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Deck 20: Personal Selling and Sales Management
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ALTA DATA SOLUTIONS: MAKING THE SALE
When Vicki Nguyen reached her office, she had a message from Mike Smith, the regional sales manager, to meet him in his office regarding the Burtell Inc. order. Vicki Nguyen is a senior sales associate for Alta Data Solutions Inc., a firm that markets software and hardware designed for data storage. The Burtell order represents a multimillion-dollar contract for Alta Data Solutions and would help Burtell boost its productivity levels and revenue for the region. To prepare for the meeting, Nguyen reviews her sales call report notes on the Burtell account.
Alta Data Solutions
Alta Data Solutions provides software and hardware solutions to large firms and has an established track record for delivering an exceptional standard of quality and high levels of customer service. This excellent reputation allows Alta Data Solutions to charge a substantial premium, ranging from 10 to 20 percent above the market leader.
The data storage software services market has been dominated for two decades by this market leader. Alta Data Solutions holds the second position in the marketplace, with a considerably lower but growing market share. Only one other competitor, an aggressive, small, low-price player, holds a significant market share; this provider has made inroads into the market in the past several years through its aggressive sales tactics.
Alta Data Solutions has just built a new facility and hired 50 new software programmers. Therefore, the company must generate new business to meet its higher financial goals; even more important in the short run, it must keep the new programmers working on interesting projects to retain them.
Burtell Inc.
Burtell Inc. is a division of a major U.S.-based consumer products firm. Its purchasing department negotiates contracts for software services and coordinates the interface among a variety of members from different departments. The business environment for consumer products has become highly competitive in recent years, leading to tight budgets and higher levels of scrutiny of the value added by vendors. Competition is fierce, as large numbers of end-user customers are considering vendors that provide the most data analysis with their products.
Burtell Inc. has been consistently buying software development services from the market leader since 1991 and is generally satisfied with its service. A recent change in corporate leadership, however, has increased concerns about its overreliance on one vendor for a particular service. Also, because of the difficult economic climate, the company is concerned about the cost of software services and whether it is necessary to provide such a high service level.
Vicki Nguyen's Call Report
A call report is like a diary of sales calls made to a particular client. The notes in Vicki Nguyen's Burtell file pertaining to the current negotiations began on June 4:
June 4: I contacted Bethany O'Meara, chief purchasing officer at Burtell, to introduce myself to her and get a sense of what their future software needs might be. She told me that the slowed business climate had caused Burtell to institute a program for increased efficiency in operations and that they would be looking to negotiate a new contract for software solutions. She gave me some insights into the technological aspects of their needs.
June 18: Met with Jon Aaronson, head of R D, to explain our productivity- enhancing solutions. Went into considerable depth explaining how Alta could service their needs and learned what they were looking for in a provider. I went over some specific product specification issues, but Jon did not seem impressed. But he did ask for a price and told me that the final decision rested with Brad Alexander, the chief financial officer.
July 2: Presented to Bethany O'Meara and Jon Aaronson. They first asked about the price. I gave them a quote of $10 million. They suggested that other services were much cheaper. I explained that our price reflected the latest technology and that the price differential was an investment that could pay for itself several times over through faster communication speeds. I also emphasized our reputation for high-quality customer service. While the presentation appeared to meet their software needs, they did not seem impressed with the overall value. I also sent a copy of the presentation in report form to Brad Alexander and attempted to get an appointment to see him.
July 9: Contacted Jon Aaronson by phone. He told me that we were in contention with three other firms and the debate was heated. He stated that the other firms were also touting their state-of-the-art technology. Discussed a lower price of $7 million. Also encouraged him to visit Alta Data Solutions headquarters to meet with the product manager who oversaw the product development efforts and would manage the implementation of the product. He wasn't interested in making the two-day trip even though it would spotlight our core competencies.
July 15: Received a conference call from Brad Alexander and Jon Aaronson to discuss the price. Brad said the price was still too high and that he could not depreciate that amount over the life of the software and meet target levels of efficiency. He wanted a final quote by August 6.
The Final Pitch
Vicki Nguyen prepared for her meeting with Mike Smith, Alta's regional sales manager, by going over her notes and market data about the competitors. Smith's voicemail had said they'd be meeting to put together their best possible proposal.
Help Vicki Nguyen prepare her sales presentation.
Who should be at the presentation
When Vicki Nguyen reached her office, she had a message from Mike Smith, the regional sales manager, to meet him in his office regarding the Burtell Inc. order. Vicki Nguyen is a senior sales associate for Alta Data Solutions Inc., a firm that markets software and hardware designed for data storage. The Burtell order represents a multimillion-dollar contract for Alta Data Solutions and would help Burtell boost its productivity levels and revenue for the region. To prepare for the meeting, Nguyen reviews her sales call report notes on the Burtell account.
Alta Data Solutions
Alta Data Solutions provides software and hardware solutions to large firms and has an established track record for delivering an exceptional standard of quality and high levels of customer service. This excellent reputation allows Alta Data Solutions to charge a substantial premium, ranging from 10 to 20 percent above the market leader.
The data storage software services market has been dominated for two decades by this market leader. Alta Data Solutions holds the second position in the marketplace, with a considerably lower but growing market share. Only one other competitor, an aggressive, small, low-price player, holds a significant market share; this provider has made inroads into the market in the past several years through its aggressive sales tactics.
Alta Data Solutions has just built a new facility and hired 50 new software programmers. Therefore, the company must generate new business to meet its higher financial goals; even more important in the short run, it must keep the new programmers working on interesting projects to retain them.
Burtell Inc.
Burtell Inc. is a division of a major U.S.-based consumer products firm. Its purchasing department negotiates contracts for software services and coordinates the interface among a variety of members from different departments. The business environment for consumer products has become highly competitive in recent years, leading to tight budgets and higher levels of scrutiny of the value added by vendors. Competition is fierce, as large numbers of end-user customers are considering vendors that provide the most data analysis with their products.
Burtell Inc. has been consistently buying software development services from the market leader since 1991 and is generally satisfied with its service. A recent change in corporate leadership, however, has increased concerns about its overreliance on one vendor for a particular service. Also, because of the difficult economic climate, the company is concerned about the cost of software services and whether it is necessary to provide such a high service level.
Vicki Nguyen's Call Report
A call report is like a diary of sales calls made to a particular client. The notes in Vicki Nguyen's Burtell file pertaining to the current negotiations began on June 4:
June 4: I contacted Bethany O'Meara, chief purchasing officer at Burtell, to introduce myself to her and get a sense of what their future software needs might be. She told me that the slowed business climate had caused Burtell to institute a program for increased efficiency in operations and that they would be looking to negotiate a new contract for software solutions. She gave me some insights into the technological aspects of their needs.
June 18: Met with Jon Aaronson, head of R D, to explain our productivity- enhancing solutions. Went into considerable depth explaining how Alta could service their needs and learned what they were looking for in a provider. I went over some specific product specification issues, but Jon did not seem impressed. But he did ask for a price and told me that the final decision rested with Brad Alexander, the chief financial officer.
July 2: Presented to Bethany O'Meara and Jon Aaronson. They first asked about the price. I gave them a quote of $10 million. They suggested that other services were much cheaper. I explained that our price reflected the latest technology and that the price differential was an investment that could pay for itself several times over through faster communication speeds. I also emphasized our reputation for high-quality customer service. While the presentation appeared to meet their software needs, they did not seem impressed with the overall value. I also sent a copy of the presentation in report form to Brad Alexander and attempted to get an appointment to see him.
July 9: Contacted Jon Aaronson by phone. He told me that we were in contention with three other firms and the debate was heated. He stated that the other firms were also touting their state-of-the-art technology. Discussed a lower price of $7 million. Also encouraged him to visit Alta Data Solutions headquarters to meet with the product manager who oversaw the product development efforts and would manage the implementation of the product. He wasn't interested in making the two-day trip even though it would spotlight our core competencies.
July 15: Received a conference call from Brad Alexander and Jon Aaronson to discuss the price. Brad said the price was still too high and that he could not depreciate that amount over the life of the software and meet target levels of efficiency. He wanted a final quote by August 6.
The Final Pitch
Vicki Nguyen prepared for her meeting with Mike Smith, Alta's regional sales manager, by going over her notes and market data about the competitors. Smith's voicemail had said they'd be meeting to put together their best possible proposal.
Help Vicki Nguyen prepare her sales presentation.
Who should be at the presentation
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ALTA DATA SOLUTIONS: MAKING THE SALE
When Vicki Nguyen reached her office, she had a message from Mike Smith, the regional sales manager, to meet him in his office regarding the Burtell Inc. order. Vicki Nguyen is a senior sales associate for Alta Data Solutions Inc., a firm that markets software and hardware designed for data storage. The Burtell order represents a multimillion-dollar contract for Alta Data Solutions and would help Burtell boost its productivity levels and revenue for the region. To prepare for the meeting, Nguyen reviews her sales call report notes on the Burtell account.
Alta Data Solutions
Alta Data Solutions provides software and hardware solutions to large firms and has an established track record for delivering an exceptional standard of quality and high levels of customer service. This excellent reputation allows Alta Data Solutions to charge a substantial premium, ranging from 10 to 20 percent above the market leader.
