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Selling The Sizzle Part 1 2018-11-15T12:37:50+00:00

Service is Worship :

PREFACE

A “CONTINUOUS IMPROVEMENT” EXERCISE BY ENERGY SOLUTIONS LIMITED

Energy Solutions Limited (ESL) is attempting a continuous improvement exercise in a modest and humble way. This book is hopefully just the beginning. It tries to sell important concepts just like a master salesman sells his products. He does not sell the steak. Instead he sells the sizzle.

ESL Selling The Sizzle

This booklet is not only of value to engineers, maintenance and quality professionals, business managers but others too including their loved ones. They can learn some very important concepts by associating them with lively illustrations and powerful phrases commonly used in both English and Urdu languages. It will also provide every reader an opportunity to come across some inspiring, life changing messages for personal as well as professional life. Our approach is very similar to the concept of “content marketing”. We hope the readers will anxiously wait for its future editions, too.

ESL Selling The Sizzle

We, at ESL, offer, free of cost training, to our customers on the topics covered here and a lot more in our “Meet & Treat” sessions. In case of training requirements, please write directly to the author at customercare@eslpk.com . While we present this, we are fully aware of our shortcomings and deficiencies. Please do advise us to do better job as and when we decide to issue a revised version.

Compiled by:

Engr. Saima Haseeb

1. BAKER’S DOZEN – درجن کےتیرہ

Motivational speaker, Qasim Ali Shah, narrated the story of a fruit vendor selling bananas. He used to live from hand to mouth just like all other vendors selling bananas. One day he decided to make his dozen count thirteen instead of twelve. This extra banana added extra to his ordinary status also. He was transformed from an ordinary person into an extraordinary one.

The above narration also brings to our mind the medieval story of a baker. He became popular for his “baker’s dozen”. He always used to sell thirteen donuts instead of twelve in his pack of a dozen.

ESL Selling The Sizzle

As a service providing company, we should also perform more than we promise and greater than what the customer agrees to pay and expects to receive. We should not only satisfy customers, but also delight them. Make ourselves a best-in-class company and become a benchmark for the others.

Do احسان! Make customers win, you will win too. Make them stay in the business, you will stay too. Remember:

“IHSAN MEANS STRIVING TO REACH THE BEST STANDARDS OF PERFORMANCE IN TERMS OF EXCELLENCE, GRACIOUSNESS AND BENEVOLENCE. WHEREAS, ADL (FAIRNESS AND JUSTICE) MEANS SATISFACTORY PERFORMANCE OF ONE’S OBLIGATIONS TO OTHERS AND FULFILLING THE RIGHTS OF OTHERS ON ONESELF. IHSAN CLEARLY MEANS DOING MORE THAN THAT WHICH A PERSON IS OBLIGATED TO DO”.

WHEN YOU PERFORM IHSAAN, DIVINE HAND HELPS YOU WHEN IT MATTERS MOST (ILLUSTRATED BELOW)

ESL Selling The Sizzle

2. A FRIEND IN NEED IS A FRIEND INDEED – دوست وہ جو مصیبت میں کام آئے

Be it an industrial giant or a huge commercial building; a hustling, bustling container terminal; a telecom installation in a dusty, sandy terrain; banking sector or oil and gas industry or simply a domestic consumer suffering at the hands of never-ending load shedding, ESL provides you the answer (though sometimes customers miss the answer just like the boy in the picture :).

ESL Selling The Sizzle

ESL offers a complete range of tried, tested; battle hardened diesel generators with Cummins engines, though other options are also available. These sets are ROBUST, RUGGED, AND RESILIENT and of RENTAL grade construction. That is why ESL readily offers extended warranties.

Complete back up service is also available with parts, tools, softwares for complete engine overhauls (especially for high horsepower engines). Fuel system calibration facility is also available.

ESL also synchronizes sets of any make, model, and manufacturer, mix of fuel and MAINS with complete in-house resources. It also performs seamless transfer of electricity with utility on either side of a power outage.

Another very important feature of ESL is performance of Maintenance Contracts on customer’s engines thereby relieving them from the headache of maintaining their sets and allowing them to concentrate on their core business.

Furthermore, ESL offers Cummins gas generators from 315 kW to 2000 kW. This range includes both high torque series and high efficiency series engines.

ESL does not sell. It helps you to buy. The best help is “service par excellence”. Yes! Cradle to grave service starting from your intent to buy and continuing till the end of the equipment’s life cycle. Even if you don’t buy from ESL, keep it in the race to prevent other suppliers from taking undue advantage. This is the least a friend can do for you.

3. A DROP IN THE OCEAN – اوُنٹ کے منہ میں زیرہ

The authors have tried to underscore the importance of service in all aspects of life, in general, and power generation business, in particular. In doing so, they have used the techniques of content marketing. How far, they have been successful, in their endeavors, is up to the reader to decide.

ESL Selling The Sizzle

Though, the authors feel, because of the vastness of the subject, their efforts are only a drop in the ocean (cumin in a camel’s mouth).

In a nutshell what the authors have tried to achieve can be reiterated as follows:

  • Service is worship.
  • What SERVICE stands for?
  • Only Service wins hearts and minds of the customers and is truly a game changer.
  • Selling alone doesn’t help. Helping alone sells.
  • Do what you say and vice versa.
  • Fulfill all your promises with the customers.
  • Perform more than you promise and that the customers agree to pay.
  • Let the customers WIN – always.
  • Honesty is the best policy.
  • Attitude is more important than aptitude.
  • Doing right things is more important than doing things right (effectiveness vs. efficiency).
  • Why companies fail?
  • What can be conceived can be achieved! You get what you seek.
  • What makes a super salesman? For more details, read ESL Sales policy.
  • Safety, quality and continuous improvement should never be compromised.
  • Pareto, Six sigma, 5S, Poka Yoke! Apply these to Service!
  • Battles are first won in the mind than in the battlefield.
  • Evolution of maintenance service strategies.
  • Importance of daily maintenance, whether the plant produces bulbs, bread, buses or simply electricity from a generator.
  • Perfecting the wheel.

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