Category Archives: Customer Psychology

Acquiring New Customers through Contextual Selling

Thursday, 25th June 2020 at 11 AM (IST)

Perspective: The success rate in conventional cold calls is less than 5%. Thanks to internet and with easy availability of information coupled with Covid-19 crisis, your potential customers are wary of meeting unknown salespeople; whether on-line or in person.

When the competition is a mouse click away, retaining old customers becomes a challenge. However it is only through new customers that organizations and salespeople can hope to achieve growth. The practical webinar will show you not only the roadblocks but also powerful techniques to reach out to new customers!!

Major Themes:

  • Shift in  Customer Loyalty due to multiple vendors
  • Imperative for Continuous acquisition of new Customers
  • Business Etiquette while selling ON-LINE and in person
  • Why are new prospects wary of talking to unknown salespeople?
  • Stereotypes associated with Salespeople  
  • Breaking the stereotypes through Trust & Rapport Building
  • Intent, Competence and Commonality: Toolkit to enhance Sales call success
  • Role of reference and recommendations in acquiring new customers

Resource Person: Rajan Parulekar, B.E. (Electrical), MBA

  • Author of Contextual Selling®: A New Sales Paradigm for the 21st century
  • Completed Enhancing Sales Force Performance program at IIM-A in February 2013
  • Trained around 15,000 managers and sales executives from 1000+ companies since 1995.
  • Conducted programs for culturally diverse groups in India, Malaysia, Singapore Sri Lanka, Qatar, Muscat, Bangla Desh etc.
  • Best Sales Performance in Asia award while working for Wiltron USA in 1990
  • Winner of International Taped Speech Contest by Toastmasters Int’l  USA in 1997
  • Worked with Larsen & Toubro, Wiltron and Toshniwal in Sales and Marketing
  • Advanced Toastmaster (ATM) certified by TMI USA.

For Whom: The program is recommended for sales executives selling high-value products, services and solutions from Automobiles, Engineering Products, Chemicals, capital Equipments, Electronics, Telecom, IT ( Software and hardware) sector. The program may not be suitable for OTC/FMCG sales.

Investment: Rs. 950/-, US$ 20 per person.

Payment Mode: NEFT/Credit card/Google Pay: +91 98802 36793/PayTM: +91 98450 14098

For details : contact : rajan@paradigm-info.com, madhura@paradigm-info.com

WhatsApp: +91 98802 36793/98450 14098

Paradigm Trainers Private Limited| https:// http://www.paradigm-info.com

Reason and Excuse: The Crucial Difference

Amit, a participant who had attended my sales training program around four years back called me over phone two days back.

A: Sir, I am working for a small  Indian company selling Test and Measuring Instruments (TMI) What is the secret that our competitors, the giant multinational companies, go on consistently getting orders from customers beating us all the time? I know they have technically superior products. But are their sales engineers likewise?

I: Amit: such companies not only have a good product range but also have a systematic sales and a training process.

A: Now I understand why the salespeople from MNCs are so good.

I: But is that your real question? What is bothering you?

A: My main worry is, how do I improve my order booking performance? I am not sure of my job in these difficult times.

I: what is the reason?

A: I come from small town called Akola, working in a company which does not have a great brand. On top of that, our company does not spend much on training either. I am so passionate about attending training programs and learning new things.

I: You said you have attended my training program four years back. After attending did you ever felt like clarifying your doubts or getting new insights from the trainer?

A: No sir, I was extremely busy with my work.

I: Did you ever get time to refer to the course material?

A: No sir.

I: You said, your company does not believe in training, but you have attended my program.

A: Yes sir, that was an exception.

I: If I am not mistaken, along with the course material, I had presented a copy of my book Contextual Selling?

A: Yes Sir, I have started reading the book now. It is quite interesting.

I: After four years?

A: Now I am having some time. All these days there was absolutely no time.

I: Did you pay for the training program?

A: No sir, the training program was sponsored by the company, and the course material as well as the book was a part of it.

I: So you did not buy the book either!

A: Sir that is OK, being from a small town, I have an inherent disadvantage compared to my counterparts from competition who are from metros. They have all the exposure and opportunities.

I: Out of the three legendary Khans in Bollywood, who have the advantage of lineage and pedigree?

A: Obviously it is Amir and Salman.

I: Anyone who did not have such an advantage while entering the industry?

A: I think it was a Shahrukh.

I: Any other examples you can think of who have made it big and carved out a niche?

A: Irrfan Khan, what a great actor he was!

I: Anybody beyond the Khans?

A: I think of Nawazuddin Siddiqi, Ayushman Khurana etc.

I: You said you belonged to a small town which was your main disadvantage. Can you think a of a cricketer from a small town and still made it big?

A: Is it Dhoni from Ranchi?

I: You are right. Which year did you complete your engineering?

A: In 2008.

I: Did you attend any training programs or self-development activities for the last 10 years?

A: No

I: Did anyone prevent you from attending such programs?

A: No. But I feel training the executives should be the responsibility of the company.

