The Philosophy Of Sales And Marketing

I have done a lot of marketing. And sales. Across segments, markets, companies, products and services. It has been 7 years and it has been exhilarating and exhausting. Seriously. And now I want to do more. A lot more. There are atleast 100 aspects to marketing. “Bahut sar khaya hai sales ne mera”. :P.

The process of sales starts with understanding the product or the service. The areas in which it adds value. The value proposition of the product is the non-monetary component of any product or service. Look for an area where the product does work where no amount of money can. It is best to understand the concept of business. Why a person or a business pays money to buy your product.

Money is symbolic to the hardwork the person/ business has put in to earn it (in most cases). It is hence more than just money. Understand the value of money of your customer. Understand how he/ she/ it earns what he/she/ it spends. Then you will understand the emotional value of money of your customer. Once you understand the same, design your pitch.

It all boils down to emotions. Be it love, patriotism, joy, fun, sex, contract or business. We as humans are governed by what we feel. As one of my seniors said, more than 90% of the information that we transfer, is done non-verbally. By facial expressions, tone, voice, body language, etc. The biggest of the big decisions are taken emotionally, whether one understands this cognitively or not.

Once you have designed your pitch, speak to the customer in a neutral tone. Regulate, modulate your emotions with respect to the sales pitch. The pitch should talk about how the customer wants to spend his/ her hard earned money than your product. Product will automatically sell once you respect emotions. This is since the product you are offering is going to do something for the customer that money never ever (directly) can. Talk hardwork to hardwork, emotion to emotion and money to money. Then there will be synchronization and flair.

By then, all customers would have understood the product, your company, your services and you. There is no need for any further selling. You have set the ball rolling. The product will sell for itself. Keep in touch with the customer, increase rapport, once in while joke. Once the comfort level is reached, shoot. And shoot to kill. Ask them to buy your product. Trust the connect you have with the customer.

Post selling activities should be done in the most non-emotional manner, ensuring profit. Servicing again needs to be customer oriented. And the cycle continues.

Happy Selling! J