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Texas history and culture. Your salesperson’s product offers potential customers access to a
large, loyal reader base all over Texas—mostly urban, well educated, and affluent.
Your advertising account executive salesperson will attempt to find out your needs. You
should reveal those needs when the salesperson asks the appropriate questions and not readily
volunteer the information.
1. The salesperson you are meeting with today was put in touch with you by a mutual
friend, the mother of a girl in your daughter's Girl Scout troop. Although you don’t read it
regularly, you're familiar with TexasMonthly magazine, so you know that it focuses on
Texas events and leisure and is popular across the state.
2. You do have some concerns about using TexasMonthly to advertise your properties. For
one thing, you’re not sure how effective magazine advertising is for you; you’ve arranged
for new residents to be asked how they heard of Roger Linville Properties, and so far, the
majority of them say that they first learned about your company through word of mouth.
It’s possible that many of them have also seen your ads, but you can’t be sure since the
free magazines you use are impossible to track. Because of this, you’re considering
expanding your online advertising over your magazine advertising.
3. You’re also a little concerned about using regional advertising for a local company. All
of Roger Linville’s buildings are in the Houston and Galveston areas, and all of your
advertising has historically been local.
Objections to TexasMonthly magazine
Possible objections:
1. Expense; I have a rate card
2. Magazine is saturated with ads; no one will pick ours out from the crowd (response:
we follow ASME guidelines: 40% editorial, 60% ads)
3. More interested in expanding online (or on TV, radio, etc.)
4. Salesperson is awfully young to be handling such a significant account (response: I
have [blah] experience, and I'm supported by a great team, going all the way up to the
founder and publisher)
Benefits that Texas Monthly can offer:
1. We know exactly who reads our magazines (unlike the free ones), and they’re exactly
who you want; I have the “Downtown & Down Home” sheet and the “Money and Real
Estate” sheet.
2. Readers spend 1.3 hours on the magazine; most magazine readers spend 45 minutes.
3. Magazine subscribers spend more time with magazines than people do with other media.
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4. TexasMonthly will host parties/events at their properties; they bring in other
TexasMonthly clients, many of whom could be potential clients for the properties.
Hidden needs:
1. Can’t track free magazines (can track TexasMonthly).
2. Some properties have had no trouble attracting residents, but others have struggled
(individual properties can be profiled in the ads).
6. PulteGroup—Reality Buyer’s Guide Situation (See Text Page 381)
1. You are to assume the buyer role of Mary Bartone, 37 years old and a single mother with
two small children, aged two and four years.
2. After the divorce from Tom, you and your kids moved into a 790 square foot, two-
bedroom apartment close to Chicago’s Uptown area. You feel that the apartment is just
too small and that the area is not perfect for raising children. Knowing that the apartment
would only be an interim solution, you have been dreaming about a new home for quite a
while now.
3. You are risk-averse. Consequently, you tend to try your best to get as much information
as possible from a home sales agent. You are rather hesitant to make any immediate
commitments.
4. Your style of communication is supportive.
Your Needs
You have specific goals and needs that are related to the accomplishment of those goals.
The PulteGroup real estate salesperson calling on you in the role-play offers a one-stop shopping
experience for prospective customers, including help in finding, financing and closing their
purchase with Pulte Mortgage. Being able to offer everything under one roof and walk the
customer through each step of the entire home-buying process makes the home-buying
experience very comfortable.
PulteGroup offers different product lines including homes for first-time home-buyers,
move-up homes, and active adult communities. Your real estate professional will attempt to find
out your needs. You should reveal those needs when the salesperson asks the appropriate
questions and not readily volunteer the information.
1. You are looking for a house with at least 1,200 square feet and three bedrooms.
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2. Like most parents with young children, you are very concerned about your children
growing up in a safe environment with good daycare facilities for your children and
schools in the neighborhood.
3. As a single mother who wants to raise her children in the new home, you are very much
interested in the warranties that PulteGroup can offer as a builder.
4. You pay great attention to the warmth and feel of a home and having a large backyard for
the children to play.
5. You have bank savings of approximately $60,000. Your annual income is currently
around $55,000. Therefore, a solid financing solution that is comfortable with your
budget is needed.
6. You are a true family person. Your parents and your younger sister Susan, who live in
Indianapolis, come to visit you in Chicago quite frequently. Before signing a contract for
a new home, you would always make sure to have your father’s blessings for that.