I: Why?

A: Ultimately it helps to reach the company goals.

I: Do you have monthly, quarterly, and annual targets?

A: Yes.

I: Do you deserve to get your commission, incentive or bonus (whatever is applicable) if you were to reach your targets?

A: Certainly

I: Do you feel good quality training can help you improve your sales. Negotiation and communication skills?

A: Yes.

I: Amit, in that case, can you see that you also need to take responsibility for your development.

A: I can see your point.

I: Let us look at a concept of Locus of Control.

Locus of control states that the degree of stress perceived by a person depends on the control (or the lack of it) that he/she has on the situation. The cause of the stressor may be seen as stable or unstable, global or specific, and internal or external.

1.Stable and Unstable causes are enduring and temporary, respectively. My competition is always going to have an upper hand is an example of stable interpretation.

2. Global and Specific causes are relevant to many events or to a single occasion, respectively. E.g. Competition products are technically superior, is an example of global interpretation.

3. Internal or External causes indicate personal characteristics and behaviors or the result of environmental forces, respectively. E.g. I feel inferior because I am from a small town and not trained is an example of internal representation.

The more stable and global the cause of a stressor seems, the more people feel and behave as though they are helpless. Likewise, the more internal the cause of a stressor seems, the worse people feel about themselves. Together, these feelings and behaviors contribute to a depressive reaction to the stressor. Let us look at an example:

It is not advisable to take either of the extreme positions (Global or Specific, Stable or Unstable etc.) but should be treated as a continuum where a combination of both can be thought of.

Test & Measuring Instruments (TMI) range consists of products like Oscilloscopes, Logic Analyzers, Protocol Analyzers, Signal Generators etc. TekEdge was considered as a market leader in TMI in general and Oscilloscopes in particular. There was a small company called Le Croy which had some unique offerings in Protocol Analyzers.  However the company was much smaller to TekEdge. Analogous to David Vs Goliath battle, the Le Croy engineers while making an offer used to intentionally keep their price low vis-à-vis TekEdge offer.

A new manager called Santosh wanted to question the Global paradigm of TekEdge being superior in all respects. To one of his clients, he quoted a price which was $1000 more than the competition. When the customer questioned Santosh’s logic, he said, “even though my competition is big in the overall TMI market, my company has a unique advantage in the niche Protocol Analysers segment which is tailormade to your application.  Santosh changed his paradigm from Global to Specific and was able to close the order with a premium.

Another example: consider a  case where a  guy’s girlfriend breaks up with him and he thinks that his love life is always in the dumps (i.e., a stable interpretation), that nobody really cares about him (i.e., a global interpretation), and that he must not be a dateable guy (i.e., an internal interpretation). Such an interpretation could contribute to a depressive reaction, such as him coming to the conclusion that he might as well not try because there is nothing he can do about it and that he is pretty much a lost cause.

I: I hope you might have understood the concept of Locus of Control and that your interpretation (of your competition, your company, customers and yourself) being stable, global & internal was causing you considerable stress. Would you agree with that?

A: Yes.

I: I shall ask you three simple questions, One, what was your original problem?

A: Sir, my original or the surface problem was: What makes the sales engineers from competition so successful?

I: What was the actual or the fundamental problem beneath the surface problem?

A: How should I improve my performance?

I: What is the root cause?

A: I am lazy. What I felt as genuine reasons were excuses. I need to take responsibility for my development.

As human beings we go on telling a number of lies to others, but rarely do we recognize the lies we tell ourselves!

Rajan Parulekar, rajan@paradigm-info.com,

Behavioral Dynamics of Personal Selling

To understand the salespeople’s attitudes and beliefs towards salesmanship; a questionnaire used to be administered during the Sales Training program commencement. One of the questions said, ‘In a sales call who should talk more? Customer or the Salesperson?’ Majority of them voted for the latter. In a sample size of 285 participants, around 78% participants responded that they feel that they speak for 80% or more during a sales call.

The interesting part was the above statement was perceived by the group as a positive correlation to sales success.  When probed deeper about the reasons for dominating the conversations the answers given by the group were:

  1. To Engage with the customer
  2. To educate the customer.
  3. As I know more about my products, I have to talk more.
  4. To beat the competition.
  5. To close the order fast.
  6. As the time given by customer is very short, I have to speak as much as possible.

After taking the groups through a psychological process called Cognitive Dissonance, which is a gap between the beliefs and the reality,  the participants were shown that the above are apparent reasons and the real reasons why salespeople tend to dominate conversation is out of fear ( of rejection ) and the desperation to sell!

Let us try to understand the above language from a Neuro-Linguistic Programming (NLP) perspective. The language verbalized by the salespeople is not the reality but is the map of an  individual. The map is not the territory. The map is arrived at by three universal modelling processes which are Generalization, Deletion and Distortion. If there is a close approximation between the map and the territory then the salesperson is able to perform successfully in his given role.However with a great divergence, the perceptions will be flawed and he may not be able to achieve his quotas.

