Transcript
SLIPPERY SALESMEN
Marketing Speak – July 2008
The Indian Mega-Storesg
The mega-stores in India have excellent ambience and a wide range of products But they also have poor quality
Marketing Speak – July 2008
wide range of products. But they also have poor quality employees.
They stare at you, helpless.
Marketing Speak – July 2008
Silently, they seem to speak “I’d like to help you. But I don’t know what to do ”But I don t know what to do.
Marketing Speak – July 2008
The shopping space is meant for your perusal. So as soon asThe shopping space is meant for your perusal. So as soon as he steps closer, he invades your personal space.
Marketing Speak – July 2008
If he doesn’t attempt to help, you’ll probably lose interest and move away from the display.y p y
If he preemptively reaches over and tries to assist p p yyou unsuccessfully, you’ll drop the idea and move on.
Marketing Speak – July 2008
Tough choice!
Marketing Speak – July 2008
They are trained to know the products. But not skilled enough
to understand you Yetto understand you. Yet.
Marketing Speak – July 2008
As a contrast....
Marketing Speak – July 2008
The traditional Indian dukaan
The shop will seemingly be cluttered. The owner will greet you enthusiastically, expecting you to
Marketing Speak – July 2008
voice your need in return.
He will mentally scan you –y ymaking a skillful and accurate judgment of your taste, budgetj g y gand expertise of selection. If you are accompanied by y p ysomeone, he’ll also tackle their approval or disapproval with pp pprelevant comebacks.
Marketing Speak – July 2008
Th h h l h bThe shop helpers, the boys handing down the shoe b / lboxes/sarees concurrently get trained to handle customers in h fthe future.
Every sale (success or failure) leads to improvement in technique and
Marketing Speak – July 2008
Every sale (success or failure) leads to improvement – in technique and in stock decisions.
Eventually, after a decade or so, the uncle who attended to you will just be managing the store. He’ll sit at the counter, stare at a ridiculously tiny television. But he’ll have his eye on the shop activities.
Marketing Speak – July 2008
The shop helpers, now running the sales, will have l t d t i f lan accumulated customer experience of long years....
Marketing Speak – July 2008
Till the mall shopping assistants are able to acquire this skill, they will suffer a high level of bounce rate.this skill, they will suffer a high level of bounce rate.(dissatisfied customers – interest not getting converted to purchases)
And thus the family run shops still thrive in the mall infected decade of
Marketing Speak – July 2008
India.
M k i S kMarketing SpeakJuly 2008
Marketing Speak – July 2008
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