In follow up to the discussion that I started of with on Sales Principles, I wanted to share with you another key aspect in the world of sales. This mantra when implemented is a great asset and differentiator: "Know Thy Customer". Understanding of the customer needs and addressing it through an effective product and an accompanying service is something that we all know about. However, the key lies in the way it is executed. As a learned man once said " Winners don't do different things, they do things differently". In the same way, "Master Sales guys don’t sell different offerings, they in fact sell the same offering differently", and in this process also ensure that what they end up with a relationship that acts as an anchor for the next generation of growth to ride on.
In this context I want to share with you two examples of selling the same stuff in different ways. Mid Town Manhattan, between the 25th and the 45th streets is the Garment District. This is a commercial area where the predominant concentration is of firms in the fashion, garment and clothing industry. There are of course exceptions in terms of the sprawling CSFB Building, the advertising agencies on Madison Avenue and of course the foodie district of Lexington. However, typically, on a weekday, this area of Manhattan is not a place where you will bump into a millionaire banker or the typical fashion aficionado. I usually take the train to the station at 33rd and Broadway. This is the Korean street. A walk down a couple of blocks on the corner of 32nd and Madison is an innocuous looking "Dunkin Donuts".
I would recommend you to check out this place some time at 8:30am in the morning on a weekday. There are a couple of other places here close by that serve smoothies and bagels, but what will differentiates this place is the line of customers which is usually bursting at seams. The line typically extends to outside the shop. The first time that I visited this place was about two years back. The place is manned by an energetic team of young Chinese boys and girls. I ordered the #4 on the menu. This is a Croissant with egg and cheese and a Turbo Hot coffee (1 shot espresso with coffee). A couple of days later, I visited this place again, and the young lady who served me took my order and I noticed that she was making a mental note of my purchase. After a couple of days, I returned to the same place and stood in the line that was being catered to by the young lady. The moment I reached the Point of Sale, the lady read aloud my order for "a breakfast sandwich egg and cheese croissant and a small Turbo hot coffee". I was extremely impressed!
Here is a lady at a Dunkins outlet that probably serves about 2000 customers in the early morning rush hour remember my order. Over the last two years, I have religiously visited the place at least once in a week. Each time, I see that the staff here remembers the orders of their customers who are regular. I see the regulars standing in line, and by the time they reach the POS, the order is already taken, ready to be served and all they need to do is pay. This is also one of the few Dunkins, where they pre-pack the salt, pepper and the ketchup to ensure that the clients don’t waste time in picking this up!! Its New York after all...I was talking about this experience of mine some time back to my HR colleague, and she mentioned that over the last one year, that was the only place where she bought her coffee, and the only motivation was the special attention she was given and the fact that the staff knows her order!!
I would recommend you to check out this place some time at 8:30am in the morning on a weekday. There are a couple of other places here close by that serve smoothies and bagels, but what will differentiates this place is the line of customers which is usually bursting at seams. The line typically extends to outside the shop. The first time that I visited this place was about two years back. The place is manned by an energetic team of young Chinese boys and girls. I ordered the #4 on the menu. This is a Croissant with egg and cheese and a Turbo Hot coffee (1 shot espresso with coffee). A couple of days later, I visited this place again, and the young lady who served me took my order and I noticed that she was making a mental note of my purchase. After a couple of days, I returned to the same place and stood in the line that was being catered to by the young lady. The moment I reached the Point of Sale, the lady read aloud my order for "a breakfast sandwich egg and cheese croissant and a small Turbo hot coffee". I was extremely impressed!
Here is a lady at a Dunkins outlet that probably serves about 2000 customers in the early morning rush hour remember my order. Over the last two years, I have religiously visited the place at least once in a week. Each time, I see that the staff here remembers the orders of their customers who are regular. I see the regulars standing in line, and by the time they reach the POS, the order is already taken, ready to be served and all they need to do is pay. This is also one of the few Dunkins, where they pre-pack the salt, pepper and the ketchup to ensure that the clients don’t waste time in picking this up!! Its New York after all...I was talking about this experience of mine some time back to my HR colleague, and she mentioned that over the last one year, that was the only place where she bought her coffee, and the only motivation was the special attention she was given and the fact that the staff knows her order!!
Moral: "Clients like responsive sales guys. However, the sales guys who become business advisors are the ones who are able to comprehend the predictable needs of the client and ensure a timely delivery of product ". I really hope to provide my clients with the same degree of delight, but what is needed for this is the ability to observe, process and deliver the knowledge into a tangible service.
