“Selling dried fish has never been easy, ” said Lanila Porras who started at the age of 6 in the industry. Her early memories definitely did not start playing with dolls but out in the market raising her voice yelling “buwad”.
Leny, as how she is called by many of her customers, remembers every single trip she has made to the market with her Mama Paulinaas they sell their goods to merchants.Those were long days with the sun on their backs and sweat on their brows. But they didn’t go through every minute not learning a thing or two about buwad and the people who loves its salty goodness.
She reveals that the trick on getting customers to buy is in the product itself nonetheless. You have to know it to sell it.“It must be clean, palatable, and fresh most of all” and quality control means “We test it ourselves” shares Leny. But you have to remember that the true indication of quality is always measured by the customers’ level of satisfaction. Therefore, listening to customers’ objective comments does always count. A quick tip to remember is that Filipinos love their buwad that is better defined by individual taste. This means that having available goods that vary on the intensity of flavor may help-out customers’ choose a more suitable product that better drives their appetite.
She has lived by the line that priced goods come from quality suppliers. And where else in the Philippines do we get our “danggit” but only from the dedicated suppliers found in Bantayan, Negros and Masbate. Good relationships with suppliers mean better stocks and it is best to remember that. She adds that “as much as you value your customers, you also have to value the trust that exists between you and your supplier.” In-exchange of their loyalty and good service paying them according to your arrangements helps keep them attentive. You’ll be amazed to find out that the best suppliers are ones who are at the grass roots level of production. These may be people who are actual fishermen or other market vendors who are convinced with straight forward and hassle free transactions. Helping her achieve these requirements is her long running relationship with M Lhuillier. “Mas paspas ang proseso sa pag-bayad pina-agi sa ilang Kwarta Padala services” (payment transactions are fast through their Kwarta Padala services) at least faster than regular transactions experienced in banks. Plus requirements are what my suppliers already have; “a decent valid ID is good enough”. “Their numerous locations also make it an easier option for all my suppliers to pick up payments” Leny said.
Who would have thought that out of this humble industry, her Mama Paulina was able to send Leny and her sibling to school and finish college? The buwad industry may not be as timid as we think when we start to look at the figures after all. As young as Leny was back then, she remembers that they only started with 7 still indecisive customers but with hard work it grew to a trusting number impossible for her to keep track of herself.
Through the years of putting their backs into it, they now manage a full stall at Cebu Taboan Market with the name “LENY’s STORE”. They open from 6:00 am to 8:00 pm and provide customers a wide selection on varieties of dried fish and other products such as souvenirs, sweet tooth delicacies and condiments.
“Loyalty is the kind of outcome and security you get when you pour your heart and sweat out to a business venture you believe in.”LanilaPorras
