General Instructions for Partnership Selling Role-Playing
Overview
The primary goal of a simulation in personal selling should be to strike a balance between just enough detail to focus on the process of selling and not so much as to drown in an ocean of facts. Either too much detail or too little detail can develop anxiety in role-play participants. Partnership Selling is designed to minimize anxiety by including only the facts needed to focus on learning the processes involved in high-performance selling.
Some anxiety will occur, however, because you are asked to perform under pressure (in terms of building relationships, securing strategic information, changing people’s thinking, and getting them to take action). Learning to perform in an environment full of genuine but nonthreatening pressure affords you the opportunity to practice your selling skills so you will be prepared for real-world selling anxiety.
The following suggestions for role-playing will help you develop the ability to perform under stress.
Instructions for Salesperson Role-Plays
Be well prepared with product knowledge.
Read information for each role-play ahead of time.
Follow specific instructions carefully.
Attempt to sense both the context and the facts of the situation presented.
Conduct a mental rehearsal. See yourself successfully conducting and completing the role-play.
Be prepared to take notes during the role-play.
After the role-play, take note of your feelings and mentally put them into the context of what just occurred.
Be prepared to discuss your reaction to what occurred during the role-play.
Instructions for Customer Role-Plays
Read the instructions carefully. Be sure to note both the role-play instructions and the information you are about to share.
Attempt to sense both the context of the buying situation and the individual facts presented in the instructions.
Let the salesperson initiate greetings, conversations, and concluding actions. React appropriately.
Supply only the customer information presented in the background description.
Supply customer information in a positive manner.
Do not attempt to throw the salesperson off track.
Part One Developing a Sales-Oriented Product Strategy Employment Memorandum 1
To: New Convention Sales Center Trainees
From: T. J. McKee, Sales Manager
Re: Your New Sales Training Program—“Developing a Product Selling Strategy”
I am extremely happy that you accepted our offer to join the Sales and Marketing Department. Enclosed is a copy of your new position description (see p. 427). Your first assignment as a trainee will be to learn about our product and what we have recently done to provide total quality customer service. To apply what you are learning, I would like you to follow up on a customer service request I recently received. (See memo p. 459.) You will use the following product information to complete the assignment. Refer also to The Park Shores Resort and Convention Center link on the www.pearsonhighered.com/
An Award-Winning Update (See pp. 429 and 431)
We have recently completed a $4.8 million investment in our convention center. This customer service investment included renovating all guest rooms and suites, lobby and front desk area, meeting rooms, restaurant and lounge, and enclosure of the swimming pool. Enclosed is a copy of the “Regional Architects Award” that our facility won. We are the only facility in the Metro Area to have been presented with this award.
Meeting and Banquet Rooms (See pp. 443–447)
The Park Shores offers convention planners just over 8,000 square feet of award-winning meeting space in attractive, newly renovated meeting and banquet rooms. Our Central Park East and West rooms are conveniently located on the lobby level of the hotel. Each of these rooms can accommodate 180 people in a theater-style setting or 80 in a classroom-style setting. They also have a divider wall that can be retracted and, with the combined rooms, can accommodate up to 370 people.
The Top of the Park provides a spectacular view of the city through windows that surround that ballroom. This unique room, located on the top floor, can accommodate 225 people classroom style, 350 people banquet style, or 450 people theater style. Also located in the Top of the Park is a revolving platform area that slowly moves, giving guests a 360-degree panoramic view of the city. The Parkview Room, which is also located on the top floor of the hotel, can accommodate 150 people theater style and 80 people classroom style.
In addition for groups booking 40 rooms or more, we provide one luxurious suite free. This suite features a meeting room, bedroom, wet bar with refrigerator, and Jacuzzi.
Be sure your clients understand that our meeting rooms need to be reserved. The first organization to sign a sales proposal for a specific date has the designated rooms guaranteed.
Guest Room Decor and Rates (See p. 441)
Our recent renovation included complete redecoration of all 250 of our large and spacious guest rooms. This includes all new furniture, wall coverings, drapes, bedspreads, and carpets. Our interior designer succeeded in creating a comfortable, attractive, and restful atmosphere. All of our rooms are designated nonsmoking.
| REGULAR RATES | GROUP RATES | SAVINGS | |
|---|---|---|---|
| Single | $169 | $159 | $10 |
| Double | $199 | $189 | $10 |
A comparison of competitive room, parking, and transportation rates is presented on p. 441.