The above modelling processes have their validity and relevance in day -today life. However they may also create the problems depending on the context.

  1. Generalization: Generalization is the process by which elements or pieces of person’s model of the world become detached from their original experience and come to represent the entire category of which the experience is an example.* ( Leslie Cameron, Bandler 1985, p224) When a person has learnt a process, say of driving a car, he moves from unconscious incompetence to conscious competence. While coming out of the garage, he knows to put the reverse gear, turn the car, change the gear and put on the accelerator without looking down. In a way he need not have to learn the activities every time he drives the car. In a similar manner from a sales perspective, when an executive goes for a sales call, majority of the activities are common like introduction of the self and the company, ice breaking, understanding the client needs etc.

However the dysfunctional aspects of generalization happen when he goes through some setbacks when the self -talk revolves around the following statements: Today, you can sell only on price. Clients don’t respect my time. They buy only from competition.

  1. Deletion: Deletion is the process by which people selectively pay attention to certain aspects of their experience and exclude others. This allows them to focus the awareness and attend to one portion of their experience over others. This process makes coping possible and protects them from being overwhelmed by external stimuli *( Leslie Cameron – Richard Bandler 1985, p225)

Some of the examples of deletion are the ability to focus on a book in the drawing room when TV is blaring and children playing. Another example is when you are in a party with a group of people and you are talking to an important client over phone. The negative examples of deletion is self-talk by a Salesperson: John does not respect quality products.

  1. Distortion: Distortion is the process which allows people to make shifts in how they experience sensory data. Without this process, they could not plan for the future or dream into reality.

Positive Examples: fantasy allows a salesperson winning the Best Sales Performance Award which motivates him to push harder; abstract and surrealist paintings by Picassos and Dalis are other examples of distortion. The dysfunctional examples of distortion are:  A successful salesman in the past who is reprimanded for his abysmal performance in the last three quarters says, “I am perfect.”When he has lost order due to poor follow-up he says , “ that’s because the design department didn’t give me the specifications in time.”

From the above it can be observed that modelling processes discussed above are not good or bad per se. Generalization helps us from reinventing the wheel on a day-today basis, deletion helps to focus on important issues and distortion helps us to be creative.

Let us look at the number of categories where the salespeople can get into a self-defeating mode and the ways the seniors, mentors can help them come out of it.

Sr. No. Deviation Example (as verbalized by a Salesperson) Challenge (as perceived by the Sales Manager)
1. Simple Deletion I am tense About whom. what?
2. Comparative Deletion Competition offers better product and at a lesser price.  Better in what way? Price how much lesser?
3 Lack of referential index Their salesmen are trained. Who are they?
4 Cause and Effect I have lost orders because Dinesh from Pre-sales did not give the support. Have all the orders been lost because of Dinesh?

What about those orders which you have won?

Any body apart from Dinesh you can contact?

5 Presupposition I talk more because I know my products are better than my competitor. Does the customer buy because of your product or has he a problem to solve?
6 Mind Reading My manager does not like me.

Customer is biased towards competition

How do you know that?
7 Nominalization (Event to be converted into a process for more possibilities) I am a poor negotiator. Is it possible to improve your ability to negotiate?
8 Modal Operator of Necessity I have to achieve my quota this quarter. Can you choose to achieve your quota? (Less anxiety)
9 Modal Operator of Possibility I can’t share the LOST ORDER statement with my manager. What happens if you share? (worst-case scenario)

Instead of can’t what happens if you won’t?

10 Complex Equivalent Customer hates me… he yells at me. Are you sure his yelling means he is hating you?

It may be noted this is an indicative list to identify the mental roadblocks faced by the young salespeople. The sales manager or the HR manager is advised not to use the challenges in an indiscriminate manner; lest the damage may be caused to the young executive. An adequate amount of credibility and trust which needs to be created by the manager which will enable the executive to make the necessary behavioural changes in reaching the designated goals.

Rajan Parulekar , Paradigm Trainers Private Limited,  rajan@paradigm-info.com , 98450 14098

Meta Talk: The Art of Reading Between the Lines

A couch potato father while watching TV admonished his son, “Ajay, it is high time you should start with your home-work. Watching TV will do you no good.”

S: Dad, do you mean what you say.?

F: Certainly, I say what I mean.

S: Does it mean that I see  what I eat is the same as I eat what I see?

Meta-Talk ( based on Meta-Talk : Guide to Hidden Meanings in Conversations by Gerard Nierenberg & Henry H Calero) connotes the hidden or the real meaning behind what we communicate; also called as reading between the lines. Cliché are the worn-out words or phrases which are normally used when people are either lazy or not imaginative in conveying the right meaning. Some examples of the divergence between what people say and what they mean are discussed below:

False Modesty: A friend of mine, a HR manager is a regular at the conference, training circuit. He ensures to take his pictures during the events, like being at the lectern, receiving bouquets, or in a panel discussion. The linkedin post invariably starts with the phrase: I have been humbled by receiving the certificate, bouquet, getting the best performance rating etc. The other day I saw a speaker at a raised platform, stretching his arms to the fullest, shouting at the top of his voice and saying, “I am not boasting but, in my humble opinion etc?” Rest assured these phrases indicate that they are simply bragging about themselves. That is false modesty.

