Every profession has its own
jargon and Sales is no different. FMCG sales jargon draws heavily from Urban
Dictionary and is, on its part, a top contributor to the aforesaid
Encyclopaedia of abuses across languages.
The jargon is usually specific to
a region, but a common thread runs across the length and breadth of the nation,
especially the northern and central hinterland. Like the language that I’m
writing in now, most phrases derive from a few elementary words. I have tried
to cover these elements, hence making this blog piece a really poor salesman’s
really poor Norman Lewis.
Building Blocks:
(1) Target: Target is something you HAVE to
meet.
(2) Maal: Forget 90s Bollywood movies for a
minute. Maal means stock. Any form of stock. Stock at the depot is maal. Stock coming from the depot to the
distributor is maal. Stock at the
distributor is called maal too. Stock
in transit from the distributor to the retailer, unsurprisingly, is also called
maal. Stock at the retailer, surprise-o-surprise
is maal, as well.
(3) Peti: Peti or case is a carton full of
an SKU. This is the basic unit of measurement at a distributor point. Peti can also be called a case, but the latter just doesn’t have
the same ring to it.
(4) Claim: Claim is the money the company
owes to the distributor. Claims are like monsoons, always late and always
falling short of expectations.
(5) Scheme: Scheme is the extra retailer
discount on a SKU.
(6) C.D: C.D usually means Cash Discount.
However, any form of retailer discount over and above SKU schemes is called
C.D. While schemes are SKU specific, C.Ds are retailer specific.
(7) Consumer Offer: Unlike a scheme or a C.D
which is meant for the retailer, a consumer offer is meant for the end
customer.
(8) Primary: A primary sale is from the
depot to the distributor.
(9) Secondary: A secondary sale is from the
distributor to the retailer.
(10) Coverage: The number of outlets your
distributors serves.
Now that you’re familiar with the
basics, let’s look at the minarets these basic building blocks are capable of
making:
(1) Maal thhokna: Usually used for primary
sales, maal thokna happens when you
dump stock over and above his capacity at the distributor. This happens
a. When there’s
huge pressure to meet Primary sales target
b. Always
(2) Peti Chipkana: Usually used for
secondary sales, peti chipkana occurs
when you lure the retailer with schemes and C.D and bombard him with maal in multiple petis that is enough to last him this season and the next. This
happens
a. When there’s a new product launch in the market
b. When there’s slow moving stock in your inventory
that you wish to clear
c.
Always
(3) RTGS karwana: Coax your distributor into
making advance payment to the depot for stock purchase. This happens
a. On Mondays, Tuesdays, Wednesdays, Thursdays,
Fridays and Saturdays (banks remain shut on Sundays)
(4) Claim Banana: When you sit at the
distributor point three months after the month whose claims you’re making and
take a lot of printouts. This happens
a.
In the months in which you were really busy
looking after the business and had very little time to settle distributor issues
b.
When your software was down at the end of the
month
c.
Every month
(5) C.D kaatna: When the retailer asks for
discounts over and above the ones he’s eligible for and the salesman ends up
paying from his pocket because he doesn’t wish to spoil his relationship with
the retailer. This happens
a.
When the retailers discount has been
suddenly discontinued because he doesn’t
give you the same sales volume as he used to
b.
Always
(6) Credit Dena: When the retailer asks for
more grace period to service his due debt. This happens
a.
At the expiry of his credit period
b.
At the beginning of the credit period
c.
During his credit period
(7) 2 bill chalana: This occurs when the
retailer doesn’t make the payment to the distributor during the one week credit
cycle and makes another order in the meantime, thereby leaving him with two
bills outstanding to the distributor. This happens
a.
When the retailer is new
b.
When the distributor is old
c.
When the retailer is old
d.
When the distributor is new
(8) Replacement Uthana: When the salesman
takes back unsold stock from the retailer after the product expiry. This
happens
a.
When the
distributor is new
b.
Never
(9) FIFO karna: To arrange your products in
First In First Out order so that the old ones are sold quicker and hence
there’s lesser chance of product expiry. This happens
a.
When the
salesman is new
b.
Never
(10) Petrol phookna/chappal ghisna/Poora area
karna: To visit every outlet in the beat. This happens
a.
When there’s a crazy target to be met
b.
When your Area Manager is with you. This further
happens
i.
Once in a blue moon
(11) Magajmari karna: To argue with the
retailer that yours is the best product. This happens
a.
When you don’t know your product
b.
When you lie about your product
(12)
Weekly dalna: To note the closing
stock at the end of the week. This happens
a.
On whatever day of the week that is convenient
for you
(13)
Order dalwana: To place an order with
the depot for stock for the distributor. This happens
a.
When there’s a stock shortage at the depot
(14)
Chal jaega: A common phrase used by
retailers when they do not wish to make an order for your product. This happens
a.
When peti
chipkana happened last week
b.
Every alternate week
(15) Chamdi jalana: To make sales only under
bright sunshine. This happens
a.
When it rains
b.
In winters
(16) Chamdi Galana: To make sales only when it is cold outside. This happens
a.
In summers
That’s it then. Feel free to add
your own.