Banquet Meals (See pp. 435–439) (continued)
Our executive chef, Ricardo Guido, recently won the National Restaurant Association’s “Outstanding Chef of the Year” Award in addition to many other awards. His winning entry consisted of the three chicken entrées featured on the enclosed menus. Ricardo served as Executive Chef at the five-star rated Williamsburg Inn in Williamsburg, Virginia, before we convinced him to join us six months ago. He personally oversees all our food and beverage operations. Ricardo, in my opinion, is one of the outstanding chefs in the country. His expertise and commitment to total quality customer service will help develop long-term relationships with our customers.
The enclosed dinner selections are only suggestions. We will design a special menu for your clients if they wish. A 16 percent gratuity or service charge is added to all group meal functions.
Hotel/Motel and Sales Taxes
All room rates are subject to the local hotel/motel room tax, which is an additional 8 percent. In addition, all billings must have a 4 percent sales tax added. (The sales tax is not added to the hotel/motel tax and does not apply to gratuities.)
Location, Transportation, and Parking (See map on p. 431)
We are located in the highly recognized Mission Beach area on the north side of San Diego. We are conveniently located just seven miles from San Diego International Airport and within easy travel distance from major San Diego attractions, including Qualcomm Stadium, PETCO Park, and the San Diego Zoo. Our beachfront location not only offers breathtaking views of Mission Beach and the Pacific Ocean, but also an excellent list of water sports and walking, hiking and running trails.
Discounted courtesy van transportation is provided to the airport as well as other attractions in the area. This service saves $7 to $14 each way for our guests who arrive by plane. Additionally, guests who will be driving to the hotel will find over 300 parking spaces available to them at no charge. Unlike other downtown properties, our free parking saves guests from $6 to $23 per day in parking fees. For security purposes, we have closed-circuit camera systems in the parking lot and underground parking areas.
Value-Added Guest Services and Amenities
Our convention center owners have invested heavily in the facility to provide our clients with total quality service, unmatched by our competition. Additional value-added services and amenities include:
A large indoor pool, sundeck, sauna, whirlpool, and complimentary Nautilus exercise room in an attractive tropical atmosphere (see p. 443)
“Cafe in the Park” featuring 24-hour continental cuisine seven days a week
“Pub in the Park” where friendly people meet, featuring free hors d’oeuvres Monday through Friday, 5 to 7 p.m.
Cable television with HBO
A.V. rental of most equipment in-house, at a nominal fee (see p. 451)
Free coffee and donuts or rolls in the lobby each morning from 6 to 8 a.m.
A team of well-trained, dedicated, and friendly associates providing total quality front desk, food, and guest services
Express check-in
Electronic key entry system
Hair dryer, iron, and ironing board in each room
Data port capabilities for laptop computers in each room
Desk in each room
Video message retrieval
Voice mail
On-command video (choice of 50 new release movies)
Sales Literature (See pp. 429–457)
Included in your product training materials are photos, references, letters, room schedules, sales proposals, and other information that you will use in your written proposals and verbal sales presentations. When you move into outside sales, you should use these tools to create effective sales portfolios.
Total Quality Commitment
Our convention center is committed to total quality customer service. Our Partnership Style of Customer Service and Selling is an extension of our total quality process. The Total Quality Customer Service Glossary provides definitions of terms that describe our total quality process (see p. 428).
The hotel and convention center industry is mature and well established. Our sales and customer service plan is to establish strong relationships, focus on solving customer problems, provide total quality customer service, and become a long-term hotel and convention center partner with our clients. By utilizing this type of selling and customer service, your compensation and our sales revenue will both increase substantially.
TJM:ESS
Enclosures
Position Description—Convention Center Account Executive
Company Description
The Park Shores Resort and Convention Center is a total quality, full-service equal opportunity employment convention center that has recently made large investments in the physical facility, the food and beverage department, and sales department. Company culture includes an effective and enthusiastic team approach to creating total quality, value-added solutions for customers in a very competitive industry. The primary sales promotion tool is Partnership Selling with extensive marketing support in the form of photos, reference letters, team selling, and so forth. The company goal is to increase revenues 20 percent in the coming year by providing outstanding customer service.
