Introduction:
The Real-World Marketers You Haven’t Noticed
Best marketing practices that too from Indian railway hawkers! Yes, you heard it right! Not from any startups or big brands? When someone asked me who the best marketer in India is, my answer surprised them: it’s the railway hawkers. And I will show you the top 5 best marketing practices by these people you have never heard of. These individuals have mastered the art of storytelling and marketing without formal education or fancy degrees. From selling tea and snacks to everyday essentials, their strategies are a testament to real-world marketing brilliance.
You’ll find these hawkers everywhere, from small platforms to premium-class trains. They are one of the biggest revenue collectors for Indian railways. On Jan 17, 2024, The Central Railway in India made a big decision by stating that railway-appointed contractors will employ 300 hawkers on over 150 trains to sell non-catering items and wares in AC and non-AC coaches of long-distance trains, which will generate ₹32 lakh ($44,700) in revenue per month for railways.
Now, coming to the point, I say they are some of the best marketers available in the country because they carry almost all the characteristics of a great marketer/salesman. Today I will present to you 5 best marketing practices from Indian railway hawkers that are deeply embedded in their characteristics and how you can incorporate them in your business.
5 Marketing Practices You Can Learn from Railway Hawkers
Now coming to the best marketing practices, note that these tactics can be very helpful for your business as they are universal. So read them very carefully.
1. Understanding Consumer Needs:
Railway hawkers possess an intuitive understanding of what their customers want, a hallmark of great marketers. They carefully select products that are likely to appeal to travellers, often prioritizing items with attractive packaging or an air of exclusivity. Their keen sense of customer preferences ensures they carry goods that are both practical and desirable for their target audience.
2. Offering a Diverse Product Range:
Railway hawkers cater to all age groups, from children to adults, ensuring their product range appeals to a broad audience. Their offerings vary from toys and wallets to combs and electronic gadgets. This variety naturally expands their Total Addressable Market (TAM), maximizing their sales potential with minimal inventory.
3. Solving Customer Pain Points Effectively:
Hawkers have a knack for identifying customer needs and offering quick solutions. They approach travellers with statements like, “This is the perfect product for your XYZ problem—give it a try!” To reinforce trust, they often compare products, highlight unique features, and position one as the “best choice,” subtly steering the customer toward a purchase.
4. Mastering the Art of Follow-Up and Engagement:
While presenting their products, hawkers closely observe customer reactions. If they notice hesitation, they quickly address it with relevant follow-up questions or alternative suggestions. This ability to engage and clarify doubts on the spot demonstrates a key sales technique: understanding and overcoming objections.
5. Adaptability in Pricing and Sales Tactics:
Price negotiation is another strength. If a customer hesitates due to cost, hawkers are quick to offer alternatives within a more comfortable price range. For example, if a toy for ₹600 doesn’t sell, they’ll suggest a wallet for ₹200 instead. Their ultimate goal is clear: make a sale, even if it means working with lower margins to keep inventory moving.
Personal Observation and Appreciation:
These hawkers embody the essential traits of skilled marketers and salespeople, don’t they? I have experienced this personally while travelling by train thousands of times, and I have compiled all of these traits. My goal is not to degrade any profession here but to highlight that these hawkers are applying marketing lessons in real life without any marketing degree or fancy B-school certificate. As a marketing student, I’m amazed by their knowledge and expertise in this field.
Conclusion:
Railway hawkers exemplify some of the best marketing practices in India, displaying a deep understanding of consumer needs, a wide variety of products, adept sales techniques, and relentless determination to make a sale. Their ability to apply these principles without formal education or certification is truly commendable and serves as an inspiration to marketers everywhere.
What unconventional marketing tactics have you witnessed? I’d love to hear your thoughts—share them in the comments below! If this perspective resonates with you, consider sharing it to spark more conversations about everyday marketing brilliance. Connect with me on socials to explore more about marketing in real-life scenarios!