7. You are in two minds concerning the location of the house. On the one hand, you know
that having more square footage, a large backyard, etc. would require you to move further
out of the city. On the other hand, you do not want to move too far away from the
Uptown area of Chicago where your office is located, and where Tom and many of your
friends still live.
Objections to PulteGroup
1. Before you make any commitment toward signing a contract, you want to consult your
financial advisor.
2. You mention that you have a friend who works as a real estate agent in the Chicago area.
You also want to check what she has to offer.
7. Salesforce.com CRM Software—Reality Buyer’s Guide Situation (See Text
Page 383)
1. You are to assume the buyer role of Jesse Golden, the marketing director at Rename
Clothing Company in Garden Grove, California. The company is expanding at a fast pace
not only in the United States but also in Latin America markets.
2. You have an MBA degree, with a concentration on supply chain management.
3. Your Spanish is at an intermediate level.
4. Competition in the clothing industry is cutthroat, and customer information is critical.
You are very concerned with customer data management.
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5. Your style of communication is directive.
Your Needs
You have specific goals and needs that are related to the accomplishment of those goals.
The Salesforce.com salespeople calling on you in the role-plays represents the world leader in
on-demand customer relationship management (CRM) services and offers solutions that are
customized to specific customer needs, such as creating different interfaces for different
departments and work groups, Your salesperson will attempt to find out your needs. You should
reveal those needs when the salesperson asks the appropriate questions and not readily volunteer
the information.
1. Since this is the first time Rename buys a CRM system, it does not want to invest too
much money upfront.
2. The company needs to have an interface in Spanish for its Spanish-speaking market, with
English translation so that U.S. managers can access and evaluate on a daily basis.
3. The company prefers an installed database rather than a cloud CRM solution. The
installed database is preferred unless the company is convinced that the Cloud option is
more beneficial.
4. The CRM solution needs to have a fairly standardized format, but at the same time offers
ample flexibility that allows salespeople to input data specific to their customers.
5. The solution must be able to allow for shipment tracking.
6. Training how to use the CRM technology must be offered free of charge.
Objections to Salesforce.com
1. You are very concerned about the ability of the Salesforce.com to create a solution that
can accommodate the complexity of your business.
2. You say you are not in the position to disclose any information about the review of the
CRM services company you will be selecting.
3. State that you have been approached by a very large CRM services company that is
willing to offer very good contractual terms, including payment term and training, for
you. Therefore, you will not be considering any other CRM service providers.
4. State that you’re concerned about putting your customer database on Salesforce.com
rather than an in-house database.
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5. State that you’re shopping around for the best rate and services.
8. Hilti USA Corporation—Reality Buyer’s Guide Situation (See Text Page
385)
1. You are to assume the buyer role of Casey Smith, procurement manager for Ellis
Exhibition Inc. You are planning to cut down on costs that the company has been
spending on installation accessories.
2. You always take the time to think carefully before making any decisions.
3. You have sole authority on choosing which vendor to use, but you tend to refer it to
senior managers.
4. Your style of communication is reflective.
Your Needs
You have specific goals and needs that are related to the accomplishment of those goals.
The Hilti sales professional calling on you provides a wide variety of high-end products such as
measuring systems, drilling and demolition, installation systems, foam systems, and screw-
fastening systems, the company also offers its customers customized training programs and
consulting services. Your salesperson in the role-play will attempt to find out your needs. You
should reveal those needs when the salesperson asks the appropriate questions and not readily
volunteer the information.
1. The company is willing to pay more than $500,000 in the first year if the accessories can
be reused.
2. The vendor must be able to ship the installation accessories at a one-week notice.
3. Shipping charges must be incorporated into the selling price.
4. All accessories must meet industry quality standards.
5. The accessories must be easily repainted.
Objections to Hilti
1. You are very concerned about the services you can get from Hilti. At the same time,
you’re also concerned about product quality.
2. You do not think that Hilti has any expertise in providing installation accessories.
3. You do not think that Hilti provides product liability insurance.
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4. You think the hassle of resolving product quality issues with Hilti might be too time-
consuming should the installation systems crash due to accessories.
5. You have heard that HILTI is pricey.
9. Ecolab, Inc.—Reality Buyer’s Guide Situation (See Text Page 386)
1. You are to assume the buyer role of Francesco Manchini, the owner of Angelo’s
restaurant, located in a trendy neighborhood north of Downtown Seattle.
