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Indians are lovers of beauty and utility. To them, a high-involvement purchase decision is not only one that uses logic but channels emotion as well. A good purchase is one that continues to give joy while delivering functionality for the consideration put in. Conditioning of several generations, mainly governed by household economy, has been drilled into the Indian consumer. To claim a share of the taxpayer’s wallet, the value provided by a product is paramount. Indians famously seek to ‘repair and reuse’ as opposed to ‘use and throw’. The Indian diaspora largely remains true to this idea while mulling over a purchase. They seek to gain lasting value. The fillip of value lies in an item reminiscent of the motherland – one that smacks of the flavours, tastes, and the colourful heritage that India signifies. Uniquely Indian items – and they are many – have historical, religious, or nostalgic significance for non-resident Indians. Linking a product’s features and benefits to

My scenario: Seller: software maker (on-rolls sales agent making the pitch) Buyer: a digital marketing company looking to buy software to collect feedback from its employees on HR policy, workplace conditions, etc. Annoying things a salesperson says When needs match with offerings, sales happen with vim and vigor. An astute salesperson analyses prospects well before making them an offer. He/she thinks of the needs of the customer from the big-picture point of view and recommends products that meet them to the fullest extent. Finding out these needs and framing them to suit a product’s utility calls for a fluid visualisation ability and tact. A sales agent needs to discuss the expectations of the customer as part of ‘needs analysis’. In the interaction with a prospect, the best impression a salesperson can give off is one of honesty and knowledgeability. At every stage, a seller has to be an active listener and a quick thinker. They have to ask all the right questions