I recently had the opportunity to work with the sales team of an upmarket resort in Goa as a Sales Coach. With 30 years of experience in Sales , I thought I knew a lot about Sales but I was mistaken. Needless to say that I learnt my own lessons and had the following conclusions to draw about Sales and Marketing in this domain of upmarket luxurious resorts and wellness industry:
The term “Value for Money” meant
- Charge me money but make me feel special
- Do not charge me money for the services where (I feel special (e.g. Do not charge any money for a limousine pick up from airport but charge me money for the wine that you serve me in the limo on my way to the resort from the hotel)
- My peers should come to know how I was made to feel like a King (e. g. Take snaps of me having wine in a limo with my wife and share the same with me on Facebook)
The term “Need Analysis” of a customer meant
- Do not ask me as to what I want. Track my behavior and arrive at my likes and dislikes (e.g. If I asked for Sugar Free Tea in the morning, do not serve me Red Wine in the evening)
- Leave me alone, I need privacy. ( Do not disturb me in your orgasm of giving me a great room service)
The term “Cross Selling” to a customer meant
- Pitch cross selling products which suits my taste and not your logic. There is nothing logical about it. ( I may like idling in swimming pool but I may hate scuba diving)
The term “Reference Selling” to a customer meant
- Do not ask me references because my peers cannot afford what I can. Instead ask me reference of the company that I work for or the organisation with whom I am associated.
The term “Customer Engagement” meant
- Keep me informed about all the niceties and expensive things that you can in future so that I crave for it and avail it. Anything that is easily affordable for me is something which I do not like or feel associated with.
The term “Up selling” to a customer meant
- Don’t try to gauge my wallet. Think fresh of what more you can offer. The freshness of your thought will decide how much more wallet share you can take from me
The term “Great Offers” to the customer meant
- Take me to something very simple but pristine, serene and exclusive (e.g. Serve me hot Khichdi on a yacht in the middle of high seas with freshly pounded potato mash)
- Let me take my wife on an evening ride in a golf cart by the white sands of Goa
Many more such concepts of Sales Management had a different connotation in this industry. I really thanked the team which I had gone to coach because their insights into the business taught me that one never stops learning, really!