2. You are not the kind of person that always takes the time to think carefully before making
any decisions. By contrast, you can be characterized as a rather spontaneous, impatient,
and impulsive person. You have an expressive personality style. You are talkative and
very low on self-monitoring.
3. Your style of communication is emotive. You are a very emotional person and quick to
get red-faced when someone angers you or slap them on the back when they please you.
You are quick to tell someone that they are wrong, particularly salespeople, if you think
they are giving you a load of garbage.
Your Needs
You have specific goals and needs that are related to the accomplishment of those goals.
The sales consultant calling on you in the role-plays represents Ecolab, the global leader in
cleaning, sanitizing, food safety, and infection prevention products and services. Ecolab delivers
comprehensive programs and services to foodservice, food and beverage processing, healthcare,
and hospitality markets in more than 160 countries. Your sales professional serves the food
service market, calling on restaurants, cafeterias, and so forth.
Your Ecolab salesperson will attempt to find out your needs. You should reveal those
needs when asked the appropriate questions and not readily volunteer the information.
1. You realize that the bathroom hygiene part of Swisher is good but the decision to move
them to the back of the house may not have been such a great idea (but you won’t admit
that despite your general openness and your expressive personality style). Even though
there are some problems, switching to Ecolab would be an admission of your mistake to
go with Swisher.
2. As you cannot afford downtime, Ecolab must be able to make the necessary installations
seamlessly and at short notice.
3. You are very proud of how all your properties have done. They have all witnessed
substantial growth, and you are hoping to open three to seven more properties over the
next five years, including a very high-end steakhouse that you have your eye on
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managing. When growing to several more restaurants, you would like to keep your
suppliers similar across all properties. Your supplier should be able to grow with you.
4. Low prices are not your major concern. Your top priorities are high quality, reliability as
well as prompt and excellent service.
Objections to Ecolab
The following four objections are mentioned in the role-play scenario outlined in
Appendix 1 of the textbook:
1. We used Ecolab at one of our other properties a few years back. The service was terrible.
2. I am sure that if I sign-up with Ecolab, you will forget about me once I commit to the
change. What guarantees do I have with you that you will be there when I need you?
3. I heard that Ecolab uses more soap than necessary to inflate their sales and rip-off the
customer.
4. We cannot afford downtime. I am sure that switching over to Ecolab would put the
kitchen out of commission for too long. We can’t afford to be shut our kitchen down to
make the change to Ecolab.
Instead of bringing up the objections mentioned above, you may consider raising the
following objections that the salesperson will not be readily prepared for:
1. It is close to 10:00 AM and I need to get ready for our lunch crowd, which I would
assume you realize. You can leave your information, and I’ll get back to you.
2. I worked with an Ecolab rep a few years back—I mean, several Ecolab reps. They
changed every year, and I had to always bring the new rep up-to-speed. Who realigns
their sales force every year anyhow?
3. I spoke to several other restaurant managers, and they said that the Ecolab equipment is
always breaking down and the turn-around time to get it repaired is way too long.
10. Marriott International—Reality Buyer’s Guide Situation (See Text Page
388)
1. You are to assume the buyer role of Sam Scott, personal secretary to Mr. Hiroshi
Watanabe, owner of a high-end tailor chain store in California. Mr. Watanabe has asked
you to make the necessary arrangements for his silver wedding anniversary.
2. You’ve been working for Mr. Watanabe for 10 years, and know his family very well.
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3. You can make the decision right on the spot on behalf of Mr. Watanabe.
4. Your style of communication is emotive.
Your Needs
The Marriott Account Executive calling on you in this role-play offers outstanding
services for meetings and events. From weddings to corporate meetings, Marriott’s clients know
that they are always in good hands. Founded in 1927 by J. Willard and Alice S. Marriott,
Marriott has grown from a root beer stand to a multinational company with more than 3,000
lodging properties located in some 70 countries around the world.
You have specific goals and needs that are related to the accomplishment of those goals.
You should reveal those needs when your convention center salesperson asks the appropriate
questions and not readily volunteer the information.
1. Costs are not a concern.
2. There should be audiovisual equipment to tell the audience about the couple’s happy
marriage.
3. A small fashion show of Mrs. Watanabe’s designs is not out of the question.
4. Live Japanese classical music band is a must.
5. The menu has to feature Japanese delicacies, with a couple of authentic Japanese dishes.
6. Creativity is your main criteria for selecting the anniversary planner for Mr. Watanabe.
Objections to Marriott
1. You are very concerned that Marriott does not understand Japanese culture well enough
to pull the event off.
