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Narrow the focus!

A delicatessen or deli is a retail establishment that sells a selection of fine, unusual, or foreign prepared foods. Delicatessen originated in Germany during the 18th century & spread to the US in the mid-19th century. [Wikipedia]

17 year old Frederick Adrian DeLuca borrowed $1,000 from family friend Dr. Peter Buck during the year 1965 to start something on his own. Dr.Buck suggested the idea to help DeLuca make money for college to study medicine. DeLuca’s plan was to begin a “fast-food venture that provided a healthful, less fattening bill of fare”. He named it as “Pete’s Submarines,” which sounded like “Pizza Marines”, so they changed the name to “Pete’s Subway.” Eventually in 1968, it was shortened to simply “Subway” as it is known today. They reached 1000 stores in 1987 & 1100 in 1993 when McDonalds had 800 stores that year. In 2018, the company had 43,700 franchisees worldwide. [Wikipedia]

DeLuca decided to focus on one type of sandwich, “the submarine sandwich” when other delicatessens sold a hundred different things from soups & salads to chips, muffins, doughnuts, cookies, ice cream, beer, coffee, tea not to forget the newspapers, cigarettes & lottery tickets.

Today, Subway sells more than just the submarine sandwich. They carry salads, breakfast, sides & drinks to signature wraps. But they are still remembered for the subs. And they are present in a number of countries – from Antigua and Barbuda to Virgin Islands.

When you narrow the focus, you become a specialist in that domain and your customers remember you for that “one thing”.

#Happy Selling!!

b2c #b2b #marketing #sales #brandidentity

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Cold call by an Edu Tech Co.,

I received a call from an education technology company recently. The lady who called said that she is calling from an xyz company. She then went on to say that we had made an inquiry regarding their coding classes. I said “we didn’t”. She insisted we did and asked me to check.

I patiently told her that we had enrolled our son into one of their programs at our apartment few years ago. Told her we didn’t like it after one or two classes and hence opted out immediately and that we had a tough time getting back the money paid. It was such a bad experience. But we never made any inquiry ever after. Told her that maybe they have the name & mobile number from that campaign.

Neither did she listen to that story, nor did she feel sorry for that bad experience. Instead, she went on saying that we had made an inquiry, but that wasn’t true. I normally encourage such cold callers. But, I had to disconnect this call since she yelled at me. Yes, she did.

I am lost. To what extent will these edutech companies go to get customers?

They are doing more damage by making such calls.

My advise to them:

  1. Teach your sales people before you teach others.
  2. Listening is an art. Learn that first.
  3. Be professional.
  4. Don’t yell at customers, even if they are wrong.
  5. Try and give a good customer experience.
  6. Turn a bad experience into a good one.
  7. Don’t miss out on an opportunity to delight your customers.

#HappySelling!!

#b2c #sales #coldcall