Metro Plus
Bangalore
Chennai
Delhi
Hyderabad
Kochi
NORTH ZONE
The art of selling
|
A recent workshop conducted by PASE schooled small traders in the sales techniques propounded by marketing gurus around the world. A report.
|
PRIDE ACADEMY for Selling Excellence (PASE) recently conducted a workshop (in Anna Nagar) focusing on one of its objectives - "taking marketing to the masses". The workshop, inaugurated by Nalli Kuppusamy Chetty, schooled small traders in "marketing techniques propounded by Steven Covey, Michel Porter, Tom Peters and Peter Drucker", in the language they understand the most - Tamil.
"The participants are being given those marketing inputs, the effectiveness of which has been conclusively proven by success stories such as Wallmart and Marks & Spencer," said Hariharaputhran, chief faculty, PASE.
During the workshop, he told the participants it was not advantages such as education or good looks that gave a seller the cutting edge; you can put your rivals in the shade if your thoughts were above theirs.
He urged the traders not to plough a lone furrow. "Create an alter ego. Make him in the image of all that is positive - decisiveness, unquenchable ambition, industry, optimism and fortitude. Name him Mr. Victory. And hitch your wagon to his star, and he will guide you up hill and down dale. Talk to him, and he will recharge your batteries. If you practise this (dialogue) for six months, you will see your life replenished in wonderful ways. Most of you, on the contrary, have found yourselves a companion who answers the call of Mr. Defeat. He is made in the image of your misgivings, pessimism and self-defeating attitudes. Give him a wide berth." While Mr. Victory was your lifeline, Mr. Defeat was much more dangerous than all your competitors put together.
"The man who has set his sight on great goals should beware of `excusitis', which is a morbid addiction to finding excuses for poor performance and maintaining the status quo," he said. "For many sellers, this is the greatest stumbling block. They can come up with a shopping list of excuses for not reaching for the stars - `I am too old', `I am not educated enough', et cetera."
He said in selling there was no substitute for a pleasing personality. "Your manners has implications for your trade; the buyer is not obliged to put up with the rough edges in your personality. Greet people enthusiastically. Your sunny personality will be reason enough for them to patronise your trade. Look your customer in the eye when you are talking about your product."
PASE's selling workshops continue, thanks to visibility gained through word of mouth. "What better publicity can there be than participants telling others about the workshops?" asks Hariharaputhran.
For the record, P-R-I-D-E in Pride Academy for Selling Excellence stands for Personal-Responsibility-In-Daily-Effort.
"That coinage actually belongs to marketing guru Zig Ziglar whom I had the fortune of meeting once, in Dallas," he admits.
PRINCE FREDERICK
Printer friendly
page
Send this article to Friends by
E-Mail
Metro Plus
Bangalore
Chennai
Delhi
Hyderabad
Kochi
|