Successful Account Executive Will
Acquire necessary convention center company, product, industry, and competitive information through company training program
Be committed to a total quality customer service process
Develop a list of potential prospects in the assigned target market
Develop long-term, total quality selling relationships that focus on solving the meeting planner’s convention center needs
Achieve a sales volume of $800,000 to $1 million annually
Working Relationships
Reports to: Sales Manager
Works with: Internal Support Team including Food Service, Housekeeping and Operations, Customer Service and Front Desk; External Relationships including customers, professional associations, and industry personnel
Specific Requirements
Must project a positive and professional sales image
Must be able to establish and maintain long-term partnering relationships
Must be goal oriented with a plan for self-improvement
Must be flexible to deal effectively with a wide range of customers
Must be good at asking questions and listening effectively
Must be accurate and creative in developing customer’s solutions
Must be clear and persuasive in communicating and negotiating solutions
Must be good at closing the sale
Must follow through on promises and assurances
Must have math skills necessary for figuring sales proposals
Specific Rewards
Attractive compensation package that includes base salary, a commission of 10 percent of sales, bonuses, and an attractive fringe benefit package
Pride in working for an organization that practices total quality management in employee relations and customer service
Extensive sales and educational support
Opportunity for growth and advancement
EOE/AA/TQM
Total Quality Customer Service Glossary
DIRFT—DO IT RIGHT THE FIRST TIME means being prepared, asking the right questions, selecting the right solutions, and making effective presentations. This creates repeats and referrals.
QIP—QUALITY IMPROVEMENT PROCESS means always striving to better serve our customers resulting in high-quality, long-term relationships.
TQM—TOTAL QUALITY MANAGEMENT means the commitment to support and empower people to deliver legendary customer service.
QIT—QUALITY IMPROVEMENT TEAM means a team approach to deliver outstanding customer service.
COQ—COST OF QUALITY means the ultimate lowering of cost by providing outstanding service the first time, so as to build a list of repeat and referred customers.
PONC—PRICE OF NONCONFORMANCE means the high cost of not meeting high standards. This results in correcting problems and losing customers. PONC also causes longer sales cycles and higher sales costs.
POC—PRICE OF CONFORMANCE means the lower costs of providing outstanding customer service and achieving a list of repeat or referred customers.
WIIFM—WHAT’S IN IT FOR ME means the psychic and monetary rewards in the form of personal enjoyment, higher salaries, commissions, or bonuses caused by delivering outstanding customer service.
QES—QUALITY EDUCATION SYSTEMS means internal and external educational activities designed to improve the quality of customer service.
YOU—THE MOST IMPORTANT PART OF QUALITY means the ongoing program of self-improvement that results in outstanding customer service and personal and financial growth.
Use the sales information on the reverse side of this page to position your convention center and the $4.8 million renovation in the mind of your customer.
- Use the sales information on the reverse side of this page to illustrate the ease and convenience of your customers locating and traveling to the Convention Center in addition to highlighting all the nearby attractions.
- Use the sales information on the reverse side of this page to demonstrate and describe the award for “Creating an Outstanding Convention Environment” and explain that it was given with regard to the quality of the meeting rooms, guest rooms, ambiance of lobby and restaurant, and the pool area.
- Use the sales information on the reverse side of this page to introduce and explain the “outstanding food service” that will be personally supervised by Executive Chef of the Year Ricardo Guido.
- Use the sales information on the reverse side of this page to explain the benefits of having an award-winning executive chef and describe his background.
the banchetto (menu) BANQUET STYLE MENU
All banquet selections include the banchetto dinner salad with tossed greens, fresh California tomatoes, and choice of dressing; choice of baked, oven browned, au gratin, or garlic mashed potato; fresh vegetables; homemade rolls with butter.
All selections are accompanied with a choice of coffee, tea, iced tea, or sodas.
Desserts are extra.
CHICKEN ENTREES
Chicken Wellington | $48
Boneless Breast of Chicken Topped with a Mushroom Mixture in a Puffy Pastry Shell and Baked to a Golden Brown.
Chicken Breast Teriyaki | $48
Marinated Boneless Breast of Chicken Grilled topped with Banchetto's Special Teriyaki Sauce.
Chicken Breast New Orleans | $48
Baked Boneless Breast of Chicken Garnished with Peppers, Mushrooms, Onions and Monterey Jack Cheese.
