Sales and Leadership Wisdom from the Leaders,Ms Anjana Ghosh, Director – Bisleri

I asked Ms Anjana Ghosh, Director – Bisleri, How do you approach a situation when sales don’t happen and the competition is acquiring your customers at a lower price?

Well, it happens many times. You have instances when competition will come and disturb your market. I think those are times you have to take it in stride, and not get demoralized or react immediately. I mean the focus that we give to our sales team is “fine, at this moment somebody has come and disturbed your market.” He has done it, so let him do it, because whatever is a reaction is going to be worse.  if you have lost sales, just wait, relax, because what you are giving the other person cannot give, so believe in your service.

And it has so many times happened that especially with corporates, they all go by rates: I am getting Aquafina or Royal challenge for 60 rupees, and if you don’t give me my rate, I won’t be able to give you this account. We say, okay, fine. Within three months they come back to us, because nobody can service them. So if my strength is service, I have to keep building on my strength of service. And if I get into a rate battle, there is no end to the rate battle.

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