CHAPTER 8
CAREFULLY SELECT WHICH SALES PRESENTATION METHOD TO USE
COMMENTS ON CHAPTER 8 SALES APPLICATION QUESTIONS
1. Yes, the salesperson shows how the product will satisfy mutually agreed upon needs.
2. When you already know the customer’s needs, many times you can use a “formalized” sales
presentation. The salesperson can quickly go directly to the close. Consumer goods salespeople
who have called upon a customer several times frequently use this method.
3. The salesperson needs to know the prospective buyer’s background such as past purchases and
likes and dislikes.
5. See six steps to using the problem-solution presentation.
6. According to Exhibit 8-11, the salesperson should be getting the attention of the buyer and
gaining their interest.
7. The Formula method would be best according to the text. This is best when used with a repeat
customer, and the salesperson should be able to follow a less structured, general outline in
making the presentation.
COMMENTS ON CASES
Case 8-1: Cascade Soap Company
1. Formula.
2. Mike did a good job. He has done his homework, presented a good business proposal, and
effectively asked for the order. Have two students read out loud in class. Comment on each thing
the salesperson and buyer are saying.
Case 8-2: Presenting To an Organizational Buyer
1. ABC Tech wants to collaborate with a marketing research company with the capabilities to
capture trends within states and across the United States. They are also interested in a detailed
understanding of customer preferences provided by the research firm. Marketing research vendor
should also be able to provide market information to the product development team.
2. Roberto should aim to alleviate any concerns Mr. Ajay Gupta and his team might have about
MarketPulse in regards to their ability and willingness to collaborate with ABC Tech.
3. Problem-solution presentation method would be most appropriate for this situation. Because
product is complex and solution needs to be customized.
5. ABC Tech as a company is an outsider within the financial services industry. On the other hand,
MarketPulse has never worked with a tech company and its operations have been limited to
Midwestern states.
6. MarketPulse has never worked with a technology company. It primarily serves customers in the
food industry. In addition, at this time, its operations have been limited to Midwestern states.