Our offer is in Our Product

powertrac Our offer is in Our Product

I was on a visit with my colleagues to #SouthIndia.  We started our trip by visiting a very spiritual and a powerful  temple. The experience was incredible and I enjoyed the entire experience of the prayer ceremony.

There after, we visited our  dealer and spent some time with him to understand about the market in general and took some suggestions on improving our services to our  customers. It just so happened that while we were sitting with him, a customer walked in and joined us in our conversation. As the customer began to speak, I learned that he had already  purchased two of our #tractors in the past two months and  had come back now for the third one. I felt very happy to see that this customer was returning for his third, in such a  short duration.  He went on to say that , he had visited our competitor’s dealership because they were offering him heavy discounts and they were trying to lure him away from us.  He went on to say that his experience with our tractor saved him more money than any other brands. His word’s “I save two liters an hour with my #Powertrac  while I work in #agriculture application and one liter when I operate it on #haulage operations”

It was great hearing him say all this, because I felt proud of the #engineering benefits that he was experiencing from our company.

As the conversation continued, the dealer introduced me and my head of sales to him and that got him to negotiate a better deal for the third tractor… after all every customer wants a bargain. As he started to negotiate, one of our guys told him, while others may offer you a great price , OUR #OFFER-IS-ON-OUR-PRODUCT…..  the #customer stopped and wondered what he just heard!

Our guys went on to say, that if you are saving so much on every liter that you save an hour from our products, then we are offering you a benefit not just once, but through  the entire life span of the product. Our offer of discount is already in-built on our product. He smiled and his smile was his conviction that he was there to buy his third tractor, because he already knew that our product has its offer built in.

I wanted to share this story because today’s customer is very intelligent and gone are the days for anyone to disguise a customers with scheme. We at Escorts won’t do this….
In the above story it is clear that a customer is  willing to pay higher to get a product that will be lower in his running cost.

Our strength is in our engineering and today I felt very proud of all the engineers  at #EscortsLimited delivering this experience and to those reading my blog,  proud of every Indian engineer who is taking India to the world stage, as we did in #Mars !

God bless and continue engineering a better world for us all.

24 thoughts on “Our offer is in Our Product

  1. satish chand gupta

    Thanks Sir for this nice post, You can use this conversation in your marketing activities .

    Honest feedback whether internal or external always helpful for improvement .
    And many congratulations for this true engineering excellence .

    Reply
  2. RISHABH AGARWAL

    Hi Sir
    nice blog!! they are always great read!!
    thank you for sharing them
    Indian customers traditionally always had been “mileage” sensitive
    hence the robust sales of Hero Honda Splendor and Bajaj bikes ruled last decade
    even Maruti also sells the same theme in their ads (one ad is- during Military Tank display Indian customers are asking for its mileage, “kitna deti hai”)
    Its really great, if we i.e. Escorts tractors are good in mileage, hence, they should attract consumers. Nevertheless we are great brand, and sales are ruled by brand as well.
    The only caveat lies in lost cost and cheap quality manufacturing which probably our competitors are excelling given they are more lean and don’t care for high quality. They can offer at lower retail price, same specs, and may attract many customers who don’t have deep pockets. And its quite natural. When you are middle class, and you go for buying tractor, difference of 1 lakh, can be huge to farmers who are poor. And specs are also nearly same. So the belt with higher percentage of poor farmers, probably in UP, Bihar, MP, Andhra, etc. will go for less known brands. While higher percentage of rich farmers, again probably in Punjab, Haryana, Gujarat, TN, etc. should go for big brands.
    The other caveat, the biggest player in tractors, along with few others, are setting up manufacturing facilities in China, and may come with more competitive models in near future.
    the volume also matters. on one hand our competitors are having bigger volumes which will result in more cost reduction from vendors and higher commitment from them. while Escorts is a great brand and mother firm for many vendors or ancillaries, yet because of some visible and many intangible issues we had our own sets of concerns.
    few improvements can be bring such as: automatic payments, zero inventory, accurate data in stores, vendor consolidation cum rationalization, product models consolidation, working with vendors, use of i-portals completely, etc.
    while on one hand there is cost sensitive segment, on other hand a high spending segment is fast coming on screen. but they are youngsters mostly. they want luxury handsets, cars, bikes, travel, etc.
    India will soon be coming truly on world stage. Escorts will contribute to this growth under your leadership.
    Thank you
    Regards
    Rishabh Agarwal

    Reply
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