The Champion Salesman

				the counter and went home. We had an company
				accommodation where all four Managers lived in
The Champion Salesperson, True Story				separate rooms. After we had dinner, we had a
True story of Max Kumar, Managing Director.				little conversation. What you must say to the
Sales Coaching and Interview.				customer to convince him to buy these
				expensive watches. I had no clue about watches
Max Kumar is 30 years old and he already has 15				and this time my boss gave the Swiss Watch
years of experience with sales and marketing in				Manual with almost 500 pages. What this book
places such as Dubai, Mumbai, Jamaica, United				was about, the history of different watch
Kingdom and At Sea.				companies, their manufacturing process and
				location, their models, numbers, brand
Can you get friendly with a stranger in less than				ambassadors etc.
30 seconds?
				In the next few months I was the watch
Can you look at someone for the first time and				encyclopaedia. I was selling Maurice Lacroix as if
figure out his or her credit card limit?				there was no tomorrow and Roger Federer was
				the brand ambassador for Maurice Lacroix those
Have you sold one diamond ring for $30,000 US				days. I sold a Perrellet watch to someone who
Dollars?				came in asking for a Rolex. I sold him Perellet and
				he had never heard of it before and this watch
A man walks inside your store asking for a Rolex				was 18kt gold and worth $15,000 US Dollars. The
and wants to spend approx. $6,000 US Dollars				customer wanted to spend 6k and I end up
and you end up selling him a watch for $15,000				making him spend 15k. He was the owner of a
US Dollars and the watch he has never heard of				golf course in Boston, M.A”. I was gifted an
before in his entire life?				Elini watch worth $1200 US Dollars by the
				company for being the best salesperson in the
Have you sold a natural yellow fancy diamond				Caribbean for their line and I was also regarded as
bracelet worth $18,000 to a lady come on a				the best Maurice Lacroix salesman in the
cruise ship and walks in your store for the first				Caribbean”.
time ever?

Exclusive Interview with Max Kumar.....				23) Give us a
				demo of a live watch sale please?
1) Please tell us about how you entered sales				“Max Kumar asking me, “What watch are
and marketing?				you wearing, Citizen. What a nice watch, I like the
“I started my sales career in Mumbai, India				gold plating, the dome shaped crystal, it really sits
where I first started selling Standard Chartered				nice on your wrist and does not turn around, it
credit cards in the year 2001 and I worked for				must be a very comfy watch and it actually suits
Impact Marketing, Direct Sales Agents for				your personality as shoes and watch say
Standard Chartered Bank.”				everything about a man and this one just
				matches your stature. One of the best features
2) Tell us about your first customer				of this watch is that it is kinetic and does not
“It was a job which involved cold calling and I				need a battery”.
was very nervous knowing that I will have to
walk in someone’s office for the first time				24) What did
even though they had never seen me before and				you enjoy selling diamonds or watches?
I am going there to sell them a credit card”.				“To be honest, watches but I sold diamonds
				as well. My highest sale for one diamond ring is
3) How was the experience of walking in a				$30,000 US Dollars”.
stranger’s office?
“It was terrible, I was shivering and nervous				25) Amazing,
and my Manager who was training me had to				tell us about that sale please?
accompany me in his office. I was running out of				Again there was no cruise ship on this day, this
words. That customer did not buy from me”.				couple had come from Royal Plantations resort in
				Jamaica and I knew only rich people can afford to
4) What happened next?				stay there, so I started showing a very
“It was the first time I had to deal with failure				expensive diamond ring to this lady and she fell in
and I was really finding it difficult to deal with but				love with it. I asked her to walk outside the shop
the positive outcome was I started thinking, what				and see the ring in the sunlight as diamond needs
went wrong and then I started working on my				light to dazzle and sparkle. She said are you sure,
sales and marketing strategies”.				I said absolutely, please go ahead. She went out
				with her man and came back after 20 seconds. I
5) Did you want to quit?				was waiting with my heart in my mouth but this
“I had a never say die attitude and I was				was a risk I had to take. She came back and
always stubborn, I decided to learn everything				then I asked her to see the ring in the mirror. It
about sales and marketing”.				just blinded her as it was a special diamond cut by
				Lazare Diamond company and it weighed approx.
