Travelling in a local train of Mumbai is an experience in itself. And if you get a place to sit, the ride becomes all the more enjoyable. This was one such rare ride where I could not only enter the train but also got a place to sit.
â€˜An erasable notebookâ€™ came the voice in a train coach. Suddenly I saw some people looking at the seller who was selling a notebook on which you can write, erase, re-write and keep repeating. His power pitch or Unique Selling Proposition (USP) â€˜An erasable notebookâ€™.
I found some people looking at the seller with interest. Out of nowhere he was able to generate a prospect base. He swiftly recognised their interest and moved towards them.
Then started the demo. He noticed the deepened interest of a couple of them and handed over the â€˜erasable notebookâ€™ only to them. Dekho, dehne ka paisa nahi lagtaâ€¦ (Check it out, no money for checking out). I don’t know if you recall an advertisement of Â a detergent that had a tag line â€˜Pehle istamaal karo, phir vishwas karoâ€™ (First use it, than believe it).
Now I saw some more people jumping into the fray as his prospecting continued. I saw him giving the sample copies only to those who according to him qualified from â€˜cold leadsâ€™ to â€˜hot leadsâ€™.
By this time one person enquired about the cost. I found an impressive way of telling the cost. â€˜Do special chai ki kimat main ye book lijiyeâ€™ (take this book at the cost of two special teaâ€™) and then he disclosed the price as Rs. 22/- (One third of a dollar). Amazing way of connecting the cost to his daily routine and showing the cost benefit analysis, I thought.
This person had a doubt. â€˜Ye kharab ho jayegaâ€™ (this will get spoiled). The seller seemed to have answer to this as well. Â â€˜Ye aachha maal hai sahab, kharab nahi hoga (this is a good product Sir, won’t spoil). Aapke bachche ye dekhkar khush ho jayenge (Your children will be very happy to see this).
â€˜Unke padhai ke liye bahut kaam ki cheez hai (Very useful for their studies). I could see an earnest emotional appeal by the seller. He was in perfect control of the situation while appealing to the emotions of this buyer.
The person ultimately bought the â€˜erasable notebookâ€™ and started looking at it as a priced possession.
Other people who were in the fray were by now at various stages of the buying process. And I saw the seller handing each one of them simultaneously with equal ease, comfort and confidence.
Here is what I thought he followed as a selling cycle:
- Qualifying the lead from cold to hot
- Giving the demo
- Handing over the sample to hot leads
- Handling objections and
- Closing a sale.
In 10 minutes time this seller sold some 10-12 erasable notebooks and got down at the terminating station.
As he was hurrying towards to next local I caught up with him and asked him how he created this magic?
His reply. Maal achha hona chahiye Saab (product should be good Sir); â€˜aur baar baar vahi baat bolne ka Jazba hona chahiyeâ€™ (and you should have the passion to keep talking the same thing).
Ye jazba tumko kahase aata hai? (where do you get this passion from?) I asked. Mere pariwaar ki raat ki roti kamani hai saab (i have to earn tonight’s bread for my family Sir).
By the time I was thinking of the next question, he was long gone possibly to re-write his survival and success story with â€˜erasable notebookâ€™.
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