SELL Study Set 5

Business

Quiz 12 :
Cases

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Quiz 12 :
Cases

1. Consultative salesperson shows the characteristic traits of an expert consultant. Their primary focus includes closing of the deals. At the same time, they also try to develop good relationships with their customers. A consultative salesperson should analyze the needs of its customers by asking various questions. After it, he should help the customers in satisfying their needs. Person B should utilize the following steps to become a good consultative salesperson: • Develop good listening and analytical skills. It would help her to understand the needs or problems of her customers. • Prepare a set of questions that would help to understand the needs of customers and specify their requirements. • Possess diverse knowledge about the products and market scenario. It would help her to determine which product or service would satisfy the needs of her customers. • Good presentation and demonstration skills. It would help her to convey the features and benefits of various products/ services to her customer in an effective way. 2. Consultative selling is more useful for the products having complex features, high cost of failure and less frequent purchases. Person B was selling copier to small and medium sized company. Since, the product involves less complex features and low failure cost. Therefore, it is not necessary for Person B to adopt this selling strategy. However, she can utilize this strategy to increase her sales up to some extent. But, she should not tell her customers about the long term approach or highly specified details of the product. Since, small and medium firms do not concentrate on these details. Contrary to this, she should help them to purchase efficient products at relatively cheaper price. Doing this would help to increase her sales and develop good relationships with the customers. 3. Different sales approaches utilized by Company NCC are listed below: Need satisfaction selling approach: In this technique, a salesperson tries to understand and satisfy the needs of his customers. This approach is capable to satisfy the needs of various customers. However, it requires good analysis and questioning ability of the salesperson. Otherwise, needs of the customers might remain unmet. It would lead towards customer dissatisfaction. Problem-solving selling approach : In this technique the salesperson analyzes the needs of his customers. After it, he provides them various alternative solutions. This approach requires lot of time and energy of the salesperson and the customer. Since, he should educate his customers regarding various aspects of his problems. Customers might not be interested in extended discussions. Consultative selling approach : In this approach, a salesperson helps his customers to reach their strategic business objectives using their products and services. This approach is suitable for products having complex features, high cost of failure and less frequent purchases. Hence, it is concluded that various sales approaches used by Company NCC are time consuming and complex in nature. These strategies are suitable for firms dealing into highly complex products. Contrary to this, competitors of Company NCC used to adopt the Stimulus and AIDA approaches. These approaches utilize the "pull strategy" rather than the "push strategy" utilized by company NCC. Thus, they can sell their products using less manpower and time. It helped those companies to save their extra amount of time, effort and money. 4. Sales department plays a crucial role in the growth and development of an organization. "Sales" help to determine the revenue and profits of an organization. Besides this, it also helps to increase its market share. Traditionally, salespeople used to utilize the "push strategy" to sell their products to the customers. However, with the increase of globalization and competition among the business firms, "push strategy" became ineffective. At present, the customers have become more aware about the product offerings in the market. They want to get the value of their money. Hence, the role and responsibilities of salesperson have been increased. Now, they need to listen, understand and analyze the problems and needs of their customers. It would help them to provide better solutions. In future, the salespersons would require to adopt the following skills: • Develop good listening and analytical skills. It would help them to understand the needs or problems of their customers. • Possess diverse knowledge about the products and market scenario. It would help them to determine which product or service would satisfy the needs of the customers. • Good presentation and demonstration skills. It would help them to convey the features and benefits of various products/ services to their customer in an effective way.

Person B can utilize the following steps to handle the market challenges: • Develop thorough understanding of the industry and market offerings. Person B can utilize it to prepare a detailed comparison of her company's product offerings with respect to its competitors. She can use this analysis to highlight the key benefits of her company's products. • Build a dependable behavior. It would help to gain the trust of customers. • Person B should adopt the customer orientation behavior. It would help her to understand and address the needs of customers effectively. • Person B should try to develop a good relationship with the customers. She should listen and note their requirements/problems carefully. It would help her to gain the likeability of customers. Thus, Person B can develop a mutual trust and understanding with her customers that would help her to face the challenges in a better way. 2. Person B should develop a thorough understanding of the copier industry and various product offerings of the market. It would help her in preparation of a detailed competitive report. Hence, Person B can analyze the benefits of her company's product offerings in comparison to its competitors'. She can use this analysis to highlight the key benefits of her company's products while talking with the customers. For example, products of Company NCC hold high quality and dependability. Besides this, customer service of the company is better in comparison to the others. It would create a good impression in the minds of customers. Thus, it would help to increase the sales volume and growth of the company. 3. Person B should develop compatibility and friendliness with the buyers. It would help her to develop good relationships with them. It would further help to build a rapport and trust in the market. This would enable the company to compete with their competitors having successful track record. 4. Person B should focus on the development of long-term relationships with her customers. She should remain in continuous touch with the buyers, and keep them informed about their current offerings and market condition. It would help to prevent the rumors in the market.

1. Person T exhibits the "analytics" communication style. Persons exhibiting the analytics communication style include the following characteristics: • Gather and analyze various details before taking a decision. • Maintain discipline at work. • Utilize a systematic and logical approach towards work. • Slow-paced towards their work. • Avoid personal relationships. 2. Person T holds the "analytical" communication style. A salesperson should utilize the following approach for selling to Person T: • He should possess a detailed knowledge of the market and product offerings. Besides this, he should hold the minute product details offered by his company. It would enable him to answer the questions of Person T. Hence, it would increase the probability of selling. • Besides this, the salesperson should provide the true facts and details about his company and products. Because, it's not easy to sell the products to persons exhibiting analytical communication style by manipulating the facts and figures; as they do a detailed analysis. 3. Besides Person T, following people would play a significant role in the purchase decision of copiers: • Technical personnel of the company would analyze the usability of the product in their office. • Office professional of each department would also play a crucial role in the purchase decision as they are the final users of the copiers. • Purchase department would negotiate the price of copiers before final purchase. 4. Following buyer needs would influence the purchase decision of copiers by the medical office: • Capacity of the copier • Speed of photocopying • Cost of copier along with other commodities including paper, color toner, and developer • Features including PC scanning, Network scanning, Fax, Document storage, advance storing etc. • Size of the copiers.