Marketing ala Pengedar Narkoba

 

Pengedar narkotika dan obat-obatan terlarang (narkoba) pada hakikatnya adalah pedagang. Dia tidak berbeda dengan pedagang siomay, penjual rumah atau pialang saham.

Adami Wilson alias Abu

Membaca kisah Adami Wilson, seorang terpidana mati narkoba, di majalah detik, saya menjadi tertegun akan kehebatan metode yang digunakan para pedagang narkoba itu dalam berbisnis. Walaupun sedang mengganggur dan sangat butuh uang, saya tidak tertarik untuk menjadi pengedar narkoba mengingat resikonya yang terlalu besar. Namun demikian ada pelajaran yang bisa kita tarik dari cara mereka berbisnis, yaitu :

1. Pencitraan Produk yang Positif

Sebagai sales saya pernah kehabisan akal untuk menjual suatu produk yang secara teknolgi tertinggal jauh dari kompetitor, dan sayang sekali saya menyerah. Pengedar narkoba tentunya memiliki kendala yang jauh lebih dahsyat dari saya karena mereka menjual barang yang kelak akan membunuh konsumennya. Di tengah gencarnya kampanye melawan narkoba, para pengedar tetap harus bisa menawarkan produk dengan citra positif sehingga calon konsumen bisa yakin akan manfaat seketika dari barang yang akan dibeli.

2. Kepercayaan adalah yang Utama

Pengedar narkoba hanya mengandalkan relasi mereka dan kepercayaan pelanggan. Pengedar narkoba jelas tidak bisa memasang iklan di TV, baliho di Pancoran, pasang link di google, jual di kaskus, mengandalkan search engine optimizer (SEO), atau telemarketing seperti kartu kredit, mereka bergantung pada jaringan. Dalam berdagang di bidang lain, bisa saja kita dibantu oleh seabrek tools periklanan yang modern, namun kepercayaan pelanggan dan jaringan kita tetaplah modal utama.

3. Kualitas di Atas Harga

Bisnis narkoba bukanlah bisnis ecek-ecek yang hanya melibatkan ratusan ribu rupiah. Milyaran rupiah bergulir di situ hanya demi meloloskan satu atau dua kilogram heroin masuk ke Indonesia. Para pengedar narkoba biasanya tidak bersaing harga dengan cara mengoplos produknya menjadi produk turunan yang lebih murah. Para pemain yang menjual produk murahan biasanya tidak mendapatkan reputasi baik dan cepat terlempar dari pasar. Di dunia umum hendaknya kita demikian juga, menjaga kualitas produk sebaik-baiknya alih-alih berperang tarif sembari menurunkan kualitas.

4. Fokus pada Loyalitas Pelanggan ketimbang Membuka Pasar Baru

Menjaga loyalitas pelanggan jauh lebih penting dan lebih mudah ketimbang mencari pelanggan baru. Pelanggan lama sudah tahu persis barang yang dia beli dan akan cenderung melakukan getok-tular  (word of mouth campaign) kepada orang di sekitarnya. Merekalah kepanjangan tangan sistem pemasaran kita yang sejati. Mendapatkan pelanggan baru memerlukan usaha yang jauh lebih besar. Dalam dunia narkoba, membagi-bagikan sampel ke calon pelanggan baru sama beresikonya dengan menyelundupkan barang masuk dari luar negeri.

5. Greteh

Pedagang narkoba biasanya tidak hanya duduk-duduk santai menanti pelanggan mereka sakaw kehabisan stok lalu mancari-cari mereka. Biasanya mereka selalu menempel pada pelanggannya dan secara aktif menanyakan apakah ada yang bisa “dibantu”. Jika saja wiraswastawan di bidang lain selalu proaktif (greteh) seperti pedagang narkoba tentunya akan bisa mendapatkan penjualan yang kontinyu.

6. Pantang Menyerah

Mungkin terdengar klise karena saya pun pernah menyerah sebagai sales, namun para pengedar narkoba umumnya benar-benar pantang menyerah walaupun sudah berada di balik penjara. Memang benar akibat berdagang narkoba itulah mereka mendekam di penjara bahkan beberapa ada yang di hukum mati. Namun demikian, hanya dengan tetap berdagang mereka bisa menjamin kenyamanan hidup di penjara, setor ke anak-istri di kampung, dan dalam beberapa kasus mereka bahkan bisa membeli kebebasan.

