Sales, Marketing & Business experts have been dying hard to create – recreate, position – reposition their products & services to convince customers by communicating benefits. Marketeers have sleepless nights using different methodologies, strategies and techniques to influence customers to gain and retain market shares yet they struggle to create the desired level of acceptance by their customers. Sales mantra of communicating benefits and not features of the products and services, is not just sufficient to win confidence of their customers.
Demonetisation of currency in India is the biggest ever service sold to 133 Billion citizens without communicating its clear benefits. At macro level people were told it is a step towards controlling terrorism, corruption & circulation of fake currency. At micro level most of the people didn’t know how is it going to improve their lives. People lost lives, jobs and business opportunities, they starved and spent long hours in standing queues for converting their currency without any significant protests. Not many of them even supported the protests raised by opposition parties.
In the times of data & analytics people have supported the whole idea of demonetisation on an assumption that it would do something good to them, when & how no one knew. Large size of the Indian Community still doesn’t know who is the brain behind demonetisation but they supported the man who sold this idea, he is none other than Narendra Modi, the Prime Minister of India.
Overnight Indian Prime Minister, Narendra Modi killed 90% of nation’s currency and communicated to people “Give me your old currency and 50 days I will deliver a different country to you”. Would you buy a product or a service on a promise that it would change your life one day without getting to know how and when? Probably NO. A country where people go on strikes & protests for any small thing didn’t raise their voice. Not that they have faith in the ruling party to deliver a dream country but they have great amount of trust in the man called ‘Narendra Modi’. A man who has successfully gained trust of people by building his likeability continuously. Scheme of demonetization could have fallen flat if someone else from the ruling party was the face of it. It is the TRUST of people in Narendra Modi that has moved a nation.
While building top class products and services is essential its also important for individuals & companies to think how would they build their likeability and trust.