KNOW WITH WHOM YOU ARE TALKING. Is this easy to do? It is, if you know how. First, look at the whole picture. Then, assess what you see in its entirety.
You are a salesperson doing business in the Philippines. Hence, most of you clients are likely to be Filipinos. If your client is a foreigner who has lived in this country long enough, he may be a Filipino-American, a Filipino-Japanese or a Filipino-Indian.
So, generally, your client is a Filipino. Having indentified your client of his nationality is a good springboard towards getting to know him better.
What are his habits, ways, thought patterns and bases of choice? Is there an established pattern in the way he acts, relates and decides?
In short, what really is a Filipino?
Dr. Jocano has poetically defined what to him is a Filipino:
A Filipino is like the mythological bamboo.
He sways valiantly with the winds of misfortune,
only to rise unscathed when the tempest is over
to meet the warmth of the morning sun.

A faithful and correct translation into the National Language would be:*
Ang Filipino ay tulad ng maalamat na kawayan
na magiting na humahapay sa bugso ng mga kasawian,
upang bumangong muli na ni hindi nasaktan
ng unos na nagdaan at lumisan,
upang damhin ang init ng panibagong araw.

This description of a Filipino highlights his remarkable flexibility to survive after tackling life’s trials and blows.
But, in order to know him btter, we also need to know his social characteristics.
Generally, Filipinos are very SENSITIVE (maramdamin). If you raise your voice while talking with him, he immediately gets mad because he thinks he is being shouted at. If you fail to notice or greet him the moment he sees you, he will regard you as proud.
A Hongkong tourist-guide story has it that an American tourist found it very difficult to differentiate a Japanese, a Hongkong Chinese, and a Filipino from one another because of their common Asian appearance.
The tourist guide tol the American: “If you accidentally bumb an Asian while walking on the busy streets of Hongkong, and he steps backwards and apologizes while bowing, he’s a Japanese. If he assaults you with high-pitched profanity, he’s a Hongkong Chinese. But, if you’re knocked out because of a fist blow, he’s a Filipino.”
That is just a story. But it graphically illustrates the latent Filipino character called silakbo, or the irrational sudden outburst of uncontrolled anger.
Generally, the slightest and unintended intrusion into their persons or reputaions also easily offends Filipinos. If you happen to say something that has pricked their self-esteem, touched their sensitivities or arouse their built-in hang-ups, they would be offended. It is also possible that you have not uttered anything wrong, but because they mis-interpret whatever you have said using their preset orientaion or norms, they become furious. When this happens, the unfortunate result is that you are misunderstood. What already been established.
So, take the necessary precautions here. We have to make sure that what we know about our clients is utilized as a road map in our dealings with them. This helps us to achieve a smooth interpersonal relationship with them. This is because we ourselves like harmonious relations.
Aside from being sensitive, the Filipino is also very PERSONALISTIC. He likes almost every thing personalized.
Filipino customers seldom respond by phone or through mail. It would be good already for those having mail order business in their direct marketing if the response they get amounts to 1%.
In the Philippines, there is no substitute for face-to-face communication. Filipinos generally prefer person-to-person attention.
Why do you think did Jollibee surpass McDonald’s in the Philippines?
If you can recall, it was McDonald’s that introduced the fast-food service idea in the country. Its first store was near FEU, along Nicanor Reyes Street. You were the one who would get your own food from the counter. Then you would find a table for yourself. Afterwards, you would be the one to clean your table.
This did not work. Why? It is because, here in the Philippines, customers prefer personalized service.
“Ako na ang bibili at kukuha ng pagkain ko, ako pa’ng maglilinis? Aba, masaya ka! (I pay for my food and get it from the counter. Am I still expected to clean up after I’ve eaten? That’s too much!)”
It is also notable that Filipinos are FAMILISTIC. More often than not, decisions in the family are not unilaterally made. There is consultation among family members whenever a major issue is in need of a final decision- e.g., what the first baby’s name will be, who will be his godparents, what preschool he will go to. It may also be where to spend vacation or what house appliance should be first bought.
If you offer a refrigerator to the wife, she will tell you, “I’ll tell my husband first.” If you ask the husband, he will say, “I’ll consult with my wife first.” Whenever there is a substantial change in the offing, the effort and the concern are always directed towards the general interest and welfare of the whole family. This, every salesperson must consider all the time.
Knowing with whom you are talking not only saves you from pitfalls of trouble and embarrassment. It also helps you steer your way through the labyrinth of peculiar human behavior towards the end of the tunnel, where it is bright and where you can see clearly your client filling up the order form you brought for him.