The data storage software services market has been dominated for two decades by this market leader. Alta Data Solutions holds the second position in the marketplace, with a considerably lower but growing market share. Only one other competitor, an aggressive, small, low-price player, holds a significant market share; this provider has made inroads into the market in the past several years through its aggressive sales tactics.
Alta Data Solutions has just built a new facility and hired 50 new software programmers. Therefore, the company must generate new business to meet its higher financial goals; even more important in the short run, it must keep the new programmers working on interesting projects to retain them.
Burtell Inc.
Burtell Inc. is a division of a major U.S.-based consumer products firm. Its purchasing department negotiates contracts for software services and coordinates the interface among a variety of members from different departments. The business environment for consumer products has become highly competitive in recent years, leading to tight budgets and higher levels of scrutiny of the value added by vendors. Competition is fierce, as large numbers of end-user customers are considering vendors that provide the most data analysis with their products.
Burtell Inc. has been consistently buying software development services from the market leader since 1991 and is generally satisfied with its service. A recent change in corporate leadership, however, has increased concerns about its overreliance on one vendor for a particular service. Also, because of the difficult economic climate, the company is concerned about the cost of software services and whether it is necessary to provide such a high service level.
Vicki Nguyen's Call Report
A call report is like a diary of sales calls made to a particular client. The notes in Vicki Nguyen's Burtell file pertaining to the current negotiations began on June 4:
June 4: I contacted Bethany O'Meara, chief purchasing officer at Burtell, to introduce myself to her and get a sense of what their future software needs might be. She told me that the slowed business climate had caused Burtell to institute a program for increased efficiency in operations and that they would be looking to negotiate a new contract for software solutions. She gave me some insights into the technological aspects of their needs.
June 18: Met with Jon Aaronson, head of R D, to explain our productivity- enhancing solutions. Went into considerable depth explaining how Alta could service their needs and learned what they were looking for in a provider. I went over some specific product specification issues, but Jon did not seem impressed. But he did ask for a price and told me that the final decision rested with Brad Alexander, the chief financial officer.
July 2: Presented to Bethany O'Meara and Jon Aaronson. They first asked about the price. I gave them a quote of $10 million. They suggested that other services were much cheaper. I explained that our price reflected the latest technology and that the price differential was an investment that could pay for itself several times over through faster communication speeds. I also emphasized our reputation for high-quality customer service. While the presentation appeared to meet their software needs, they did not seem impressed with the overall value. I also sent a copy of the presentation in report form to Brad Alexander and attempted to get an appointment to see him.
July 9: Contacted Jon Aaronson by phone. He told me that we were in contention with three other firms and the debate was heated. He stated that the other firms were also touting their state-of-the-art technology. Discussed a lower price of $7 million. Also encouraged him to visit Alta Data Solutions headquarters to meet with the product manager who oversaw the product development efforts and would manage the implementation of the product. He wasn't interested in making the two-day trip even though it would spotlight our core competencies.
July 15: Received a conference call from Brad Alexander and Jon Aaronson to discuss the price. Brad said the price was still too high and that he could not depreciate that amount over the life of the software and meet target levels of efficiency. He wanted a final quote by August 6.
The Final Pitch
Vicki Nguyen prepared for her meeting with Mike Smith, Alta's regional sales manager, by going over her notes and market data about the competitors. Smith's voicemail had said they'd be meeting to put together their best possible proposal.
Help Vicki Nguyen prepare her sales presentation.
How should she start the meeting
When Vicki Nguyen reached her office, she had a message from Mike Smith, the regional sales manager, to meet him in his office regarding the Burtell Inc. order. Vicki Nguyen is a senior sales associate for Alta Data Solutions Inc., a firm that markets software and hardware designed for data storage. The Burtell order represents a multimillion-dollar contract for Alta Data Solutions and would help Burtell boost its productivity levels and revenue for the region. To prepare for the meeting, Nguyen reviews her sales call report notes on the Burtell account.
Alta Data Solutions
Alta Data Solutions provides software and hardware solutions to large firms and has an established track record for delivering an exceptional standard of quality and high levels of customer service. This excellent reputation allows Alta Data Solutions to charge a substantial premium, ranging from 10 to 20 percent above the market leader.
The data storage software services market has been dominated for two decades by this market leader. Alta Data Solutions holds the second position in the marketplace, with a considerably lower but growing market share. Only one other competitor, an aggressive, small, low-price player, holds a significant market share; this provider has made inroads into the market in the past several years through its aggressive sales tactics.
Alta Data Solutions has just built a new facility and hired 50 new software programmers. Therefore, the company must generate new business to meet its higher financial goals; even more important in the short run, it must keep the new programmers working on interesting projects to retain them.
Burtell Inc.
Burtell Inc. is a division of a major U.S.-based consumer products firm. Its purchasing department negotiates contracts for software services and coordinates the interface among a variety of members from different departments. The business environment for consumer products has become highly competitive in recent years, leading to tight budgets and higher levels of scrutiny of the value added by vendors. Competition is fierce, as large numbers of end-user customers are considering vendors that provide the most data analysis with their products.
Burtell Inc. has been consistently buying software development services from the market leader since 1991 and is generally satisfied with its service. A recent change in corporate leadership, however, has increased concerns about its overreliance on one vendor for a particular service. Also, because of the difficult economic climate, the company is concerned about the cost of software services and whether it is necessary to provide such a high service level.
Vicki Nguyen's Call Report
A call report is like a diary of sales calls made to a particular client. The notes in Vicki Nguyen's Burtell file pertaining to the current negotiations began on June 4:
June 4: I contacted Bethany O'Meara, chief purchasing officer at Burtell, to introduce myself to her and get a sense of what their future software needs might be. She told me that the slowed business climate had caused Burtell to institute a program for increased efficiency in operations and that they would be looking to negotiate a new contract for software solutions. She gave me some insights into the technological aspects of their needs.
June 18: Met with Jon Aaronson, head of R D, to explain our productivity- enhancing solutions. Went into considerable depth explaining how Alta could service their needs and learned what they were looking for in a provider. I went over some specific product specification issues, but Jon did not seem impressed. But he did ask for a price and told me that the final decision rested with Brad Alexander, the chief financial officer.
July 2: Presented to Bethany O'Meara and Jon Aaronson. They first asked about the price. I gave them a quote of $10 million. They suggested that other services were much cheaper. I explained that our price reflected the latest technology and that the price differential was an investment that could pay for itself several times over through faster communication speeds. I also emphasized our reputation for high-quality customer service. While the presentation appeared to meet their software needs, they did not seem impressed with the overall value. I also sent a copy of the presentation in report form to Brad Alexander and attempted to get an appointment to see him.
July 9: Contacted Jon Aaronson by phone. He told me that we were in contention with three other firms and the debate was heated. He stated that the other firms were also touting their state-of-the-art technology. Discussed a lower price of $7 million. Also encouraged him to visit Alta Data Solutions headquarters to meet with the product manager who oversaw the product development efforts and would manage the implementation of the product. He wasn't interested in making the two-day trip even though it would spotlight our core competencies.
July 15: Received a conference call from Brad Alexander and Jon Aaronson to discuss the price. Brad said the price was still too high and that he could not depreciate that amount over the life of the software and meet target levels of efficiency. He wanted a final quote by August 6.
The Final Pitch
Vicki Nguyen prepared for her meeting with Mike Smith, Alta's regional sales manager, by going over her notes and market data about the competitors. Smith's voicemail had said they'd be meeting to put together their best possible proposal.
Help Vicki Nguyen prepare her sales presentation.
How should she start the meeting
Question
Question
Question
Question
Question
ALTA DATA SOLUTIONS: MAKING THE SALE
When Vicki Nguyen reached her office, she had a message from Mike Smith, the regional sales manager, to meet him in his office regarding the Burtell Inc. order. Vicki Nguyen is a senior sales associate for Alta Data Solutions Inc., a firm that markets software and hardware designed for data storage. The Burtell order represents a multimillion-dollar contract for Alta Data Solutions and would help Burtell boost its productivity levels and revenue for the region. To prepare for the meeting, Nguyen reviews her sales call report notes on the Burtell account.
Alta Data Solutions
Alta Data Solutions provides software and hardware solutions to large firms and has an established track record for delivering an exceptional standard of quality and high levels of customer service. This excellent reputation allows Alta Data Solutions to charge a substantial premium, ranging from 10 to 20 percent above the market leader.
The data storage software services market has been dominated for two decades by this market leader. Alta Data Solutions holds the second position in the marketplace, with a considerably lower but growing market share. Only one other competitor, an aggressive, small, low-price player, holds a significant market share; this provider has made inroads into the market in the past several years through its aggressive sales tactics.
Alta Data Solutions has just built a new facility and hired 50 new software programmers. Therefore, the company must generate new business to meet its higher financial goals; even more important in the short run, it must keep the new programmers working on interesting projects to retain them.
Burtell Inc.
Burtell Inc. is a division of a major U.S.-based consumer products firm. Its purchasing department negotiates contracts for software services and coordinates the interface among a variety of members from different departments. The business environment for consumer products has become highly competitive in recent years, leading to tight budgets and higher levels of scrutiny of the value added by vendors. Competition is fierce, as large numbers of end-user customers are considering vendors that provide the most data analysis with their products.