BEEF ENTREES
New York Strip | $54
Center Cut New York Strip Steak Broiled to Perfection Topped with Banchetto's Seasoned Herb Butter.
Filet Mignon | $54
Center Cut Beef Tenderloin Broiled and served in a Rich Wine Sauce.
PORK ENTREES
Sliced Pork Lion w/Mustard Sauce | $58
Boneless Loin of Pork Oven Roasted and Sliced served with Mustard Sauce.
FISH ENTREES
Encrusted Chilean Sea Bass | $48
Served over Red and Black Lentils with Yellow Pepper Oil, Grilled Potatoes and Brown Sugar Baby Carrots.
Broiled Orange Roughy | $48
A Filet of Orange Roughy Broiled and covered with a Basil Lemon Sauce.
Prices Do Not include a 16% Service Charge or Sales Tax. Use the sales information on the reverse side of this page to explain and configure the menus available for banquet-style meals.
- Use the sales information on the reverse side of this page to explain and illustrate the attractive and comfortable guest rooms. Remind customers that the rooms were a major factor in receiving the Architects Award.
Also, point out the competitive room rates survey in addition to the savings on transportation and parking. Point out that the competitive room, transportation, and parking rate surveys are conducted and updated weekly.
- Use the sales information on the reverse side of this page to explain and illustrate the benefits of the totally renovated and redesigned pool, with the sauna, whirlpool, sundeck, and fitness center.
- Use the sales information on the reverse side of this page to illustrate the attractiveness of the newly remodeled meeting rooms, which were another important factor in receiving the Architects Award. Also, use this form to explain and illustrate the various seating arrangements for meeting rooms.
- Use the sales information on the reverse side of this page to illustrate the location and layout of the meeting rooms in the convention center. Also, use this information to configure and explain the various sizes and capacities for each style of seating in the meeting rooms for your customers.
- Also, use the sales information at the bottom of the page to configure and explain the pricing and policies with regard to charges for use of the meeting rooms. Explain that the convention center's policies with regard to pricing and the use of meeting rooms are very competitive with the charges of other centers in the San Diego area.
- Use the sales information on the reverse side of this page to sell, configure, and explain the availability of audiovisual equipment to customers scheduling meetings in the convention center. This equipment must be reserved in advance of the scheduled date to guarantee availability.
Letter of Reference
- Use this reference letter with customers to support the outstanding service we strive to provide to ALL of our convention center customers. Note the friendliness and dedication of the center staff, the quality of the food service, the reference to the award, and the enclosures regarding repeat business involving eight more meeting dates and the check in the amount of $22,991.23.
- Use the sales information on the reverse side of this page to supply a list of successful businesspeople who can be contacted regarding the quality of food and service they received at previous meetings they had at the convention center.
- Use the sales information on the reverse side of this page to carefully explain the policies and general information on the operation of the convention center. Please note the 16 percent gratuity and the $25 setup fee for certain meals. Also, note the policies and guarantees that are required for menus, meeting rooms, and meals.
Customer Service/Sales Memorandum 1 Role Play
To: Convention Sales Trainee
From: T. J. McKee, Sales Manager
Re: Assistance with a Customer Request
A new prospect called and requested that we immediately submit a proposal for a planned Mission Beach meeting. Please review the profile in our automated database (printed as follows).
CONTACT REPORT
Complete the following customer service/sales assignment using the material in your product sales training program and the forms on the next two pages. (See Chapters 6 and 7 on Developing a Product Strategy.)
Complete the sales proposal worksheet (p. 461).
Our sales proposal needs to contain accurate and complete facts because, when signed, it becomes a legally enforceable sales contract. All the product and pricing guidelines have been supplied in your sales training materials. You should sign your name with your new job title “Account Executive” in the lower left-hand corner of the form. You can access an Electronic Sales Proposal Writer at www.selling-today.com.
Write a sales letter (p. 462).
Prepare a letter that custom fits and positions the benefits that will appeal to B. H. Rivera. Be sure to list any sales literature you will be sending under the Enclosure section of your letter. (Use business letter format on p. 453 and rules on p. 120.)
Make file copies of everything you prepare so our food and beverage, housekeeping, and accounting departments will have them available.
We should send or fax the proposal, cover letter, and sales literature by tomorrow afternoon.
Thank you.