Incidentally & BTW: These words are used to introduce a statement. The intent may be to convey just by chance I happen to think. They are generally used by shy people not sure of themselves. However as a cliché, both words may indicate that the speaker wants to say something very important catching the listener off-guard. E.g. Husband says, “Incidentally I have to go to Delhi for an urgent meeting.” Or a lady telling a friend, “ BTW do you know Shruti is opting for a divorce.”

Alternatively  the words can be also used to mislead the listener in believing  the message to be unimportant or of a routine nature.

Sales manager saying to his executive, “BTW Suresh, the credit for this Rs. 50L order shall be going to Ramesh as he has generated the lead.”

I’ll Do my best/I’ll Try: Patient,” Doctor, what are my chances?” Dr “ I’ll do my best.” Meaning there is no hope.

Manager: “You have reached hardly 50% of your target. I want you to meet your targets come what may.”

Executive: “ I’ll do my best.” This may  mean the executive cannot do anything better. When he says I’ll try, it indicates que sera sera. (whatever will be,will be) Both the manager and the subordinate after the meeting feel they have discharged their duties to the best of their abilities.

We and they: Generally these words look quite simple. But sometimes the meta talk may reveal the biases and prejudices we carry about a community. Sudhir Toro, a friend of mine is a liberal thinker. Once while discussing the Bangla Desi migrants issue, he put up whats app post about how Bangla Desh is performing well in terms of economic indicators like unemployment rate, GDP growth etc. Considering the data, the migrant issue might have been blown out of proportion. A group member responded ‘So why don’t you go there?’ Can you see the metatalk in the word there?

‘Why do they oppose CAA and NRC? We are vegetarians but they eat anything. They are not supposed to drink water from our wells.’ Can you see the alienation between we and they?

Using We instead of I: The General Manager tells the assistant manager during the performance appraisal, “We have decided that you do not have the desired skill set for promoting you to the next level.” By using we, the GM has achieved the following purposes.

  1. Apportion the responsibility: The GM would like to soften the blow by saying the decision was taken primarily by the MD but in consultation with the GM
  2. Increasing the distance: The distance between the appraisee and decision maker has increased thus preventing the former in reaching the latter.

Only: According to Sigmund Freud, there are several repressed thoughts and images in the subconscious mind (be it sexual or otherwise) which may try to force their way in the conscious mind. Denial of the entry is achieved by using different processes, one of them being the word only. E.g. if a person were to have a worst nightmare which he may not like to enter his conscious mind, he will say, “It was only a dream.”

A slick salesman selling a beautiful dress may  say, “ Ma’am, it costs only Rs. 2,995,  “conveying a message it is NOT EXPENSIVE.

Adrian and John  were two devout Christians who had missed observing the fast on Good Friday,  the most solemn religious fasting day for the Christians.  When asked for atonement, the pastor asked, “ Adrian, what do you like the most?” “Sharing the marital bed with my wife.” Said Adrian. “In that case, sleep in the other bedroom for the next four weeks” said the pastor. When asked a similar question, John replied, “Pastor, it is smoking my favourite cigar”, Pastor said ,” In that case refrain from  smoking cigars for the next four weeks.”

Some days later, Adrian’s wife enters his bedroom. Startled Adrian says,” Honey, it’s ONLY the third day. We have still a long way to go.” To which the wife replies, “ Adrian, I came here ONLY to tell you that John is smoking a cigar.”  You may notice the degree of denial in the above. What they said and what they meant or the intent  was different.

But: But is a conjunction used to connect two or more clauses.  However it may negate the original meaning. E.g. an executive telling his manager, ”Sorry, I could not reach the office in time, but I was stuck in traffic.” Son telling his father, “I want to go to the gym daily but it is quite far”. Or a waiter telling the customer, “Sorry for the delay in serving you, but there are too may orders.”

By using but, the apology rather than sounding authentic now looks fake and a justification. What is justified as a reason may be perceived as an excuse. One suggestion is to use and instead of but. Better still, say sorry and give no justification.

Dr Sandor Feldman in his work Mannerisms in Speech and Gestures says that people often consciously or unconsciously conceal what they genuinely want to say using Meta-Talk.

So next time whenever you are using words like only, incidentally, BTW, but, or phrases like in my humble opinion, I am not boasting etc. be careful, you are actually conveying  something different than what is being said!

As Eleanor Roosevelt said, ‘ What you are shouts so loudly in my ears, I cannot hear what you say.’

Rajan Parulekar, rajan@paradigm-info.com,

 

Jijibisha:The Will to Live- The Story of Manoranjan Byapari

What  do you expect the future of a boy who had a pathetic childhood, no schooling, a painful adulthood with petty jobs, who  was in and out of prisons for petty crimes? The odds are very high of such a person amounting to anything significant in life.

