Selling To Indian Asian Culture March 29 05


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Presentation to American Hotel Register on understanding the Indian Asian customer to successfully sell and market their products.

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Selling To Indian Asian Culture March 29 05

  1. 1. Selling and Negotiating to Indian-Asian culture To be successful we must “ see what they see, feel what they feel.”
  2. 2. Know Your Customer <ul><li>Why Indian-Asian Market Segment </li></ul><ul><li>Indian-Asian account for 50% of US hotel industry and close to 35% of nation’s hospitality industry </li></ul><ul><li>Account for $50 Billion in revenues annually </li></ul><ul><li>Loyal long term customer </li></ul>“ Treat everyone as a mentor. You can learn from everyone ”
  3. 3. Know Your Customer <ul><li>Who are they </li></ul><ul><li>Origin – where we come from </li></ul><ul><li>Education – Immigration history </li></ul><ul><li>Livelihood – wealth and entrepreneurship </li></ul><ul><li>Culture – integrity, respect and honor </li></ul>“ Remember your integrity ”
  4. 4. Religion <ul><li>Trinities   </li></ul><ul><li>Braham – Lord of Creation (birth) </li></ul><ul><li>Vishnu – Lord of Life (protection) </li></ul><ul><li>Shiva – Lord of Death (destruction) </li></ul>
  5. 5. Lord Krishna & Lord Rama
  6. 6. Common Gods <ul><li>Lakshmi – Goddess of Wealth </li></ul><ul><li>Ganesh – Lord who removes obstacles (Son of Lord Shiva) </li></ul>
  7. 7. Hindu Festivals and Holidays <ul><li>March 25; Holi (festival of colors) </li></ul><ul><li>August 19; Raksha Bandham (brother/sister celebration) </li></ul><ul><li>August 26; Krishna birthday </li></ul><ul><li>October 30; Dhunteras (Lakshmi) </li></ul><ul><li>November 1;Diwali (festival of lights) </li></ul><ul><li>Date above are for 2005 only as it is based </li></ul><ul><li>on the lunar calendar </li></ul>
  8. 8. Selling Process <ul><li>AIDA; still works for all cultures </li></ul><ul><ul><ul><li>Attention </li></ul></ul></ul><ul><ul><ul><li>Interest </li></ul></ul></ul><ul><ul><ul><li>Desire </li></ul></ul></ul><ul><ul><ul><li>Action </li></ul></ul></ul>“ Good judgment comes from experience and experience comes from bad judgment ”
  9. 9. Attention <ul><li>Employees versus owners </li></ul><ul><li>Good conversation; </li></ul><ul><ul><li>Conversation not scripts </li></ul></ul><ul><ul><li>“ small talk” is common and normal </li></ul></ul><ul><ul><li>Indians are open and friendly </li></ul></ul><ul><ul><li>Less private then other cultures </li></ul></ul><ul><ul><li>Social animals </li></ul></ul><ul><li>Body/vocal language </li></ul><ul><ul><li>Confidant not aggressive </li></ul></ul><ul><ul><li>Respect not arrogance </li></ul></ul><ul><ul><li>Permission not assertive </li></ul></ul>“ The greatest gift you can give another is the purity of attention ”
  10. 10. Interest <ul><li>Social & political topics </li></ul><ul><li>Family and personal life </li></ul><ul><li>Like to tell stories </li></ul><ul><li>Ideas and sharing knowledge </li></ul><ul><li>Making connections </li></ul>“ Look people in the eye…. CONNECT !”
  11. 11. Desire <ul><li>Negotiate to negotiate </li></ul><ul><li>Product knowledge </li></ul><ul><li>Value open and honest answers </li></ul><ul><li>Non-linear; multi-tasking </li></ul><ul><li>Solutions with credibility and enthusiasm </li></ul><ul><li>Understanding and appreciation </li></ul>“ To accomplish great things we must not only act but also dream; not only plan but also believe ”
  12. 12. Action <ul><li>Consider it done; Let me take care of it; Tell me what you would like… </li></ul><ul><li>Avoid common closure </li></ul><ul><li>“ personal assistant” </li></ul><ul><li>Appreciation, appreciation, more appreciation </li></ul><ul><li>Follow through; follow up </li></ul>“ In the long run, men only hit what they aim at”
