Past to sell, Present to act and Future to save.
Past to sell, Present to act and Future to save.
What is in a tense! We all think about them in different ways. We describe them in different ways. We have narrow perception about them and now I try to give one more meaning about tense.
We all cherish about our past. Just go to any one, meet any one, every one wants to talk about past, everyone wants to justify past. You will find that some way or other, most of the people all around world is eager to have meaning of past incidences and want to keep past memorabilia as pride possession. I always wonder about that why most of us doing such practices. Why we spend a lot of time in something, which is already happened. And I found the reason, those past sales. You can sale your past, other's past as well, it is this phenomena that make people to restore past intact.
If you want to earn praises then you need to justify your past. Most of us used to magnify it and we all are rich with past. Just read any literature and the opening stanza describes how magnificent the past was of so and so. So we all cherish past due to its monetary significance! Because it enhances our fame, if our past was significant then it increases our reliability-credibility.
As an object becomes older and older it becomes precious and it is the past, which adds up the value, it is really amazing that past is become more and more important because it can be sold.
I am not fan of past but it is reality. Though I also agree that not everything is salable, which is older, but when you look in the details, everything has past. Once a thing has been created, immediately it becomes past. Whatever is under process, in the making is in present. Rest is past!
Just take example of Modern medicines, they have life of few days, months or years depending on it's content. You can sale these medicines before the expiry date, so here also you find that past sales.
The actual reason behind this is the expectation to gain wealth and fame. Who ever is behind these two expectation is in the selling of past, you can sale past because whatever you sale is already been made and ready to dispatch. Just imagine can you find anything, which is yet to make can be sold? You can make commitments, make deal to sale something in future or days to come, but actually when you sale, it becomes an object of past. You can sell only made, not in the making because it is present. In present you can only act, but when you sale something it is already made. No one will buy half baked cake, which is in the making, that is what I say so once it is ready any one would buy, and once something is made the past is already attached there!
When it comes to present, it is to act it can not be sold, there is no past or future but only action and you can only enjoy the present. Because we can be in present, we can enjoy present. You can only sell those things those are completed, till then keep enjoying your act. Thus present is to act.
When it comes to future you aspire to do something for future. We humans think of future. So we store things for future. We save money for future. We spare thoughts for the future. You all have something for future to live. Most of us say something like this; I spare a thought for future. I spare this thing for future. So anything, which can be stored, is for future. You do not need to store anything for present or past but for future, which is for saving. It could be food, clothes and shelter or any thing that money can buy under the Sun. So future is for saving.
Bakul Valambhiya
FreemanKPO Consultants
url : www.freemankpo.com
Why you need to upgrade your marketing tools?
The way the human desire changes and the way the priority of any particular consumer group, society changes, you need to change tour marketing tools, replacing them with more upgraded and better poised to target the consumer.
To cop with the fast moving social changes and its value system you have to be very particular, these days every thing gets obsolete within short span of times, and one has to look out for the better and better and something special.
It has been not only evident in particular to the FMCG or Consumer Durables but all the segments of the market. All the segments witnesses’ rapid changes whether it is product or service segment, no one is spared.
The first and the foremost panic button for any marketer is the rival product. They are offering something new and batter at the cheaper rate then them is the most evident question.
So how to tackle this problem without getting out of the market at the reasonable cost and efforts are the requirements of the hour.
Well looking at the problem more preciously the problem itself is offering the solution.
The event, which is happening in front of us, is cheaper and nonbranded taking place of branded and established. Each and every ethics of brand loyalty and consumer choice in repeated sales is remotely over; it has been limited to the upper segment of the market.
No manufacturer has left a single stone unturned when it comes to economy and innovation.
In this situation major disadvantage to the marketer is unwanted inventories, insufficient return on the spent money on promotion and sales force training
In this scenario the better solution is “throwing with the winds and get thriving”. This is the most successful and economical tool for any marketers to follow suit. And I am not completely but partially convinced with that.
Why and how? I will tell you now. Every one of us know that you can not stop tornado, but certainly can bent you down to safeguard yourself during the most devastating force and again standup and be farm for the future. Similarly if you are in the marketing field and being worst affected by these days’ hierarchy of cheaper and unbranded product flooding the market, be relaxed don’t loose your hope, the days for reasonable and quality products will definitely be back within few years, once the tornado of cheaper and unbranded products is over.
Living in the civilized society you no longer have any thing for permanent but every thing has to be stopped at certain level.
The factor which are most prominent, are the cheaper labor unreasonably cheaper raw material in certain region of the world, short sighted goals of certain government and the marginal policy which comes in the way of the standard manufacturers. But these cannot be stretched further after a limit. Because once the labor comes to know their rights they will no longer able to exploit them, the cost of raw material will definitely trigger once the demand is increased beyond limit and the world trading body will definitely awaken to the alarming reality of defaulting nations towards international trading norms and undermined interests of their population the manufacturers will definitely tired due to lack of funds for the research and development and certainly leg behind in the offering newer products. The marketers will be tired due to thin margins, un-loyal consumer approach and lack of competitive products. This way they will also have to leave behind the idea of cheaper unbranded products. Because no one tolerate economy perks forever! It has to be enhanced with time and efforts.
So you will have to have dual approach to tackle this challenge to be in the business and sustain your growth. At one point you don’t leave premium goods behind your shelves undermining its potential to enhance your profits and also do not put in all the efforts to promote the sales of cheaper and unbranded goods, keep balance with each of these.
Right now keep both the goods in your arsenal depending on requirements let people have fun with cheaper goods, once the honey moon is over they will have to look for batter and reliable goods! Lack of after sale services, and guaranty/warranty on vital parts, shortage of replacement parts, people will definitely tired with such products or service which trigger the unwanted growth in their day today budget due to repeated purchase of the same goods.
So days will soon return for standard and branded products, which automatically result in enhanced brand loyalty, the way “ a person who burns his tongue with hot milk will definitely and double pre cautiously test the chhas/lassi!”
So it is not time for panic but for introspection that how you can have further innovative approach towards sales and marketing and putting more efforts in developing better marketing tools which can withstand the pressures of the cheaper goods and counter the prevailing un loyal consumer approach towards the branded approach. As the saying goes, “where there is will, there is a way.”
These views are my personal interpretation of the present day market scenario and based on the personal assessment.
Bakul Valambhiya
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