Thursday, January 19, 2012

Belajar Menjual dari Pedagang Asongan

Oleh Mohammad Iqbal

Rutinitas berangkat ke tempat kerja tiap pagi menyisakan kebiasaan buat saya untuk melakukan hal-hal kecil di sela-sela kemacetan atau setiap berhenti di pertigaan/perempatan lampu merah. Setiap pagi dan sore, saya melewati beberapa traffic light atau stop light (atau orang semarang menyebutnya “perempatan bang ijo”). Setiap berhenti menunggu nyala lampu hijau, selain berdiskusi dengan istri, biasanya saya membaca koran, membaca catatan kecil, membaca buku, sms-an, BBM-an, menghafalkan text “spirit to sell-sales basic”, mencatat (dalam pikiran) agenda kerja harian, memikirkan tugas kantor, mengamati merek dan model mobil yang jarang terlihat, mengamati pengguna jalan, hingga mengamati gerak-gerik pengemis, anak jalanan dan pedagang asongan.

Belakangan ini saya tertarik mengamati perilaku penjual koran eceran atau pedagang asongan. Setelah melakukan beberapa percobaan kecil, saya menyimpulkan bahwa para pedagang asongan itu adalah Salesman yang cukup baik.

Betapa tidak, menurut saya, mereka itu benar-benar tahu prinsip prospecting yang baik. Mereka tahu betul cara menjual barang dagangannya dan oleh karenanya kita patut belajar dari mereka. Mari kita urai, apa saja kehebatan mereka.

Pertama, para pedagang asongan itu pandai mengenali respon pasar. Mungkin karena saking seringnya melihat berbagai macam raut wajah calon pembeli, mereka jadi sangat ahli membaca siapakah yang masuk dalam kategori ”potential customer”. Inilah yang saya sebut sebagai keahlian dalam identifying and qualifying prospect, yang merupakan langkah kedua dari tahapan prospecting success. Mereka pandai mengetahui gelagat calon konsumen dengan mengamati gerak-gerik, behavior, atribut, kelas dan segmentasi konsumen.

Misalnya, untuk pengguna mobil pick-up, truk kecil, angkot dan sekelasnya, mereka biasanya ”mengacungkan” (baca: menawarkan) koran-koran seperti Pos Kota, Lampu Hijau dan sejenisnya. Untuk pengendara Avanza-Xenia dan sekelasnya, mereka menawarkan Koran Sindo, Media Indonesia, Koran Jakarta dan media sekelasnya. Nah, untuk kendaraan yang lebih mewah seperti Honda Civic, Sedan BMW, Mercedes Benz, Lexus, dan seterusnya, mereka menawarkan media yang segment-nya lebih tinggi seperti Kompas, Jakarta Post, Jakarta Globe, The Politic, Tempo English version, Globe Asia, Cosmopolitan, Indonesia Tatler, dan sejenisnya. Entahlah, untuk pengguna motor, jarang saya melihat ditawari para pedagang koran acung itu.

Hebatnya lagi, ketika saya uji seorang pengecer koran, dengan melirik salah satu terbitan media yang sedang ia tenteng, ia langsung menanggapi dengan serius. Mereka tahu benar mimik wajah dan ”gerak-gerik” mata saya yang tertuju pada koran yang mereka bawa. Ketika mata saya beranjak dari koran satu ke koran lain, sejurus kemudian si pedagang koran tersebut menyodorkan alternatif terbitan yang lain. Seakan-akan mereka menyambut sembari berkata; ”If this is not what you want, may I assist you to find other alternative solutions, and therefore please tell me what is your preference?” Hal ini membuktikan mereka benar-benar Focus to the Customer, prinsip dasar penjualan yang efektif dan profesional.

Nah, ketika saya diam saja dan mata saya menunjukkan keengganan untuk membeli, mereka stay back, mundur teratur, cool down dan tidak memaksakan barang dagangannya untuk dibeli. Ini berarti, mereka paham betul prinsip Earn the Right to Advance. Sebaliknya, ketika saya menunjukkan gesture ketertarikan membaca Headline di salah satu terbitan yang mereka tawarkan, barulah mereka melangkah lebih dekat untuk lebih lanjut mengetahui koran atau media macam apa yang saya inginkan. Hebat bukan?

Tentunya, sebelum mendatangi para prospect untuk making a contact (langkah keempat dalam prospecting success), si pedagang asongan terlebih dahulu setting the goal dan preparing & planning (tahap pertama dan ketiga dari prospecting process). Terbukti saya pernah dua kali memergoki seorang pengecer koran menghitung jumlah terbitan yang mereka panggul, menyusun dan menata sedemikian rupa serta membuat catatan kecil yang akhirnya ia selipkan di saku dengan rapinya. Saya menduga, dia telah menetapkan objective of prospecting, menetapkan target penjualan harian dan menyiapkan segala sesuatunya agar proses penjualan berjalan lancar. 

Selama interaksi dengan konsumen, mereka juga sangat sopan dan memiliki kemauan yang besar untuk melayani pembeli. Semangat servicing client dan serve with pride mereka sangat kuat. Ditambah lagi, mereka selalu mengajak konsumen untuk terlibat aktif selama proses penjualan dengan cara memberikan pertanyaan-pertanyaan sederhana guna memotivasi konsumen memilih koran yang mereka inginkan. Ini yang disebut dengan persuade through involvement.

Pada akhirnya, setelah beberapa kali mencoba berinteraksi dengan calon konsumen, setelah beberapa kali menerima keberatan (objection) dan bahkan mengalami turning down business, si pedagang asongan berhasil juga menjual produknya. Proses converting and closing the sales akhirnya dilewati.

Note:
The Ideal Process of Sales Prospecting
Step 1        Set Goals
Step 2        Identify and Qualify Prospects
Step 3        Prepare and Plan
Step 4        Make Contacts
Step 5        Convert and Close

Driving Principles of Professional Selling Skill
  1. Focus to the Customer
  2. Earn the Right to Advance
  3. Persuade through Involvement

Penulis adalah pelaku pariwisata sekaligus konsumen yang biasa di-prospect oleh para penjual.

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