THE TRUSTING PINOY

When a Filipino puts his trust on someone or something, he is serious. He is easily deceived (madaling marahuyo), so they say. But, with the passing of time, he has learned caution.
In sales, it is used as a guide by salespeople in order to help their clients make a wise decision in buying what they need.
In the 70s, salespersons were left to rely completely on their own strength and ingenuity. This was due to the lack of a basic standard formula or approach.
This is what happened to one of my friends who became a salesperson at that time. He was a salesman of a large and popular appliance store then. They had an impressive showroom in Rizal Avenue, Sta. Cruz, Manila. Their main product line then was compose of sewing machines and beds. But the store also carried television sets, refrigerators, stoves, stereos and others.
Every time this friend of mine was on duty in their showroom, he was able to make those who were window-shopping sign order forms and buy their products. He would remove his tie, roll up his long-sleeved shirt and go to where the window-shopper was. He would stay by his side and look together with him at the displays. He would admire the product with the prospective client while conversing with him. Shortly afterwards, he would lead him inside and ask him to sign an order form.
He would be able to sell outright to six out of ten. The rest either came back the following day or called up to cancel the signed order sheets because they discovered that they did not have the capability to buy what they ordered.
Why did they sign the order form in the first place? Simple!
With the style and technique of this friend of mine, he was able to win the trust of the prospective buyer. He exchanged pleasantries and swapped opinions with him in the showroom as if he were buying himself. Where the client showed admiration, there he also did likewise. Thus, even those who had no intention to buy at that time were moved to sign order forms. The intention to buy is there, all right. But they did not have the available funds yet, so they were just looking around.
The point at issue here is the effectiveness of the system of BUYING THROUGH THE BUYER’S EYES and THE MIRRORING STYLE, wherein the salesperson discreetly observes the gestures of the prospective clients and imitates them to a certain degree.
In my friend’s case, apart from the gestures of his client, he also observed closely what product or product parts the client was interested in. he would focus there and explain its features with a registered enthusiastic tenor. We all know that genuine enthusiasm is contagious. Hence, his prospective client would end up being enthusiastic too. So, when he was invited into the showroom, he would follow without question. When he was asked to sign, he would sign presto! He would realize his rashness only when he arrived home. Too bad, he got carried away with no intention to buy-at least, not in the meantime.
“People buy trust first, product second,” says Kerry L. Johnson, an American trainor and author.
It is true that the first thing your client buys from you is not your product. It is trust in you because of your credibility. They know that what you are selling is good. But what pushes them to buy is your endorsement that your product is good. Once you win your client’s trust, you automatically win his approval.
The existence of trust between you and your client automatically brings harmony into your relationship. If that happens, even if there arises some point of contention, you would find a way to resolve it.
“You have to establish the belief and confidence of your client in you; otherwise, you won’t be successful,” says Dr. Jocano.
Consider: Would the window-shopper allow himself to be led into the showroom if he did not trust the one who led him? Would he sign the order form in the first place if he had no trust in the salesperson who asked him to sign?
This is where we find truth in the saying It is the salesperson who makes the decision to buy, because he puts himself in the shoes of his client. But how do you actually put yourself in the shoes of your client? First, you have to take the shoes of your customer’s feet.
But the decision to finally pay for the product is a prerogative that is entirely your client’s. What is important here is that you have initiated the process of his decision-making, which will eventually lead to the direction you have in fact decided for him earlier.
Trust is one factor that is always present in the profile of a Filipino client. In other cultures, this degree of trust that you give to somebody else, at times allowing him to practically decide for you, is unthinkable.
I remember an experience I had when I was in the US some years back. I took with me a visitor who was a fellow Filipino to a big restaurant. He had just arrived, and it was his first time in the US. He was looking at the menu when he asked the American waiter, “Waiter, is this good?” as he pointed to the item on the menu.
“Yes, sir, it is.”
“How about this one?”
“That’s also good, sir.”
“Here’s one more. Is it also good?”