Burtell Inc. has been consistently buying software development services from the market leader since 1991 and is generally satisfied with its service. A recent change in corporate leadership, however, has increased concerns about its overreliance on one vendor for a particular service. Also, because of the difficult economic climate, the company is concerned about the cost of software services and whether it is necessary to provide such a high service level.
Vicki Nguyen's Call Report
A call report is like a diary of sales calls made to a particular client. The notes in Vicki Nguyen's Burtell file pertaining to the current negotiations began on June 4:
June 4: I contacted Bethany O'Meara, chief purchasing officer at Burtell, to introduce myself to her and get a sense of what their future software needs might be. She told me that the slowed business climate had caused Burtell to institute a program for increased efficiency in operations and that they would be looking to negotiate a new contract for software solutions. She gave me some insights into the technological aspects of their needs.
June 18: Met with Jon Aaronson, head of R D, to explain our productivity- enhancing solutions. Went into considerable depth explaining how Alta could service their needs and learned what they were looking for in a provider. I went over some specific product specification issues, but Jon did not seem impressed. But he did ask for a price and told me that the final decision rested with Brad Alexander, the chief financial officer.
July 2: Presented to Bethany O'Meara and Jon Aaronson. They first asked about the price. I gave them a quote of $10 million. They suggested that other services were much cheaper. I explained that our price reflected the latest technology and that the price differential was an investment that could pay for itself several times over through faster communication speeds. I also emphasized our reputation for high-quality customer service. While the presentation appeared to meet their software needs, they did not seem impressed with the overall value. I also sent a copy of the presentation in report form to Brad Alexander and attempted to get an appointment to see him.
July 9: Contacted Jon Aaronson by phone. He told me that we were in contention with three other firms and the debate was heated. He stated that the other firms were also touting their state-of-the-art technology. Discussed a lower price of $7 million. Also encouraged him to visit Alta Data Solutions headquarters to meet with the product manager who oversaw the product development efforts and would manage the implementation of the product. He wasn't interested in making the two-day trip even though it would spotlight our core competencies.
July 15: Received a conference call from Brad Alexander and Jon Aaronson to discuss the price. Brad said the price was still too high and that he could not depreciate that amount over the life of the software and meet target levels of efficiency. He wanted a final quote by August 6.
The Final Pitch
Vicki Nguyen prepared for her meeting with Mike Smith, Alta's regional sales manager, by going over her notes and market data about the competitors. Smith's voicemail had said they'd be meeting to put together their best possible proposal.
Help Vicki Nguyen prepare her sales presentation.
What are the key points she should make in her presentation
When Vicki Nguyen reached her office, she had a message from Mike Smith, the regional sales manager, to meet him in his office regarding the Burtell Inc. order. Vicki Nguyen is a senior sales associate for Alta Data Solutions Inc., a firm that markets software and hardware designed for data storage. The Burtell order represents a multimillion-dollar contract for Alta Data Solutions and would help Burtell boost its productivity levels and revenue for the region. To prepare for the meeting, Nguyen reviews her sales call report notes on the Burtell account.
Alta Data Solutions
Alta Data Solutions provides software and hardware solutions to large firms and has an established track record for delivering an exceptional standard of quality and high levels of customer service. This excellent reputation allows Alta Data Solutions to charge a substantial premium, ranging from 10 to 20 percent above the market leader.
The data storage software services market has been dominated for two decades by this market leader. Alta Data Solutions holds the second position in the marketplace, with a considerably lower but growing market share. Only one other competitor, an aggressive, small, low-price player, holds a significant market share; this provider has made inroads into the market in the past several years through its aggressive sales tactics.
Alta Data Solutions has just built a new facility and hired 50 new software programmers. Therefore, the company must generate new business to meet its higher financial goals; even more important in the short run, it must keep the new programmers working on interesting projects to retain them.
Burtell Inc.
Burtell Inc. is a division of a major U.S.-based consumer products firm. Its purchasing department negotiates contracts for software services and coordinates the interface among a variety of members from different departments. The business environment for consumer products has become highly competitive in recent years, leading to tight budgets and higher levels of scrutiny of the value added by vendors. Competition is fierce, as large numbers of end-user customers are considering vendors that provide the most data analysis with their products.
Burtell Inc. has been consistently buying software development services from the market leader since 1991 and is generally satisfied with its service. A recent change in corporate leadership, however, has increased concerns about its overreliance on one vendor for a particular service. Also, because of the difficult economic climate, the company is concerned about the cost of software services and whether it is necessary to provide such a high service level.
Vicki Nguyen's Call Report
A call report is like a diary of sales calls made to a particular client. The notes in Vicki Nguyen's Burtell file pertaining to the current negotiations began on June 4:
June 4: I contacted Bethany O'Meara, chief purchasing officer at Burtell, to introduce myself to her and get a sense of what their future software needs might be. She told me that the slowed business climate had caused Burtell to institute a program for increased efficiency in operations and that they would be looking to negotiate a new contract for software solutions. She gave me some insights into the technological aspects of their needs.
June 18: Met with Jon Aaronson, head of R D, to explain our productivity- enhancing solutions. Went into considerable depth explaining how Alta could service their needs and learned what they were looking for in a provider. I went over some specific product specification issues, but Jon did not seem impressed. But he did ask for a price and told me that the final decision rested with Brad Alexander, the chief financial officer.
July 2: Presented to Bethany O'Meara and Jon Aaronson. They first asked about the price. I gave them a quote of $10 million. They suggested that other services were much cheaper. I explained that our price reflected the latest technology and that the price differential was an investment that could pay for itself several times over through faster communication speeds. I also emphasized our reputation for high-quality customer service. While the presentation appeared to meet their software needs, they did not seem impressed with the overall value. I also sent a copy of the presentation in report form to Brad Alexander and attempted to get an appointment to see him.
July 9: Contacted Jon Aaronson by phone. He told me that we were in contention with three other firms and the debate was heated. He stated that the other firms were also touting their state-of-the-art technology. Discussed a lower price of $7 million. Also encouraged him to visit Alta Data Solutions headquarters to meet with the product manager who oversaw the product development efforts and would manage the implementation of the product. He wasn't interested in making the two-day trip even though it would spotlight our core competencies.
July 15: Received a conference call from Brad Alexander and Jon Aaronson to discuss the price. Brad said the price was still too high and that he could not depreciate that amount over the life of the software and meet target levels of efficiency. He wanted a final quote by August 6.
The Final Pitch
Vicki Nguyen prepared for her meeting with Mike Smith, Alta's regional sales manager, by going over her notes and market data about the competitors. Smith's voicemail had said they'd be meeting to put together their best possible proposal.
Help Vicki Nguyen prepare her sales presentation.
What are the key points she should make in her presentation
Question
Question
Question
ALTA DATA SOLUTIONS: MAKING THE SALE
When Vicki Nguyen reached her office, she had a message from Mike Smith, the regional sales manager, to meet him in his office regarding the Burtell Inc. order. Vicki Nguyen is a senior sales associate for Alta Data Solutions Inc., a firm that markets software and hardware designed for data storage. The Burtell order represents a multimillion-dollar contract for Alta Data Solutions and would help Burtell boost its productivity levels and revenue for the region. To prepare for the meeting, Nguyen reviews her sales call report notes on the Burtell account.
Alta Data Solutions
Alta Data Solutions provides software and hardware solutions to large firms and has an established track record for delivering an exceptional standard of quality and high levels of customer service. This excellent reputation allows Alta Data Solutions to charge a substantial premium, ranging from 10 to 20 percent above the market leader.
The data storage software services market has been dominated for two decades by this market leader. Alta Data Solutions holds the second position in the marketplace, with a considerably lower but growing market share. Only one other competitor, an aggressive, small, low-price player, holds a significant market share; this provider has made inroads into the market in the past several years through its aggressive sales tactics.
Alta Data Solutions has just built a new facility and hired 50 new software programmers. Therefore, the company must generate new business to meet its higher financial goals; even more important in the short run, it must keep the new programmers working on interesting projects to retain them.
Burtell Inc.
Burtell Inc. is a division of a major U.S.-based consumer products firm. Its purchasing department negotiates contracts for software services and coordinates the interface among a variety of members from different departments. The business environment for consumer products has become highly competitive in recent years, leading to tight budgets and higher levels of scrutiny of the value added by vendors. Competition is fierce, as large numbers of end-user customers are considering vendors that provide the most data analysis with their products.
Burtell Inc. has been consistently buying software development services from the market leader since 1991 and is generally satisfied with its service. A recent change in corporate leadership, however, has increased concerns about its overreliance on one vendor for a particular service. Also, because of the difficult economic climate, the company is concerned about the cost of software services and whether it is necessary to provide such a high service level.
Vicki Nguyen's Call Report
A call report is like a diary of sales calls made to a particular client. The notes in Vicki Nguyen's Burtell file pertaining to the current negotiations began on June 4:
June 4: I contacted Bethany O'Meara, chief purchasing officer at Burtell, to introduce myself to her and get a sense of what their future software needs might be. She told me that the slowed business climate had caused Burtell to institute a program for increased efficiency in operations and that they would be looking to negotiate a new contract for software solutions. She gave me some insights into the technological aspects of their needs.
