Marketing Chapter 9 Homework Begin Your Presentation Strategically Comments

CHAPTER 9

BEGIN YOUR PRESENTATION STRATEGICALLY

COMMENTS ON CHAPTER 9 SALES APPLICATION QUESTIONS

1. Use questions to: (A) obtain information; (B) develop two-way communications; and (C)

2. Statement—“Mr. Buyer, you certainly have a thriving business.”

Demonstration—(see chapter for example).

Question(s)—“Would you be interested in saving 20 percent on your next purchase?”

3. Situation question (see chapter for examples)

4. A. Direct C. Direct E. Nondirective G. Redirect

5. Approaches “A” and “B” are good approaches. They both summarize the customer’s situation.

Approach “C” is a weak opening statement.

6. A. Salesperson’s first question is a problem question.

Salesperson’s second question is an implication question.

B. Move into the presentations. If you are one of the first three people to call me saying you

have read this, I will send you fifty dollars.

C. Move back to a different “problem” question and cycle through PIN part of SPIN.

8. Alternatives Ranking Dollar Amount Sold

(Maximum = $12,000)

A Third -0-

B First $12,000

C Second $ 4,000

Questions are important tools for any salesperson. They help uncover needs and problems, obtain

valuable selling information, qualify the prospect’s interest and buying authority. So, it pays to

ask good ones. Let’s examine the three choices you were confronted with.

A. This is a weak question because it asks for a “yes” or “no” answer—no more. Remember,

you wanted information and a “yes” or “no ” is the bare minimum.

B. This is a good question. It’s direct, well-aimed, and most importantly, it forces the

prospect to talk about a specific problem. An open-ended question (one that can’t be

COMMENTS ON CASES

Case 9-1: The Thompson Company

SUMMARY

1. Some of the good questions could be:

A. “Ms. Thompson, I’d like to show you how Hercules shelving can save you both time and

money”. This attention-getter is reasonably good because it points out a benefit to the

buyer. Under most circumstances it would capture attention. Further, the use of your

product in the opener may also arouse buyer’s curiosity since she probably doesn’t know

what it is. The weak spot here is “time and money.” Basically, time and money are

B. “Ms. Thomson, how would you like to double your storage space?” Curiosity and benefit

are compelling attention-getters and this opener combines both. It offers a benefit but

doesn’t say how it can be gained, thus arousing curiosity. In addition, it asks a question—

another useful device for getting attention. A question usually demands an answer and

when the prospect does respond he forfeits her divided attention.

2. An agenda is the plan or a brief framework of the goals of the meeting or the targeted discussion

areas. For example:

“I’m really excited about our discussion. Before we begin, would you be amenable if I asked a

few questions to learn more Thompson company’s needs in terms of warehouse shelving options?

3.

• “What are your thoughts about the current shelving options in your warehouse?”

• “What elements of the current option are creating challenges?”

Case 9-2: The Copy Corporation

1. Look into your CRM system to learn about any recent communication occurred between the

Copy Corporation and your firm. Anticipate what the purchasing agent might ask during the

meeting. Accordingly try to come up with responses.

2. The salesperson is “telling” not “selling.” He/she should ask questions concerning the person‘s

experiences with the equipment.

Case 9-3: Electronic Office Security Corporation

1. Most students say that this seems like a natural dialogue.

2. Most students say– “salesperson used too many questions in her approach”.

3. Salesperson’s SPIN questions based upon number by dialogue statements.

Statement 1 – Situation Question

3 – Situation Question

5 – Situation Question

7 – Situation Question

9 – Problem Question

11 – Problem Question

13 – Implication Question

15 – Situation Question

17 – Situation Question

4. Statement 4 — Buyer doesn’t recognize need.

10 — Important need stated but not recognized as something that could happen.

14 — Important need stated but not recognized as something that could happen.

20 — Important need stated and recognized.

5. She did a great job of converting the buyer from the attitude of “I do not need a security alarm

system” to “I have a security problem.”

6. Alternatives Ranking Dollar Amount Sold

(Maximum = $8,000)

A Second $1,000

B Third $ 500

C First $8,000

D Fourth -0-

Five salespeople profiled in the text ranked the four alternatives, with “C” ranked the best. People who

chose this alternative sold the maximum dollar amount of $8,000.

A. It is possible to move on into your presentation. The prospect does not recognize he has a

problem and its implications. However, you are not sure if he wants to solve his

problem.

Case 9-4: Needs Discovery

1. Some of the needs could be:

• Ensuring that the products and supplies are energy efficient and of high quality because the

apartment contractor is very interested in reducing energy to run the complex

• Making sure the supplier delivers on time, and has potential to supply for a big project because

this is the largest lighting contract in the history of Pete’s Quality Electric Contracting

• Negotiating the best deal for pricing and supply contracts

2. Some of the major needs of the financial officer could be, having a supplier who can reduce the

3.

• “Who is involved in the buying process and what are their roles?”

• “Would you describe to me how the buying process works?”