Deck 7: Sales Dialog: Creating and Communicating Value

Question 1

TEXAS PAINT COATINGS (TPC)
Background
Texas Paint Coatings (TPC) is a producer of specialty paints and coatings for industrial and agricultural equipment manufacturers. In business for more than 25 years, TPC has established a strong reputation as a competitive supplier of high-quality acrylic and resin-based coatings. Working with the NASA Space Research Center in Houston, TPC is rolling out a breakthrough, self-priming paint product that offers several significant benefits to equipment manufacturers. By totally eliminating the need for any form of a primer coat, the new product can cut applica­tion time in half and eliminates about one-third of the material cost involved in the typical paint process. The self-priming paint can be directly applied to any clean metal surface using either a low-pressure spray or roller. An additional benefit is its flash-drying characteristic, which means it dries and cures after only three to five minutes of exposure to room temperature air. In just five minutes after application, it is fully cured, rock hard, and highly scratch, chemical, and fade resistant.
Current Situation
Richard Henry is an account manager for TPC and has been working to establish John Deere's Fort Worth, Texas, facility as an account. With the previous line of traditional paint products, he had been successful in gaining about 10 percent of the plant's annual paint requirements. However, that seemed to be the limit. Even with the great relationship he has established with Tim Dickerson, head paint and coating buyer for Deere's Fort Worth construction equipment plant, Henry has not been able to gain additional share of the plant's paint requirements.
Henry sees the self-priming product as his path to capturing a majority share of the plant's paint needs. The cost and time savings will certainly be a major item of interest. But first, he must convince Dickerson that the new paint meets and even exceeds the performance specifications. As he is looking through the
information he has in his database, he sees that there is a wealth of NASA test data and competitive information that will document the performance of the new coating, but he is pondering how he might organize and present it in a way that will be most effective. He is also trying to think of an effective demonstration he might provide that will give Dickerson a hands-on experience with the paint's superior performance.
What are the benefits of self-priming paint?

Answer 1

Benefits offered by self-priming paints are as follows:
• It reduces material cost as costs associated with applying primer coat are eliminated.
• The application time is also reduced if self-priming paints are used because they can be directly applied to meal surface.
• Self-priming paint dries in very less time.
• The paint is scratch, chemical, and fade resistant.

Question 2

TEXAS PAINT COATINGS (TPC)
Background
Texas Paint Coatings (TPC) is a producer of specialty paints and coatings for industrial and agricultural equipment manufacturers. In business for more than 25 years, TPC has established a strong reputation as a competitive supplier of high-quality acrylic and resin-based coatings. Working with the NASA Space Research Center in Houston, TPC is rolling out a breakthrough, self-priming paint product that offers several significant benefits to equipment manufacturers. By totally eliminating the need for any form of a primer coat, the new product can cut applica­tion time in half and eliminates about one-third of the material cost involved in the typical paint process. The self-priming paint can be directly applied to any clean metal surface using either a low-pressure spray or roller. An additional benefit is its flash-drying characteristic, which means it dries and cures after only three to five minutes of exposure to room temperature air. In just five minutes after application, it is fully cured, rock hard, and highly scratch, chemical, and fade resistant.
Current Situation
Richard Henry is an account manager for TPC and has been working to establish John Deere's Fort Worth, Texas, facility as an account. With the previous line of traditional paint products, he had been successful in gaining about 10 percent of the plant's annual paint requirements. However, that seemed to be the limit. Even with the great relationship he has established with Tim Dickerson, head paint and coating buyer for Deere's Fort Worth construction equipment plant, Henry has not been able to gain additional share of the plant's paint requirements.
Henry sees the self-priming product as his path to capturing a majority share of the plant's paint needs. The cost and time savings will certainly be a major item of interest. But first, he must convince Dickerson that the new paint meets and even exceeds the performance specifications. As he is looking through the
information he has in his database, he sees that there is a wealth of NASA test data and competitive information that will document the performance of the new coating, but he is pondering how he might organize and present it in a way that will be most effective. He is also trying to think of an effective demonstration he might provide that will give Dickerson a hands-on experience with the paint's superior performance.
What different sales aids might Richard use to enhance his presentation of the new self-priming paint?

Answer 2

Sales aid helps the salesperson to demonstrate the product efficiently to the prospective customer. Through sales aid a sales person can explain product features more efficiently.
Person R should use following sales aid to enhance his presentation:
Visual materials: These include charts, graphs photographs etc. to demonstrate the features of the product. Charts and graphs are used to demonstrate the performance of the product being offered.
Product Demonstration: In addition, to visual material Person R should also demonstrate the product in front of the client. This will help him to communicate his features more effectively.
The above mentioned tools will help person R to present the product efficiently and increase the chances of capturing major share of DF.

Question 3

TEXAS PAINT COATINGS (TPC)
Background
Texas Paint Coatings (TPC) is a producer of specialty paints and coatings for industrial and agricultural equipment manufacturers. In business for more than 25 years, TPC has established a strong reputation as a competitive supplier of high-quality acrylic and resin-based coatings. Working with the NASA Space Research Center in Houston, TPC is rolling out a breakthrough, self-priming paint product that offers several significant benefits to equipment manufacturers. By totally eliminating the need for any form of a primer coat, the new product can cut applica­tion time in half and eliminates about one-third of the material cost involved in the typical paint process. The self-priming paint can be directly applied to any clean metal surface using either a low-pressure spray or roller. An additional benefit is its flash-drying characteristic, which means it dries and cures after only three to five minutes of exposure to room temperature air. In just five minutes after application, it is fully cured, rock hard, and highly scratch, chemical, and fade resistant.
Current Situation
Richard Henry is an account manager for TPC and has been working to establish John Deere's Fort Worth, Texas, facility as an account. With the previous line of traditional paint products, he had been successful in gaining about 10 percent of the plant's annual paint requirements. However, that seemed to be the limit. Even with the great relationship he has established with Tim Dickerson, head paint and coating buyer for Deere's Fort Worth construction equipment plant, Henry has not been able to gain additional share of the plant's paint requirements.
Henry sees the self-priming product as his path to capturing a majority share of the plant's paint needs. The cost and time savings will certainly be a major item of interest. But first, he must convince Dickerson that the new paint meets and even exceeds the performance specifications. As he is looking through the
information he has in his database, he sees that there is a wealth of NASA test data and competitive information that will document the performance of the new coating, but he is pondering how he might organize and present it in a way that will be most effective. He is also trying to think of an effective demonstration he might provide that will give Dickerson a hands-on experience with the paint's superior performance.
Once he has established the superior performance of the new paint, what should Henry do?

Answer 3

Once the superior performance of the product is established person R should do following things:
• He should communicate the additional benefits being offered by his company. This will increase his chances of capturing additional market share as desired.
• Person R should also explain how using the mentioned product will reduce overall cost for the company.
Above mentioned measures will help person R to gain the trust of client and hence increase the chances of getting addition share of paint requirements as desired.