Communication : Application of 'the Johari Window Concept" in Sales & Marketing - 1.

   Dear Reader,

In an earlier post ( Why a " Business Administration" Diploma is Important in a Sales Career), I had discussed about the Engineering Degree of 4 years and compared it to the MBA diploma of two years, and then tried to find the reason why a BE degree with a MBA diploma is starting to carry more weight with bosses and employers. This is because a vast majority of us engineers lack the ability to apply the skills learned as needed in a business, which is what all situations in life are. Some weaknesses of engineering courses is nothing is taught about planning, budgeting, managerial accounting, finance, leadership and motivation and many other things which helps us to view the world like Superman with his X-ray vision. Hence, the difference and I have to admit its justification. However, if you have some experience, you can study them and master them on your own. This will enable you to apply your business-targeted concepts as and when a situation arises for that. Of course, you won't have a diploma to frame, but then it is the knowledge which matters not the diploma. We will try to tackle a few business management concepts in this blog every now and then starting today with the Johari Window.

The Johari Window is a management tool which greatly helps in maximizing productivity in teamworking. It helps in showing to what extent is communication synchronized among the team members. Remember, very often team members may not have worked with each other before and a synchronization has to be built before performance starts. JW makes this evident to the members and specially to the team leader who has the responsibility to faciliate this within the shortest possible time. The name sounds exotic 'JOHARI window' but the word is merely the coalescing of the first names of its two inventors, JOseph Luft and HARIngton Ingham in 1955. Not very exotic in reality, ladies & gentlemen.

A BREAK FOR INTROSPECTION

Hello Friends,

          I’m back from my sabbatical. Now, before going, I was having a tough time here finding sales subjects to write ABOUT. Perhaps, you guys are thinking that “Holy Shit! This guy’s flipped”, but it’s completely true. I’ve covered more or less most of the areas in selling capital equipment Sales, which deserve mention. I had no interesting points. Moreover, as you may appreciate, everything in this blog, is what I believe in, what has occurred or I believe can happen. I have never used the textbook approach to blogging. 

( that is , take a textbook and write about all the interesting words you come across, making it look like things you know or /and have experienced). So, I went in for an 

INTROSPECTION AND OBSERVATION session. 

         Post introspection, I find that there IS a problem but what about us introducing a not sales only but combined with Marketing and Business Management subjects. If that sounds funny to you, think about it this way. We were discussing selling Capital Equipment and /or Industrial Marketing. We will still be doing so but with the nuances of management science weavings into the fabric at random points. 

        So seat tight and put on your seatbelts. The show ain't over yet, not by a long way. 

Finally, on the International Women's day, join me in supporting women's empowerment, with this song of John Lennon entitled "Woman"

With lotsa love
Bilbo Hobbit

What is Relationship Selling? [REPOST]

           Today in the capital equipment and machinery market, business volume is growing and so are the  targets. But, you know that you have a plum  order from the "nice customer is all yours”.  Then one day, you go to your customer one fine morning, after several weeks, and ask him  about “my order” 
[ look at the arrogance] .And he says  “Oh that order, it went to the competition Ltd”.." I thought that you weren't interested and my boss was asking about it" . Your card castles collapse as you realize  that the order is lost forever-the one high value order on which your target was built up on...sounds familiar? 

Later on, after you finish berating your juniors and your boss stops berating you; you realize that you never had a relationship with the customer at all. This is an example of what-not-to- do in relationship selling. Do not take anyone for granted! In our line (high value engineering equipment selling) it makes you redundant and in our race (homo-sapiens)it leads to your extinction

Say, you are looking over 20 accounts, do an accounts versus sales analysis. You will find that at the most 5 or 6 account for 70% to 75% of your sale. You try to find out how many visits you made this year in 7 months, and it so turns out that you made only 1 visit, because you thought that would buy only from you. In addition, you tried to sell to the 15 customers who give you maximum 25% of the sales. What foolishness! What audacity! You took your customer for granted and that is never done!

In relationship selling, you make a relation with the customer’s key man. He may not be the person who signs the order but it is his decision, all the way. Develop a professional relationship with him. Tell the truth to him and no bullshit please. Tell him that you want the order but you also want to have a seller-buyer relation with him, so that it’s not one way traffic.

You try to help him in whatever way possible. You offer suggestions, which can help the customer increase his productivity. At first, the customer may be suspicious but later he will realize that you are sincere and honest. He will trust you although he may not trust your product. If that happens, you have to hard sell him (or her) and you should be able to do what you promise. Visit him once a week-fortnight.  This gentleman or lady then will be your friend come hell or high water. It’s you he will trust and your word will be the last word on the subject. You are your customer's default Purchase Manager.

Build up your relationships today, all in your major revenue-earning customers, and you will not regret it no matter which company you represent, in the future. If you have a good product, the customer will buy it just because you are selling it. Hard to believe, but this is true folks. I have done it myself. There are exceptions to every rule. If you are selling swords to Atilla-the –Hun, then maybe it will not be wise to have a close relationship.

With price becoming so competitive and quality being measured in microns, the day is not far away when your relation will count. Build win-win relationships with your customers, and not only will you get the business, but you will also gain a friend. This is the magic of relationship selling.

I know a gentleman (very senior) who is now in IOCL Gujarat Refinery. We still keep in touch. And I know that if I go to him with a proposal, he will consider it, because he will be sure that what I propose is a win-win thing.

This post is so important that it doesn't matter how many times I repeat it.

Taking your leave for now,

Your friendly neighborhood blogger
Bilbo