978-1259573200 Chapter 7 Lecture Note Part 2

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Suggested Answers to Case Problems

Case 7-1: Presidential Aviation (Part A)

1. What kind of information should Miguel gather about Jorge before their meeting?

The text lists the kinds of things that Miguel should learn. Some examples include:

What are his aspirations?

What is his social style?

2. What kind of information should Miguel gather about Regent Seven Seas Cruises before

his meeting?

Again, the text lists many things that Miguel should learn. Examples include:

How often does the Regent Seven Seas Cruises fly employees per year?

Do they have the resources to enter an agreement?

Are they forward thinking, and willing to try new ideas or do they just stick with the “tried

and true”?

3 Which sources can Miguel use to gather that needed information?

There are lots of potential sources. Some of the most obvious would include the

following:

Case 7-2: SportsEvents Magazine

Questions

1. Assume that you are Akimi Hamaski. List your call objectives for your first call with the

general manager for the Minnesota Sports Facilities Authority.

Objectives for the first call:

Minimum call objective: Introduce myself to the buyer and have the buyer accept my

2. Develop a three-call follow-up schedule and list the objectives for each call.

(depends on results of first call):

ads over the next 12 months.

End of Chapter Role Play

For the Instructor:

This activity requires students to set objectives for calls they are going to make. Students have all

information they need in the textbook itself.

You may want to take the objectives up and grade them as an exercise. The most difficult issue students

seem to have is that they think about their call objectives as something they should do, rather than

something they want the customer to do.

For example, they may write as an objective “I want to introduce the buyer to Gartner” but they could do

that to anyone on the street and few would consider that a successful sales call. Students also seem

to have difficulty with primary versus secondary. It is unlikely that there will be many who have

secondary objectives, but if they do, make sure that these are not just lesser versions of the primary

objective.

EXERCISE 7-1 USING THE TELEPHONE TO MAKE APPOINTMENTS

In this exercise you are going to test, and hopefully improve, your skills at using the telephone to set up an

appointment.

1. First, reread the section in the textbook which describes how to effectively use the telephone to

make appointments.

2. Team up with one other member from your selling class.

3. Member number one (#1) calls member number two (#2) and attempts to make an appointment

during the next week. The purpose of the visit is to introduce #2 to the products and services

4. After #1 has finished, #2 should complete the evaluation form.

5. Now, reverse the roles. #2 will now try to call #1 to make an appointment during the next week.

6. After #2 has finished, #1 should complete the evaluation form below.

(Note: you should be prepared to turn in an evaluation of your phone call. If no one is available

from class, have someone else evaluate your telephone selling skills.)

EVALUATION FORM

Seller’s Name

A. Salesperson identified him/herself clearly?

Comments:

B. Salesperson checked to make sure this was convenient time to talk?

Comments:

C. Salesperson clearly stated the purpose of the interview?

Comments: