The Sales Force: Can’t love ’em, can’t live without ’em

Sales and movies are integral parts of my life.

Movies and salesMovies generally depict sales people as con-artists or eccentric executives with no feelings.

gordon gekko

To a more non-judgmental audience, we may come across as ‘yes boss’ type of individuals.

yes bossBut notwithstanding these bipolar opinions about us, we sales people are simply unstoppable professionals with a never-say-die attitude.

Why do we do it? For the Rush!

rushWe do it because we like to think of our job as a movie about a do-or-die mission.

argoAnd because we like to lead from the front, willing to do ourselves what we have asked others to do.

13 hoursYes we like being called ‘wolves’; after all there is no such thing as bad publicity, only bad decisions.

wolfWhen we begin thinking like smooth talking box-pushers, yeah, we may crack a deal or two. But then we might as well say goodbye to any repeat business.

phone boothKeeping clients happy isn’t always easy, but it’s worth it because happy clients mean repeat business. And that’s where 80% of business growth comes from. In the words of Thomas Paine, “the harder the conflict, the more glorious the triumph.”

happynessWe believe that People come into our lives for a reason, a season or a lifetime. It’s best to have a client for a lifetime so that we can help grow each other’s businesses; to lift the other when we’re down.

nashSo here are my tips on being great at what you do:

Be Relevant
Clients are constantly bombarded with information so it’s key to understand their business requirements and specific needs and focus on addressing them.

tarsBe the expert
Problem solving is critical in any growing business. Be the expert who can look into a client’s eyes and tell them what’s best for them.

moneyballBe ahead of the curve
Don’t ask clients what’s keeping them up at night, rather, find out what gets them out of bed every morning. By doing so, you are also reinforcing their purpose in the team. Rise above the obvious!

fight clubI could go on about the qualities of a great salesman, but I’d rather leave you with Yogi Berra’s words – “It ain’t over till it’s over.”

12 angry menIf you’re in sales (or if you’re one of my beloved clients) and share my love for movies, then let’s connect! Find me on Facebook or write to me on

Till then, A.B.C.!

glengarry glen ross

Why Consumers Display Less Brand Loyalty when Shopping Online

Jaydeep Savant, Director - Strategy & Innovation, BC Web Wise

Jaydeep Savant, Director – Strategy & Innovation, BC Web Wise

The landscape of online shopping in India is seeing radical changes. The perception of the Indian consumer is changing considerably .With more of internet and easily available Wi-Fi zones the awareness and engagement is ever increasing.

Increasingly, consumers are using internet as a tool for pre purchase information collection. Although technical details and specifications about the product or service are gleaned from the brand, online brand communities are becoming vital conduits for customers to share product information, expert reviews and experiences.

We are seeing a huge change happening in the supporting ecosystem. New entrants and existing champions are upgrading their payment infrastructure and logistics, to make the best bait in the Indian eCommerce market. With VC confidence in eCommerce increasing, new players are putting big bets in the online space; typically online travel, retail, Food, Nutrition, Health, Airlines, Matrimonial etc.

The consumer mindset is changing with every purchase they do online, so do their loyalties. With so many hybrid marketplaces and hyper localization, the customer is always exploring, trying to make the best for his money. The Deals and the Discount market have made his purchase cycle very interesting. He browses around with the most sites in real-time till he targets the lowest bid price. This is a unique use case for the changing consumer behaviour.

The realization is there is a lot of data coming in and out, thereby leading to various micro-segments of consumers. The sellers are pressed to be data centric, thereby clustering, filtering, and aggregating data to creating multiple models of their customers.

Data, which was earlier sitting on remote worksheets and data marts, is fast moving to central hubs and infrastructures wherein the data is mined in real-time to give a single view of the customer. Big Data and Hadoop have become the new buzz words.

Analytics, Advanced Analytics is the new science that will connect with this new consumer to fulfil this very basic need to his highest aspiration. Online retailers are moving up the maturity value chain to integrate the marketing promise with the right service delivery.

Analytics has a huge spectrum – ranging from data warehousing to BI to OLAP to Predictive. We at BC Web Wise have a strong focus on both, B2C and B2B Consumers and thereby strongly advocate Customer Analytics, Funnel Analytics and Predictive Analytics. We want to embed this in our clients’ business processes to scale and optimize their growth with respect to ROI and loyal customers. To achieve this we have blended our services with a unique mix of experience management and data analytics.

The affinity towards a brand from a consumer standpoint, either positive or negative starts with a due diligence via an Online Reputation Diagnostic tool.  We suggest an analytical approach to find the social equity gathered by a brand in the digital space. We measure the dynamics of influence (Positive and Negative) that are playing a role in the mind of consumer, pre and post purchase.

Our Customer Journey Mapping process thrives on this research to help our clients start in the right step to set up the funnel at every stage (Awareness>Consideration>Engagement>Conversion) and post-purchase. Our Analytics approach embarks on this interesting customer journey in the most qualitative manner looking into the complete customer life-cycle and personalization to embrace loyalty.

We believe analytics is the perpetual working engine for eCommerce optimization and incremental growth strategy in the digital space. For more information on how our Analytics services can help your eCommerce strategy, contact us here.

Or you can write to me with any questions at

The Infamous Social Media Algorithms

With most popular networking sites including Twitter, Facebook and Instagram moving from a chronological timeline to a ‘preference based’ timeline, social media has been questioning the filter bubble mechanism.

Earlier last year, networking sites began to implement algorithms that determine a user’s preference through post engagement, relationships with other users, historical data, and various other factors which are not very clear. A preference based timeline, according to these social networks, helps users by serving or ‘prioritizing’ posts. With this in place, users won’t miss out on the information they care most about – thereby improving their overall social media experience.

That being said, this is still in somewhat of a grey area, for now; people still want to decide for themselves what they wish to see on their social feeds. Many users, who treat social media as their window to the real world, see it as a threat to the unbiased nature of the medium.

Furthermore, with ‘fake news’ developing into a very real menace, a bigger question arises – are social media users trapped in an echo-chamber?

The Brand Equity Show on ET Now recently took a closer look on the impact of algorithms and #fakenews on social media’s credibility as a source of information, in conversation with Chaaya Baradhwaaj, Founder, BC Web Wise and other digital experts. Watch the video to learn more –