June 18: Met with Jon Aaronson, head of R D, to explain our productivity- enhancing solutions. Went into considerable depth explaining how Alta could service their needs and learned what they were looking for in a provider. I went over some specific product specification issues, but Jon did not seem impressed. But he did ask for a price and told me that the final decision rested with Brad Alexander, the chief financial officer.
July 2: Presented to Bethany O'Meara and Jon Aaronson. They first asked about the price. I gave them a quote of $10 million. They suggested that other services were much cheaper. I explained that our price reflected the latest technology and that the price differential was an investment that could pay for itself several times over through faster communication speeds. I also emphasized our reputation for high-quality customer service. While the presentation appeared to meet their software needs, they did not seem impressed with the overall value. I also sent a copy of the presentation in report form to Brad Alexander and attempted to get an appointment to see him.
July 9: Contacted Jon Aaronson by phone. He told me that we were in contention with three other firms and the debate was heated. He stated that the other firms were also touting their state-of-the-art technology. Discussed a lower price of $7 million. Also encouraged him to visit Alta Data Solutions headquarters to meet with the product manager who oversaw the product development efforts and would manage the implementation of the product. He wasn't interested in making the two-day trip even though it would spotlight our core competencies.
July 15: Received a conference call from Brad Alexander and Jon Aaronson to discuss the price. Brad said the price was still too high and that he could not depreciate that amount over the life of the software and meet target levels of efficiency. He wanted a final quote by August 6.
The Final Pitch
Vicki Nguyen prepared for her meeting with Mike Smith, Alta's regional sales manager, by going over her notes and market data about the competitors. Smith's voicemail had said they'd be meeting to put together their best possible proposal.
Help Vicki Nguyen prepare her sales presentation.
What reservations should she expect How should she handle them
When Vicki Nguyen reached her office, she had a message from Mike Smith, the regional sales manager, to meet him in his office regarding the Burtell Inc. order. Vicki Nguyen is a senior sales associate for Alta Data Solutions Inc., a firm that markets software and hardware designed for data storage. The Burtell order represents a multimillion-dollar contract for Alta Data Solutions and would help Burtell boost its productivity levels and revenue for the region. To prepare for the meeting, Nguyen reviews her sales call report notes on the Burtell account.
Alta Data Solutions
Alta Data Solutions provides software and hardware solutions to large firms and has an established track record for delivering an exceptional standard of quality and high levels of customer service. This excellent reputation allows Alta Data Solutions to charge a substantial premium, ranging from 10 to 20 percent above the market leader.
The data storage software services market has been dominated for two decades by this market leader. Alta Data Solutions holds the second position in the marketplace, with a considerably lower but growing market share. Only one other competitor, an aggressive, small, low-price player, holds a significant market share; this provider has made inroads into the market in the past several years through its aggressive sales tactics.
Alta Data Solutions has just built a new facility and hired 50 new software programmers. Therefore, the company must generate new business to meet its higher financial goals; even more important in the short run, it must keep the new programmers working on interesting projects to retain them.
Burtell Inc.
Burtell Inc. is a division of a major U.S.-based consumer products firm. Its purchasing department negotiates contracts for software services and coordinates the interface among a variety of members from different departments. The business environment for consumer products has become highly competitive in recent years, leading to tight budgets and higher levels of scrutiny of the value added by vendors. Competition is fierce, as large numbers of end-user customers are considering vendors that provide the most data analysis with their products.
Burtell Inc. has been consistently buying software development services from the market leader since 1991 and is generally satisfied with its service. A recent change in corporate leadership, however, has increased concerns about its overreliance on one vendor for a particular service. Also, because of the difficult economic climate, the company is concerned about the cost of software services and whether it is necessary to provide such a high service level.
Vicki Nguyen's Call Report
A call report is like a diary of sales calls made to a particular client. The notes in Vicki Nguyen's Burtell file pertaining to the current negotiations began on June 4:
June 4: I contacted Bethany O'Meara, chief purchasing officer at Burtell, to introduce myself to her and get a sense of what their future software needs might be. She told me that the slowed business climate had caused Burtell to institute a program for increased efficiency in operations and that they would be looking to negotiate a new contract for software solutions. She gave me some insights into the technological aspects of their needs.
June 18: Met with Jon Aaronson, head of R D, to explain our productivity- enhancing solutions. Went into considerable depth explaining how Alta could service their needs and learned what they were looking for in a provider. I went over some specific product specification issues, but Jon did not seem impressed. But he did ask for a price and told me that the final decision rested with Brad Alexander, the chief financial officer.
July 2: Presented to Bethany O'Meara and Jon Aaronson. They first asked about the price. I gave them a quote of $10 million. They suggested that other services were much cheaper. I explained that our price reflected the latest technology and that the price differential was an investment that could pay for itself several times over through faster communication speeds. I also emphasized our reputation for high-quality customer service. While the presentation appeared to meet their software needs, they did not seem impressed with the overall value. I also sent a copy of the presentation in report form to Brad Alexander and attempted to get an appointment to see him.
July 9: Contacted Jon Aaronson by phone. He told me that we were in contention with three other firms and the debate was heated. He stated that the other firms were also touting their state-of-the-art technology. Discussed a lower price of $7 million. Also encouraged him to visit Alta Data Solutions headquarters to meet with the product manager who oversaw the product development efforts and would manage the implementation of the product. He wasn't interested in making the two-day trip even though it would spotlight our core competencies.
July 15: Received a conference call from Brad Alexander and Jon Aaronson to discuss the price. Brad said the price was still too high and that he could not depreciate that amount over the life of the software and meet target levels of efficiency. He wanted a final quote by August 6.
The Final Pitch
Vicki Nguyen prepared for her meeting with Mike Smith, Alta's regional sales manager, by going over her notes and market data about the competitors. Smith's voicemail had said they'd be meeting to put together their best possible proposal.
Help Vicki Nguyen prepare her sales presentation.
What reservations should she expect How should she handle them
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Deck 20: Personal Selling and Sales Management
1
Imagine that a time machine has transported you back to 1961. How was a day in the life of a salesperson selling appliances such as washing machines different in 1961 than it is now
Personal Selling
Personal selling is a marketing strategy where a person sells a product to the customer by a face-to-face meeting. The main aim of the salesperson is to educate and encourage the customer to buy a product or a service. The company uses salesperson to build a relationship with the customer and determine their needs. It is an effective method of obtaining sales and gaining customer satisfaction.
Importance of Personal Selling
Personal selling is important in the following conditions:
1. When the product has high value.
2. When there are few concentrated customers.
3. When the product is custom made.
4. When the product is highly complex.
________________________________________________________________________
Traditional way of personal selling
Personal selling was traditional in 1961. In those days, mostly the salesperson focuses on the product though it might be appliances like washing machines rather than considering the customer needs. The following are some of the characteristics of traditional salesperson:
1. Salespersons were self-interest oriented and focus on selling rather than finding the customer needs and satisfaction about the appliance.
2. They aim at short-term thinking and not long-term relationship with the customer.
3. The interaction between the salesperson and the customer used to be more competitive rather than friendly approach.
4. They had limited sales planning, whereas the current trend considers it as a top priority.
5. They focus on closing the sales and handover the product to the customer rather than determining the customer satisfaction in buying the product.
6. They do not even probe for the changes that the customer seeks in the appliance. They do not consider customers' opinion for improving and advancing the appliance to satisfy the customers. For example, they do not cater to the customer's preference of automatic washing machine. They merely sell the product rather than taking into account what the customer wants.
In the present day world salespersons are customer-oriented so they sell, keeping in view what the customer's wants are. Salesperson in the present world focus on creating long-term relationship with the customers by satisfying them with the products and services they want. In the present day scenario, salesperson follows personalized selling wherein they seek for the opinions and changes that the customer wants in the product. Sales- person convince the customer by telling them how the product would satisfy their needs.
Personal selling is a marketing strategy where a person sells a product to the customer by a face-to-face meeting. The main aim of the salesperson is to educate and encourage the customer to buy a product or a service. The company uses salesperson to build a relationship with the customer and determine their needs. It is an effective method of obtaining sales and gaining customer satisfaction.
Importance of Personal Selling
Personal selling is important in the following conditions:
1. When the product has high value.
2. When there are few concentrated customers.
3. When the product is custom made.
4. When the product is highly complex.
________________________________________________________________________
Traditional way of personal selling
Personal selling was traditional in 1961. In those days, mostly the salesperson focuses on the product though it might be appliances like washing machines rather than considering the customer needs. The following are some of the characteristics of traditional salesperson:
1. Salespersons were self-interest oriented and focus on selling rather than finding the customer needs and satisfaction about the appliance.
2. They aim at short-term thinking and not long-term relationship with the customer.
3. The interaction between the salesperson and the customer used to be more competitive rather than friendly approach.
4. They had limited sales planning, whereas the current trend considers it as a top priority.
5. They focus on closing the sales and handover the product to the customer rather than determining the customer satisfaction in buying the product.
6. They do not even probe for the changes that the customer seeks in the appliance. They do not consider customers' opinion for improving and advancing the appliance to satisfy the customers. For example, they do not cater to the customer's preference of automatic washing machine. They merely sell the product rather than taking into account what the customer wants.