Parts 2 to 4 Employment Memorandum 2
To: New Convention Center Account Executives
From: T. J. McKee, Sales Manager
Re: Your New Sales Assignment
Congratulations on successfully completing your training program and receiving your new appointment. You will find three challenges as you work with your customer’s buying process.
Your first challenge will be establishing relationships with your customers. This will require that you do strategic planning before you can call on your client for the first time. Make sure your initial meetings focus on subjects of interest to your customer. Remember, “Customers don’t care how much you know until they know how much you care.”
Your second major challenge will be to gain a complete and accurate understanding of your customer’s needs. You should prepare to ask good questions, take detailed and accurate notes, and confirm your customer’s and your own understanding of their need. This process is a part of our total quality management program, which strives to provide total quality customer service. “To be an effective consultative salesperson you need to seek first to understand.”
Your third challenge as an account executive will be to make good presentations. Our industry, as most others these days, is competitive and is characterized by many look-alike products and some price cutting. Always organize and deliver good presentations that focus on (1) providing solutions to immediate and long-term customers’ needs, (2) negotiating win-win solutions to customers’ concerns, and (3) closing sales that keep our facility full. This approach will give you a competitive edge and help you maintain high-quality, long-term profitable relationships.
Attached you will find a memorandum on an account I would like you to develop. Please follow the instructions included and provide me with appropriate feedback on your progress. I look forward to working with you on this account.
P.S. I want to compliment you on your excellent work on the B. H. Rivera account. B. H. called while you were attending a training meeting and said that your proposal and letter looked very good. Their organization was impressed with our facility, the apparent quality of our food, and your letter. Their organization will be scheduling a total of 11 more meetings at our convention center during the next 12 months if everything works the way you describe it. Each of these sales will be reflected in your commission checks. Great work.
Part Two Developing a Relationship Strategy for Selling
Sales Memorandum 1A/Role-Play 1A
To: Association Account Sales
From: T. J. McKee, Sales Manager
Re: Developing the Erin Adkins YWCA Account (Call 1, Establishing a Relationship Strategy)
My sales assistant has called Erin Adkins, chairperson of the YWCA Physical Fitness Week program (see following contact report), and set up an appointment for you on Monday at 1:00 p.m. in Erin’s office. During your first sales call with Erin, your call objectives will be to (1) establish a strong relationship, (2) share an appealing benefit of our property to create customer interest, and (3) find out if your customer is planning any conventions in the future.
As we discussed during your training class, using Erin Adkins’s prospect information presented below and the sales tools in your product strategy materials, your presentation plan should be to (see Chapters 3–5 and 10):
Use compliments, comments on observations, or search for mutual acquaintances to determine which topics Erin wants to talk about (Erin will only want to talk about three of these topics). This should set the stage for a good relationship.
Take notes on the topics of interest to Erin so we can add them to our customer information data bank for future calls. (Erin will share three new items of information on each topic of interest, if you acknowledge interest.)
Show and describe an appealing and unique benefit of our facility so we will be considered for Erin’s future convention needs. (Consider using the Architects Award, p. 431.)
Discuss any conventions Erin may be planning.
Schedule a call-back appointment.
Sales Memorandum 1B/Role-Play 1B
To: Corporate Account Sales
From: T. J. McKee, Sales Manager
Re: Developing the Leigh Combs Epic Design Systems Account (Call 1, Establishing a Relationship Strategy)
My sales assistant has called Epic Design Systems (see following contact report) and set up an appointment for you on Monday at 1:00 p.m. in Leigh’s office. During your first sales call with Leigh, your call objectives will be to (1) establish a strong relationship, (2) share an appealing benefit of our property to create customer’s interest, and (3) find out if your customer is planning any conventions in the future.
As we discussed during your training class, using Leigh Combs’s prospect information presented below and the sales tools in your product strategy materials, your presentation plan should be to (see Chapters 3–5 and 10):
Use compliments, comments on observations, or search for mutual acquaintances to determine which topics Leigh wants to talk about (Leigh will only want to talk about three of these topics). This should set the stage for a good relationship.
Take notes on the topics of interest to Leigh so we can add them to our customer information data bank for future calls. (Leigh will share three new items of information on each topic of interest, if you verbally or nonverbally acknowledge interest.)
Show and describe an appealing and unique benefit of our facility so we will be considered for Leigh’s future convention needs. (Consider using the Executive Chef Award, pp. 435 and 437.)
