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F E E S - GURU DAKSHINA

11:32 PM | Labels: , , ,

In the Indian language, fees given to a teacher is known as Guru Dakshina. Guru means Teacher and Dakshina means fees. So when you want to learn something you need to undergo a process and the one who guides you towards attainment of knowledge needs to be paid fees. Success will be consistent and should stand testimony for others to follow without any blemish.

Business success also comes from a systematic learning. Achievement is the culmination of the process. 

Towards one such business promotion, I designed a programme called I W S S. This is Interactive Work Shop Session, conducted in Chennai on 9th & 10th of July 2011. Response from Chennai distributors – those who attended - was simply excellent. Course faculties included apart from me, Mr. N. Venkataramani and Dr. Malati Ramani. In his presentation on customerization process Mr. Venkataramani, a top class Guru of DXN in India, brilliantly brought the concept of 
F E E S to light.

For any customer to take a buying decision, something that goes in his mind has to be satisfied.

  1. He must first have a Feeling of / on the product (F)





  2. He has lots of Expectations about the product based on the presentation (E)
  3. Having convinced primafacie, he uses and Experiences results (E)
  4. Then starts his continued use. That requires Service (S)

He emphasized clearly that unless this process is done on a sequential manner no sale will progress, nor continue.

CUSTOMERIZATION PROCESS 

If you expand this F E E S theory it will look like this in Customerization Process :

INITIATION    PROGRESSION    CONSOLIDATION

BUYING – A PROCESS OF REJECTION 

Buying by a customer is not a process of selection but that of rejection. Primarily you will not agree with this statement because you can argue that a customer selects what he wants. But if you closely analyze you will see that before selection he rejects many things and ultimately settles on what he has a close Feeling to. So INITIATION to buy comes from a BUYING FEELING (F). During the process of rejection his Physical Brain (Analytical Brain - Blog 8 : Three Brain Activity ) is dominant telling him what to buy, what to reject, which is good, which is bad etc. The moment he decides, his Heart Brain (Emotional Brain) will dominate making him get attached with the product. Attachment will lead to owning the product. That is how sale is made of any product. You are also a customer of many products. Think what all you did is the same everybody does. Only thing is you need to understand the process.

After that comes PROGRESSION. During this process the customer having bought the product has EXPECTATION (E) as to what it will do to him. He has heard lots during the presentation. His butterflies (Gut Brain) induce him to consume and he EXPERIENCES RESULTS (E). Once results satisfy him his Physical Brain (Analytical Brain) will ask him to continue using and check whether there are any other benefits he can get. 

That is when you need to CONSOLIDATE THE CUSTOMER by excellent Service (S). Many people fail in business when they neglect this important process. Customer Service is paramount to Customer Consolidation. This is the finishing line. It’s no use if you run so ahead of others and do not touch the finishing line.

DXN products certainly give positive results. We have seen in the past over a decade. Now it is up to us to consolidate our Customer Base and Expand further to enhance our growth and that of the company. 

Success will repeat and repeat once you understand this process and perform accordingly. That’s what great World class professional organizations are doing. 

For that, 

F E E S -

IS THE RIGHT ROUTE FOR CUSTOMERIZATION



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