In the present day world salespersons are customer-oriented so they sell, keeping in view what the customer's wants are. Salesperson in the present world focus on creating long-term relationship with the customers by satisfying them with the products and services they want. In the present day scenario, salesperson follows personalized selling wherein they seek for the opinions and changes that the customer wants in the product. Sales- person convince the customer by telling them how the product would satisfy their needs.
2
What are some of the potentially ethically troubling and illegal situations facing professional sales people, and how should they deal with them
Every industry in the market faces some or the other ethical or legal issues from time to time, and it is the responsibility of the organization to maintain a good reputation in the market whenever faced with such a dilemma. Similarly sales people and the company operating in sales often face such ethically and legally troubling issues from time to time and tackling these issues depend a lot upon multiple dimensions.
Ethical and legal issues in sales can go on from fraud, misrepresentation to data theft and its misuse. Many times the sales person or the sales organization faces a situation where they are at the crossroads and often find themselves confused about whether to go on and make a sale without caring much about the ethics or to stick to the ethics and lose out on a good sales opportunity. Ethical and legal issues occur in 3 domains of personal selling
• First one involves the relation between the sales manager and the sales force, the responsibility of the sales manager is to build a good interpersonal bond with the sales force and educate them about the various ethical and legal standards the employees need to adhere to while following the entire sales process. The responsibility does not end here and the manager should set an example by following those standards himself/herself.
• The second relationship is between the sales force and the corporate policy of the organization. On multiple occasions it has happened that the corporate policies are not in sync with what the sales force is actually facing on the ground and are rigid which can lead to the occurrence of an ethical and legal dilemma. Such type of situations occurs in the insurance industry, where what the company policy does not match with what is happening on the ground. In case of ethical or legal breach in such a case both the company and the sales person would be held responsible and can face legal action. It is therefore very crucial; for the company to define their policies properly and adapt accordingly while navigating through the various ethical and legal dilemmas. Further all the policies and their clauses should be conveyed to the sales person.
• The final domain is that of the sales person and the customer where actual interaction and communication takes place. It is the responsibility of the sales person to be mentally aware about what is considered ethical or legal and what is not. The sales person should never breach that boundary. For.eg. Obtaining the consent of a customer before selling a subscription for Netflix should involve just practices and the data of the customer should be kept confidential like customer's account details, password, bank account number, etc.
Ethical and legal issues in sales can go on from fraud, misrepresentation to data theft and its misuse. Many times the sales person or the sales organization faces a situation where they are at the crossroads and often find themselves confused about whether to go on and make a sale without caring much about the ethics or to stick to the ethics and lose out on a good sales opportunity. Ethical and legal issues occur in 3 domains of personal selling
• First one involves the relation between the sales manager and the sales force, the responsibility of the sales manager is to build a good interpersonal bond with the sales force and educate them about the various ethical and legal standards the employees need to adhere to while following the entire sales process. The responsibility does not end here and the manager should set an example by following those standards himself/herself.
• The second relationship is between the sales force and the corporate policy of the organization. On multiple occasions it has happened that the corporate policies are not in sync with what the sales force is actually facing on the ground and are rigid which can lead to the occurrence of an ethical and legal dilemma. Such type of situations occurs in the insurance industry, where what the company policy does not match with what is happening on the ground. In case of ethical or legal breach in such a case both the company and the sales person would be held responsible and can face legal action. It is therefore very crucial; for the company to define their policies properly and adapt accordingly while navigating through the various ethical and legal dilemmas. Further all the policies and their clauses should be conveyed to the sales person.
• The final domain is that of the sales person and the customer where actual interaction and communication takes place. It is the responsibility of the sales person to be mentally aware about what is considered ethical or legal and what is not. The sales person should never breach that boundary. For.eg. Obtaining the consent of a customer before selling a subscription for Netflix should involve just practices and the data of the customer should be kept confidential like customer's account details, password, bank account number, etc.
3
ALTA DATA SOLUTIONS: MAKING THE SALE
When Vicki Nguyen reached her office, she had a message from Mike Smith, the regional sales manager, to meet him in his office regarding the Burtell Inc. order. Vicki Nguyen is a senior sales associate for Alta Data Solutions Inc., a firm that markets software and hardware designed for data storage. The Burtell order represents a multimillion-dollar contract for Alta Data Solutions and would help Burtell boost its productivity levels and revenue for the region. To prepare for the meeting, Nguyen reviews her sales call report notes on the Burtell account.
Alta Data Solutions
Alta Data Solutions provides software and hardware solutions to large firms and has an established track record for delivering an exceptional standard of quality and high levels of customer service. This excellent reputation allows Alta Data Solutions to charge a substantial premium, ranging from 10 to 20 percent above the market leader.
The data storage software services market has been dominated for two decades by this market leader. Alta Data Solutions holds the second position in the marketplace, with a considerably lower but growing market share. Only one other competitor, an aggressive, small, low-price player, holds a significant market share; this provider has made inroads into the market in the past several years through its aggressive sales tactics.
Alta Data Solutions has just built a new facility and hired 50 new software programmers. Therefore, the company must generate new business to meet its higher financial goals; even more important in the short run, it must keep the new programmers working on interesting projects to retain them.
Burtell Inc.
Burtell Inc. is a division of a major U.S.-based consumer products firm. Its purchasing department negotiates contracts for software services and coordinates the interface among a variety of members from different departments. The business environment for consumer products has become highly competitive in recent years, leading to tight budgets and higher levels of scrutiny of the value added by vendors. Competition is fierce, as large numbers of end-user customers are considering vendors that provide the most data analysis with their products.
Burtell Inc. has been consistently buying software development services from the market leader since 1991 and is generally satisfied with its service. A recent change in corporate leadership, however, has increased concerns about its overreliance on one vendor for a particular service. Also, because of the difficult economic climate, the company is concerned about the cost of software services and whether it is necessary to provide such a high service level.
Vicki Nguyen's Call Report
A call report is like a diary of sales calls made to a particular client. The notes in Vicki Nguyen's Burtell file pertaining to the current negotiations began on June 4:
June 4: I contacted Bethany O'Meara, chief purchasing officer at Burtell, to introduce myself to her and get a sense of what their future software needs might be. She told me that the slowed business climate had caused Burtell to institute a program for increased efficiency in operations and that they would be looking to negotiate a new contract for software solutions. She gave me some insights into the technological aspects of their needs.
June 18: Met with Jon Aaronson, head of R D, to explain our productivity- enhancing solutions. Went into considerable depth explaining how Alta could service their needs and learned what they were looking for in a provider. I went over some specific product specification issues, but Jon did not seem impressed. But he did ask for a price and told me that the final decision rested with Brad Alexander, the chief financial officer.
July 2: Presented to Bethany O'Meara and Jon Aaronson. They first asked about the price. I gave them a quote of $10 million. They suggested that other services were much cheaper. I explained that our price reflected the latest technology and that the price differential was an investment that could pay for itself several times over through faster communication speeds. I also emphasized our reputation for high-quality customer service. While the presentation appeared to meet their software needs, they did not seem impressed with the overall value. I also sent a copy of the presentation in report form to Brad Alexander and attempted to get an appointment to see him.
July 9: Contacted Jon Aaronson by phone. He told me that we were in contention with three other firms and the debate was heated. He stated that the other firms were also touting their state-of-the-art technology. Discussed a lower price of $7 million. Also encouraged him to visit Alta Data Solutions headquarters to meet with the product manager who oversaw the product development efforts and would manage the implementation of the product. He wasn't interested in making the two-day trip even though it would spotlight our core competencies.
July 15: Received a conference call from Brad Alexander and Jon Aaronson to discuss the price. Brad said the price was still too high and that he could not depreciate that amount over the life of the software and meet target levels of efficiency. He wanted a final quote by August 6.
The Final Pitch
Vicki Nguyen prepared for her meeting with Mike Smith, Alta's regional sales manager, by going over her notes and market data about the competitors. Smith's voicemail had said they'd be meeting to put together their best possible proposal.
Help Vicki Nguyen prepare her sales presentation.
Who should be at the presentation
When Vicki Nguyen reached her office, she had a message from Mike Smith, the regional sales manager, to meet him in his office regarding the Burtell Inc. order. Vicki Nguyen is a senior sales associate for Alta Data Solutions Inc., a firm that markets software and hardware designed for data storage. The Burtell order represents a multimillion-dollar contract for Alta Data Solutions and would help Burtell boost its productivity levels and revenue for the region. To prepare for the meeting, Nguyen reviews her sales call report notes on the Burtell account.
Alta Data Solutions
Alta Data Solutions provides software and hardware solutions to large firms and has an established track record for delivering an exceptional standard of quality and high levels of customer service. This excellent reputation allows Alta Data Solutions to charge a substantial premium, ranging from 10 to 20 percent above the market leader.
The data storage software services market has been dominated for two decades by this market leader. Alta Data Solutions holds the second position in the marketplace, with a considerably lower but growing market share. Only one other competitor, an aggressive, small, low-price player, holds a significant market share; this provider has made inroads into the market in the past several years through its aggressive sales tactics.