6) Did you get any success from that job				2.10 cts and the colour and clarity was F, VS1.
and experience of cold calling?
“Absolutely, within the next 6 months, I was				One can buy a ring like that for approx. $15,000
one of their best salesman but not the best”.				US Dollars with it but will have a couple of carbon
				spots on the diamond which takes away the
7) Wow, what a transformation, how did you				beauty and this one was absolutely flawless. The
manage that?				lady likes it, now it all comes down to the man
“I watched everybody, how they use their				because he is buying. I offered him a beer and he
sales pitch, involve the customer with themselves				gladly accepted it. I always followed the basic rule,
in a conversation, the art of convincing and closing				praise the lady and tease the man. I said she is a
the sale”.				very beautiful lady. He smiled and asked how
				much is the ring, I said $33,000 US Dollars and
8) How long did you work for them?				honestly I was not expecting him to buy it. He
“Not very long, as I got an better offer from				gave me his Black American Express credit card
Andromedia Marketing, Direct Sales Agents for				and politely asked, can you make it 30k please? I
Citibank and this time I was selling Citibank credit				said yes but was shivering as this was my highest
cards”.				sale and my boss helped me get over it”.

9) How was your experience with				26) What
Andromedia Marketing?				happened after Jamaica?
“I was good but unfortunately I did not stay				“I decided to work at Sea for Harding
with them for a long time as I became a part of				Brothers Ltd, based in Bristol, on the cruise ship,
Esscom Marketing, Direct Sales Agents for ICICI				Ocean Village 2. Here my highest sale was
Bank”.				£5300.00 Pounds to an old couple. I know you
				want to know the whole story about this
10) Why did				sale”.
you keep changing your jobs?				“Well our weekly target was £21,000
“Good question, Mumbai is a big city but all				Pounds and we had done only £15,000 Pounds in
agencies keep an eye on the field salesmen and				that particular week, my manager who was a girl
each company tries to get the best salesman in				from New Zealand comes to me and says, Max
their organisation for better results in more sales,				you need to do something and I said the shops
I was a victim too”.				are closed and it is 11.00 pm. What can I do? The
				shops were open from 5.00 pm to 11.00 pm and
11) How long				the doors were shut.
it took you to be spotted by these agencies?				This couple wanted to see me. They had seen
“Three Years, By this time I was good at				me earlier in the week and I was showing them a
selling sand to the Arabs”.				three stone diamond ring. They come after the
				doors were shut and we were closed. I opened
				the doors and sold them a ring. This man was old
12) What was				and he said I am going to die soon and I asked
the next phase in your career with sales and				why what happened? He said it was because of
marketing?				asbestos. I felt very sorry for him and asked him
“Most of my family is settled in the Middle				how many children he had? He replied three
East, but as an individual I wanted to explore the				daughters and as I was showing them a three
Western World such as United Kingdom, United				stone diamond ring, I said one for each daughter.
States of America, Canada etc. I kept reading the				That is it. He bought the ring. Sometimes you
newspaper, Mid-Day especially on a Wednesday				have to associate sentiments with purchase and
where you would find thousands of classifieds and				people buy jewellery to celebrate anniversaries,
see the jobs available abroad. It is because of this				birthdays, special occasions etc”.
newspaper I found a job in Ocho-Rios, Jamaica,
West Indies. This was a high end jewellery store,				27) How was
House of Diamonds with a couple of stores very				the pressure of being a champion salesman?
close to the cruise ship pier and they were looking				“It was tough because every time I would
for a Manager who had some experience in sales				speak to a customer, good results were
and marketing”.				expected and I needed to be consistent with my
				figures as I did $100,000 US Dollars every single
13) Please tell				month as we had an excel sheet with all the
us about your experience in Jamaica?				names and sales figures. I always wanted to lead.
