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What a fruit and veg trader with 35yrs of experience can teach us about selling

12 August 2016 1:17 PM

Small business guru Pavlo Phitidis extracts valuable lessons from an interesting case study. Tomatoes are tomatoes. Or are they?

#BadServiceMustFall

Got great service? Click here (Gauteng) or here (Western Cape) to nominate them for this year’s 702/CapeTalk Small BusinessAwards with Sage One.

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The Money Show’s Bruce Whitfield interviewed Pavlo Phitidis, Director and CEO of the Aurik Business Incubator, about the lessons we can draw from a fruit and vegetable trader with 35 years of experience.

Scroll down for quotes from the audio below.

The market is well-established. There are 497 traders of which 490 are selling the exact same thing. Tomatoes are tomatoes. Or are they?

Pavlo Phitids, Aurik Business Incubator

His location is not ideal, yet he’s killing it!

Pavlo Phitids, Aurik Business Incubator

He works on sight, sound and smell to draw people to him. Then he works on the brain – i.e. price.

Pavlo Phitids, Aurik Business Incubator

He sat much higher than all the other traders. He also tilted his trays at 45 degrees and he built a pyramid of colour. He was very visible. His spot was the place you were going to go to first.

Pavlo Phitids, Aurik Business Incubator

Because of his high vantage point the sound of his voice would travel. He knew people by name and would greet everyone robustly, using their first names.

Pavlo Phitids, Aurik Business Incubator

He had spices on his table to emit fragrances.

Pavlo Phitids, Aurik Business Incubator

He was phenomenal at how he read his customers. He could tell whether you’re a Muslim, Christian or a Buddhist. He would prepare his vegetable combinations to suit religious holidays.

Pavlo Phitids, Aurik Business Incubator

He would fight hard when negotiating; then he would submit. After the deal he would give you an extra potato. You would walk away feeling you made the best deal in town.

Pavlo Phitids, Aurik Business Incubator

I couldn’t work out why the other traders didn’t try to copy him.

Pavlo Phitids, Aurik Business Incubator

Everything he built was with the customer in mind. And with every deal he does, he has the next one in mind.

Pavlo Phitids, Aurik Business Incubator

#BadServiceMustFall

Got great service? Click here (Gauteng) or here (Western Cape) to nominate them for this year’s 702/CapeTalk Small BusinessAwards with Sage One.


12 August 2016 1:17 PM

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