His parents were migrant labourers from erstwhile East Pakistan who migrated to West Bengal during partition. He was a toddler at a refugee camp in south  24 Parganas then. His sister died of starvation and father was ruined by gastric ulcer.

He worked as a dishwasher in a tea stall, pulling cycle rickshaw, daily wage worker and a caretaker in a Chhatisgarh crematorium. Last 20 years he has worked as a cook in a ramshackle hostel in Kolkata for the hearing impaired.

In the early 70s when the Naxalbari movement was at its peak, he used to take part in protests and quite often he was beaten, tortured and put behind bars. He used to be frequently arrested under the charges of arson, looting, bombing and attempt to murder. He was sent to Alipore and Presidency Jails a number of times.

Manoranjan Byapari is no trader of entertainment but a personification of pain.

All these years, the only thing that was simmering in him was anger against the unjust establishment. One day while in jail one of the inmates said to him,” Getting angry at others may not solve your problem. From this window can you see the sapling on the rooftop of National Library? If it can survive in concrete, you too can find something worth living in this prison. Find a purpose in life.” That day Manoranjan started learning Bangla alphabets on the walls and floor of the prison; first with dust and stones and then with chalk. Two years in prison, he  was able to read and write Bangla fluently. When he came out, he started reading voraciously whatever he laid his hands on.

Throughout the day he used to pull a cycle rickshaw sometimes as long as 16 hours. The spare time while waiting for the passengers was devoted for his new passion of reading. A word called jijibisha from a story caught his attention. He could not decipher the meaning He asked a number of passengers but no one could answer him properly. One day a passenger, an old lady answered his query saying the word jijibisha meant a will to live. Finding something exceptional in the rickshaw puller, the lady  scribbled  her name and her home address on a piece of paper and asked Manoranjan to meet her later.  After the lady alighted, he  took out the novel underneath the seat. It was Agnigarbha by Mahasweta Devi, ( Jnanpith Award winner, Political activist and writer of books – Hazar Chaurashir Maa, Rudali etc.) the same lady who was in the rickshaw a few minutes before.

His first piece of writing, Rickshaw Chalai (I pull a rickshaw ) was published in Mahasweta Devi’s journal Bartika.

His autobiography Ittibrittey Chandal Jibon when translated into English, spread his fame beyond West Bengal and he was invited to Jaipur Lit Festival. He has to his credit 17 books over the last 40 years of his toil and has received number of awards which include West Bengal Sahitya Academy, Ravindra Smriti Puraskar, Gateway Litfest Writer of the year, Hindu Award for Non-Fiction among others. His writing focusses on the marginalized sections of the society  be it the sex workers, daily wage labourers, beggars etc with whom he has one-one interactions. His writing is authentic as he is able to empathise with his protagonists. In one of his interviews he says:

Quote

I too have worked very hard to progress step-by-step. I would labour throughout the day and then sit down with pen and paper at night. My body would droop with fatigue. My guts would twist like burnt cobra in hunger, but I would keep writing page after page ignoring all the pain.

Unquote

Ray Bradbury in his book Zen in the Art of Writing says, If you have to write with passion you need to have something original, something authentic to say. His philosophy is, “Every morning I jump out of bed and hit a landmine, that landmine is me; it explodes. After the explosion,  I spend the rest of the day putting the pieces together.”

Manoranjan Byapari was born a Chandal,  considered as among the lowest in Shudra caste and he says that you just cannot get out of what your birth has assigned you irrespective of your achievements. His autobiography Interrogating a Chandal Life – Autobiography of a Dalit  won him a number of accolades. However the elite Bhadralok literati still shuns him. Even after being a writer for 20 years he was struggling to get a decent job and had to work as a cook in a shanty  hostel.  It speaks volumes about the Hindu caste-based hierarchy.  He says, “I write because I cannot kill.”

 

Putting your best foot forward- Does it work all the time?

As a startup founder, if you were to make a presentation to your potential investors, with an opening slide: Few Reasons why you should NOT Invest in our Company, what would be the outcome? You would sum it up as nothing but a disaster!

Rufus Groscom and Alisa Volkman started a company in the US called Babble which was an online magazine with blog network. The company had positioned on the new paradigm of parenting by  challenging  the dominant parental clichés. In 2009 when they approached for the Venture Capital (VC) funding, their first slide was:  Five reasons why not to invest in Babble. They received a $3.3 Mn funding.

Looks a bit counterintuitive! Isn’t it? Normally the convention is to highlight your strengths which works well when your target audience is either neutral or has a positive disposition towards your offerings. But does a typical investor look upon you in a similar way?

Just imagine when you say that you have a ‘killer idea’ and that you will reach your breakeven in the first year and  will scale up to 20x revenue in the next two years what must be going on in the investors’ mind? Rather than getting impressed, a conventional sales pitch is normally looked down with scepticism. The investor is also operating from a position of strength which is due to the funds at his disposal as well as the number of ‘killer ideas’ he has encountered in the past.  Psychologically he is tuned to find out the follies in your sales pitch. What happens when you take a counterintuitive approach of focussing on your weaknesses?

