Selling Technique in Shoe Store

I have visited four different places of Dhaka city. I started my assignment at Eastern Plaza . Belal was a salesman of that store.When I wanted to know about the sales techniques using in this store, he laughed at me. I understood that the idea I was talking about was new to him. However, we started our conversation by asking a question how you sell to your customers.

Belal told that “I can understand my prospective customers by seeing his or her face.” I asked him how you understand it. He told me that “when a customer first enter into our store, I can just say whether the customer is willing to buy a shoe or not” “Nothing is special here” But, I understood that Belal was using sales techniques unknowingly.

Belal is very simple in dressed, but he is very polite in nature. His behavior is good and attractive. However, when I asked him about communication matter with his customers, he told me that it is not that much difficult. I asked him about the language using to communicate with the customers is formal or informal. He told me that it’s totally depends upon the customers i am taking to. First, I see how my customers are talking; then I act like this.

Objection handling is another important task in shoe stores. I asked Belal that “It is seen that when a customer come for replacement, sellers want to avoid it after sales” Do your shop do replacement? Belal answered me “Yes, we do”. I told him that “you usually charge more money that time.” Belal relied “No” He said to me “No”. Sometimes it happens that the shoe size is not properly matched; then we have to do replacement.

After that, we started our conversation about customers. I asked Belal “What is your idea about selling a product to a customer?” Belal told me that “It totally depends upon the customers” “some customers don’t like bargaining. They just say one fixed price to buy” “There are some customers who bargain too much” I asked him “you don’t feel bad that time” “No” he replied and added that customers are customers. “They can say whatever they like”

Finally, I asked Belal “what do you think? How can you be a successful salesperson in this business?” He told me that “I think the most important thing is customer preference. We always try to do what our customers like”.

After that, I visited Elephant road. There are many shoe stores in Elephant road. Finally, I have got someone to talk. His name is Bappy, who is a salesman of “Asamoni Shoe Store”. Bappy is very friendly. Most of the idea that I have got from Belal are repeated by Bappy again. He also told me that” customer preference is the most important thing. Look what customer wants”

The most important facts about this shoe store is that they know that customer life time is very important. He also told me that “70 percent of their customers are old customers” They are doing repeat purchase because of our quality and behavior. He also added that “To be a successful in sales, we have to understand our customer”

Finally, I went to Newmarket where I visited Kasem Shoes. According to the owner of Kasem Shoe, experience is more important to do well in this business. However, when I talked about sales technique, he told me that Behavior is the most important fact. He also added that patient is too.

The next day, I visited to Rajdhani market in Tikatuli They also added that “customer preference is much important”

From this survey, I have felt that most of the sales people they just don’t know better sales techniques. People working in this shoe stores are not that much educated or well trained as well.

Case on Shaheen Corporation

Introduction

Shaheen Corporation was established in Tongi in 2001 as the sole agent and distribution in Bangladesh for supplying electrical goods and appliances for local consumption. At beginning of the operation, the firm had only five persons to operate the whole business.

When the sales increased over a period of time, the firm started to grow in size. After three years of operation of the firm was able to set up a small factory for manufacturing electrical appliances and at that time the number of the employees was nearly 100 skilled and semiskilled. Besides importing, supplying and manufacturing for the private sector, the corporation took big government and private contact for electrical installations. The firm made steady progress in sales, employment and profits. The company was able to capture the 60 percent of the market because of no competition in the product line. Its employees increased to 200 in 2005 from 5 in 2001. The corporation was a family concern, with the father serving as chairman and his sons serving as directors and heads of the department.

Company Profile

With the increase of the employee, the company should have a personal officer to look after the personnel management activities of the company. But chairman replied “we don’t need one as I am keenly interested in the well being of the employees and so I handle personnel matters myself. Moreover, most of the employees in my organization from my own district and therefore I have no difficulties in getting the desired good activity from them” But it was totally impossible to manage all the employees with the help of a single person.

Environment Analysis

Later on the factory was organized the workers formed a trade union and elected some of the company’s employees as vice president and general secretary. The company set up another new factory in Gazipur for the assembly of another electrical product. Additional 100 skilled and non-skilled workers along with the three supervisor and two foreign technicians were employed to staff the new plant.

Problem statement

The problem of this company is raised from its management system. There is no human resource department in this company, even not a single HR manager. There is a big gap between company and its employees. When employees working in the organization don’t feel they are one part of the company, they feel that we are not getting their actual rights. Exactly, this is reason why unions are formed in an organization. The union was so powerful that a charter of demands was submitted by the union officers. Some of the demands submitted by the union were as follows:

1. A flat five percent raise in the basic wage and salaries of all the firm’s employees
2. A grant of two months salary bonuses to all the employees for the year
3. Free medical care for all the employees of the company and their families
4. Increase the present quantum of causal leave from seven to ten days
5. Tk. 75 month to be granted to all employees as transport allowance
6. All vacancies to higher positions to be filled by promotion from within
7. The union to be allowed to set up an office on the premises of the establishment and
8. The company to construct a small mosque for prayers on the company’s premises

Solution

In my own point of view, I think the problem has come from the lack of management capabilities.. The managing director of the company himself wants to solve the problem without appointing any personal officer. But this was quite impossible when the workers of the company are increasing rapidly. The director should have understood it very well that he could not manage the entire employees.

Union has an important role in a company. Union can do two types of activities in a company. One is good and one is bad. In this situation, I think the company should mange them. Otherwise, the company will not run. It is very clear that there is a lack of communication between the company and the union. Even, the union conveyed the message unanimously. So, it is very clear that the company itself has no strong relationship with the unions. This relation is a big matter here to make a good communication with the workers.

Finally, I think that the company should manage the union primarily and must appoint personal officers in the company to make a good relationship with the workers. The company should understand their problems. Otherwise, the company will run properly in near future.