PUBLICATIONS

The protagonist is an individual who is in a senior Administrative Position in the corporate world. He is currently facing a problem at work, which is to identify an effective Service Provider for one of the office services required for smooth functioning of the office. Every time he selects a Service Provider who promises a lot, unfortunately the person fails to live up to expectation. He is at a loss and is about to select a high profile, glamorous Service Provider, when something not seeming quite right holds him back. That evening, he has a dinner function at home where a few close friends are invited. The talk moves around to work life, quality of service being provided, and how difficult it is to select a Service Provider in spite of various options available. One by one, the friends present start speaking in detail about their experiences with Service Providers in their own lives, be it a Hotel, an Airline, a Mall, a Bank, etc.

The incidents these friends have faced are narrated in a story form, not breaking the flow of the book, and are both bringing out Positive as well as Negative experiences with the various Service Providers. The narration and the stories and experiences form the bulk and the core part of the book, are highly entertaining and educative, put in humorous catchy language, are all examples never penned down before, and have very strong learnings attached to them in the form of DO’s and DONT’s which are applicable and transferable as learning from ALL service industries, whether INSURANCE, RETAIL, HOTEL, TRAVEL, SALONS, BOUTIQUES, etc. After the dinner party, our protagonist goes back to the work the next day, thinks over all the experiences his friends shared and from them formulates the lesson and points to be kept in mind for selecting a service provider.

Today, marketing has been made more complex than it needs to be. Everyone gets importance except the customer. In fact most companies are not even aware of the actual definition of the term “Customer”. Probing further, we discovered that a clean definition of the term customer does not exist.

Our book consists of two parts:

In Part One, we have attempted to provide a clear definition for the term ‘Customer’ and ‘Consumer’ and made clear a distinction between the two. In business today, there is an overlap between these two terms, which does not made for coherent decision making.

Then we have discussed in depth the importance of focusing on CUSTOMER RETENTION rather than on CUSTOMER ATTRACTION, something which is again rarely observed in the business scenario today.

Part One then justifies why we feel business leaders today have a short term approach focusing on attraction at the cost of retention, which is perilous for business growth and survival. Part One ends with a hopeful message, that of ushering in an era of Marketing Renaissance, which would result in a Win-Win for business as well as for the customer, which is the only logical road ahead.

Part One thus focuses on the WHAT and the WHY of Customer Retention, establishing it as the paramount business objective for any business.

Organisations today perform hundreds of diverse activities. But out of these activities, there is only one that generates revenue. And that is the activity of SELLING.

This book is an attempt to equip all budding sales and marketing professionals with the absolutely necessary ingredients of perfect selling skills.

The book, through a decade of research, soul searching and dialogues with practitioners, experts and frontline staff across industries, delivers an exhaustive and all inclusive set of 32 attributes which are mandatory must for any individual to succeed in the profession of sales.

The book presents these 32 attributes in the form of a poem known as the Song of the Super Salesperson wherein each attribute is an attempt to instill positive sales person traits.

Further, the book also contains a well researched and comprehensive set of 11 highly practical checklist that have been developed to facilitate fool proofing in the selling function.