10 Things I Learned About Sales From A Cab Driver

5th December 2010 (written and posted in Taiping)

On our last night in Phuket, I met Jojo, a friendly Thai cab driver. My roommate and I were walking out from Sunwing Resort And Spa in search of the night market when Jojo passed by and offered to take us there for 100 baht. Even though it was just a short ride, he knew we were willing to pay 100 baht as we were in a foreign land and needed his cab service then. This guy understood market and demand!

We started walking from Sunwing and
got kind of stranded before bumping into Jojo.

He was friendly. And kept us entertained throughout the short drive by chatting with us in an attempt to get to know his customers better. Getting to know your customers - another vital sales and marketing “must-have”! The minute we reached the night market, Jojo gave us his business card. And, offered to take us back to the hotel when we’re done shopping around the night market. Think upsell and repeat sales!

We reached the market at 7pm. Jojo said he would pick us up at 9pm. We walked around the market, checked out the stalls, took some pictures, bought some snacks and food, and were done in 30 minutes. Then, it started to rain! There was no place to go for shelter, no place to sit, nothing else to do...

From out of nowhere, Jojo suddenly appeared at the stall we were at and asked if we would like to get back to our hotel. Talk about service. Even though it was only 7.30pm and he was not supposed to pick us up till 9pm, he understood the situation (rain and all) and went out of his way to provide added value.

One of the many stalls at the Night Market -

Thai Boxing! Reminds me of Lumpini Stadium, Bangkok.

Needless to say, Jojo also offered to take us to the airport, at a discounted rate (the market rate was 550Baht, Jojo offered his services at 500Baht). From that one short encounter that one dark and rainy night, he not only made some extra pocket money, but also had made new friends and repeat sales.

We will definitely look him up the next time we go to Phuket (to take us on a day trip or around the islands). As well as tell all our friends who are going to Phuket to look for Jojo, the friendly cab driver who can double up as a tour guide.

In a nutshell, here are the...
10 Things I Learned (About Sales) From A Cab Driver:

1.   Know your customers.

2.   Find out what your customers want,
      give it to them.

3.   Give your customers more than they expect.

4.   Be friendly and approachable.

5.   Provide value-added services.

6.   Offer great value, perceived or otherwise.

7.   Understand the market situation, be flexible.

8.   Be accountable, punctual and keep your promise
      – your word is gold.

9.   Upsell, cross-sell, repeat sales!

10. Word-of-mouth advertising and referrals     
      – expand your market.

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The key message in this Sales Secrets video stresses: "You're not going to get rich giving people what they need. Get rich giving people what they WANT."