Kita cukup tahu saja bagaimana mereka berbisnis dan ambil nilai-nilai positifnya. Kecuali anda cukup cerdas dan memiliki jaringan yang kuat jangan coba-coba “belajar” langsung dari bisnis narkoba.

Penting bagi keselamatan saya sendiri memasang disclaimer ini :p

 

 

 

 

Investasi Properti di Kawasan Kepala Naga?

Sebagai pengangguran, sore ini saya mencoba menikmati hidup dengan bersantai di teras Mal Summarecon Serpong. Sambil memakan dimsum saya tiba-tiba berpikir apa yang membuat orang-orang berpindah ke sini membangun sebuah kota dan berbisnis di dalamnya. Kawasan Summarecon Serpong, Paramount Serpong, dan Gading Serpong seolah jauh dari mana-mana, akses masuk ke wilayah ini dari jalan raya Serpong pun kurang terlihat. Kepala Naga, itulah yang dipercaya oleh banyak orang (umumnya keturunan Cina) dalam menentukan lokasi tinggal dan berbisnis di Jakarta dan sekitarnya. Sejatinya di mana sih kepala naga imajiner itu berada persisnya?

Kawasan Kepala Naga

Dahulu ketika Jakarta hanya berupa pelabuhan Sunda Kelapa dan sekitarnya, kepala naga dipercaya ada di seputaran Kota dan Glodok, perutnya ada di Pelabuhan Tanjung Priok yang sedang berkembang dan kakinya ada di kawasan Pluit. Karena itulah banyak warga keturunan Tionghoa tinggal di situ dan menjalankan perdagangan.

Kelapa Gading Dahulu Hanya Berupa Rawa

Pada tahun 1976 kawasan Kelapa Gading mulai dikembangkan. Tempat yang semula rawa tak berpenghuni kini menjadi salah satu kawasan elit Jakarta. Yang membuat orang (terutama pengusaha Tionghoa) mau pindah ke kawasan ini adalah mitos yang menyebutkan kalau kepala naga bergerak ke timur dari Kota menuju Kelapa Gading. Yang jelas Kota sudah terlalu sesak, pelabuhan Sunda Kelapa sudah sejak lama mengalami kemunduran, lalu dipilihlah Kelapa Gading yang dekat dengan Tanjung Priok yang sedang berjaya. Di samping itu Kelapa Gading dekat dengan Bandar Udara Kemayoran dan memiliki akses langsung ke Bandara Halim Perdana Kusumah. Intinya tempat itu memiliki aksesibilitas bisnis yang paling sempurna pada waktu itu.

Kawasan Elit Kelapa Gading Kini

Setelah Bandara Kemayoran ditutup dan dipindahkan ke Bandara Soekarno-Hatta di Cengkareng, Kawasan Kelapa Gading masih menunjukkan pesonanya karena kedekatannya dengan Tanjung Priok. Bisnis pun terus tumbuh pesat hingga pergantian abad 21 dan kawasan ini kemudian menjadi terlalu jenuh.

Sementara itu Cengkareng makin menunjukkan tajinya, semula hanya ada terminal 1 di tahun 1985, lalu menyusul terminal 2 di tahun 1992, dan terakhir terminal 3 di tahun 2009. Entah kenapa para suhu tiba-tiba menyatakan kepala naga kini ada di barat sementara buntutnya masih di timur, di Kelapa Gading. Apalagi setelah jalan tol lingkar barat jadi, kemajuan wilayah barat Jakarta semakin menjadi.

Akan tetapi di mana persisnya letak kepala naga itu kini? Ada yang bilang kepala naga kini berada di kawasan Tomang, simpang susun Taman Anggrek adalah pusatnya. Sementara paranormal versi Lippo mengatakan bahwa kepala naga adanya di Puri Indah, ya iyalah secara pengembang daerah Puri itu Lippo. Kalau tanya Group Summarecon tentu kepala naga ada di kawasan Summarecon Serpong tempat saya merenungkan ide kepala naga ini :p .