Discuss any conventions Leigh may be planning.
Schedule a call-back appointment.
Part Three Understanding Your Customer’s Buying Strategy
SALES MEMORANDUM 2A/ROLE-PLAY 2A
To: Association Account Salesperson
From: T. J. McKee, Sales Manager
Re: Erin Adkins Account—phone call from customer (Call 2, Discovering a Customer’s Buying Strategy)
Erin Adkins from the YWCA, whom you called on recently, left a message for you to stop in about a program they are planning. Congratulations on making that first call so effectively. Apparently, you established a good relationship.
As we discussed in your training program, your call objectives for this sales call should be to:
Reestablish your relationship
Discover specific information about Erin’s buying conditions (the what, why, who, when, and what price needs), so we can custom fit a program for them
Set up an appointment to present your solution
Also, as we discussed, your presentation plan for this call should include (see Chapters 8 and 11):
In advance of your meeting, prepare general survey questions to gather facts about your customer’s buying situation and to achieve your call objectives.
During your meeting, use confirmation questions to clarify and confirm Erin’s and your own perception of each buying condition. Later, use specific survey questions to discover any special buying problems.
During your sales meeting, write down each of Erin’s buying conditions.
To end your first meeting, use your notes to construct a summary-confirmation question to clarify and confirm all six of Erin’s buying conditions.
Schedule a callback appointment to make your presentation and present your proposal.
Good luck!
| GENERAL SURVEY QUESTIONS | NOTES ON BUYING CONDITIONS |
|---|---|
| (Example: Can you share with me what you had in mind?) | (Example: Needs a small meeting room) |
| 1. | |
| 2. | |
| 3. | |
| 4. | |
| 5. | |
| 6. |
SALES MEMORANDUM 2B/ROLE-PLAY 2B
To: Association Account Salesperson
From: T. J. McKee, Sales Manager
Re: Leigh Combs Account—phone call from customer (Call 2, Discovering a Customer’s Buying Strategy)
Leigh Combs from Epic Design Systems, whom you called on recently, left a message for you to stop in about a program they are planning. Congratulations on making that first call so effectively. Apparently, you established a good relationship.
As we discussed in your training program, your call objectives should be to:
Reestablish your relationship
Discover the facts about Leigh’s buying conditions (the what, why, who, when, and what price needs), so we can custom fit a program for them
Set up an appointment to present your solution
Also, as we discussed, your presentation plan for this call should include (see Chapters 8 and 11):
In advance of your meeting, prepare general survey questions to gather facts about your customer’s buying situation and to achieve your call objectives.
During your meeting, use confirmation questions to clarify and confirm Leigh’s and your own perceptions of each buying condition. Later, use specific survey questions to discover any special buying problems.
During your sales meeting, write down each of Leigh’s buying conditions.
To end your first meeting, use your notes to construct a summary-confirmation question to clarify and confirm all six of Leigh’s buying conditions.
Schedule a callback appointment to make your presentation and present your proposal.
Good luck!
| GENERAL SURVEY QUESTIONS | NOTES ON BUYING CONDITIONS |
|---|---|
| (Example: Can you share with me what you had in mind?) | (Example: Needs a small meeting room) |
| 1. | |
| 2. | |
| 3. | |
| 4. | |
| 5. | |
| 6. |
Part Four Developing a Sales Presentation Strategy
SALES MEMORANDUM 3A/ROLE-PLAY 3A
To: Association Account Sales
From: T. J. McKee, Sales Manager
Re: Your recent meeting on the Erin Adkins Account (Call 3, Developing a Presentation Strategy)
Congratulations on doing such a thorough job of discovering Erin’s buying conditions. I found that your list of buying conditions includes the kind of customer information important to increasing our sales and partnering with our clients. I would like to see a copy of Erin’s proposal when you complete it.
Reviewing what we discussed during your training, your next call objectives are:
Make a persuasive sales presentation that custom fits your proposal to Erin’s needs
Negotiate any concerns Erin may have
Close and confirm the sale
Build repeat and referral business
Also, as we discussed, your presentation plan for this call should be to:
Prepare and price a product solution that meets Erin’s needs. Complete the Sales Proposal Form (p. 477).
Before your sales call, prepare a portfolio or PowerPoint presentation (see model on p. 476) that follows these guidelines. Also, view the PowerPoint presentation at www.pearsonhighered.com/
manning .Review the relationship information and prepare for those topics you will discuss.