I want to share with you yet another experience, which was a revelation to me in terms of client prospecting and assessing client potential. This incident happened on the other side of the globe in the coastal city of Chennai in India. Chennai is one of the four metros in India and in the new age India, Chennai is the hub for automotive manufacturing. It is also one of the major centers for IT offshore services. I was here on a vacation to spend some time with my spiritual Master. During some time out, I stepped out to the beach along with my dad and my wife. The local beach is called, as the "Marina Beach" is one of the popular spots for locals to have fun on the weekends. We were on the beach on a Monday afternoon. The weather was quite pleasant, and we were taking a walk along the shore. It was not difficult to make out that we were not locals, and obviously we attracted a lot of attention from the vendors. We were being sold everything from cola and water to fresh corals and octopus caught from the sea!!
In the midst of this, we were enjoying our walk along the shore and the cold waves helped relax some of the fatigue. As we were talking and catching up on old times, a vendor selling roasted peanuts approached us. There was something starkly different about this guy. He approached us with a big smile and a very affable demeanor. These was quite contrary to the others who were rather reserved in trying to connect with us, but were aggressive in making the sale. In the matter of seconds, he put his basket down, and was passing us some nice well-roasted peanuts. These freebies were something that we expected in the least, and he caught us completely off guard. My dad who was by far the most experienced in these situations was getting the least attention by the vendor while he was passing on the freebies.
We had not even chewed upon the nuts, while he started packing us each a small packet of nuts. My dad tried to resist, but the fact that we had already bitten on the freebies ensured that we bought the nuts and enjoy them while the vendor moved one to the next client. The whole episode lasted not even a full minute. However a successful sale was done!
Now when I reflect back on the incident, I realize, that the vendor spotted us from a distance. He allowed the initial lot of vendors to wither away. He ensured that we were in a relaxed mode and that we had shed our guard. He caught us unawares and established eye contact. He offered freebies and locked us in. He made a sale and I am sure we were sold at a price higher than what locals pay.
Moral: " In a commodity mode of selling, timing and understanding is the landscape is the key. Sales is a very pre-meditated approach, just like hunting. You span out the area, target the client, get to a vantage point and make the kill. To sum it up all Know Thy Customer".
Till next time, Happy Hunting.....
In the midst of this, we were enjoying our walk along the shore and the cold waves helped relax some of the fatigue. As we were talking and catching up on old times, a vendor selling roasted peanuts approached us. There was something starkly different about this guy. He approached us with a big smile and a very affable demeanor. These was quite contrary to the others who were rather reserved in trying to connect with us, but were aggressive in making the sale. In the matter of seconds, he put his basket down, and was passing us some nice well-roasted peanuts. These freebies were something that we expected in the least, and he caught us completely off guard. My dad who was by far the most experienced in these situations was getting the least attention by the vendor while he was passing on the freebies.
We had not even chewed upon the nuts, while he started packing us each a small packet of nuts. My dad tried to resist, but the fact that we had already bitten on the freebies ensured that we bought the nuts and enjoy them while the vendor moved one to the next client. The whole episode lasted not even a full minute. However a successful sale was done!
Now when I reflect back on the incident, I realize, that the vendor spotted us from a distance. He allowed the initial lot of vendors to wither away. He ensured that we were in a relaxed mode and that we had shed our guard. He caught us unawares and established eye contact. He offered freebies and locked us in. He made a sale and I am sure we were sold at a price higher than what locals pay.
Moral: " In a commodity mode of selling, timing and understanding is the landscape is the key. Sales is a very pre-meditated approach, just like hunting. You span out the area, target the client, get to a vantage point and make the kill. To sum it up all Know Thy Customer".
Till next time, Happy Hunting.....
2 comments:
hi Uday
Stumbled onto your blog via orkut, and as someone working on the consulting/ delivery side of things (and ergo, having an at best 'polite' relationship with the sales force) am curious to see the world from your POV.
Loved the Dunkin Donuts example (reminded me of the average desi paanwaala) but I'd like to say there is such a thing as too much KYC. I often get midly irritated at the coffee shop I frequent when the server assumes I want my usual when I am actually in a try-new-things mood.
- Hrishi
hi Uday,
You have quite a blog, I say. Fantastic. I will be regular here though the topics covered go beyond my head, you know. However, it still helps as my present job also involves customer relationship, sale of our products and 'looking to the future' rather than the sullen dreary nature of work that we were accustomed to all these years. I am presently the Relationship Manager in my Branch and almost all the 'top' customers of the bank are my direct contacts and I have to look after their needs as also to get more business through them. I did not read the articles thoroughly but when I do, I am sure I will be a much wiser man. Thanks and keep posting.
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