“I worked in Jamaica for three years from				People at times said, Max can begin the
5th Apr 2004 to 11th July 2007”. Since this				conversation but not close the sale. I came up
was a high end jewellery store, I had a lot of				with a trick. My hobby was collecting police
difficulties for the first six months”. The				officers and firemen’s patches. I asked every
biggest problem was the cultural difference				customer to send me one patch from their town
between India and Jamaica, language, lifestyle and				and in return I would give them a special price.
me not knowing anything about jewellery”.				This worked and in no time, I had one patch
				from every town of United States of America
14) How did				and I got a lot of sales”.
you manage working in such difficult conditions?
“During the first six months, I was learning				28) Can we
everything about diamonds, gemstones, watches,				start with some Sales Coaching now?
gold, carat weight, colour, cut etc. I read books				“Please go ahead, I will now show you the
about diamonds and gemstones which my boss				magic of a champion salesman”.
gave me and I kept reading that book till late in
the nights because our store was very close to				29) What are
the cruise ship pier and next day we would have				the different types of selling?
passengers coming on a cruise ship”.				“That is easy, product, service and concept
				selling”.
15) Tell us
about your first customer in Jamaica?				30) Which is
“A lady walked in the store for the first time,				the most difficult?
from the cruise ship and I did not want to speak				“All three but in all honesty I have sold
to her as I did not know what to say, my boss				everything and my experience says it is concept
asked me to speak to her, she wanted an				selling because there is no product or service but
everyday watch and I was showing her some				plain dreams that you are selling such as Time
Skagen watches and she liked one but did not				Share”.
buy because the crystals were inside the glass
and not on the outside and she left the store, this				31) Who are
is where the story of the champion salesman				the best three salesmen?
begins. My boss asked me the reason of that lady				“Car Salesman, Property Salesman and
not buying the watch. I said the crystals and he				Jewellery Salesman”.
was actually listening to my conversation with
that lady and he said you could have said, the				32) What are
company does not do crystals on the outside				the qualities of a good salesman?
anymore as people complaining of them coming				“Very good question, smart, cunning, instant,
off and they end up losing the crystals, that was				one that can overcome obstacles with a smile,
an eye opener”.				good with words, one that has good general
				knowledge, product knowledge and one that can
16) Tell us				maintain constant eye contact, one who can
more about your experience in Jamaica?				understand the customer needs, knows
“Well there were some other obstacles that I				competition etc”.
needed to overcome. One of them was the
geographical knowledge about United States of				33) Tell us
America. I have never been there. In sales				how you in past overcame an obstacle?
general knowledge always helps. Let me give you				“I was in Jamaica and was showing a ring to a
some examples, if someone says Illinois, I said				lady and she asked if this diamond was blood free
Chicago. If someone says Maryland, I said				because it was during this time that the movie
Baltimore. If someone says Texas, I said Austin.				came out, Blood Diamond. I told her it was blood
If someone says Kentucky, I said fried chicken. I				free because the movie had just come out and
read and studied the Atlas to get some general				this diamond was found a year ago. Does not
idea about United States of America and was				make a lot of sense but it did the trick and closed
trying to familiarise myself with different states,				the sale for $5,000 US Dollars”.
towns, counties, their specialities and if someone
said Mid-West, what they were referring to?”				34) Three
				important things for a good salesman?
17) What was				“A-S-K, Attitude, Skill and Knowledge”.
the major difference between selling Jamaica
& Mumbai?				35) Tell us
“Fantastic question, when I was in Mumbai,				how you determine in seconds about the
the job involved cold calling that means the				customer?
salesperson approaching the suspects and it was
a process of converting those suspects into				“By looking at people and their appearance, it
prospects. In Jamaica, it was the other way				is just like a book”.
around. I was in the store behind the counters				A) Clean Shaven, Suit needs very
and the passengers from the cruise ship				professional approach.
approached me. Sales is like cars, surprised, let				B) Not shaven, wearing shorts needs an
me explain please. You need to change gears				casual approach.
according to product, service, concept, customer				C) Denim jeans, Rolex Watch, Clark Shoes
and various situations”.				definitely believes in Brands.
				D) Big guy, tattoos, pierced is very careless
18) Very				and becomes friendly instantly.
interesting, tell us more about Jamaica?
“The company hired four boys from Mumbai,				36) Is there an formula to follow in Sales?
