Saudi salesmen at mobile market must learn basics to win clients

EVEN after total Saudization of the mobile phone market, we can see some expatriate workers going around shops run by Saudis providing them with consultancy and maintenance assistance. This is an important issue, which should be taken care of to make Saudization successful.

Many expats, who previously worked in the sector, are unsure about the Ministry of Labor and Social Development’s seriousness to Saudize the market, hitherto dominated by foreigners. It seems some of the mobile shops are still run by these expats by remote control.

We can see some Saudi salesmen contacting somebody to consult about the price of mobile phones before selling them to customers. Saudis also make use of foreigners to provide quick maintenance services and ensure supply of different models of phones with varying colors.

In fact, some expats are still working in the market from their hideout to manage shops now run by Saudis. We should know that customers are concerned with getting quick service. They are not bothered about the nationality of the worker who extends them the best service.

We will be part of the problem when we approach expatriates for mobile services. The ministry should ask itself why



customers are looking for services of expatriates who work from their hideouts.

The Saudization program should have a law to punish those Saudis who are negligent in extending services and violate the law to make the program effective and successful. The ministry has set a scale to determine an acceptable level of service provided by Saudi salesmen.

Customers in the market had been used to a certain level of service, which was provided quickly and efficiently when expatriates dominated the market during the past several years.

Expatriates have been successful in selling products by presenting different options, accepting the customers’ criticism, viewpoints and demands, responding patiently to their repeated questions without getting angry and smiling at them irrespective of their social and financial status.

Unfortunately many Saudi salesmen are still far away from this marketing culture and atmosphere. How can Saudis compete in this market with this attitude? I believe that they should treat all customers equally without classifying them as first class or second class.

If Saudi salesmen follow this basic principle then we can say that they have learned how to win clients.