Some people never learn – make that some companies. Remember how Reliance mobile had started out in India – with those “dealers” who sold you the mobile phone and then vanished – or if were present, had no clue about handling after-sales queries and complaints? Remember how Reliance called them not dealers but entrepreneurs under the “Dhirubhai Ambani Entrepreneur” scheme? And remember how quickly Reliance had to pull that “entrepreneurship” scheme out of the market and launch their own sales and service outlets?*
Like I was saying, some companies never learn – the always interesting and informative textually informs us that Reliance is planning to sell their phones through vegetable vendors.
“A joint marketing penetration effort by CDMA-based telephony operators ñ Reliance Infocomm and Tata Teleservices Ltd (TTSL), the initiative would involve training of the owners of vegetable and grain mandis to demonstrate and sell the product, and to provide after sales services. Reliance Infocomm would sell its product and services through vegetable and grain mandis, cable operators and farm product vendors, like irrigation pumps and tractor dealers.”
Arrey bhai, yeh mobile ek kilo ka bhaav kitna?
In simple words, no Reliance, selling is not enough. Back-end support is crucial.
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*In case you don’t remember, here is a detailed article on Reliance’s master-plan and how it boomeranged on the company.