Prepare a summary confirmation question that verifies the buying conditions secured in your second call. Prepare probing questions to discover any pain your customer may be experiencing.
Select sales tools (proof devices), and create feature/benefit selling statements and need-satisfaction questions that appeal to Erin’s buying conditions (see Chapter 12).
Plan summary confirmation questions that verify Erin’s acceptance of your solution to each buying condition. Complete Strategic Sales Planning Form A (p. 481) for items b, c, and d.
Prepare to negotiate the time, price, source, and product objections. Complete Strategic Sales Planning Form B (p. 482) (see Chapter 13).
Prepare at least four closing methods in addition to the summary of benefits. Complete Strategic Planning Form C (p. 483) (see Chapter 14).
Plan methods to service the sale. Follow up by scheduling an appointment between now and the convention date (telephone call or personal visit) to follow through on guarantees concerning rooms and meals, suggestions about audiovisual needs, and any possible changes in the convention schedule. Complete Strategic Sales Planning Form D (p. 484) (see Chapter 15).
During the sales call reestablish the relationship and, using your portfolio presentation,
Confirm all of Erin’s previous buying conditions, and explore any pain being experienced
Match a proof device and feature/benefit selling statement with each buying condition
Confirm Erin’s acceptance to each of your proposed benefit statements and need-satisfaction questions
Negotiate any sales resistance
Close the sale
Service the sale to get repeats and referrals
Good luck!
SALES MEMORANDUM 3B/ROLE-PLAY 3B
To: Corporate Account Sales
From: T. J. McKee, Sales Manager
Re: Your recent meeting on the Leigh Combs Account (Call 3, Developing a Presentation Strategy)
Congratulations on doing such a thorough job of discovering Leigh’s buying conditions. I found that your list of buying conditions includes the kind of customer information important to increasing our sales and partnering with our clients. I would like to see a copy of Leigh’s proposal when you complete it.
Reviewing what we discussed during your training, your next call objectives are:
Make a persuasive sales presentation that custom fits your proposal to Leigh’s needs
Negotiate any concerns Leigh may have
Close and confirm the sale
Build repeat and referral business
Also, as we discussed, your presentation plan for this call should be to:
Prepare and price a product solution that meets Leigh’s needs. Complete the Sales Proposal Form (p. 477).
Before your sales call, prepare a portfolio or PowerPoint presentation (see model on p. 476) that follows these guidelines. Also, view the PowerPoint presentation at www.pearsonhighered.com/
manning .Review the relationship information and prepare for those topics you will discuss.
Prepare a summary confirmation question that verifies the buying conditions secured in your second call. Prepare probing questions to discover any pain your customer may be experiencing.
Select sales tools (proof devices) and create feature/benefit selling statements and need-satisfaction questions that appeal to Leigh’s buying conditions (see Chapter 12).
Plan confirmation questions that verify Leigh’s acceptance of your solution to each buying condition. Complete Strategic Sales Planning Form A (p. 481) for items b, c, and d.
Prepare to negotiate the time, price, source, and product objections. Complete Strategic Sales Planning Form B (p. 482) (see Chapter 13).
Prepare at least four closing methods in addition to the summary-of-benefits close. Complete Strategic Planning Form C (p. 483) (see Chapter 14).
Plan methods to service the sale. Follow up by scheduling an appointment between now and the convention date (telephone call or personal visit) to follow through on guarantees concerning rooms and meals, suggestions about audiovisual needs, and any possible changes in the convention schedule. Complete Strategic Sales Planning Form D (p. 484) (see Chapter 15).
During the sales call reestablish the relationship and, using your portfolio presentation,
Confirm all of Leigh’s previous buying conditions, and explore any pain being experienced
Match a proof device and feature/benefit selling statement with each buying condition
Confirm Leigh’s acceptance to each of your proposed benefit statements and need-satisfaction questions
Negotiate any sales resistance
Close the sale
Service the sale to get repeats and referrals
Good luck!
- Use the scheduling information on the reverse of this page to illustrate to your customers that reservations for rooms must be scheduled as soon as possible. All guest and meeting room reservations are guaranteed on a “first come, first signed” basis with the customer's signature on a sales proposal. Once a room has been reserved on a signed sales form, it is no longer available. Upon receiving a signature, sales and marketing personnel should immediately phone, fax, or e-mail this information to the reservations department. Noting that a possible meeting may be confirmed does not constitute a signed reservation.