Alta Data Solutions has just built a new facility and hired 50 new software programmers. Therefore, the company must generate new business to meet its higher financial goals; even more important in the short run, it must keep the new programmers working on interesting projects to retain them.
Burtell Inc.
Burtell Inc. is a division of a major U.S.-based consumer products firm. Its purchasing department negotiates contracts for software services and coordinates the interface among a variety of members from different departments. The business environment for consumer products has become highly competitive in recent years, leading to tight budgets and higher levels of scrutiny of the value added by vendors. Competition is fierce, as large numbers of end-user customers are considering vendors that provide the most data analysis with their products.
Burtell Inc. has been consistently buying software development services from the market leader since 1991 and is generally satisfied with its service. A recent change in corporate leadership, however, has increased concerns about its overreliance on one vendor for a particular service. Also, because of the difficult economic climate, the company is concerned about the cost of software services and whether it is necessary to provide such a high service level.
Vicki Nguyen's Call Report
A call report is like a diary of sales calls made to a particular client. The notes in Vicki Nguyen's Burtell file pertaining to the current negotiations began on June 4:
June 4: I contacted Bethany O'Meara, chief purchasing officer at Burtell, to introduce myself to her and get a sense of what their future software needs might be. She told me that the slowed business climate had caused Burtell to institute a program for increased efficiency in operations and that they would be looking to negotiate a new contract for software solutions. She gave me some insights into the technological aspects of their needs.
June 18: Met with Jon Aaronson, head of R D, to explain our productivity- enhancing solutions. Went into considerable depth explaining how Alta could service their needs and learned what they were looking for in a provider. I went over some specific product specification issues, but Jon did not seem impressed. But he did ask for a price and told me that the final decision rested with Brad Alexander, the chief financial officer.
July 2: Presented to Bethany O'Meara and Jon Aaronson. They first asked about the price. I gave them a quote of $10 million. They suggested that other services were much cheaper. I explained that our price reflected the latest technology and that the price differential was an investment that could pay for itself several times over through faster communication speeds. I also emphasized our reputation for high-quality customer service. While the presentation appeared to meet their software needs, they did not seem impressed with the overall value. I also sent a copy of the presentation in report form to Brad Alexander and attempted to get an appointment to see him.
July 9: Contacted Jon Aaronson by phone. He told me that we were in contention with three other firms and the debate was heated. He stated that the other firms were also touting their state-of-the-art technology. Discussed a lower price of $7 million. Also encouraged him to visit Alta Data Solutions headquarters to meet with the product manager who oversaw the product development efforts and would manage the implementation of the product. He wasn't interested in making the two-day trip even though it would spotlight our core competencies.
July 15: Received a conference call from Brad Alexander and Jon Aaronson to discuss the price. Brad said the price was still too high and that he could not depreciate that amount over the life of the software and meet target levels of efficiency. He wanted a final quote by August 6.
The Final Pitch
Vicki Nguyen prepared for her meeting with Mike Smith, Alta's regional sales manager, by going over her notes and market data about the competitors. Smith's voicemail had said they'd be meeting to put together their best possible proposal.
Help Vicki Nguyen prepare her sales presentation.
Who should be at the presentation
In this case, VN (senior sales associate) at ADS Inc., (marketer of software and hardware for data storage) is required to prepare a presentation for the meeting to be conducted with B Inc., division of US based computer products firm regarding an order from B Inc.
Presentation is an important part of the whole sales process. During the presentation, the buyer would decide about the purchase of the desired product. VN (senior sales associate) should be aware of the people going to be involved in the presentation. This is because presentation should be conducted to create interest among the audience and convince them to buy their new system.
Depending on the people involved in the presentation, the presentation should be carried out in such a way that the audience understands about the value of their new product and its benefits which would fulfill B Inc.'s software needs.
The presentation should involve the following people:
1. VN
2. MS, the regional sales manager of ADS Inc.
3. Product manager of ADS Inc.
4. BM, chief purchasing officer at B Inc.
5. BA, the chief financial officer at B Inc.
6. JA, head R and D at B Inc.
Presentation is an important part of the whole sales process. During the presentation, the buyer would decide about the purchase of the desired product. VN (senior sales associate) should be aware of the people going to be involved in the presentation. This is because presentation should be conducted to create interest among the audience and convince them to buy their new system.
Depending on the people involved in the presentation, the presentation should be carried out in such a way that the audience understands about the value of their new product and its benefits which would fulfill B Inc.'s software needs.
The presentation should involve the following people:
1. VN
2. MS, the regional sales manager of ADS Inc.
3. Product manager of ADS Inc.
4. BM, chief purchasing officer at B Inc.
5. BA, the chief financial officer at B Inc.
6. JA, head R and D at B Inc.
4
Why would Gillette use a company sales force, while a small independent manufacturer of organic shaving cream uses manufacturer's representatives
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5
Why is personal selling important to an IMC strategy
2. What are the steps in the personal selling process
2. What are the steps in the personal selling process
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6
Similar to way a sales manager evaluates a salesperson, your instructors evaluate your performance to assign you a grade. Choose one of your classes and analyze the advantages and disadvantages of the objective and subjective bases used to evaluate your performance.
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7
How has your perception of what it would be like to have a career in sales changed since you read this chapter
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8
A customer raises the following reservations. How do you respond
a. "I really like all the things this copier does, but I don't think it's going to be very reliable. With all those features, something's got to go wrong."
b. "Your price for this printer is higher than the price I saw advertised on the Internet."
a. "I really like all the things this copier does, but I don't think it's going to be very reliable. With all those features, something's got to go wrong."
b. "Your price for this printer is higher than the price I saw advertised on the Internet."
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9
Go to Salesforce.com's You Tube channel at www.youtube.com / user /salesforce. Watch a few of the short videos and discuss how the tools described would help you as a salesperson.
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10
Imagine that you have just been hired by the school newspaper to sell ad space. You are asked what you think would be a "fair" compensation package for you. Using the information from the chapter, make a list of all the elements that should be included in your compensation package. How would this compensation package change over time and with continued performance
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11
ALTA DATA SOLUTIONS: MAKING THE SALE
When Vicki Nguyen reached her office, she had a message from Mike Smith, the regional sales manager, to meet him in his office regarding the Burtell Inc. order. Vicki Nguyen is a senior sales associate for Alta Data Solutions Inc., a firm that markets software and hardware designed for data storage. The Burtell order represents a multimillion-dollar contract for Alta Data Solutions and would help Burtell boost its productivity levels and revenue for the region. To prepare for the meeting, Nguyen reviews her sales call report notes on the Burtell account.
Alta Data Solutions
Alta Data Solutions provides software and hardware solutions to large firms and has an established track record for delivering an exceptional standard of quality and high levels of customer service. This excellent reputation allows Alta Data Solutions to charge a substantial premium, ranging from 10 to 20 percent above the market leader.
The data storage software services market has been dominated for two decades by this market leader. Alta Data Solutions holds the second position in the marketplace, with a considerably lower but growing market share. Only one other competitor, an aggressive, small, low-price player, holds a significant market share; this provider has made inroads into the market in the past several years through its aggressive sales tactics.
Alta Data Solutions has just built a new facility and hired 50 new software programmers. Therefore, the company must generate new business to meet its higher financial goals; even more important in the short run, it must keep the new programmers working on interesting projects to retain them.
Burtell Inc.
Burtell Inc. is a division of a major U.S.-based consumer products firm. Its purchasing department negotiates contracts for software services and coordinates the interface among a variety of members from different departments. The business environment for consumer products has become highly competitive in recent years, leading to tight budgets and higher levels of scrutiny of the value added by vendors. Competition is fierce, as large numbers of end-user customers are considering vendors that provide the most data analysis with their products.
Burtell Inc. has been consistently buying software development services from the market leader since 1991 and is generally satisfied with its service. A recent change in corporate leadership, however, has increased concerns about its overreliance on one vendor for a particular service. Also, because of the difficult economic climate, the company is concerned about the cost of software services and whether it is necessary to provide such a high service level.
Vicki Nguyen's Call Report
A call report is like a diary of sales calls made to a particular client. The notes in Vicki Nguyen's Burtell file pertaining to the current negotiations began on June 4:
June 4: I contacted Bethany O'Meara, chief purchasing officer at Burtell, to introduce myself to her and get a sense of what their future software needs might be. She told me that the slowed business climate had caused Burtell to institute a program for increased efficiency in operations and that they would be looking to negotiate a new contract for software solutions. She gave me some insights into the technological aspects of their needs.
June 18: Met with Jon Aaronson, head of R D, to explain our productivity- enhancing solutions. Went into considerable depth explaining how Alta could service their needs and learned what they were looking for in a provider. I went over some specific product specification issues, but Jon did not seem impressed. But he did ask for a price and told me that the final decision rested with Brad Alexander, the chief financial officer.
July 2: Presented to Bethany O'Meara and Jon Aaronson. They first asked about the price. I gave them a quote of $10 million. They suggested that other services were much cheaper. I explained that our price reflected the latest technology and that the price differential was an investment that could pay for itself several times over through faster communication speeds. I also emphasized our reputation for high-quality customer service. While the presentation appeared to meet their software needs, they did not seem impressed with the overall value. I also sent a copy of the presentation in report form to Brad Alexander and attempted to get an appointment to see him.
