Master the art of selling !

Today I will teach you the art of selling through human(Customer) Psychology.

A typical sales discussion at a carpet store: (observation & analysis in Italics)

Buyer : A lady       Seller: Sales person        Product: Carpet (Brand Z)

Conversation 1:

Sales P: Hello Mam, How can I help You?

Lady: I want to buy a carpet.

Sales P: Sure Mam, which brand are you looking for?

Lady: Coir D (Every customer has a pre-fixed brand when they go shopping)

Sales P: Sorry Mam, we are not keeping Coir D as it was good earlier and the quality has degraded over a period of time with lots of customer complain. Mam why do’nt you check Brand X, Y or Z. Brand Z is really good these days. (Coir D is not available in that store and its a normal justification given by the sales P)

Sales Guru

Lady: Ok show me (customer is a bit unhappy of not getting her choice of brand but since she was there agreed to just check other brands too)

Sales P: See Mam. This is brand Z. Let me explain why is it selling so well these days.

1. Mam Just feel how soft it is and comes to you from CompanyAZ that is pioneers in home decor.

2. Its so light weight that you can fold and carry it with you for picnics and outdoor parties too.

3. Mam it is washable and will not lose its colour with subsequent washing.

4. Infact its very tough and there will be no matting with heavy table also kept on it. (Good job done by the Sales P in selling FAB and the lady likes the product)

Lady: Ok. how much is it? (obvious question)

Sales P: Mam its only Rs. 2500/- and fortunately there is a 20% discount offer available now. What colour do you prefer Mam? (Sales P tries to close the deal with a bonus offer as well)

Lady: Show mw Blue (normally, a choice made as per the colour of her wall and her imagination of the colour combination)

Sales P: Oh Blue ! Sorry Mam, since its a floor item, the colours are limited to Black, Brown, Red and White. Please select one of it. (the sales P gives a choice limitation in absence of other choices and tries to motivate her)

What are the chances of sales made in this case, keeping in mind though the product features are liked by the customer but did not get her the choice of brand and colour to suit her wall ????????

Now lets observe the same with a Sales P with a better understanding of human psychology.

Conversation 2:

Sales P: Hello Mam, How can I help You?

Lady: I want to buy a carpet.

Sales P: Sure Mam, which one you will prefer among Brand X, Y or Z?

Lady: You do not have Coir D? (Every customer has a pre-fixed brand when they go shopping)

Sales P: Sorry Mam, we are not keeping Coir D as it was good earlier and the quality has degraded over a period of time with lots of customer complain. Mam why do’nt you check Brand X, Y or Z. Brand Z is really good these days. (Coir D is not available in that store and its a normal justification given by the sales P)

Lady: Ok show me (customer is a bit unhappy of not getting her choice of brand but since she was there agreed to just check other brands too)

Sales P: See Mam. This is brand Z. Let me explain why is it selling so well these days.

1. Mam Just feel how soft it is and comes to you from CompanyAZ that is pioneers in home decor.

2. Its so light weight that you can fold and carry it with you for picnics and outdoor parties too.

3. Mam it is washable and will not lose its colour with subsequent washing.

4. Infact its very tough and there will be no matting with heavy table also kept on it. (Good job done by the Sales P in selling FAB and the lady likes the product)

Lady: Ok. how much is it? (obvious question)

Sales P: Mam when other brands in this range are costing around Rs.3500/- its only priced at Rs. 2500/- and fortunately there is a 20% discount offer also. Mam what colour will suit your wall the most among Black, Brown, Red and White? (Sales P tries to close the deal with a bonus offer as well)

Lady: …… (Can she say Blue / any other colour apart from the choices offered by the Sales P ?? Think what you will do in this situation?)

What are the chances of sales made now ? Better than before..

Learning: Do not give much of open choices, people may ask for heavens.

eg. Boy in love asks to his girl. Dear what would you like to have this Valentine and the girl says, Buy me a Diamond set. (may be beyond the budget) but If the boy would have asked.. darling what would you like more, a gold ring / a beautiful suit? Think what will be the response from the girl….