  1. You create Trust: When you put your cards on the table you look vulnerable which makes you look trustworthy. Your investor feels that if you are speaking about something wrong, there might be a lot of things you may be doing right. You are perceived with a positive intent. In the conventional sales pitch, the intent is perceived as getting the funding by hook or by crook! (for details refer Trust: The Difference that Creates the Difference, from Contextual Selling)
  2. You look smart: You may speak about your strengths but if they are hyped the investor may feel you are beating your own trumpets. However, when you critique yourself, you may be perceived as smart.

Teresa Amabile, professor of Business administration at the Harvard Business School conducted an experiment on how a writer is perceived by her audiences. A sample of a New York Times book review was taken. The book review which was primarily of a complimentary nature was modified with a critical tone; major part of the content remaining the same. Minor modifications were made from inspiring to uninspiring, tremendous impact to negligible impact etc.

People rated the ‘critical’ reviewer 14% more intelligent and having 16% greater literary expertise vis-à-vis the ‘complimentary’ reviewer. After all an amateur can appreciate art but only a professional can critique it!

  1. Objections are Pre-empted: There are two groups who have been given a task of identifying reasons for being happy.  Group A has to list three reasons whereas group B has to list for 12 reasons. Which group according to you should be happier between the two? Most of us would opt for group B.

Norbert Schwarz (Professor, Department of Psychology, University of California) in his article Ease of retrieval as information has given an interesting example on Availability Heuristics.  Also called as availability bias, it refers to the mental short cuts that come to people’s mind while evaluating and solving a problem. Group A may think the reasons of happiness can be attributed to spouse, children and the career. The available answers which were quick to find makes them happy. Group B may explore possibilities beyond the first three which may include vacation, hobbies etc. but may find it hard to reach the magical number of 12 and they start questioning themselves whether they are happy in the first place or not. So, the counterintuitive answer is A.

Looking at the Startup founder’s admission about his challenges the investor now has to struggle hard to find out new problems (as those have been already pre-empted in the first slide) and he concludes that the startup’ s problems are not that significant!

Coming back to the Babble story, a few years later Rufus and Alisa approached Disney for a takeover. The opening slide was:  Why you should NOT buy Babble? And the reasons included

  1. Poor user engagement,
  2. Only 3-page views per visit
  3. despite being a parenting website 40% of posts were from celebrities etc…

Disney bought Babble for $40 Mn.

A note of caution: Aspects like technology model, IP, revenue stream, scaling, breakeven, competition, manpower cost, future disruption etc are going to be equally important and the presenter needs to be focusing on the strengths too. The article only wishes to point out that speaking about the negatives may be also relevant at appropriate times!

Rajan Parulekar, rajan@paradigm-info.com

Personal Growth Companion by D.M. Silveira

Circa 2002, while visiting the IIM Bangalore library, I came across a book titled Personal Growth Companion (PGC) by DM Silveira. PGC addressed the  dilemmas faced by people and takes them through a simple process of self-assessment which paves the way for new awareness of capabilities and potential. Some of the chapter titles were: Have you met yourself recently, what is your paradigm? Do people feel good about you? It is not a typical self-help or a how-to book telling you about success or a millionaire mindset but more on introspection and reflection. It helps you through the limitations of psychological categories and transcends scientific classifications, a few sample questions to illustrate the point:

On Busyness: Am I caught in a hurry? What am I trying to tell myself and others through my tearing hurry? Is it tied with my ego? Do I lack an inner focus and am I hurrying as a compensation?

On creativity: Is my life over-organized and repetitive? Does the routine enslave me? How much of novelty and surprise is there in my life?

The elaborate questionnaire was more on reflection rather than pigeonholing you into a category like introvert, extrovert etc.  The book was written in a simple yet a profound manner.  I got literally hooked into it. I carried the book while on a trek in the Sandakphu-Phalut range of the eastern Himalayas (near Darjeeling) and the book truly lived upto its title. By the time I returned to Bangalore, I was so impressed by the book, I penned a book review. The Sunday Supplement editor of Deccan Herald replied that it could not be published as the paper had a policy of putting up the reviews of books published in the current year. PGC was published in 1996. I searched for PGC in a number of bookshops but could not succeed. In retrospect, I felt relieved the review was not published considering the unavailability of the book.

DM Silveira, the author was living in Vashi, New Mumbai. I called him over phone and asked him whether I can buy a copy of the book from him. He said, “I am happy to note you liked Companion but I have to express my apologies. I publish only one edition of my book. And the only copy is on my dining table.” That statement revealed DM’s (as he preferred to be addressed) paradigm about the triviality of success and ephemerality of phrases like ‘Million copies sold,‘ #1 on New York  Times Best Sellers List’ etc.  There were no celebrity endorsements on PGC either.

