Business Reporter :
TERMING sales as a ‘scientific art’, Alok Dhotekar,
Knowledge Resource at The
Right Angle and former AVP
Sales at Dinshaw,
recently said that
sales work on the
science of understanding consumers’ minds
Hewas addressing theweeklysession organised by
the Vidarbha
M a nagement
Association (VMA)
held at Chitanvis
Centre,CivilLines,
Nagpur. The topic of his lecture was ‘Reading Customers’
Minds. Dhotekar emphasized
that sales people should think
strategically rather than emotionallywhileselling theirproducts.Hehighlighted theimportance of studying consumer
behavior to understand how
customers buy and why they
don’t.
Dhotekar urged sellers to bepreparedwithanswers toquestions such as:Whywill thecustomer buy?When will the customer buy?
How will the customer buy? And isthereanyreason fornot buying? “Byunderstanding thecustomer’s mind,
salespeople canturn the buyingprocess into a positive shoppingexperience,” hesaid.
Dhotekar alsoguided attendeeson the 8/73 law of
sales, the difference betweenconsumer and customer,
understanding the conscious,
preconscious, and unconsciousmind of customers, andhandlingcustomerobjections.
The session was moderatedby Mahendra Girdhar, withTarun Katiyar serving as thesession in-charge.