KNOW WHAT YOU ARE TALKING ABOUT. If you are selling the Mount Mayon, the Luneta Grandstand, or the Manila City Hall, you are expected to know with full authority the whys and the wherefores of these places and structures including each one’s history, archetecture, Torrens tittle, Transfer Certificate of Tittle (TCT) and so on.
It is important to note that these places are not, and may never be opened up, for sale. But some very enterprising and unscrupulous salespersons have been able to sell city creeks, canals, tributary rivers, including nonexistent buildings and lots. Some of them even possess the ability to sell a tiny dilis (long-jawed anchovy) for the price of a golden bangus (milkfish).
These people definitely know what they are talking about. That they are selling properties not up for sale is evidence enough of what they know.
What more if you sell things that actually exist? Houses and lots you can see, development projects you can inspect, and services you can feel? Knowing all the facts and circumtances surrounding an honest commodity sale is beyond the word EASY. You cannot cover up flaws with deceit or misrepresentation.
If you are selling an encyclopedia, you are expected to know all and everything about it-including all and everything there is to know about other encyclopedia brands.
One Filipino sales champion, Ms. J. Ramos-Lim, who has been a consistent sales awardee, has coined these formulas: “A good knowledge of the product plus activity equals productivity, and right activity minus all forms of excuses equals success.
True enough. If you really know what you are talking about, the spirit of self-confidence subliminally sets in and stays in your system.


How does one acquire self-confidence? How does one become self-confidence? Is it true that is difficult to have trust in one’s self?
If you know yourself, if you know what what you are doing or what you are talking about and if you you know who you are talking with, that is self-confidence in action.
There are essentially three keys that open this big door called SELF-CONFIDENCE.

KNOW YOURSELF This seems so easy to say. IN fact , ten out of ten will automatically say “of course, I know myself. Trust me.
But a lot of things in this world are easeir said than done. If you are one among the ten who will automatically claim they know themselves, try answering the following questions in front of a mirror.
1. Do you have a goal?
2. What is it that you really want?
3. How many times have you failed pursuing your goal?
4. How many times have you risen from defeat or failure?
5. How many times have you change your goal?
6. Are you decided on what measures to take regarding your goal?
7. Where are you right now?

Understanding Different Customers

Understanding Customer Behavior
1 THE NEED TO FEEL IMPORTANT – How to make the customer feel important
– Respect their own experienced and knowledge of the business.
– Share your own knowledge and experienced.
– Give them a special things like:
1. Latest industry figures(market share, sales ranking in the territory etc.)
2. Information that they can use in their business like CATEGORY MANAGEMENT,
3. Always ready for any change that they will propose.
2. THE NEED FOR APPRECIATION – always give thanks to the Customers
1. Every end of the discussion (personal or telephone)
2. Avoid words or terms you always say to him after your appreciation.
3. In your appreciation, use “Facial Expression” that shows your thoughtfulness.
4. Appreciate their inquiry and complain.
5. Think of a new and better way of appreciation example:
a. A letter that contain a special information.
b. An unexpected gift.
c. An extra telephone call with a good news for their business.
3. THE NEED TO BE UNDERSTOOD – Don’t treat them as Customer’s only,
– We can show to them that we understand them thru:
a. Patience – listen to their problems and complains.
b. Give focus when you are talking to them.
c. Look at things from their own point of view.
d. Project that you are interested when you are talking.

Building a Customer Relation

If you are in the marketing you have to build a good relation to your’s how..
1. Listen to your customers.
– to their opinion and suggestion.
– to their own story and experiences.
2. Align with Customer’s Business Objectives.
– Don’t argue to the customer’s plan for his business.
– Encourage him/her and give a motivation factor.
3. Putting yourself in your Customer’s Shoes.
– be sympathetic and empathetic.
– make him/her feel that you are a blessing to his/her business.
4. Mirror your customer Actions and tones.
– observe the present attitude of your customer.
– size up the real situation.
5. Talk the customer’s Language
– if possible study their own language,more language have an edge…


Marketing and distribution is not an easy task especially when your products are not a basic needs of the people or if your product is new launch and not yet known in the market..but if there’s a will there’s a way…if you are a distributor salesman, here the steps to make your call to be effective.The Basic Call Procedure.

1. Plan
– Plan your work..(your area,territory, your objectives and target.)
– Plan and check the account potential.
– Check your sales tools (invoice, ball pen, sales aid,calculator)
2. Enter Call
– Greet the store owner or the store attendants.
– Ask permission to do the store and warehouse check.
3. Store check
– Check the merchandising position (pricing, shelves display position)
– Check the inventory of your products in the warehouse and in the display area.
– Check competitor’s activities. (pricing and new products)
– Make a suggested order according to your inventory.
4. Sales Presentation
– Present your suggested order to the purchaser.
– present your promo plan if there is.
5. Closing the Sales
– After the sale presentation, give to the customer your sales order plan sheet
to sign and confirm his/her order.
– if there are some clarification be ready to answer.
6. Record and Reports
– After the customer confirm the order, write it down on the invoice (write it
– do the writing at the place where you cannot disturb the traffic of the
7. Layout for stock delivery.
– Give the invoice to your helper for delivery.
8. Delivery and payment
– after your helper deliver the items, collect it immediately.
– check the cash or the check in front of the customer.
– validate the date, the figure, the words on the check payment.
– remember “sales is not a sales unless it is collected, deposited in the bank
and cleared.”
9. Merchandising (re-sale and maintenance)
– display your delivered products on shelves or hanging dispenser.
10. Next Call and “Thank You”
– Give an appreciation and thank you to the store owner or purchaser.
– tell him/her your next visit.
11. Post Call Analysis
– after your call, evaluate the result.(the target and objective whether you
achieve or not, why or how)

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