Iklan Salah Satu Apartemen di Puri Indah

Lalu bagaimana dengan kawasan segitiga emas Sudirman-Kuningan-Gatot Subroto yang cukup jauh dari letak kepala naga? Ada yang bilang tempat itu adalah cakar naga, ada pula yang bilang badan naga itu meliuk-liuk dan salah satu liukannya sampai ke Semanggi yang ada di Jakarta Selatan *jauh amir bin jauh aja*. Sementara itu kawasan BSD yang kini ramai dipercaya sebagai sungut naga, kalau begitu rumah saya di Ciputat sudah barang tentu kawasan “bau” naga, cuma kebagian semburannya thok.

Intinya kepala naga ada dimana bisnis paling mudah tumbuh. Bisnis akan mudah tumbuh kalau akses ke pelabuhan atau bandara mudah. Secara logis pembangunan infrastruktur lah yang menentukan ke mana bisnis akan berkembang. Namun demikian, susah menjelaskan perancangan kota kepada publik. Gampangnya ya bilang saja letak kepala naga sedang berubah. Orang percaya. Properti laku. Semua Bahagia. Habis perkara :)

 

 

 

10 Things You Need to Remember for Job Hunting

The following is some points to summarize a test that I took it online (I don’t even remember the URL, sorry). Although my job hunting skill test result is above the average but there are some points that I never knew before such as put text-only version of our resume in email body. Hopefully can help you who are no in the middle of job hunting. I wish you nothing but the best!

1. Searching the Internet is the NOT most effective way to look for a job. Internet will probably one important component of our search, but the most effective way to find a job is through networking

2. You can negotiate an entry-level salary. Even most employer will leave only narrow space in their salary offer to new employees, but you won’t find out unless you ask. If no any room in salary level, you can negotiate bonuses, vacation time, and work hours.

3. There’s no mandatory length limit for résumés. Use the space efficiently, but give enough specific information to attract hiring managers

4. Find any possible way to broaden our network. By doing this we have more opportunity to be landed in a good job.

5. Copy and paste a text-only version of your CV into the body of your e-mail. Many employers won’t open résumé attachments either out of laziness or fear of contracting a computer virus

6. If you are currently employed, don’t tell anyone before you have a new job lined up. The company may see you as disloyal and make your life difficult until you leave. The worst thins that your boss might think that this is the right time to replace you and leave you prematurely unemployed.

7. The average job hunting time is 4 months. So be patient and don’t get discouraged

8. Employers can receive hundreds of résumés for a single job. How can you get yours noticed? Many employers dump résumés into a database and search for key words to narrow the field. The magic words are often job titles, skills or areas of expertise related to the position

9. Avoid to ask the interviewer yes-or-no questions. It gives the impression that you don’t care about the company or the position.

10. Believe that you’ve got the skills to find success. No matter how stressful the job hunting process we are into, but you are deserve for a success.

Developing Presentation Skills

I believe that presentation might be one of the biggest fears for us. Probably we can easily write a thousand words, draw figures, or formulating equations. But to combine all of the above and wrap it into a nice presentation is another thing. However, presentation is a mandatory skill that we have to posses as our career progresses.

Although in my job I already do a number of presentation on behalf of company, but it still a task that actually far from easy. I can not easily keep my nerve calm down since mostly I am not really mastering the content of my presentation. Anyway, presentation is actually not a skill that just given by nature. We must believe that it just a common skill that we can practice and develop. Here are 12 basic tips that I took from a book that hopefully could be helpful:

