
The first and foremost beneficiary must
be the customer. The trader is only the secondary beneficiary.
When the trader becomes the first
beneficiary, the customer is estranged. The trader becomes a crook and cheat.
Trading must be a service to the people.
A merchant must be a person in their service who fetches valuables for them
from far away land.
The margin money or the profit is paid
gladly by the customer for this valuable service.
Profit is not a hidden part of the
trade.
When trade is a service, profit is the
reward for the service. Customers pay the reward because the existence of the
trader is a part of their comfort.
So take your business to where people
need it.
Your multi utility vehicles are not a
necessity for the village folks. They need food and clothes. They need some
additions to make their life comfortable. They are happy to own certain
“luxuries”. Take these things to the village folks and sell it there.
Our multi utility vehicle has another
place and people.
Do not try to sell shoes among people
who have no legs. They do not need it.
Sell shoes to people who have legs but
no shoes.
Shoe sales will flourish in a rocky and thorny
country than in a land of golden sand.
Our products that we are trying to trade
should improve the quality of life of the people. It must not be an addition
for which they find no meaning.
Relate the product to their daily life. Our
product should narrate the reason to purchase it. People must be convinced of the
improvement it can effect. It must effect a quality change in their life style.
Our products must be a changer; a life
quality changer.
Permit no customer to regret for buying
your products. They must feel proud. Gradually it must become an integral part
of their life.
Forcing the customers through any means
to buy a product that they will never find any use in their life will create
suspicion. They will never believe us
again.
Regret is painful, it is vengefulness.
Do not create enemies. Enemies do none
good.
Lack of friends keeps the door open for
friendship. Enemies are a closed door.
It is difficult to create friends; but
easy to create enemies.
A regretting customer is an enemy.
We have freedom to introduce new products
to the people. We are the people who take the blessings of science and
technology to the people.
But we have the responsibility to
explain how it can improve their life.
We should stay back till their life
quality is improved.
After they are convinced through
experience, we should be able say: “See I told you, this will do marvel in your
life”.
And the people should reply, “We are
indebted to you.”
This is the successful moment of
business.
Remember we are serving the people by
supplying their needs at their convenience.
Profit is only a reward for this
service.
Merchants and traders must be service
people.
Professor Jacob Abraham
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