Gray Issues — Ethical Decision Making in Selling Today
Answer Key–Part I (See Chapter 3 Ethics Application Exercises PP. 68–70)
Mini-Case 1
- Answer A (–10 points) This is a misrepresentation of the facts.
Answer B (–5 points) This is a misrepresentation of the facts, but at least you intend to clarify the information during the interview.
Answer C (+10 points) This is accurate information.
Answer D (+5 points) Listing your grade point average on the resume is an option, not a requirement.
Mini-Case 2
Answer A (+5 points) Membership is pending so this is a good choice.
Answer B (0 points) If for some reason the membership is not approved, this option might later prove to be embarrassing.
Answer C (+10 points) An accurate description of community service activities will enhance your employment prospects.
Answer D (–10 points) This would be a misrepresentation of the facts.
Mini-Case 3
Answer A (–5 points) This response would likely weaken your chances of getting the job.
Answer B (+10 points) The best option is to provide an accurate history of your earnings. The starting salary will, very likely, be subject to negotiation.
Answer C (–10 points) It would be a mistake to provide false information.
Answer D (–5 points) This response, like Answer A, will not enhance your chances of being hired.
Mini-Case 4
Answer A (+10 points) The Park Shores Resort and Convention Center expects to reimburse you for actual meal expenses. You may enhance your professional image by demonstrating that you are willing to travel as economically as possible.
Answer B (–10 points) It would be wrong to request money for expenses you did not incur.
Answer C (–5 points) Although the $41.50 may cover actual out-of-pocket expenses, the Park Shore is committed to paying for actual meal expenses.
Answer D (+5 points) There is nothing wrong with this solution.
Mini-Case 5
Answer A (–10 points) Accepting the invitation implies you are interested in working for this company.
Answer B (+10 points) Do not accept the free trip unless you are willing to consider a job offer.
Answer C (–10 points) You should not accept the free trip unless you are willing to consider a possible job offer.
Answer D (–10 points) This rationale may seem logical, but it does not justify accepting travel expenses under false pretensions.
Answer Key–Part II
Mini-Case 1
Answer A (–5 points) The customer will schedule the conference during the period when the lower rates are in effect, so it’s best to use the special package rate now.
Answer B (–10 points) A major delay in providing the price quotes may result in loss of the customer.
Answer C (+10 points) The conference will be held during the time period when the lower rates are in effect. A well-established customer would likely be upset if you withheld information regarding the new rate schedule.
Answer D (–5 points) The customer should be given the accurate rate information at the time of the initial request.
Mini-Case 2
Answer A (–5 points) There is likely some reason why you have been unable to close the sale. To discover the reason, you must make additional contacts with the customer.
Answer B (+10 points) You should make additional efforts to close the sale, but do not provide information that is not accurate.
Answer C (–10 points) It would be unethical to provide information that is not accurate.
Answer D (–5 points) Price has already been negotiated. There are many other closing methods that should be used before considering price reduction.
Mini-Case 3
Answer A (+10 points) You agreed to provide the special room arrangement and the menu substitution. It would be unethical to neglect these special requests.
Answer B (–5 points) It would be inappropriate to do this unless you first obtain the customer’s approval for the added fees.
Answer C (–5 points) This action will likely create a customer relations problem and may eliminate any chance of repeat business.
Answer D (–10 points) This option is not only unprofessional, but will likely put an additional strain on relations with the customer.
Mini-Case 4
Answer A (–10 points) It would be unethical to offer special concessions in order to win a bonus.
Answer B (–10 points) This action is very similar to Answer A.
Answer C (–5 points) You are very close to winning the bonus, so you should not give up.
Answer D (+10 points) If Apco decides to schedule the meeting, you will have won the bonus. If you do not sign a contract with Apco, you may sign another new account.
Mini-Case 5
Answer A (–10 points) All of this information would be covered under a standard non-compete agreement. Therefore, it would be unethical to remove it for future use.
Answer B (–5 points) During the time this information was collected, you were on the Park Shore payroll. Therefore, the prospect list is not your property.
Answer C (+10 points) This is the most ethical course of action because all of the information is the property of Park Shore.
Answer D (0 points) This request would be denied, so it does not have merit.