  13. 13. Secrets to Sales <ul><li>Be a good listener </li></ul><ul><li>Value and trust above price </li></ul><ul><li>Build relationship by giving </li></ul><ul><li>Work with approval </li></ul><ul><li>Collective society; ask for referral and help </li></ul><ul><li>Multi-levels of ownership </li></ul><ul><li>Knowledge of important cultural dates </li></ul><ul><li>Feeling of belonging </li></ul>“ In business words are words…but only performance is reality ”
  14. 14. Questions: <ul><li>Price vs. Value </li></ul><ul><li>explain the benefits of quality/dependability </li></ul><ul><li>The perception exists that the Indian hotel owner only cares about price... </li></ul><ul><li>A market-place mentality. As if it is a game that they must win. </li></ul><ul><li>Where did the above characteristics originate and why are they so predominate? </li></ul><ul><li>Why is it that they sacrifice quality? Quality usually leads to repeat business, whereas, the turn and burn approach (one-time visit) tends to lose repeat business. </li></ul>
  15. 15. Perspectives Price Service Value Quality Sales Support Technical Assistance Warranty Quick Delivery Credit Terms
  16. 16. Questions: <ul><li>Negotiating Strategies Questions </li></ul><ul><li>What services do you think GM’s will pay higher prices for? </li></ul><ul><li>What is the best way to build a relationship with GM’s; is it price first? </li></ul><ul><li>What would you say is the overall perception of American Hotel Register as a vendor? </li></ul><ul><li>What could we be doing differently to capture more business? </li></ul>
  17. 17. Selling & Negotiating <ul><li>Don’t believe everything you hear, but accept, understand and act </li></ul><ul><li>Be consistent in your pricing strategy </li></ul><ul><li>Selling and Negotiating simultaneously </li></ul><ul><li>Be honest about what your </li></ul><ul><li>value added service is really </li></ul><ul><li>worth </li></ul><ul><li>Be patient </li></ul>
  18. 18. Questions: <ul><li>Negotiating Strategies Questions </li></ul><ul><li>Do you like the wide range of products we offer? </li></ul><ul><li>Do you believe the buying guide is a good selling tool or should we concentrate on less and be known for a smaller product mix? </li></ul><ul><li>Do you like working and negotiating with an outside sales rep or prefer a phone contact? </li></ul><ul><li>How effective are monthly special and loss-leader items in your purchasing behavior? </li></ul>
  19. 19. Questions: <ul><li>Family Trees and Cultural Issues </li></ul><ul><li>Are all Thakkars related? Patels? </li></ul><ul><li>How should I sell to first generation vs second </li></ul><ul><li>Is it insulting for me to pay or offer to pay for lunch when I take a customer out? </li></ul><ul><li>Sometimes the Indian accent is hard for me to understand – how to I get someone to repeat themselves without appearing rude? </li></ul><ul><li>Are women at a disadvantage as salespersons to Asian owners? </li></ul>
  20. 20. Questions: <ul><li>Affiliations & Endorsements </li></ul><ul><li>Would supplier endorsement of an organization like AAHOA or any group drive your purchasing decisions? </li></ul><ul><li>What benefits do hotels have by joining AAHOA? </li></ul>
  21. 21. Questions: <ul><li>Rating Purchasing Criteria </li></ul><ul><ul><li>Price </li></ul></ul><ul><ul><li>Relationship & overall trust </li></ul></ul><ul><ul><li>Service </li></ul></ul><ul><ul><li>Quality of product </li></ul></ul><ul><ul><li>Ethnic loyalty </li></ul></ul><ul><ul><li>Convenience </li></ul></ul><ul><ul><li>After sale support </li></ul></ul>6 7 4 4 7 5 1 3 5 6 2 2 3 1 2 nd Gen 1 st Gen
  22. 22. It’s your turn <ul><li>Most important, </li></ul><ul><ul><li>Be yourself… </li></ul></ul><ul><ul><ul><li>You’re already a success! </li></ul></ul></ul>
  23. 23. Thank you for your time <ul><li>“ Care more then others think is wise. </li></ul><ul><li>Risk more then others think is safe, </li></ul><ul><li>Dream more then others think is practical, </li></ul><ul><li>Expect more then </li></ul><ul><li>others think is possible .” </li></ul>Biresh Thakkar