July 9: Contacted Jon Aaronson by phone. He told me that we were in contention with three other firms and the debate was heated. He stated that the other firms were also touting their state-of-the-art technology. Discussed a lower price of $7 million. Also encouraged him to visit Alta Data Solutions headquarters to meet with the product manager who oversaw the product development efforts and would manage the implementation of the product. He wasn't interested in making the two-day trip even though it would spotlight our core competencies.
July 15: Received a conference call from Brad Alexander and Jon Aaronson to discuss the price. Brad said the price was still too high and that he could not depreciate that amount over the life of the software and meet target levels of efficiency. He wanted a final quote by August 6.
The Final Pitch
Vicki Nguyen prepared for her meeting with Mike Smith, Alta's regional sales manager, by going over her notes and market data about the competitors. Smith's voicemail had said they'd be meeting to put together their best possible proposal.
Help Vicki Nguyen prepare her sales presentation.
How should she start the meeting
When Vicki Nguyen reached her office, she had a message from Mike Smith, the regional sales manager, to meet him in his office regarding the Burtell Inc. order. Vicki Nguyen is a senior sales associate for Alta Data Solutions Inc., a firm that markets software and hardware designed for data storage. The Burtell order represents a multimillion-dollar contract for Alta Data Solutions and would help Burtell boost its productivity levels and revenue for the region. To prepare for the meeting, Nguyen reviews her sales call report notes on the Burtell account.
Alta Data Solutions
Alta Data Solutions provides software and hardware solutions to large firms and has an established track record for delivering an exceptional standard of quality and high levels of customer service. This excellent reputation allows Alta Data Solutions to charge a substantial premium, ranging from 10 to 20 percent above the market leader.
The data storage software services market has been dominated for two decades by this market leader. Alta Data Solutions holds the second position in the marketplace, with a considerably lower but growing market share. Only one other competitor, an aggressive, small, low-price player, holds a significant market share; this provider has made inroads into the market in the past several years through its aggressive sales tactics.
Alta Data Solutions has just built a new facility and hired 50 new software programmers. Therefore, the company must generate new business to meet its higher financial goals; even more important in the short run, it must keep the new programmers working on interesting projects to retain them.
Burtell Inc.
Burtell Inc. is a division of a major U.S.-based consumer products firm. Its purchasing department negotiates contracts for software services and coordinates the interface among a variety of members from different departments. The business environment for consumer products has become highly competitive in recent years, leading to tight budgets and higher levels of scrutiny of the value added by vendors. Competition is fierce, as large numbers of end-user customers are considering vendors that provide the most data analysis with their products.
Burtell Inc. has been consistently buying software development services from the market leader since 1991 and is generally satisfied with its service. A recent change in corporate leadership, however, has increased concerns about its overreliance on one vendor for a particular service. Also, because of the difficult economic climate, the company is concerned about the cost of software services and whether it is necessary to provide such a high service level.
Vicki Nguyen's Call Report
A call report is like a diary of sales calls made to a particular client. The notes in Vicki Nguyen's Burtell file pertaining to the current negotiations began on June 4:
June 4: I contacted Bethany O'Meara, chief purchasing officer at Burtell, to introduce myself to her and get a sense of what their future software needs might be. She told me that the slowed business climate had caused Burtell to institute a program for increased efficiency in operations and that they would be looking to negotiate a new contract for software solutions. She gave me some insights into the technological aspects of their needs.
June 18: Met with Jon Aaronson, head of R D, to explain our productivity- enhancing solutions. Went into considerable depth explaining how Alta could service their needs and learned what they were looking for in a provider. I went over some specific product specification issues, but Jon did not seem impressed. But he did ask for a price and told me that the final decision rested with Brad Alexander, the chief financial officer.
July 2: Presented to Bethany O'Meara and Jon Aaronson. They first asked about the price. I gave them a quote of $10 million. They suggested that other services were much cheaper. I explained that our price reflected the latest technology and that the price differential was an investment that could pay for itself several times over through faster communication speeds. I also emphasized our reputation for high-quality customer service. While the presentation appeared to meet their software needs, they did not seem impressed with the overall value. I also sent a copy of the presentation in report form to Brad Alexander and attempted to get an appointment to see him.
July 9: Contacted Jon Aaronson by phone. He told me that we were in contention with three other firms and the debate was heated. He stated that the other firms were also touting their state-of-the-art technology. Discussed a lower price of $7 million. Also encouraged him to visit Alta Data Solutions headquarters to meet with the product manager who oversaw the product development efforts and would manage the implementation of the product. He wasn't interested in making the two-day trip even though it would spotlight our core competencies.
July 15: Received a conference call from Brad Alexander and Jon Aaronson to discuss the price. Brad said the price was still too high and that he could not depreciate that amount over the life of the software and meet target levels of efficiency. He wanted a final quote by August 6.
The Final Pitch
Vicki Nguyen prepared for her meeting with Mike Smith, Alta's regional sales manager, by going over her notes and market data about the competitors. Smith's voicemail had said they'd be meeting to put together their best possible proposal.
Help Vicki Nguyen prepare her sales presentation.
How should she start the meeting
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12
You have taken a summer job in the windows and doors department of a large home improvement store. During sales training, you learn about the products, how to best address customers' needs, why the lifetime value of the customer concept is so important to a store like this, and how to sell the customer the best product to fit their needs regardless of price point. One day your manager informs you that you are to recommend Smith Windows to every window customer. Smith Windows are more expensive and don't really provide superior benefit except in limited circumstances. The manager is insistent that you recommend Smith. Not knowing what else to do, you recommend Smith Windows to customers who would have been better served by lower cost windows. The manager rewards you with a sales award. Later the manager tells you that he received an all-expenses-paid cruise for his family from Smith Windows. What, if anything, should you do with this information
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13
What do sales managers need to do to successfully manage their sales force
2. What is the difference between monetary and nonmonetary incentives
2. What is the difference between monetary and nonmonetary incentives
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14
"Salespeople just make products cost more." Do you agree or disagree with this statement Discuss why you've taken that position.
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15
To learn more about careers in sales, go to www.bls.gov/oco/, the website for the Bureau of Labor Statistics. This site contains a wealth of information about careers in all fields. Click on "Sales." Choose any of the sales fields listed, and explore that career field. What experience is necessary to be hired for that job What is the median salary What do earners in the highest 10 percent of performance earn Is job growth anticipated in that field
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16
ALTA DATA SOLUTIONS: MAKING THE SALE
When Vicki Nguyen reached her office, she had a message from Mike Smith, the regional sales manager, to meet him in his office regarding the Burtell Inc. order. Vicki Nguyen is a senior sales associate for Alta Data Solutions Inc., a firm that markets software and hardware designed for data storage. The Burtell order represents a multimillion-dollar contract for Alta Data Solutions and would help Burtell boost its productivity levels and revenue for the region. To prepare for the meeting, Nguyen reviews her sales call report notes on the Burtell account.
Alta Data Solutions
Alta Data Solutions provides software and hardware solutions to large firms and has an established track record for delivering an exceptional standard of quality and high levels of customer service. This excellent reputation allows Alta Data Solutions to charge a substantial premium, ranging from 10 to 20 percent above the market leader.
The data storage software services market has been dominated for two decades by this market leader. Alta Data Solutions holds the second position in the marketplace, with a considerably lower but growing market share. Only one other competitor, an aggressive, small, low-price player, holds a significant market share; this provider has made inroads into the market in the past several years through its aggressive sales tactics.
Alta Data Solutions has just built a new facility and hired 50 new software programmers. Therefore, the company must generate new business to meet its higher financial goals; even more important in the short run, it must keep the new programmers working on interesting projects to retain them.
Burtell Inc.
Burtell Inc. is a division of a major U.S.-based consumer products firm. Its purchasing department negotiates contracts for software services and coordinates the interface among a variety of members from different departments. The business environment for consumer products has become highly competitive in recent years, leading to tight budgets and higher levels of scrutiny of the value added by vendors. Competition is fierce, as large numbers of end-user customers are considering vendors that provide the most data analysis with their products.
Burtell Inc. has been consistently buying software development services from the market leader since 1991 and is generally satisfied with its service. A recent change in corporate leadership, however, has increased concerns about its overreliance on one vendor for a particular service. Also, because of the difficult economic climate, the company is concerned about the cost of software services and whether it is necessary to provide such a high service level.
Vicki Nguyen's Call Report
A call report is like a diary of sales calls made to a particular client. The notes in Vicki Nguyen's Burtell file pertaining to the current negotiations began on June 4:
June 4: I contacted Bethany O'Meara, chief purchasing officer at Burtell, to introduce myself to her and get a sense of what their future software needs might be. She told me that the slowed business climate had caused Burtell to institute a program for increased efficiency in operations and that they would be looking to negotiate a new contract for software solutions. She gave me some insights into the technological aspects of their needs.
June 18: Met with Jon Aaronson, head of R D, to explain our productivity- enhancing solutions. Went into considerable depth explaining how Alta could service their needs and learned what they were looking for in a provider. I went over some specific product specification issues, but Jon did not seem impressed. But he did ask for a price and told me that the final decision rested with Brad Alexander, the chief financial officer.