Learn to control the buying tendency of a customer with a better understanding of HUMAN Engineering with me. Please feel free to ask / contact me for any further query.. Have a great sales !

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I sold my Valentine

Before I share my experiment and observation of the Valentine month this year, it is important to understand the occasion and societal view in Indian context.
These days, Valentine day (Vday) in India is widely celebrated like Holi, Diwali and all other major festivals. Mostly young / unmarried people celebrate it as a day of “DATE and ROMANCE” and the older ones watch it with mixed response.

It all started on Facebook with my post on 29th January as below (Plz ignore the sms lingo used):

After a long time…I have planned to celebrate the day though I have an expiry label for such an occasion..still.. I dared to set up everything n I m really excited n impatient to share it with all my friends…..
The table is set.
Candles ready to burn n make the environment cozy n tempting.
Food to taste is too as per the partners choice.
Mild to severe drinking is optional (Whatever pleases her)
Small n big, 2 gift wraps ready to win her completely at the end.
Career best clothing is shopped n confirmed from plenty of others.
Single rose to bouquet to make her feel special is ready.
Have I missed anything??? Plz guide if u think I have missed out on sumthing that can spoil the show….

Response was overwhelming with young girls adding things to my list seriously, some older friends criticising my age and the occasion, sister and relatives threatening, some curiously watching me as a case study.
Overall a mixed response from people based on how people perceived the occasion in their own culture and personal emotion attached to it with a specific feel of imagining me, a married person, planning to enjoy the day was a big shocker for many of them as if I am committing a crime.

The second post of mine on Facebook was done, the same day, a few hours later and that was a bewildered post in response as below:

Is being in love necessary to celebrate Valentine’s day?
My previous post has generated so many questions to ponder on till that day.

This time, the quantum of likes and comments had gone up compared to the first post with some new people supporting me and some reminding me of my marriage, wife and kid.
The traffic increased probably because, the two liner post was thought provoking. Married ones and the people bred in Indian culture felt safe this time, commenting on this one without the fear of being caught of their own hidden desire.
Even I had personal chat and telephonic discussions with many to take a feel of understanding, how the most critical organ of life, a human brain works.

The third related post was made on 3rd February to have a final learning on human behaviour as below:

I have decided.. I will surely celebrate Valentine’s Day this time..
After my last post I had enough of discouragement from ppl saying… Married ppl sud only celebrate Anniversary.
I will celebrate, be it with work / without work. Be it u, she, they, them / me, with / without.
Nothing gonna stop me this time. u can sarcastically watch / be my valentine… he he.. i will celebrate…

The response was equivalent in terms of likes and comments with more of a neutral approach this time and finally, I closed my study and survey with the best comment given my collegue and a good friend.
He said.. Sir u go ahead, if you succeed, it will be an example and if you fail, it would be a case study. Ha ha… so truly said… You take the risk and based on your result, people will decide.

My final closing post was the post of selling the Valentine… as below:

Friends, plz note that the Valentine Day celebration is cancelled by me owing to work pressure n Berhampur trip. so the valentine arrangement done by me in my previous post is on sale.
Buy now !
Special discount for friends offered.

The response was minimal and my Valentine arrangement got sold at 50% discount on Facebook (as per the FB comments).

Now let’s look at it from the customer point of view and co-relate it with any business environment.
1. Before you launch a product / service….understand the customer profile, age group and the culture it targets.
2. Be clear and careful about its promotion, if it’s a niche product / service / desire like mine (a senior citizen planning to celebrate Vday against the societal belief)
3. In the entire story, u would have got a glimpse of variety of customers and their reaction to the proposition. Hence the product promotion should be done appropriately so that you do not lose out on the apprehensive prospects, who are playing the game of wait and watch to decide later, based on the testimonial / trial report.
4. Some customers will strictly find every fault with the idea, because they are victim of culture / the societal parameters of right / wrong.
5. Some customers would be more than willing to try every new product, if it is not going to cost them much on fun / experimental basis.
6. Looking at the increased likes of the subsequent post, a logical deduction can be, a volatile service / desire / product, people will surely take interest if it is presented well in terms of slogan / punch line / thought provoking statements. Isn’t that what we do in marketing?
7. If everything else fails, look at this statement again… Sir u go ahead, if you succeed, it will be an example and if you fail, it would be a case study.

