Lead Stories

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Created on 02 July 2014 Written by John Kageche
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The Chairman of a renowned multinational manufacturer once startled his staff when he said, “Anyone can make what we make. We are not in the business of manufacturing; we are in the business of marketing. ” I cannot agree with him more.

Selling purely on the features of a product invites the client to compare apples for apples- a debate which the salesperson will most probably lose. He makes it difficult to lose however when he makes the prospect perceive his apples as oranges. To do this he must make the discussion not about the lowest level of Maslow’s hierarchy of needs but the levels above it. And the levels above it are all emotional. The progressive salesperson plays in this emotional space.

First a quick reminder from Google: Maslow’s pyramidal hierarchy progresses from basic, safety, belonging, esteem and self-actualization needs. Unless you are a hunger victim awaiting relief food, you don’t eat because you are hungry; it may feel that way but it’s not if it were true you wouldn’t be choosing what food to eat and where to eat it and with whom you do so. It follows therefore that the food establishment does not sell food it sells the service, the ambiance, the extras. Food is a basic need that is no longer a motivating factor to buy.

So profound is the need to employ Maslow’s hierarchy of needs in selling that institutions whose salespeople must be technically competent (e.g. those in agribusiness selling beneficial insects or chemicals to large scale farmers), are quickly finding themselves in need of training them to have a sales orientation. Now the farmer concedes that the demo has worked, it does not follow he wil keel over and ask to be shown where to sign. The salesperson, after having established the facts, must still play in the emotional space if he is to make a sale. He must remove his technical cap and don the salesperson one.

When the salesperson rattles off the features of his service or product that he is selling, he is doing little more than verbalising the brochure which in itself is an inanimate basic on Maslow’s hierarchy. Consider the saleslady selling credit cards who says: “this card has Chip and PIN functionality and the interest is only 3% per month; the card enables the cardholder to obtain the funds in cash by withdrawal from ATMs and/or ascertain information as to the balance on the card at ATMs or Points of Sale terminals ." All that is good to know madam but, hey, which credit card doesn't do all that? TSM

Kageche is Lead Facilitator Lend Me Your Ears- A sales and Speech Training Firm
Email: This email address is being protected from spambots. You need JavaScript enabled to view it.
www.lendmeyourears.co.ke

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Created on 23 June 2014 Written by Peninnah Gathoni
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Buri muntu wese afite icyamuvugwaho twabishaka tutabishaka buri wese yabyivumburira. Ibyo batuvugaho bishingira ku myitwarire, ku myambarire, ku myambarire , cyangwa se ibyo duhitamo. Iyo uhuye n’umuntu bwa mbere tugerageza kureba uko ateye. Bivugwa ko kubaka umubano bitangira iyo abantu bahuye bwa mbere. Noneho ibiganiro bikurikira no guhura kenshi ni byo bikomeza uwo mubano ukaramba. Gukomeza kuba indahemuka bituma du- komeza kugaragaza uko turi no kuvuguruza ibyo umuntu yaba yaragutekerejeho bitari byiza ubwo mwamenyanaga bwa mbere. Kubaka izina ry’ibicuruzwa ni kimwe no kubaka ubucuti cyangwa umubano. Buri zina ry’ig- icuruzwa riba rifite icyo rishaka kuvuga, hari icyo abantu barivugaho bashingiye ku mateka, imiterere yacyo n’uko cyagiye gitera imbere.

Abakiriya bacu n’abafatanyabikor- wa bacu n’abandi dukorana ni bo baba bafite icyo bavuga ku gicuruz- wa runaka kuva bakimenya kugeza ubwo bahuye n’abagihagarariye. Ni byiza rero gufata igihe tukavuga igi- curuzwa cyacu tukakivuga neza uko kiri aho turi hose. Ibigo by’ubucuruzi bikunze gutanga amakuru avugu- ruzanya ku bicuruzwa byayo kuko aba atarigeze afata igihe ngo amenye neza igice cy’ibyo bacuruza gihagaze neza kurusha ibindi kugira ngo abe ari cyo yamamaza. Ibi bitera uruji- jo abakiriya. Bumwe mu butumwa bugera ku baguzi buba bufite ibyo bubasezeranya, ubwo butumwa bu- gomba kuba bwuzuye. Mu butum- wa mugeza ku baguzi ni ngombwa kubagaragariza uruhande ruhagaze neza ku gicuruzwa cyawe noneho bikaba bijyanye n’ibyo abaguzi bakeneye. Uko wagaragaje imiterere y’igicuruzwa cyawe n’uko werekana ko kizabakemurira ibibazo, ibyo byose ni byo bigize ubutumwa bugomba 30 kugera ku baguzi. Mu minsi yashize ikigo cyacu cy’ubucuruzi cyatangaje ibintu byatumye twumirwa.

Ni ikigo gicuruza imashini zikurururana cy- ashakaga gutangiza imirimo yacyo, birumvikana ko cyashakaga kugeza ubutumwa ku bantu n’ahantu runaka. Maze gusoma inyandiko ibamamaza bashaka gusohora sinigeze mbonamo icyo izo mashini rukururana zikora ndetse nta n’ubwo igaragaza abashob- ora kuba abaguzi bazo. Narumiwe numva sinashyira inkuru ku itangiz- wa ryazo mu itangazamakuru kuko numvaga ntabyumva. Icyo banyeretse ni ibiciro by’izo mashini zifite im- baraga nk’iza horse power.

Ukwezi gukurikira nakumaze nsura abahinzi ndetse n’ishami rishinzwe ibya te- kiniki by’izo mashini rukururana kugira ngo nzimenye byisumbuye. Nyuma yahoo numvaga nakwandika neza inkuru yo guha abanyamakuru ku buryo umuntu uteri enjeniyeri yayumva ku buryo bworoshye. Ubu buryo bw’imikorerere bwakwirakwijwe mu bakozi bacu bose bashinzwe itumanaho. Twumvise neza imashini zacu bityo dushobora kumenya aka- maro kayo bityo dutangira kuvuga no gushakisha amasoko y’izo mashini.

Gusobanura neza igicuruzwa cyawe bituma kirushaho kugaragara. Binagaragaza imiterere yacyo mu buryo bwagutse. Abakiriya bakunda kum- va izina ry’igicuruzwa kugira ngo barihuze n’imiterere yacyo. Ako ni ko kazi k’ushinzwe itumanaho mu kigo agaragaza imiterere n’akamaro k’igicuruzwa. Ubwo butumwa rero bugezwa ku baguzi buciye mu nzira z’itumanaho zitandukanye, mu binyamakuru byandikwa, mu byo kuri interineti, ku mbuga nkoranyambaga ndetse no mu biganiro abantu bari hamwe barebana. Ibyo bituma umen- ya icyo abaguzi batekereza ku gi- curuzwa noneho ugakora ubutumwa bukibumvisha neza bityo bakitabira kukigura.TSM

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