Reality Selling Video Case Problem—Ryan Guillory/Independent Consultant (TWFG)
This chapter started with an introduction to Ryan Guillory, owner/agent of an independent insurance agency and branch owner of The Woodlands Financial Group (TWFG). While representing about 75 different personal and commercial lines insurance carriers, Guillory focuses specifically on home, auto, life, and commercial insurance. As he keeps a tab on market information on captive agents and companies that sell directly to the customer, Guillory’s philosophy is to get his customers the very best coverage available at the best rate available.
Source: Michael Ahearne
We now know how salespeople such as Guillory focus on value-added selling strategies to enhance personal selling. We also know that salespeople who strategically build partnering relationships are rewarded with repeat business and referrals. As a strategic seller, the salesperson understands that the customer supplants the product as the driving force in sales and that greater emphasis on adaptive selling and strategy that create customer value is needed.
High-performing consultative salespeople such as Guillory are constantly learning new product knowledge, competitive offerings, industry trends and customer needs. As a graduate of the Program in Excellence in Selling at the University of Houston, he takes time out to visit trade shows and do continuing education courses. He keeps in touch with friends who are also insurance agents to discuss what they are seeing in the industry. He also subscribes to Insurance Journal magazine and on a daily basis reads insurance articles online.
Questions
2-14 Does it appear that Ryan Guillory has adopted the three prescriptions of a personal selling philosophy? (See the Strategic/Consultative–Selling Model.) Explain.
2-15 What prescriptions of the relationship strategy (see the Strategic/Consultative–Selling Model) have been adopted by Guillory? Describe why a relationship strategy is especially important in personal selling.
2-16 Value-added selling is defined as a series of creative improvements in the sales process that enhance the customer’s experience. Describe the various ways that Ryan Guillory can create value for his customers.
2-17 Why would it be important for the marketing-support personnel (marketing research, product managers, advertising and sales promotion, et al.) employed by TWFG to understand personal selling? Can you describe any marketing-support people who would benefit from the acquisition of personal-selling skills?
MyMarketingLab
Go to the Assignments section of your MyLab to complete these writing exercises.
2-18 A careful examination of personal-selling practices during the past 50 years reveals some positive developments with the evolution of personal selling through several stages. How has the evolution of the marketing concept required the use of new selling models?
2-19 Strategic selling evolved in the 1980s and involves the preparation of a carefully conceived plan to accomplish sales objectives. Discuss the four strategic areas in the Strategic/Consultative–Selling Model.
Part 1 Role-Play Exercise
Developing a Personal Selling Philosophy
Scenario
You are currently working part time at the Best Buy store located in Jordan Creek Town Center Mall. You are a full-time student majoring in marketing at Vista College. The manager of your store wants you to identify potential customers on your campus and sell Dell laptop computers to those who have a need for this product.
Customer Profile
Melissa Torres is a full-time commuter student who lives with her parents and shares one computer with her mom. Each morning, she drives about 20 miles to the campus (one way) and spends most of the day attending classes, working in the library, and visiting with friends. She currently spends about two hours each evening on the computer at home.
Salesperson Profile
You started working at the Best Buy store shortly after graduating from high school. The store manager was impressed with your computer expertise and your friendly manner. Although you are able to sell any type of computer, you tend to specialize in laptop computers, which are ideal for college students who have mobile computing needs. Your personal computer is a new Dell laptop, which replaced your desktop computer.
Product
You sell several different laptop computers that vary in price from $535 to $1,299 (type “Best Buy + Dell laptops computers” into your search engine for specific Dell laptop computers carried by Best Buy). Each laptop is equipped with specific, easily accessible ports to interact with a variety of external components. All of your notebooks offer both productivity and entertainment applications. Services offered by Dell include helpful assistance via telephone or online tutorials at www.support.dell.com. Dell’s warranty also provides for service and support to be handled by the Geek Squad (www.geeksquad.com), which is located in the store.
Instructions
For this role-play, you will meet with Melissa Torres and determine her interest and need for a laptop computer. Prior to meeting with Ms. Torres, preplan your relationship strategy, product strategy, customer strategy, and presentation strategy. Chapter 2 provides a description of each strategic area. Be prepared to close the sale if you feel the customer will benefit from this purchase.
Sales success in the new economy requires us to think of ourselves as a problem solver/partner throughout the sales process.