NATION OF SHOP KEEPERS

It is popularly believed that Napoleon Bonaparte described the British as a nation of shopkeepers but in reality he might not have said so. More likely, the early economist Adam Smith, author of The Wealth of Nations, might have coined this phrase. He wrote: “… the sole purpose of raising up a people of customers may at first sight appear a project fit only for a nation of shopkeepers…”

Well, Great Britain still contains many shop keepers, but most of them are hopeless. Few shop keepers or their assistants, who are employed to make sales, put much effort into encouraging customers to buy. In general, they are an unhelpful bunch. Often when one asks for something, one is told by a typical British shop keeper: “If we’ve got it, it will be out on the shelves”, and then the customer is left to hunt for it somewhere in the shop.

Occasionally, you can find a helpful salesperson. Once, I was in London’s Oxford Street looking for a winter coat with certain features. I described in detail what I was seeking to a salesman. He replied cheerfully: “I know exactly what you need, Sir. I know just the job. You need a Danimac.” He paused before continuing: ” there’s only one problem: Danimacs are not made anymore.” And, that was it.

Had I been looking for that coat in India, the salesman would not have stopped at that point. Instead, he would have shown me a range of other types of coat in the hope that I might see the benefits of modifying my requirements and buying something else.

Unlike their British counterparts, Indian shop keepers and their sales people take a professional pride in both satisfying the customer and making sales.

Take clothes shopping for example. You enter a shop without much idea which shirt or skirt you want and are bewildered by the variety on display. You will be welcomed by a sales person, who will begin by showing you a garment that may not be to your taste. Then, you will be shown a series of other items. The salesperson will gradually show you merchandise that really appeals to you because he or she has been watching your reactions to what is being shown to you, and from these, your taste in clothes can be accurately ascertained. When you have selected whatever you were looking for as well as much that you never knew you wanted, alterations that might be needed to ensure a good fit will be carried rapidly out at no extra charge.

Some Indian shopkeepers are brilliant salesmen, especially the Kashmiris who run handicraft shops. You might enter one of these shops without any intention of making a purchase, but so expert are the sales people that I doubt that you will leave empty handed!

I could go on and on about the excellence of sales people in India, but I will not. However, before signing off, let me tell you about a simple vegetable seller in Bandra (Maharashtra). Formerly, he used to lay out a cloth blanket by the roadside. At about 1 pm, a truck would stop next to his cloth and various vegetables would be delivered. From day to day, the vendor had no idea which vegetables would arrive, but whatever arrived was, and still is, of a very high quality. His customers, mostly regulars, would turn up and buy what they needed.

After some years, the veg seller acquired a mobile phone. He collected the phone numbers of his customers. Now, every day the veg seller takes pictures of whatever he has received for sale, and then sends the pictures, the prices of his goods, and a description of them, to his customers via WhatsApp. His customers reply with their orders, which they come and collect from him. Thus, from humble beginnings a street vendor has brought his age old business into the 21st century.

Had Napoleon Bonaparte reached India, he would have had good reason to say, as I do, that Indians are truly a nation of first class shopkeepers.

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