DIRECT SALES
Kreatifitas memasarkan barang secara langsung (direct sales) format dasarnya banyak ditemukan diberbagai literatur. Calon pembeli yang beragam dan situasi lingkungan, membantu pengembangan selanjutnya. Pihak produsen secara khusus menyiapkan tenaga professional. Mereka dibawah kendali sebuah management sehingga terkesan tertata dengan baik. Sungguhpun demikian direct sales tidak semuanya dimonopoli oleh mereka, pedagang asongan melihatnya sebuah lapangan kerja.
Entah siapa yang mengawalinya, sektor informal (baca : kaki lima atau pedagang asongan) beranggapan direct sales ini adalah peluang bisnis. Sebuah lapangan kerja, yang tidak perlu proses formal. Mereka menguntungkan produsen, walaupun tidak dibawah kendali management perusahaan yang bersangkutan. Ada beberapa memperhatikan performance mereka. Mereka diberi kemudahan atau disediakan bonus untuk yang berprestasi.
Suatu ketika saya mendampingi seorang kakak dari Pekanbaru, jalan-jalan di Jakarta. Untuk transportasi saya sengaja memilih Bus Kota, agar bisa masuk ke ‘jeroan’ ibu kota ini. Kalau mau dapat ilmu yang tidak ada di literatur, amati langsung tingkah polah warga ibu kota. “Naik Bus Kota salah satu caranya”, kata saya kepadanya.Di depan Slipi Jaya, kami naik Bus PPD Nomor 46 menuju Citraland – Grogol. Penumpang tidak terlalu penuh, sehingga kami bisa duduk dengan nyaman. Tak berapa lama berselang, seorang pedagang asongan menyerahkan dua kotak pulpen kepada kami dan penumpang lain yang ada di belakang.
Kakak saya tampak ‘cilengak-cilenguk’. Karena penasaran akhirnya ia menyolek saya : “No, kenapa kita dikasi pulpen ini” katanya. Dalam hati saya tergelak. “Bang, ini bukan cuma-cuma, dia menawarkan Abang mau beli nggak ? saya menjelaskan. Saya membuka kotak pulpen itu dan mencobanya diatas kertas yang telah disediakan. Ketika laki-laki pedagang asongan itu menghampiri kami lagi, saya menyerahkan uang sepuluh ribu rupiah. “Dua” kata saya. “Makasih Oom” jawabnya sambil berlalu. Masih tampak bingung, kakak saya mengikujti laki-laki itu dengan matanya. Tampak lelaki itu memungut kembali kotak pulpen yang tidak dibeli penumpang.
Akhirnya kami asik mendiskusikannya. “Ini sebuah kreatifitas, pure kreatifitas” kata saya kepadanya. Sejauh ini kotak pulpen atau apapun barang yang ditawarkan tidak ada yang ‘ditilap’ penumpang. Tampaknya para penumpang menghargai kreatifitas tersebut. Memberi dukungan, karena cara ini tidak mudah, butuh tenaga dan menyita waktu. Saya katakan kepada kakak saya, kreatifitas lainnya dalam hal memasarkan barang mudah ditemukan diberbagai tempat dan situasi di Jakarta ini. Alsan mereka hanya untuk sekedar menyambung hidup.***
( SUKRINO RASYID )
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