  1. Maintain good eye contact. Pick some friendly faces in the audience until you get more versed at this.
  2. Keep a nice even pace. Remember, human nature is to speed up when nervous. When presenting, err on the side of a little too slow, and you will find that it is just right for the audience.
  3. Avoid distracting the audience. Hand gestures or fidgeting with papers tends to focus the audience’s eyes on these areas and away from the message you are trying to convey.
  4. Use different tones, inflections, and pauses to accentuate key points. Nothing will tune out an audience faster than a monotone presenter. Remember, no matter what the topic of your presentation, no one wants to be bored.
  5. Dress appropriately. This usually means being a bit more formal than the audience. The only exception is when you are trying to really fit in with the group and want to therefore dress just like them.
  6. Know your topic, objective, and audience. Before making any presentation, make sure you are up to speed with what it is you are trying to convey; only then can you develop a presentation to match this. You also need to tie it into the knowledge level of your audience, and then speak to their interests.
  7. Don’t worry about seeming a little nervous. Those who are too comfortable presenting often come across as arrogant.
  8. Prepare. Probably the best piece of advice for a novice presenter is to practice. Until you get more versed at presenting, this could initially mean starting off with an outline, then fully writing out a first draft and then turning that back into an outline. Keep in mind that you’re probably not delivering a speech, so avoid trying to read something word for word. You can also practice with a colleague or by yourself in front of the mirror. By actually hearing yourself, you can get more and more comfortable with everything.
  9. Don’t apologize. If you show signs of being nervous, you don’t have to tell everyone. The audience understands and really wants you to succeed. They will understand if you lose track somewhere or accidentally skip a point.
  10. Less is more. Don’t try and convey every thought. This is a common mistake of inexperienced presenters, trying to tell the audience everything. Remember, they don’t know what you have left out. Stick to the pertinent facts and not all of the minor details.
  11. Engage with audiovisuals. Audiovisuals are meant to stimulate the audience, not to overwhelm or confuse them. Try to mix things up to keep them involved, but always keeping in minds your message and objective. You can also use the visuals in place of your notes; they can be your guide in and of themselves.
  12. Stay on time—here again is where preparation is a key. Only by practicing will you know how long your presentation should take. In fact, the pressure of running out of time can compound itself, further increasing your nerves. Plan to end a little early rather than going the full time allocated.

Happy presenting!

The Danger of Confirmation

In my daily work as technical sales, I must make confirmation statement on behalf of company regarding the product our customer is using. They usually ask about equipment capacity, power consumption, product life time, etc. Confirming such matter is never an easy task even though most technical specification can be found in company’s e-doc, but confirming most of the time means put company reputation and my own reputation at stake. Once we confirming on something incorrect we will lose our customer confidence, in the worst case, if customer might think that our confirmation is jeopardizing their business they could sue me or my company.

The danger of confirming is shown clearly in a movie that I saw sometimes ago. There is a company that exaggerating their product capability to win bidding with a very-very big customer, the United States Army. U.S. Army opens bidding for bulletproof vest which in that time will be used for the coming Iraqi war which also known as the second gulf war. Almost all company that joined in the bidding has the similar product specification in providing bullet-proof vest such as can resist up to more that 100 gun shot, stretch resistance, fabric quality, etc. There is one company came out as the bidding winner. Thousands of bulletproof vest already sent to Iraq as the war started

It was not until a defect was found recently. The vest was torn after only one gun shot, and the soldier who use it died instantly with a hole in his chest. Then U.S. Army files a complaint to sue the company, since it was confirmed that this vest can resist more than 100 bullets but in fact only one shot already break it apart. After detailed analyses upon investigation, it revealed that the defect is not coming from the lousy material use or incorrect manufacturing but in the vest lifetime itself. The vest must be used within 2 years after manufactured but the company confirmed on its technical specification that the vest can resist up to 5 years.

In my opinion, neither the company nor the technical salesperson in charge was wrong. Although he was manipulating the actual fabric material lifetime from 2 to 5 years, but in fact the war indeed already run for more than 5 years now. And previously the greatest government administration of His Honorary President Bush confirmed that obviously Iraq can be crushed only in 6 weeks time. However, after 2 terms of his failed presidency, the Iraqi war still one of main U.S. foreign issue for his successor President Obama. Bush is a bad salesperson then due to his failuse to give a valid political product specification confirmation.

***

The aftermath of the second gulf war is the continuation of tensions between the United States and its Western allies with Iraq. The reasons given for the invasion of Iraq included claims that Saddam Hussein was stockpiling weapons of mass destruction (WMDs) which eventually not proved. The opening skirmish came on 20 March 2003. Baghdad confirmed fell on 9 April 2003, but until this article is written the city is more similar to a battlefield than a well-running city, and so do the other cities in Iraq. So, what is the meaning of the confirmation?