I was one of them. There were local Jamaican				A) Meet and Greet
girls working in the store and the bosses who				B) Introduction
were brothers were always on the sales floor.				C) Presentation
They were the best salespeople, I have ever				D) Short Stories
seen in my life. What makes me say that, I have				E) Close
seen them sell jewellery worth $98,000 to				F) Rehash
someone who has never seen them before and
in fact has landed for the first time in Jamaica. I				36) Any other
learnt a lot from them”.				ideas?
				“Ask open and closed questions, such as
19) How was				would you like a beer or brandy? The person is
your career progressing in Jamaica?				forced to pick one of the two. That means the
“Well I worked in Jamaica for just over three				salesperson is in the Driver’s seat. These
years, the first year was the learning process, the				questions help the salesman determine which way
second year I was confident and the third year, I				the customer is heading towards. Also you need
was the best salesman in that shopping mall, Taj				to make the customer talk and the salesperson
Mahal Plaza as there were another 14 jewellery				should know what the customer wants to
stores in the same mall and the competition was				hear”.
fierce. The other store managers and owners
knew that once I start speaking to a customer, I				37) What the
will close the sale”.				customer wants to hear, please explain?
				“There is a trick to break the ice and make
20) What				the customer talk, you can simply break the ice
made you a champion salesman?				by talking about profession, hobbies, culture,
“Desire to win, learn, perform and show my				country, locations, sports, latest news and events
colleagues what I am capable of on the sales floor				etc. Hence a good salesperson needs to know
and as actions speak louder than words, I was				what is going around in the world. For instance if
always in action”.				the customer is from United States of America
				you will now talk about Barrack Obama or if the
21) Can you				customer is from United Kingdom, Alan Sugar or
remember some sales that you made in Jamaica?				X-Factor would be a good talk”.
“Absolutely, here is one example. On a
Saturday morning, a couple was wandering around				38) How else
the mall. There was no cruise ship on that				can you determine about the customer?
particular day. This couple walks inside my shop				“Very easy, expressions, looks and
and bought a pair of plain gold earrings worth				movements of the body.
$50.00 US Dollars. I asked for $55.00 and they				A) Rubbing his chest means not comfortable
were bargaining for $5.00 US Dollars. What				and does not trust salesman.
happened next was History. I then started				B) Legs crossed, totally negative.
showing a bracelet to the same lady, she liked it				C) Nodding his neck to your statements, the
and was resistant to buy it which was $7,000 US				customer is listening to you.
Dollars. The man asked the lady if she likes it. She				D) Sat backwards, feels that the salesperson
said yes. Immediately I commented, I have never				is entering his/her personal area.
seen that bracelet look so good on anybody ever.
He gave me his credit card. I was shocked and
surprised. The man was a president of some big				39) Can
organisation in Madison, Wisconsin. Since they				someone become a Champion Salesman?
were coming from the beach, they were wearing				“Absolutely, anyone can become a champion
beach wear. So you never know, who you talking				salesman provided he or she gets the right
to and I wanted to learn more about people’s				training”.
appearances”.
				40) How can
				you help staff and employees or different
22) Was				organisations?
there a time you were not comfortable selling in				“I can give Sales Seminars for three hours
Jamaica?				and work with the sales staff. I can analyse
“This is going to make you laugh, when I				immediately what they need to do and which
landed in Jamaica, we had only one line of Skagen				areas they need to work and correct themselves.
watches from Denmark which range from $50.00				The Seminar would cost £500.00 GBP and I can
USD to $150.00 USD. But the owner wanted to				visit any location in United Kingdom and after
get high end watches. In the next few months				attending my seminar the sales team will triple
after visiting the Basel show in Switzerland, he				their sales immediately. To make bookings in
acquired some new watch lines such as Bertolucci,				advance please e-mail me at
Maurice Lacroix, Paul Picot, Elini, Perrellet,				Do you want to or train your staff and
Chase-Durer, Wenger etc. When I was a kid, I				employees to become a champion salesman?
use to take my Casio watch to the watch guy to
repair it and these lines, the watches ranged from				Courtesy:
$250.00 USD to $35,000 USD.				Max Kumar.
				Managing Director.
We received the watches and displayed them in				Max Business Solutions Ltd.

Grace Jew

The Champion Salesman

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