With lots of love and Regards to all who directly / indirectly became part of my experiment to give me this beautiful insight to human behaviour.

Thank you for a patient reading and looking forward to your honest observation and concern on my experiment this Valentine month.
For more clear and live sales examples / situations encountered, feel free to ask for my experience and suggestions. Contact me for product branding, learning sales skill, negotiation skill and relationship management.
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Observation leads to strategic innovation

November 1997, Banda (a small town in UP, India)

I was at the railway station waiting for my train back to my headquarter town that was delayed by 2 hours. I was an inveterate smoker and my favorite time pass in those days used to be smoking and observing people at a distance to guess the relationship and the likely conversation going on (its real fun most of the time).
A beggar walked in to me and asked for Rs.10/-. In those days, Rs.10 was a very big sum to be offered in charity and the highest help would be a Rs.1/- or less. I was literally puzzled with his emphatic request for such an amount but he kept on pleading with all his strength of starving to death on that cold evening.

I offered him a 50 paisa coin but, he was reluctant to accept it continued with his bragging. Finally I reached out to my pocket and got aand Rs.5/- note that I gave him without much of thinking to get rid of him and the situation. He accepted it polietely showing his unhappiness and I sarcastically waved him off. He walked out of the platform and I got myself back, busy with my observation game, feeling relieved of his pleadings.
A few minutes later, I found the beggar talking to a family that I was evaluating in my observation, doing the same.
Oops, he did not go with my money to feed his empty stomach but was busy playing the same trick with others too. Watching him do the same suddenly generated lot of bitterness within me and all my sympathy for him was gone. I started to feel agitated may be because somewhere, within, I was not able to digest the fact that, he has fooled a sales guy like me and extracted a very big sum in a very ordinary circumstance.

Yes I was a fool and a victim too though, I held myself in very high spirits of sales esteem till that day.
Trust me, my journey back home was tireless, thinking of what and how he could do it to me.

Then I realized…. Anyone in India, normally would not have paid more than a Rupee in such situations and I ended up paying 5 times the price.

He taught me a great sales trick on the art of negotiation and human engineering. I successfully tested and verified the technique in my future course of working that got me more than Rs.80,000/- as an incentive from my organization.

Learning: To save my skin from paying Rs.10, I ended up paying Rs.5 and that too was a big sum.

I hope you would have by now understood the sales technique used and applied here based on human psychology to generate better business.

If not feel free to contact me and I will be more than happy to share my testimonial to this learning with actual situations where I have used it and it always worked for me as an universal truth.

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Selling is an art of human engineering

With my rich 20 years of sales and office administartion work profile, doing multitasking at different levels finally brings me here to share my experiences with all of you. Though as generally believed by people, it is an art that is to a large extent depends on certain inborn skills but, there is lot that we can learn and implement as we improve on our understanding of human behaviour, keeping in mind the fact, buyer and seller both are human beings only guided by impulses, enthusiasm and emotions.

Since the start of my career in 1994, I have been compiling my real life sales experiences from a grass root level to walking a way to the administrative position. All for the passion to see a fat book full of actual encounters and solutions being published after my retirement that can act as a ready reckoner to budding sales individual and even mentoring them at diffirent levels of team building and customer handling skills.

As rightly said, life is never smooth and you need to have a backup plan ready in place to deal with unknown situations and surprises that life is likely to throw up. I too like most of the people was casual of not keeping a backup of my writing as it was just a passion and never imagined that I can be a victim too. My laptop was stolen last year and the situation was well blessed by a parallel crashing of my desktop to see all my work stolen and lost. I then realized the blessing in disguise to start immediately my blog to share, guide and learn with the world with what ever I can recollect and make it public in pieces rather than a fat book.

I was just a casual writer and observer till yesterday on Facebook watching my observations on life being liked by people till my student Abhilekh came in pressing every now and then to write seriously and start my own blog. Thats how I am here.