2. You do not think that Marriott has any expertise in Japanese cuisine.
3. You think the options the sales rep offers are too limited and dull regarding creativity.
4. You think the whole package offered is not worth the cost compared to the competitor.
5. State that you will have to ask Mr. Watanabe for his decision.
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11. Sewell Automotive—Reality Buyer’s Guide Situation (See Text Page 390)
1. You are to assume the buyer role of Breanna Wright, a freshly minted M.B.A. You are an
Austin-based new finance professional looking to upgrade to her first luxury car. While
you are looking to buy a luxury car, you are also planning to reduce your overall monthly
expenses.
2. Your choice of product is driven by your admiration for your boyfriend Marc Jensen’s
lifestyle. Marc owns a Mercedes-AMG SL63 Roadster.
3. You are open to solution based selling practiced at Sewell Auto. And since you are a
young customer you would like to leverage your lifetime value as a customer.
4. Your style of communication is emotive.
Your Needs
You have specific goals and needs that are related to the accomplishment of those goals.
The Sewell Automotive sales professional calling on you provides a solution selling
approach targeted at a range of Audi products in an environment of high-performance delivered
at high standards of service. You are looking for better quality and higher level of performance
delivered by Audi’s Vorsprung durch Technik, loosely translated as ‘Advancement through
Technology.’ Your salesperson in the role-plays will attempt to find out your needs. You should
reveal those needs when the salesperson asks the appropriate questions and not readily volunteer
the information.
1. You currently drive a 1.8 T Volkswagen Jetta, so you appreciate German engineering.
2. You are open to swapping your Jetta’s lease with Audi.
3. You may be attracted by a more powerful 2.0 TFSI 220-hp engines as in the Audi A4.
Objections to Sewell Auto
1. You worry whether an Audi A4 is a good enough buy to satisfy your desire for a luxury
product. You are also concerned about A4’s brand image.
2. While the more powerful 2.0 TFSI 220-hp engine can be a draw, you are also concerned
about the impact on the environment.
3. You believe that other features such as multiple airbags, eight-speed Tiptronic
transmission, and rearview camera among others are not unique to the Audi A4. You are
still looking for new and innovative options.
4. You perceive the monthly lease payment as too high, and ask for a 15 percent discount.
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12. Pharma Supply—Reality Buyer’s Guide Situation (See Text Page 392)
1. You are to assume the role of Payton Diaz. You have been recently hired at Family
Health Services Clinic, a downtown clinic serving lower-to-lower-middle income
patients.
2. As the clinic manager, your main responsibilities include supervising the clinic,
developing and evaluating personnel, and monitoring the provision of quality services.
You also act as the key point of contact for the clinic, manage the clinic budget, staff
scheduling, and ensures that the marketing programs are properly implemented. A major
part of your job is to establish and maintain effective working relationships with vendors,
employees, other managers, and physicians.
3. Although you have been working in this industry for a long time, you are not very
familiar with the antidepressant drug category.
4. Although generic drugs will fit the low-income profile of patients your clinic serves, you
are likely to adopt a defensive buying strategy (i.e., taking steps to minimize threats and
being very process oriented rather than maximizing gains and being results-oriented).
This is because (1) the clinic has a very good relationship with a branded supplier in the
antidepressant category, (2) you are new to the clinic and do not want to take the risks,
and (3) drug efficacy is also an important criterion in your buying decision, and the
efficacy of the branded drug has been recognized in clinical research as well as actual
use.
5. Your style of communication is supportive (see Chapter 5). You always seem quiet and
polite.
Your Needs
The pharmaceutical sale representative in this role-play represents Pharma Supply, a
respected pharmaceutical wholesaler that sells medical supplies and drugs to medical clinics,
hospitals, other healthcare institutions, and to retail pharmacies, which include many small
independent retail pharmacies, large pharmacy chains, and pharmacies that are part of large retail
operations such as Walmart, Costco, or various supermarket chains. Pharma Supply has recently
signed an agreement to represent a generic-drug manufacturer. Your Pharma Supply sales
consultant will be introducing a new generic antidepressant drug, fluoxetine. Competing branded
drugs include Ely Lilly.
You have specific goals and needs that are related to the accomplishment of those goals.
You should reveal those needs when your pharmaceutical salesperson asks the appropriate
questions and not readily volunteer the information.
1. As the clinic manager, you always try to provide patients with outstanding services at
affordable costs and expenses. Although patients pay for the prescriptions, switching to a
