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SLIPPERY SALESMEN Marketing Speak – July 2008
16

Slippery Salesman

Apr 16, 2017

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Page 1: Slippery Salesman

SLIPPERY SALESMEN

Marketing Speak – July 2008

Page 2: Slippery Salesman

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.

Page 3: Slippery Salesman

They stare at you, helpless.

Marketing Speak – July 2008

Page 4: Slippery Salesman

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

Page 5: Slippery Salesman

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

Page 6: Slippery Salesman

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

Page 7: Slippery Salesman

Tough choice!

Marketing Speak – July 2008

Page 8: Slippery Salesman

They are trained to know the products. But not skilled enough

to understand you Yetto understand you. Yet.

Marketing Speak – July 2008

Page 9: Slippery Salesman

As a contrast....

Marketing Speak – July 2008

Page 10: Slippery Salesman

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.

Page 11: Slippery Salesman

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

Page 12: Slippery Salesman

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.

Page 13: Slippery Salesman

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

Page 14: Slippery Salesman

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

Page 15: Slippery Salesman

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.

Page 16: Slippery Salesman

M k i S kMarketing SpeakJuly 2008

Marketing Speak – July 2008