Easy sell, easy buy!

AS A college goer you may have dreamt of making it big in the corporate world, and perhaps become the head of marketing and sales in a prestigious firm. Accordingly you equip yourself with a postgraduate degree in marketing, and probably have a sneaky feeling that you could even sell the Taj Mahal to Shah Jahan himself, were he alive! Sheer enthusiasm and vigour may help you land a job with a top-notch firm.

But unfortunately, neither will help you convince a difficult customer to buy the product. You may begin to wonder if you've done the right thing, by opting for a profession in marketing.

You're doing all the right things, but what is it that gives an edge? A few snatches of a master marketer's philosophy might just bail you out of the stalemate situation.

Committed

Great salesmen are committed to their work. They don't quit when a sales call doesn't fall through. They learn to move on and hone their skills better. A `never say die' spirit is what keeps them going. They know when to make the `kill' and when to let go. They learn to negotiate with their superiors and set suitable targets. If that is difficult, then prioritise, delegate and make an intelligent break-up of the task.

Belief system

Marketers should know their product inside out in order to market the product or brand effectively. This will help them to use the product's negative attributes also as a winning strategy.

Marketers learn to believe that the product is saleable and are therefore proud to be associated with it.

Softs`kills'

Soft skills are the lifeline of any good sales person. While some may inherently possess these skills, others can develop them.

Therefore, make the effort to morph yourself into a super seller! Super sellers come across as pleasant people, have a pleasing personality, good etiquette, and are responsive and sensitive to the customer's reactions and responses. They are not overly aggressive, but are passionate about their job. They are also creative and innovative people.

The three Ps

Good and efficient marketers adhere to the three Ps of selling- patience, perseverance and performance. They realise that it takes time to convince a potential customer to buy, and subsequently, build a clientele.

Persist in your efforts to sell the product, albeit in a new and innovative way every time.

Follow-up

Good marketers spend a good deal of their time getting to know their target audience. They believe in staying in touch with their customers and clients, and make the client feel important and wanted. They realise that just selling the product is not the end goal, a follow-up of support service will further build an enduring bond between the company and the client.

Time sense

Efficient marketing professionals know how valuable their time is. They undertake only those tasks that cannot be delegated to others. They prioritise their work on the basis of distance and time, and target audiences. They schedule their visit at a time that is convenient to the customer, rather than vice-versa.

Convincing speakers

Good marketers have the gift of the gab. They are patient, tireless and persuasive speakers. They also have an innate knack for saying the right things at the right time. An ace marketer should leave a trail for the customer to contact him. A business card and a detailed brochure on the product are likely to spark an interest.

Great self-esteem

Marketers should have the ability to bounce back. Neither a bad sales call nor a difficult target puts them down. So, develop a tenacious spirit and positive self-esteem Their belief in the product, dedication and ultimately their enthusiasm is what wins them the best deals and accolades.

SAMYUKTA KODA

samyukta.hyd@cxknetworks.com