SELL Study Set 5

Business

Quiz 2 :

Building the Trust and Sales Ethics

Quiz 2 :

Building the Trust and Sales Ethics

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SCHMIDT BUSINESS FORMS Background Congratulations! As a new salesperson for Schmidt Business Forms, you have just com­pleted training and have been assigned the southwest territory. Schmidt Business Forms designs and manufactures a full line of stock and cus­tomized forms for use in all types of business. Operating throughout the United States and Canada, Schmidt is recognized as one of the three leaders in the industry. Curr ent Situation Doctors' General Hospital was once a major account in your territory. Over this past year, virtually all the hospital's forms business has been switched from Schmidt to one of your main competitors. Due to the large volume and many types of forms used, Doctors' has placed the purchasing responsibility for all forms in the hands of Jim Adams in the purchasing department. An experienced professional purchasing agent, Adams has been in this position for several years and has purchased significant volumes of forms from Schmidt in the past. In the course of calling on Adams at his office in the hospital, you have learned that Doctors' dropping Schmidt as a forms source did not happen overnight. Although the loss of this account was not related to any single problem, you have learned that the switch to your competitor was basically due to a combination of events that resulted in a loss of trust in Schmidt. Several shipments did not arrive as promised, causing major problems for both billing and admissions. Even though the final proof copies were correct, a newly designed, multipart computer form was found to be short one of its pages. This required emergency room staff to take the time to use a copier (located one floor up) until the forms could be rerun and delivered two weeks later. The final straw concerned an admissions form that Schmidt had been supplying the hospital for more than three years. For some reason, a new shipment of the admissions forms was the wrong size and would not fit into patient files without being folded. In each event, the prior salesperson worked with Adams to get the problems resolved and the correct forms delivered. Discounts were also given to help offset the inconvenience incurred, Nevertheless, Schmidt lost the account, the previous salesperson quit the company, and you have inherited the challenge of winning back Adams and Doctors' General Hospital. Put yourself in the role of the salesperson for Schmidt Business Forms in the selling situation just described and review the trust- building behaviors presented in this chapter. Using the following as a guide, discuss and give examples of how you might use each of the trust builders to reestablish a relationship with Jim Adams and win back the Doctors' General Hospital account.
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The usage of various Trust Building parameters in this case would ensure minimal loss of business, reputation, and market goodwill. However, the loss cannot be avoided as the marketing department has done multiple blunders in due to lack of marketing ethics and professionalism.
Expertise as a Trust Builder : The marketer should always bank upon the expertise and highly reliable quality standards. The company does not need introduction and JA is already aware of the brand name and quality.
Marketer should ensure highlighting the achievements and the USPs of the brand. In response to the dip in quality and poor relationship management, the marketer should ensure a hassle free service and offer better deal monetarily.
Dependability : In order to ensure dependability, marketer would need to demonstrate that trust and eagerness to deliver quality and restore the trust. For a marketer, it is important to stick to words in order to ensure dependability.
The detailed analysis of reasons for failure should be done as a part of marketer's homework. He/she should be well equipped to ensure nonoccurrence of past mistakes.
Candor : Candor as a trust builder would necessitate a marketer to demonstrate high level of integrity and conformance to claims made by him/her.
In order to use Candor as a Trust builder in this case, the marketer should be very honest in admitting the breach of trust by the company. He/she should be thorough in planning for the future and elevating the standards so as to not repeat the previous mistakes.
Customer orientation : In order to use customer orientation as a Trust builder, the marketer should value the customer highly.
If the consumer relies on the marketer after the mentioned incidents, the consumer would be skeptic and prone to resort to other options in case any dissatisfaction. Thus, appeasing the consumer with quality and professionalism is the only alternative with marketer.
Compatibility : This parameter of Trust building is contextual to maintaining an interpersonal relationship with the consumer. Building a good rapport with customer ensures personal for the marketer and consequently the company growth.
As a part of compatibility, the company's delegate should ensure informal communication and addressing the issues without creating hassles and legal barriers.

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