Once traveling by a local train in a crowded compartment.
There was a hawker selling a set of combs. Small to big, to thicker mesh, altogether ten of
them for only Ten rupees. Ten combs for a mere 16 cents. Unimaginable! Now come on, you tip more than that, at a coffee shop to buy a cup of coffee! He was in the compartment for at least ten minutes hawking the virtues of his products. But to my surprise there was not a single buyer. Were all in the compartment bald? My god! No. There were men and women of all age groups including students.
Next came another selling gel pen. Five for ten rupees. A branded gel pen in the store cost minimum fifteen bucks. He constantly hawked, “use one, if satisfied, you gift one to your friend, relative or loved one”. He had demo pens which I tried, they were fantastic for the price. I bought a pack deciding to use one and gift four. Seeing me purchase some students and passengers bought from him.
Came another hawker with a basket of green mangoes. Watching people buy and eat them, I bought one to taste and keep myself occupied with the thought of travelling alone. Green mangoes, cut into pieces with some salt and chilly powder sprinkled. I would never eat them. Too sour for me. But I did.
Selling is an act of persuasion where the buyer is prompted to act and exchange his money for goods or services.
Buying is related to need of the buyer. If a prospective buyer does not associate any need with the product will he buy? Nobody wants to trade money unless there is that urge or need.
A seller, can create that need in the mind of the buyer and induce buying. Different product has different utility. The salesman has to mention all uses, also innovate some more, if possible. The word ‘gift’ rung the bell in my ears. I thought I can gift the pens to the kids where I was going. A gift will make them happy, they can also use them for school.
Buying is also induced by market trends. Buyers tend to follow purchases by neighbors, relatives and friends. Ego esteem is another influencing factor. I know few who own expensive smart phones. They have the money power, knowing all the applications does not matter.
Successful salesmen try to understand the buyer, before focusing on their needs. Once you understand your buyer, selling becomes easier.