Chapter 9: “To Fix the Mistake…Or Not”
What is the most ethical action to take?
A. Apologize to Dick and tell them that there has been an error. Offer
to go and talk to your boss to see if there is a way to get him some
type of discount.
own self-chosen ethical principles. You are trying to help your customer
in a fair and honest way. (Best Option)
B. Nothing. It’s only $100 – chances are that nobody will notice and
you like helping out your favorite customer.
C. Tell Dick that there has been an error but that you will keep it quiet
if he does. Let Dick decide if he is comfortable with that.
CHAPTER 9
CAREFULLY SELECT WHICH SALES PRESENTATION METHOD TO USE
COMMENTS ON CHAPTER 9 SALES APPLICATION QUESTIONS
1. Sales Presentation Methods are: (A) Memorized; (B) Formula; (C) Need-Satisfaction; and (D)
2. Yes, the salesperson shows how the product will satisfy mutually agreed upon needs.
3. When you already know the customer’s needs, many times you can use a “formalized” sales
4. The salesperson needs to know the prospective buyer’s background such as past purchases and
7. According to Exhibit 9-10, the salesperson should be getting the attention of the buyer and gaining
8. The Formula method would be best according to the text and Exhibit 9-7. This is best when used
with
COMMENTS ON CASES
Case 9-1: Cascade Soap Company
1. Formula.
2. Mike did a good job. He has done his homework, presented a good business proposal, and
Case 9-2: A Retail Sales Presentation
Customer is looking at a display of Cross gold pens and pencils
Salesperson: [giving a big smile] Hello, my name is are you looking for a pen and pencil
Customer: I’m looking for a graduation gift for my brother, but I’m not necessarily looking
Salesperson: Is your brother graduating from college or high school?
Customer: He is graduating from college this spring.
Salesperson: I can show you quite a few things that would be appropriate gifts. Let’s start by
considering the total value you are getting.
Customer: How much does this set cost?
Salesperson: You can buy a Cross pen and pencil set for anywhere from $15 to $300. The one
I am showing you is gold-plated and costs only $28. For this modest amount you
money. [Objection]
Salesperson: Naturally, I can show you something else. However, before I do that, pick up this
Cross pen and write your name on this pad of paper. [Demonstration] Notice that in addition to good
Customer: You’re right, I do tend to notice when someone is using a Cross pen.
Salesperson: You can’t go wrong with a Cross pen and pencil set for a gift. Shall I wrap it for
you? [Close]
Customer: It’s a hard decision.
[Suggestion selling]
Customer: No, one is enough. Maybe someone will buy one for me someday.
Case 9-3: Negotiating with a Friend
1. Barney’s objective is to sell his existing vehicle for enough to finance a new one. He wants
included with the car.
4. Barney’s power comes from having a car in good repair that Billie’s daughter likes, in Billie’s
others.
5. Billie has power because there are many used cars in her price range to choose from.
8. Possible points of compromise include the price, whether or not the snow tires and/or stereo are
parties
should think them through before negotiations begin.