Curiosity had the better part of me. I decided to meet him at his home in Vashi. A fair, slim and bespectacled person around six feet tall with a cheerful disposition was indeed much different than my expectations.

I also came to know that DM had to his credit a book called Human Resource Development. It was acknowledged as a scholarly work and was appreciated by the practising HR professionals then. Once he narrated an interesting anecdote. Reserve Bank of India had placed an order for 200 copies. DM used to publish his books under his own company called Classic Publishers Pvt Ltd. which was based in Kandivali Mumbai. DM along with his son Nikhil had been to the RBI for delivering the consignment. As DM was carrying the boxes on his shoulder, Nikhil said,”Dad, you are the author of this book, you are not supposed to carry the boxes on your shoulders to the stores. Let me take it.”

DM started his career as a clerk in Goa Secretariat in late 60s. His boss coaxed him to go to Mumbai for completing his graduation and explore better career opportunities. Working part-time as a journalist he completed his graduation in literature. One day I asked him about his journey of authorship, he said he decided to write full-time and live in Pune for an year. He said,” Rajan it was  a tough call. Actually India Today had offered me the number 2 position, but then I insisted on #1 position. But then Aroon Purie ( founder of India Today) did not find the idea too interesting and so I am here.” For some time I thought he was pulling up a fast one on me or a case of sour grapes. The second possibility was difficult to digest for a person who earlier was the editor of magazines like Newsmag, Onlooker and later on for a newspaper called Free Press Journal.

DM was the one who coaxed me into writing a book while cautioning it to be a painful process.

Whether in person or on a mail his opening sentence used to be ‘Patrao kosso assa, chennagiddiraa? ( meaning bossy, how are you, all well, smattering of Konkani, Portuguese, and Kannada) He connected me with Union Bank of School of Management in Bangalore where I conducted a number of lectures for the executive MBA program. His recommendation to clients used to open doors with a number of corporate clients for me.

For few years while in Delhi, he used to publish a yearly book of facts called India Book. DM, writer of great books, editor of FPJ and other magazines, Gold Medallist in Masters in English Literature from Bombay University was truly a humble man.  He had no qualms interacting with a much younger and inexperienced person like me. He used to be in his elements while sharing interesting anecdotes about Piloo Modi, LK Advani  etc

On 31th March 2009 he passed away due to a massive heart attack, while brushing his teeth; just shy of two weeks of his 60th Birthday on 16th April. It is said little knowledge makes one arrogant, a little more makes one reasonable and the final knowledge makes one truly humble. DM, the maverick, belonged to that rare but a truly humble creed!

 

What’s in a Name?

“Can you give me one ticket for Sri Balagangadhar Natha Swamiji Station, please?” I asked the booking window clerk at Peenya metro in Bangalore. The guy looking quite puzzled said, “ Can you repeat the name, please?” After going through that exercise once again, he said, “why don’t you say Hosahalli then?” I said I would have loved to do the same, but the govt changed the name to the present one.

Other  station names  on Bangalore metro are no different. They may not be that long but are indeed tongue twisters. There is Krantiveer Sangoli Rayanna Station, Nadaprabhu Kempegowda station, Bayappanahalli, Yelachenahalli, Goraguntepalya etc. of which the last one was earlier called as Yeshwanthpur Industry. But then the nearby station being Yeshwanthpur; wiser counsel of Namma Metro authorities prevailed to rename it as Goraguntepalya.

Should a name be simple or difficult to pronounce? Bangalore apart from being the capital of Karnataka happens to be the IT capital of India. There are people from different states as well as from different nationalities too. Once I saw a Japanese commuter struggling to pronounce Yelachenahalli while buying a ticket!

There were huge protests when the train announcements were made in Hindi and later on it was decided to have the same only in English and Kannada. There was hardly any murmur when the project was delayed by more than 4 years or the project cost escalated from Rs. 6000 crores to Rs. 14,000 crores for the green and purple lines. This phenomenon of sweating out the small stuff is not unique to Bangalore but happens elsewhere too. C. Northcote Parkinson, a renowned management guru once said that for a Nuclear Power plant in England, the sanction of additional  5 million pounds for an alternate design was passed in five minutes whereas the committee deliberated for almost   a week about the location of the cycle stand in the power plant. The former topic needed considerable level of technical competency whereas in case of the latter, every committee member had an opinion on the subject.

New York times once said that the greatest sex change operation was conducted in Mumbai a few years back when Victoria Terminus (VT) station was renamed as Chhatrapati Shivaji Terminus (CST) It is  a marvellous structure  ( now declared as a UNESCO heritage site) the headquarters of Central Railway with 18 platforms and currently carrying millions of passengers every day. It took the architect William Stevens and his team, ten long years and the railway station which was completed  in 1888 was planned keeping the future traffic growth in mind. One wonders how could  the British team plan for such a mammoth station when the traffic might be just a miniscule then ( 150 years back) of what it is today? Is there any comparable station constructed in post-independence India? But then changing the name was far easier and more prestigious for the politicians. Some years down the line, the name was extended to Chhhatrapati Shivaji Maharaj Terminus ( CSTM). The day is not far off when it may be even called as Gobrahmin Pratipalak, Kshatriya Kulavatans  Chhatrapati Shivaji Maharaj Terminus ( GPKKCSMT) !!