“Yes, sir, you’re right.”
“Okay,” he said while putting down the menu, “choose for me the best from among the three and give it to me. That will be my order.”
“I beg your pardon, sir, but I couldn’t make the choice for you.”
“Is that so? How come?”
“You’re the one who’s going to eat it, so you choose.”
They haggled for some time, until my visitor made the choice himself in the end because the waiter could not be made to do it.
Cultures indeed vary. What is permissible in one culture may not be in another. There are varying profiles of people all over the world. The profiles of sales clients likewise vary from one nation to another. Here in our country, the client is truly unique. It has been said that the Filipino is different (iba ang Pinoy).
We have discussed in earlier chapters that Filipinos are sensitive, person-focused and family-oriented. These are the general categories. The particulars are more complicated if we study them closely. You see, there is always a sense of pride in the Filipino. The real Filipino is always proud to be a Filipino wherever he is.
One good example is our friend Dr. Jocano. When he was in China, someone approached him and said: “Dr. Jocano, you look like a Chinese.”
“Don’t say that! I’m a Filipino, and four hundred million Chinese look like me.
Definitely, there is pride of identity in that reply. We are Pinoys, and we are expected to be proud of what we are. If we are not proud of our race, who else will?
“To be proud of one’s citizenship is to reflect the highest teaching of humankind,” said former Philippine president Manuel Roxas.
According to author and historian Gregorio Zaide: “Of all Asian nations, the Filipinos are verily the most unique.”
“They have that community of thought, of feeling and of interest-the national unity and spirit,” added former ambassador Carlos P. Romulo, Sr.
What do we oftentimes hear? Pilipinas: Isang Bansa, Isang Diwa (Philippines: One nation, One Spirit), is it not? But why do we say one spirit? It is because we have only one source of standard of harmonious relations-that is good character (mabuting asal).
Among the Bisayan, it is kina-iya. To the Ilonggo, it is kabubot-on. To the Waray, it is batasan. To the Bikolano, it is marhai. To the Ilocano, it is napintas nga ugali. To the Kapampangan, it is mayap-a-ugali.
From Aparri to Jolo, wherever you go in the Philippines, you will notice a certain uniformity in the way people relate with one another in every domicile you visit. This is kagandahang-asal (good moral character).
Have you ever experienced an incident where the house owner slams the door on your face after you greet him “Good morning, sir (Magandang umaga po)” with a smile? Never! As long as you are in a Filipino domicile, you are certain to be treated in the same respectful manner as you have extended. If ever somebody slams the door on you, he is what we consider the exception. The reason why he has that kind of asal (character) is because he has been influenced by the prevailing mores in other cultures. Or, it may also be because he is carrying a heavy burden in his heart. But, generally, Filipinos are easy to get along with.
But, if they are easy to get along with, does that necessarily follow that they are easy to sell to? If Filipinos are generally nice people, does it mean that they are gullible and easy to fool?
To answer these questions, let us examine a few customer interviews done at random involving a cross section of Filipino clients.
“Ma’am, why don’t you like that salesperson? He looks decent to me.”
“He’s decent indeed. That’s OK, but he does not know how to deal with people.”
“Why do you say that?”
“Well, imagine, I disagreed with him at some point of his discourse and, goodness gracious, he engaged me in a debate. As if he is right all the time and I am always wrong.”
“What is it that you dislike about that salesperson, sir?”
“He’s unreachable. I offered him a cigarette and he declined. I gave him one shot of gin and he refused again. And you know what? This is what he told me: ‘Thank you, sir. I don’t have minor vices.’ What does that make of me? Full of vices? How ungrateful!”
“In short, he didn’t know how to get along with others?”
“That’s right. You couldn’t have said it better.”
In these examples, Dr. Jocano has only this question to ask: “Do you want to make a sale or do you want to start an argument?”
You are a salesperson. The reason why you sought your prospective client is for you to make a sale, not to start a debate or propagate your personal convictions and beliefs. It is important that you know how to get along well with people.