SELL Study Set 5

Business

Quiz 3 :

Understanding Buyers

Quiz 3 :

Understanding Buyers

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Who all might be involved in the buying decision for Green Meadows with regard to Dawn's offering? For each, explain why and how.
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The various personnel that would be involved in the buying decision are mentioned below.
President : As per the case, the company is privately owned wherein the owner acquires the prime decision making as per the company hierarchy. Thus, the president is very likely to be involved in the process. Even if the president is not actively involved in meetings and discussions, the decision would not be finalized without consultation with the president.
Store Managers : The Store Managers would be one of the key users of the product. They would be responsible for making the store personnel use the software and would need to ensure smooth operations for their respective teams. Thus, it is of utmost importance for them to be a part of testing the product and its features before buying.
Director, Marketing and Sales : The Director of Marketing and Sales is an important position as he/she is heading the primary function that the company banks upon. Also, he has a team of sales personnel who would be using the software if the buying decision is made.
Director, Operations : The Director of Operations would be concerned with the overall integration of company's internal processes with the software to be used. Thus, this person has to ensure the viability and compatibility of the software.
Director, IT : The IT department staff would have to be completely acquainted with the software, its potential pitfalls and advantages. Thus, the Director of IT would be required to compare the software to other alternatives available.
Director, Accounting and Finance : Accounting and Finance department head needs to ensure the equitability and profitability of the investment for the firm. They should analyze the potential financial gains, check if the cost of investment is justified, and therefore suggest a decision.

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Explain at least two needs the might be met by Green Meadows by purchasing the software offered by RelationshipsFirst.
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The various potential benefits that the software would enable for the company are mentioned below.
• Economies of scale : Cloud computing software platforms enable the employees working from remote locations share same resources and software applications. This would enable the organization save a lot of costs otherwise incurred on installing, maintaining, and upgrading software on various platforms.
• Automatic software updates : Since the software is installed and managed from a centralized location, the time and efforts required for the process would be highly optimized.
• Easy coordination between remote locations : Since the company has a lot of sales personnel operating from remote locations, it is tough to coordinate between the team. Cloud computing renders this coordination easy by offering centralized data and resource sharing.
• Data integrity and safety : Cloud computing enables centralized storage and modification of data. This ensures greater transparency in operations and security of data.
Apart from the above mentioned benefits, the deal would benefit the organization as the vendor is highly committed to customer satisfaction (as mentioned in the case).

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Based on your understanding of both Dawn and Stewart, how would you characterize the communication style of each?
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The various communication styles are mentioned below:
Assertive : This communication style is characterized by strong views, less willing attitude to change, dominate conversations, and enforcing opinions.
Responsiveness : This communication style is marked by good interpersonal skills, social skills, and understanding others.
Based on these characteristics, highly responsive and highly assertive people are deemed Expressive communicators.
Based on these characteristics, highly responsive and less assertive people are deemed as Amiable.
Based on these characteristics, less responsive and highly assertive people are deemed Drivers.
Based on these characteristics, less responsive and less assertive people are deemed Analytical.
The excerpt indicates that D is good in understanding others and considers their hobbies, interests etc. to maintain good relationships. Thus, D is able to mold herself as per the needs of people and she is less assertive.
Also, since D is very social and able to better understand others, she is high on responsiveness.
Based on the deductions, D is an amiable communicator.
And based on T's verdict, S has strong views that he is not willing to change. Also, S is dominant in conversations. Thus, S is high on assertiveness.
S is not very friendly to start with and difficult to approach. This indicates S to be low on responsiveness.
Based on the above deductions, S is falls in the category of Drivers.

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What, if any, preparations and style flexing should Dawn make to better relate to and communicate with Stewart Strong?
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