I
do not permit any salesperson to talk me except the formal business talk. I do
never indulge in long conversations with them. No lecture sessions. It is
because, I prefer to take my own decisions based on facts.
I
do not turn my back to their promotional talks on products but never allows
them to go on a persuasive talk. Persuasive talks are an attack on our
intellect. Let them lay facts before us and allow us to come to our own
conclusions.
I
am going to tell you about a different relationship.
My
family makes our monthly purchase of provisions from a super market in my town.
We always select Sunday forenoon for shopping because the supermarket will be
free from a crowd of customers. This gives an ample opportunity for the salesgirl
to interact with my family. Her face fills with a radiant smile as we enter the
shop. She is happy to join us with the shopping cart pushing it for us around
the store. She always talks about discounts and offers for customers on that
day. She encourages us to buy this and that for it has a special discount or is
a new but good product.
We
are happy to allow her to accompany us throughout the shopping.
The
other Sunday, as soon as we entered the shop, she rushed to us with the
shopping cart and announced the special discount on watermelons. This is hot
summer in our place now. Watermelons are in great demand. She informed us that
watermelons cost only 11 Indian rupees per kilogram on that day. In fact we
were not aware of the exact price of one kilogram watermelon sold elsewhere.
But she assured that watermelons are sold a much high price at other places and
the offer is only for the day. We hesitated. Still trusting her out of previous
experiences, we bought one watermelon which weighed a little more than 3
kilograms. She wanted us to take two or three but we resisted the temptation.
On
the same day evening, we were at the fish market. There was a vegetable seller
who had a small stock of watermelon. We were anxious to know the price of it.
The reply he gave us sent a shrill through us. Indian rupees 30 per kilogram!
There is a difference of rupees 19 per kilogram. It means that the salesgirl at
the supermarket helped us to save rupees 57 on the purchase of watermelon in
that morning.
That
is why we like her. We listen to her. We are happy to see her around while we
are in the supermarket. We succumb to her persuasiveness often to purchase
products from that shop. We have a confidence in her.
She
cares. She does not sell.
She
has a better business strategy than the Manager of the store.
The
Manager of the store declares discounts and special offers. She sells the
discounts and special offers through caring.
The
CEO of the supermarket net work is making profit from selling products. She
earns profit through caring for the customers.
Selling
creates only customers.
Caring
creates relationships.
Distrust
prevails over selling.
Trust
prevails over caring.
Professor Jacob Abraham
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