Sell for the body,Sell to the mindBhagwan Krishna tells Arjun “Idam Shariram Kaunteyam” meaning that which dissipates is the body and therefore you must not think too much about it.As retailers we must understand this law.What we sell is almost always for the body but we must remember that it is the mind that remains constant and governs the body so whatever we do must be targeted at the consumers mind.If you can convince the mind of a 16 year old about your value preposition you can get a customer lifetime value of millions of rupees if she shops with you till she dies.In the process of reduction of the 70 odd years the body  consumes large amount of substances which the mind must fulfill.While it does that the mind is always careful and alert and tries to maximize the value in every deal it does and every transactions it takes part in.While the body wears the Jeans the comfort and fit appeal to the mind.While the tongue tastes the food the pleasure is entirely  the mind’s.While the body works hard to earn the money ,the mind decides how and when it is to be spent and what is the “value” of a product or service.By chasing the price a retailer commits nothing but harakiri.Have as look :

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