the new hr

participant was also briefed by Makhija separately
to act as a wealthy farmer near Bangalore interested
in horse racing and was in a hurry to leave for the
race course that evening. The stage was set.
The first Salesman approaches the farmer.
“Sir I am from ICI. We make excellent herbicide
GRAMOXONE, very good for your crops”.
“What ICI and what GRAMOXONE, I am in
a hurry to leave for the race course. Don‘t waste
my time”.
“Sir please five minutes. I will explain the
benefits” tried the salesman.
“No no I have no time now, come some
other time”.
“Sir please, I have come all the way from
Bangalore for you”.
“So what? Did I tell you
to come and see me? No
more talk”.
Makhija clapped and the
role play was over.
The next salesman walks
in. He has been briefed by
Makhija to study the back
ground of the farmer, his
interests and his routine
that day. Remember that
the farmer was to behave as
naturally as the real farmer
would do in similar situation.
The next salesman starts
exactly the same way.
“Sir I am from ICI. We
make excellent herbicide
GRAMOXONE, very good
for your crops”.
“What ICI and what
GRAMOXONE. I am in
a hurry to leave for the race
course. Don’t waste my time”.
“Race course! That’s great I am also going there
after meeting you and I have got some tips as I
know some people”.
“What tips? You are just boasting to please me”.
“No sir, as you know, in the last race that
particular jockey was the favourite but he lost
because of .... This time the most favourite jockey is
such and such which is being kept secret”.
“Are you sure?”
“Sir I am not 100% sure but the inside news is....”
“OK OK how are you going to Bangalore”.
“Sir I will hire a taxi although it is a big drain on
me but it is my passion”.
“Why don’t you come with me in my car?
We can also discuss your so called tips and
your herbicide”.
This time Makhija kept quite but all the
participants clapped instantaneously.
The role play was a hit. Everyone agreed that for
a successful sales call, one must collect all relevant
details of the customer beforehand, such as his
background, his interests, and his routine that day.
My next experience took place in Kolkata. I had
gone to the New Market to buy some toiletries.
It was a small shop and the salesman looked like
a middle aged modern owner. I asked in English
“Can you show me some good
shaving creams?” “Sure sir” he
replied and spread about half
a dozen on the counter. While
I was looking at the spread,
I overheard a feminine voice
in chaste Bengali and saw
a lady speaking “Lakmer
bottereesh namber lipstick
aache ki?” (Do you have
Lakme no. 32 lipstick”. I
also heard the reply in chaste
Bengali. “Hain, aekhuni
dekhachee aapnake” (Yes, I
will show you just now). A
few minutes later I saw an
old person in dhoti and kurta
entering the shop. He asked
“Bhaya ek lux sabun ke tikki
dena” (brother give a cake
of lux soap). The salesman
replied “Babuji yeh lijiye”. (Sir
here it is). Whatever language
the customer spoke the salesman replied in the
same language!
These three real life episodes taught me the
following lessons:
1. Customer is King.
2. Speak the language of the customer.
3. Talk in terms of his interests rather than
your own.
(Winning Lessons: From Corporate Life is published by Partridge
Publishing India. All rights reserved.)
I NDIAN MANAGEMENT NOVEMBER 2015 89