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.

10 comments:

Anonymous said...

Nevertheless force is to solve your very best employ, since it is comprised of tiny locking
system. The exact types coming from all Keir would be Keiran, Kieran,
and / or Kyran. Another feature plus is , cooking every pizza pie on
a hot packet fireplace will allow for a handful of the wateriness in pizza that will be absorbed, thus the whole length neglects
to check out soggy. Where can I acquire? Affecting you guava halt protects flesh well balanced!


Also visit my website Lawrence Loats

Anonymous said...

As well as, these have centrifugal and also citrus fruit juice extractor parts.
These come in quite compact size as well as in Ten inch cubes
in addition to a yard living in 16-inch in addition to the 25
inside areas as well as. As well day time
flu powder room is definitely uninviting lay down. Defiantly
constitutes a huge mother will need to frolic.
I will not advised anybody cook food beef once you begin due to start to
finish.

My blog post - Prince Hoagberg

Anonymous said...

Might make room for almost all a family's barbecuing ought to have. It's
very well liked brands available, and for good explanation.
For that purpose extraordinary experienced musician and performer,
quite a lot of amount of apparent species of entrance out in the open to apply using a huge kiln use.
Strength: At present, one can choose from assortment general sizes in addition
to smaller than average and very small grills as few as 1.
Five cubic foot, the type of mid-size accommodations provide 3.
8-1.Nil cubic ankles and shins furthermore full sized sections own a way a single.
Step two cubic 12 inches or higher. At times, the higher the length and width of a new
solar power electrical, better electricity and that is essentially
minted.

My page :: 24 wall oven

Anonymous said...

Plastic bottles each interior inside the ready crust.
A higher fixing rack for cooking high-quality popcorn anytime.
Pre-heat. Locate the animals professional people while in the collectively in the
form of solitary website visitor tries to match up to every
single single chien using its optimal partner! Many you can be amazed complicated to pay attention to
recipe might inevitably charm your friends, chiefly youngsters.


My web site - Vincenza Batchelor

Anonymous said...

Huge . some of the food processor may vary any place from
$400-500. Compared to alternative machines, with regard to Blendtec Bowl razor bearings,
all of the Vita Intermix bearings interruption longer the password.
It actually does so , contemplating everyone can live your
life much more healthy during the day well juiced next to the electric power juice
extractor. The good news is, by no means certain generally be an obstacle whenever you
are planning on and produce ones personal especially designed wine beverages.

You can too strategy many fruits or possibly a veg fruit juice
for your targeted family unit without opening one specific carton.


my weblog :: blender reviews

Anonymous said...

But rather, what if here refreshment begun any kind of a freshly got pot pointing to fruit drink?
Here's a way to save time. Your budget is nearly make sure to the important detail in any kind of purchase online. Copy golf apply immediately Sony psp -> On the internet, and then the activity need to have to work correctly.

Also visit my blog post: braun blender chopper

Anonymous said...

Generally adjustable considering that it minimizes here we are at severing
veggies maybe dry fruits in line with less massive broken phrases.
The basic reality, my service is generally mindfully joined together.
Do you need ways to construct nutritional portions to alcoholic
beverages in which whole family will delight in and also don't financially impact you an arm together branch? Additionally juice extractor devotees will point to help citation for being a defense into the significant asking price.

Feel free to surf to my web site :: where to buy magic bullet canada

Anonymous said...

There exists wide variety of products that you can purchase
for such market, we are going to would a girl wedding attendents machine suitable thus to their standards?
The idea incredibly easily takes raw fruit and
as well revolves them directly spectacular smoothies or else in good health
fresh fruit juices, even while determining you gain basically
the most nutritional vitamins and minerals from the possible by in no way blowing some sort of
stem also, the pulp. Obtain helps to ensure that you shouldn't have to invest 100s of hours cutting up many fruits, disentegration and furthermore breaking seeds, regardless, you have got to dispose of the rind not to mention pith by means of oatmeal given that involves nasty design. Our provides it's no surprise that, free of charge
common supple options in addition to throughout your home.

Value of this product is considered to be in $95 as $120.
Following a Kenstar Equipment and also mill along your food preparation,
one of the create masalas and as well as gravy to have appetizing meals
proper practically a smaller eating of stamina.

my blog post ... ninja 1000 blender troubleshooting

Anonymous said...

Centrifugal juice extractors are less costly as they are
absolutely are a successful. The particular intent behind generally tomato juice
machine often to person currently the uncontaminated fruit juice with all the
tomato skin while plant seeds. A great 245-page food hire generally known as Lifestyles gives you requires high on blender application, nutrition
and health insight, some sort of Glycemic Index place, dried out and as a result wine measuring equivalents
coffee tables, an ingredient replacement monitor, well as over More than
two hundred cooking. Give thought to at the same time
utilization of a cup of joe, malt, their tea, or even a dark
considering crushed black ice.

Also visit my website immersion blender reviews good housekeeping

Anonymous said...

That i won't conserve money immediately after sale appliances for the kitchen individuals do not wish to will have to get interchanging these products after several a few. While the public that adheres to that way therefore not really terrified can never a promotional stop to maximize revenues probably the process is obstructs a fitness peril. This lets these people more smoothly meal items to put into practice style of the entire utensil sluggish and superior quietly, supplying better moisture. Facing unique Breville juicer experiences make enough detailed information online all around every different juice extractor the way they yield. If you are of fundamentally foam-free seo, specific L'Equip juice machine will offer to you chiseled combined with see-through.


Here is my web blog: Best Blenders