
Something amazing happened today when I was traveling in Mumbai Local & that has prompted me to write this article for you.
When I boarded the Borivali bound local train from Marine Lines, it was one of those Friday evenings when my mind was just wandering, making random weekend plans and being in the moment. The train was full of conventional Mumbai ladies who were lost in their own world, I was not really expecting anyone to bother me or disturb my thinking process. But expectations are known to change. Enter, Imli, this 20 something girl who boarded at the next station. Right from the moment she entered, she had everyone’s attention. With her amazing voice modulation and well thought of sale pitch, it seemed rather easy for her to do that. “Move ladies, move. Give me some space!” There was no need for her to utter those words because there was enough space for her to get in. But that too, as I realized later was part of her strategy! Since she looked pretty young and had a haversack, common to most college students, most of the ladies who saw her had a quizzical look on their faces about her behavior. Her voice had confidence, firmness and some confident tonality!
And as she entered she turned to one part of the bogie and began: “I’m talking because that is my job. Do lend your ears if you wish to. I’m talking to you not because I know anyone of you but am here to introduce you to something. People think I make things at home but I do not make anything at home. I do not get time to make my own food so how will I get time to make anything else. My name is Imli and I am here to sell you these Imli chocolates!” She continued, “Normally I do not take this train & I take Virar train & there I do not have to speak because people know me on that train. I have sold big jars of chocolates on that train. I have been doing this for the last three years & to date, I haven’t got any complaints. Chocolates for you, take 1 for 1 rupee & 5 for 5 rupees”
After listening to her pitch completely I was shocked. I thought to myself, “What? For a mere 1 Rupee chocolate, she gave such a long pitch? Crazy woman!” She continued doing that but no one bothered. Then she went to the other side & repeated those lines again with a similar tone and no loss of enthusiasm. But again no one bought anything. Being a sales professional, I could see how much effort she had put in so I just thought of buying some of those fruit jellies from her. (Yes, those were fruit jellies, not chocolates.) And to my surprise as soon as I bought I could see ladies around also started asking her for some jellies. And eventually, in a span of 10 minutes, she sold 50–100 jellies in that bogie. For a sales professional again, this was magic! For a second I a sense of pride in myself, no idea why! I could see so many women calling her one after the other & buying from her. I then started thinking to myself, what prompted everyone to buy? The answer I got two answers. We as people are always hesitant and conscious of what we do in public. Hesitant to take the very first step, make the first move. They perceive there to be an invisible barrier. Once someone steps up and breaks that barrier, it will not take long for people to follow. And then the chain of events is set into motion!
I smiled at my realization but little did I know, there were more lessons to be learned this Friday evening. Imli had not only mastered the art of sales but also the art of taking feedback. Post the sales, she went around talking to almost every customer she sold to. Observing who all have eaten the so-called chocolates. Looking for wrappers and observing people’s faces. She carefully but seamlessly asked some of them, “Was it good?” Note here, the question here was, “Was it Good?”And not “How was it?” rather it was just a subtle attempt at gathering (only) positive feedback for her products.
So well, here is the revision of sales lessons from Imli :
1. Noticeable First Impression -
- Voice modulation
- Smile
- Introducing herself (Note the name Imli)
- Asking seemingly random but very relevant questions to engage people
2. First Sale: Give it all for the first sale. It will set the wheels in motion. You need that one client/face for your brand who people will relate to as one of their own and hence, trust them.
3. Taking Feedback — More than just feedback, it is important to also know how to take feedback. Asking positive questions is sure to give you a positive or at least a neutral response.
4. Being Proactive — Doing more than what you have been expected to do. Before getting down from train Imli asked everyone to take care of their luggage & not to forget anything in the train.
I doubt her real name is Imli but I must say it was a commendable performance by her & it definitely got my inner salesperson thinking. If you have any such experiences please do share, I will be happy to know your observations & insights.