Marketing and Sales 101

 It's actually One on One, but also 101, as it's elementary stuff.

We have been observing it since we were kids. The sethji who sold us the annual wardrobe in raw unstitched form always smiled, and after showing us reams of the stuff, said, Aapko purani rate se deta hai (will give it to you at the old-and lesser- price). We fell for it.

The kirana was from Jeetmal Moolchand, a Marwari businessman in deep Andhra Pradesh. Again, knew his business. Went through a long list made by Mom meticulously, and kept us engaged through the long process of packing.

Single-window processing. I once bought a Subaru in the U.S., second hand from a dealer, with a loan too. Was amazed, I just sat in a chair, signing papers and he took care of everything- loan included- in around 30 minutes using a fax machine and a phone. This was pre-internet! Probably my best experience as a customer till date, except on Jet Airways a couple of times, and Air India once. And Sri Lankan Air once.

One to one is easy, actually, if you know the basics of human interaction- give importance, smile, and say sorry if something goes wrong. Scaling this up is a different thing, when you have thousands of customers- one reason Indigo goes wrong, maybe. And banks and credit card companies.

Of Lockdowns and Beyond

Just when airlines thought they had got their act together and would fly higher into profits, the Covid-19 has virtually grounded them all. Domestic flights too, till April 14th. (in India)

So after the lockdowns end, when they do, will normality return to air travel, hospitality, and all the rest? Business travel is likely to pick up first, followed by a cautious uptick in personal travel, and finally, leisure travel or tourism. People are likely to be wary of international travel for a few months at least.

What about retail? A lot of business has actually come to the small kirana stores, as they are within walking distance of most houses, and are an essential service. Maybe bigger stores will take a while in India at least, to get back all their customers. They might have to incentivise customers. We are, in the meantime, re-discovering the virtues of small businesses. Hopefully, mom and pop stores will continue to thrive in India, and not just for groceries- given the employment challenges, they have the potential to keep the families working.

Hygiene-related products may see a sustained interest, because this crisis has taught everyone the importance of washing hands and disinfecting surfaces that you can.

A simpler lifestyle might result for a while, having got used to the necessities and being able to live without a lot of discretionary spends. Marketers of many discretionary goods will have to work harder to attract customers.

Getting the lost mojo back into many economic sectors will take quite a while. Hope it happens within a year or two. If not, education may also suffer-higher education, more so. Hopefully, allocations to the health sector will go up across countries.

Bellampalli Memoirs

Bellampalli literally means Gud-gaon. Gud as in jaggery. We lived there for around 7 years, from 1970 to 1977. I was a teen then. It's a small mining town in Adilabad district.

It was a one-horse town, and I will concentrate on the merchants there.

We had a cloth store. It was run by a sweet-talking Marwari called Banwarilal. His patented dialogue, once you selected something to buy, was "Hum aapko purane rate se deta hai. (I will give it to you at the old price)."

Then there was a tailor, Laxmi Tailors by name. The proprietor's name was Mondi. We went and sat in his shop to collect clothes left for stitching, and it usually was a fairly long wait, because the clothes had gone for ironing, or for fixing buttons.

And then there was Jeetmal Moolchand Chitalangi, where we got our monthly groceries. In a narrow lane, the shop was badly lit. But Mr. Jeetmal was always bright, and made good conversation with us, his customers. Maybe we got a free toffee once in a while, or a cold drink if we were lucky. All in all, a pleasant experience.

There was a movie hall, Rama talkies, where I remember watching Haathi Mere Saathi, Hare Rama Hare Krishna and Saawan Bhadon, Navin Nischol's debut film.