Account Management – Metrowalk Style

“Psst..I got the latest episodes of Desperate Housewives…” (photo from cluas.com)

Metrowalk – A fun place to be especially, on weekends. People come here to get DVDs of the latest Hollywood or Emmy blockbuster, ripped versions of the hottest software or their favorite videogame CDs. Stalls and vendors abound and the competition is very stiff. If you don’t know anyone here, you’re a sitting duck.

But there’s one person here who makes the process of getting what you want less painful. Let’s call him Bob. Here’s what makes him tick:

1. Bob looks non-threatening. Right. Beauty is only skin deep, blah blah, etc. But let’s face it, meeting someone for the first time, we only have looks as our basis. We decide if this person is worth trusting during the first few seconds of our encounter. Bob is always casually, but neatly dressed, and he smiles at you, putting you at ease.

2. Bob goes out to meet the customers. Competition is stiff here, so everyone tries to get your attention. Bob doesn’t just wait for you. He goes out of his stall’s perimeter and greets you, telling you that he has something you might be interested in.

3. Bob gives a short and effective pitch. In a marketplace where pirated goods and knock-offs are also present, raids by government agencies are common, sometimes conducted for two consecutive weeks. Bob immediately gets to the point and makes sure you know what he’s selling.

4. Bob is a problem-solver. He may not have what you’re looking for – not yet, anyway, but come back in a couple of minutes and he’ll have it waiting for you. He might also refer you to somebody who has it. Bob also offers an alternative if they really can’t come up with what you want.

5. Bob is concerned about the re-order. A sale does not, should not end with the initial transaction. The key to success is the repeat order. Keeping your customers gives you more time to add new ones to your list. If he knows you won’t benefit from what you’re about to buy, he’ll tell, even if it means losing the sale. This is crucial. The customers get the message that Bob cares about them – and they keep coming back.

There you go. Bob’s style is consistent with good account and sales management practices found in corporate training programs and in books. The only difference is he learned all this from actually plying his trade – adopting what works and discarding what doesn’t.

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