Once a teacher was narrating a story to the class of 5th standard students on similar lines.  During a cricket match played on the school grounds, the  ball  fell into a nearby well. Ram, a fielder, while fetching the ball; fell in the well.  His friends shouted for help.  Luckily Ram was rescued. Next time, in a similar situation,  another student called Ardhanarinateshwara  Sivaramakrishan while fetching the ball meets the similar fate. His friends called for help but by the time his full name was pronounced, it was too late and unfortunately the boy gets  drowned.  Teacher asked Shyam the moral of the story. Shyam replied, “children with long names should never go near the well.”  Hope our politicians do not think on similar lines!

rajan.parulekar@yahoo.com

Winning a Jackpot: How do you decide?

Situation: Imagine you are participating in a game show and after going through qualifying and elimination rounds, you have reached the finals.  The game-show host presents you three options A, B & C and you have to select one of the options which are the respective doors. One of the doors leads to a jackpot (say a Mercedes) and the other doors to an insignificant prize, say a tennis ball through each door. Now let us say you have selected option A. You are curious and excited to see if you have hit the jackpot. The host asks you to be patient, opens the door C and what you see is a tennis ball. Now he asks you whether you would still stick with option A or switch to option B? What would you choose and why?

When this question was put on different platforms like linkedin, what’sapp it was observed that 95% of the respondents voted for A. Now read on:

Analysis: Generally people tend to stick to option A, the reason being they would not like to regret their decision. If A is selected leading to a jackpot, then he would be happy; however if otherwise, then he  blames  the circumstances or his fate. But at least he has the consolation that he was firm in his decision. However if he were to choose B, and were to lose; he would regret his decision and also for not being firm in his decision making process.

Let us see how this situation can be seen from a statistical probability basis. Generally people make decisions through their self-interest and do not look at a situation objectively. For example we tend to discount the impact of the environment on our decisions. When a person selects option A, the  probability of success is 1 in 3. However when door C has been opened with a tennis ball, the probability of B has increased to 50%. Assume instead of 3 options you were given 100 options. And now 98 doors are opened without any jackpot. Would you still bat for A? Now you will appreciate that at the beginning of the game the probability of winning A was 1% but after the events have unfolded B has risen to 50%. So in a single event even though A and B has equal chances, over the long term it makes sense to switch over considering the environmental factors.

What happens if the game of ABC is played 100 times. or 100 people play this game simultaneously? Now you will understand that the human mind is not programmed to think in a statistical manner. During most of programs our clients ask us to train their executives to think out-of the box. But sadly they  are hardwired to think otherwise.

Most people tend to overestimate fatalities and death in aeroplane crashes more than car accidents even though statistically air travel is much safer than car travel. One of the main reasons people tend to assign higher risk to air travel is due to wide publicity in media to such rare events.

A survey was carried out in the US after the 9/11 disaster. More people died in the three months  on  roads than those killed in the aircrafts during  the twin tower tragedy.  People tend to fear dread risk of low-occurrence and high consequence events such as the twin tower attack. ( Dread Risk : September 11 and fatal traffic accidents, by G. Gigerenzer) .There are two types of risks,  actual risk and dread risk, the latter is more out of anxiety quite often overestimated than the actual risk. This in part may answer why people would still go on playing option A.

Another reason for dread risk is an illusion of control. A person driving a car feels more in control of the situation than while flying in an aircraft driven by someone else. Most of our unconscious processes control our thoughts and behaviour, which in turn creates an illusion of self- I or the soul. It also makes us feel that I exist, I am in control and thus I can make my own decisions. But the truth is otherwise. Most of the events in life are beyond our control; there is no self.  And to create that illusion we tell stories, we fabricate them saying how intelligent we are.

The above problem is called as a Monty Hall problem ascribed to the presenter of the famous game show in USA,  Let’s Make a Deal. Monty Hall Problem states that there are two errors people make while taking decisions:

  1. They ignore the influence the external environment makes on their decision making and
  2. How their perceptions are shaped by the external environment. In fact we feel we are making decisions in a neutral environment and our decision making is rational. We feel we are safe when we are in control of our destiny. Rituals and routine give us more control of the situation. However truth is otherwise, Dan Ariely, author of Upside of Irrationality says we are poor in risk analysis and are irrational animals.

Rajan Parulekar|rajan@paradigm-info.com|98450 14098

Difference between Convincing & Con-Vincing

Soumyajeet Mohanty ran Edu Solutions,  an educational consultancy service in Bhubaneswar Odisha. Initially he started Sunrise Coaching Solutions providing tuition to engineering students. As the venture did not yield much returns, he ‘moved up the value chain’ by providing  ( fake) admissions to students wishing to get into medical colleges. Continue reading