Someone rightly said “Diamonds are rough and ugly before polishing. Though they’re unsightly, this does not reduce their inherent value. Wait until they are polished when you begin to appreciate them.”
Same goes for the neglected, unheard, unheeded and unanswered beggars. We all have that preconceived notion that if they are beggars, they certainly have nothing to offer. They are the most needy and deprived souls of the society. They run after money and are not bothered about losing self-respect or dignity since they have nothing much to lose.
What if I say their lifestyle, struggle and survival strategies have a lot to teach? By ‘us’, I mean the people working in corporate, for example the individuals taking care of marketing and branding. Apparently beggars are of no significance, but if looked closely, there are a lot to learn from them.
Let us go one by one on the same.
Persistent and resilient
Probably there is no other class of people who are more persistent and resilient than the deprived beggars. They keep working on their next project, choosing to focus on future opportunities rather than dwelling on their past failures. The way they stare at you may make you feel that they are seeing through your soul. This definitely would make you to tip them and get rid off as soon as possible.
Similarly, marketers need to inculcate the value of timeliness in executing their tasks. You should always be on the lookout for new prospects that will grow your business in the days to come.
The art of synergy
Beggars are well versed with the art of synergy. They do eye contact and ask for something (for example, 5 or 10 rupees) which 90% of the pedestrians would be having. That’s how they make it affordable.
Similarly for a brand manager, it is necessary to present the product in an affordable way which would eventually make the customers feel that the product/service is not burning a big hole in their pocket.
Different from the rat race
Differentiating is crucial. A beggar stands out from the crowd by being disheveled and wearing torn, dirty clothes. A marketing person should also know the features that would distinguish the product from others in the rat race. Unique and valuable features or specifications are all that is needed to giving it an edge.
Hopeful and persistent
Beggars are hopeful and persistent. Hence they focus on a sustainable approach by building relationship. They wish someone good luck after a ‘No’ instead of being aggressive or abusive. Likewise, to retain clients or get more prospective leads, one should build rapport from Day 1. If not today, prospective clients may be converted in future days.
Striking the right chord of human mind is essential. Be it the emotional one or the materialistic aspect. If you know what your prospective client wants, half of your product is sold.
Place themselves strategically
Beggars are strategic as well. They plan and place themselves strategically in various parts like ATM, restaurants, traffic signals etc.
Likewise a brand manager needs to promote the product at the right place at the right time to the right people.
Praying and meditating
Beggars spend a lot of time praying and meditating. They believe in God probably more than anyone else. As a marketer, you should seek for the prosperity of your clients, always. When your clients prosper, their purchasing power increases. In a moment, they can now afford to purchase more stuff from you. This translates into more sales, more revenue, and more profits for you.
Hence it is unwise to neglect the neglected. We all have something to teach and learn from each other, irrespective of the wealth, fame or popularity.