July 2: Presented to Bethany O'Meara and Jon Aaronson. They first asked about the price. I gave them a quote of $10 million. They suggested that other services were much cheaper. I explained that our price reflected the latest technology and that the price differential was an investment that could pay for itself several times over through faster communication speeds. I also emphasized our reputation for high-quality customer service. While the presentation appeared to meet their software needs, they did not seem impressed with the overall value. I also sent a copy of the presentation in report form to Brad Alexander and attempted to get an appointment to see him.
July 9: Contacted Jon Aaronson by phone. He told me that we were in contention with three other firms and the debate was heated. He stated that the other firms were also touting their state-of-the-art technology. Discussed a lower price of $7 million. Also encouraged him to visit Alta Data Solutions headquarters to meet with the product manager who oversaw the product development efforts and would manage the implementation of the product. He wasn't interested in making the two-day trip even though it would spotlight our core competencies.
July 15: Received a conference call from Brad Alexander and Jon Aaronson to discuss the price. Brad said the price was still too high and that he could not depreciate that amount over the life of the software and meet target levels of efficiency. He wanted a final quote by August 6.
The Final Pitch
Vicki Nguyen prepared for her meeting with Mike Smith, Alta's regional sales manager, by going over her notes and market data about the competitors. Smith's voicemail had said they'd be meeting to put together their best possible proposal.
Help Vicki Nguyen prepare her sales presentation.
What are the key points she should make in her presentation
When Vicki Nguyen reached her office, she had a message from Mike Smith, the regional sales manager, to meet him in his office regarding the Burtell Inc. order. Vicki Nguyen is a senior sales associate for Alta Data Solutions Inc., a firm that markets software and hardware designed for data storage. The Burtell order represents a multimillion-dollar contract for Alta Data Solutions and would help Burtell boost its productivity levels and revenue for the region. To prepare for the meeting, Nguyen reviews her sales call report notes on the Burtell account.
Alta Data Solutions
Alta Data Solutions provides software and hardware solutions to large firms and has an established track record for delivering an exceptional standard of quality and high levels of customer service. This excellent reputation allows Alta Data Solutions to charge a substantial premium, ranging from 10 to 20 percent above the market leader.
The data storage software services market has been dominated for two decades by this market leader. Alta Data Solutions holds the second position in the marketplace, with a considerably lower but growing market share. Only one other competitor, an aggressive, small, low-price player, holds a significant market share; this provider has made inroads into the market in the past several years through its aggressive sales tactics.
Alta Data Solutions has just built a new facility and hired 50 new software programmers. Therefore, the company must generate new business to meet its higher financial goals; even more important in the short run, it must keep the new programmers working on interesting projects to retain them.
Burtell Inc.
Burtell Inc. is a division of a major U.S.-based consumer products firm. Its purchasing department negotiates contracts for software services and coordinates the interface among a variety of members from different departments. The business environment for consumer products has become highly competitive in recent years, leading to tight budgets and higher levels of scrutiny of the value added by vendors. Competition is fierce, as large numbers of end-user customers are considering vendors that provide the most data analysis with their products.
Burtell Inc. has been consistently buying software development services from the market leader since 1991 and is generally satisfied with its service. A recent change in corporate leadership, however, has increased concerns about its overreliance on one vendor for a particular service. Also, because of the difficult economic climate, the company is concerned about the cost of software services and whether it is necessary to provide such a high service level.
Vicki Nguyen's Call Report
A call report is like a diary of sales calls made to a particular client. The notes in Vicki Nguyen's Burtell file pertaining to the current negotiations began on June 4:
June 4: I contacted Bethany O'Meara, chief purchasing officer at Burtell, to introduce myself to her and get a sense of what their future software needs might be. She told me that the slowed business climate had caused Burtell to institute a program for increased efficiency in operations and that they would be looking to negotiate a new contract for software solutions. She gave me some insights into the technological aspects of their needs.
June 18: Met with Jon Aaronson, head of R D, to explain our productivity- enhancing solutions. Went into considerable depth explaining how Alta could service their needs and learned what they were looking for in a provider. I went over some specific product specification issues, but Jon did not seem impressed. But he did ask for a price and told me that the final decision rested with Brad Alexander, the chief financial officer.
July 2: Presented to Bethany O'Meara and Jon Aaronson. They first asked about the price. I gave them a quote of $10 million. They suggested that other services were much cheaper. I explained that our price reflected the latest technology and that the price differential was an investment that could pay for itself several times over through faster communication speeds. I also emphasized our reputation for high-quality customer service. While the presentation appeared to meet their software needs, they did not seem impressed with the overall value. I also sent a copy of the presentation in report form to Brad Alexander and attempted to get an appointment to see him.
July 9: Contacted Jon Aaronson by phone. He told me that we were in contention with three other firms and the debate was heated. He stated that the other firms were also touting their state-of-the-art technology. Discussed a lower price of $7 million. Also encouraged him to visit Alta Data Solutions headquarters to meet with the product manager who oversaw the product development efforts and would manage the implementation of the product. He wasn't interested in making the two-day trip even though it would spotlight our core competencies.
July 15: Received a conference call from Brad Alexander and Jon Aaronson to discuss the price. Brad said the price was still too high and that he could not depreciate that amount over the life of the software and meet target levels of efficiency. He wanted a final quote by August 6.
The Final Pitch
Vicki Nguyen prepared for her meeting with Mike Smith, Alta's regional sales manager, by going over her notes and market data about the competitors. Smith's voicemail had said they'd be meeting to put together their best possible proposal.
Help Vicki Nguyen prepare her sales presentation.
What are the key points she should make in her presentation
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17
What are three areas of personal selling in which ethical and legal issues are more likely to arise
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18
Choose an industry or a specific company that you would like to work for as a salesperson. How would you generate and qualify leads
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19
ALTA DATA SOLUTIONS: MAKING THE SALE
When Vicki Nguyen reached her office, she had a message from Mike Smith, the regional sales manager, to meet him in his office regarding the Burtell Inc. order. Vicki Nguyen is a senior sales associate for Alta Data Solutions Inc., a firm that markets software and hardware designed for data storage. The Burtell order represents a multimillion-dollar contract for Alta Data Solutions and would help Burtell boost its productivity levels and revenue for the region. To prepare for the meeting, Nguyen reviews her sales call report notes on the Burtell account.
Alta Data Solutions
Alta Data Solutions provides software and hardware solutions to large firms and has an established track record for delivering an exceptional standard of quality and high levels of customer service. This excellent reputation allows Alta Data Solutions to charge a substantial premium, ranging from 10 to 20 percent above the market leader.
The data storage software services market has been dominated for two decades by this market leader. Alta Data Solutions holds the second position in the marketplace, with a considerably lower but growing market share. Only one other competitor, an aggressive, small, low-price player, holds a significant market share; this provider has made inroads into the market in the past several years through its aggressive sales tactics.
Alta Data Solutions has just built a new facility and hired 50 new software programmers. Therefore, the company must generate new business to meet its higher financial goals; even more important in the short run, it must keep the new programmers working on interesting projects to retain them.
Burtell Inc.
Burtell Inc. is a division of a major U.S.-based consumer products firm. Its purchasing department negotiates contracts for software services and coordinates the interface among a variety of members from different departments. The business environment for consumer products has become highly competitive in recent years, leading to tight budgets and higher levels of scrutiny of the value added by vendors. Competition is fierce, as large numbers of end-user customers are considering vendors that provide the most data analysis with their products.
Burtell Inc. has been consistently buying software development services from the market leader since 1991 and is generally satisfied with its service. A recent change in corporate leadership, however, has increased concerns about its overreliance on one vendor for a particular service. Also, because of the difficult economic climate, the company is concerned about the cost of software services and whether it is necessary to provide such a high service level.
Vicki Nguyen's Call Report
A call report is like a diary of sales calls made to a particular client. The notes in Vicki Nguyen's Burtell file pertaining to the current negotiations began on June 4:
June 4: I contacted Bethany O'Meara, chief purchasing officer at Burtell, to introduce myself to her and get a sense of what their future software needs might be. She told me that the slowed business climate had caused Burtell to institute a program for increased efficiency in operations and that they would be looking to negotiate a new contract for software solutions. She gave me some insights into the technological aspects of their needs.
June 18: Met with Jon Aaronson, head of R D, to explain our productivity- enhancing solutions. Went into considerable depth explaining how Alta could service their needs and learned what they were looking for in a provider. I went over some specific product specification issues, but Jon did not seem impressed. But he did ask for a price and told me that the final decision rested with Brad Alexander, the chief financial officer.
July 2: Presented to Bethany O'Meara and Jon Aaronson. They first asked about the price. I gave them a quote of $10 million. They suggested that other services were much cheaper. I explained that our price reflected the latest technology and that the price differential was an investment that could pay for itself several times over through faster communication speeds. I also emphasized our reputation for high-quality customer service. While the presentation appeared to meet their software needs, they did not seem impressed with the overall value. I also sent a copy of the presentation in report form to Brad Alexander and attempted to get an appointment to see him.
July 9: Contacted Jon Aaronson by phone. He told me that we were in contention with three other firms and the debate was heated. He stated that the other firms were also touting their state-of-the-art technology. Discussed a lower price of $7 million. Also encouraged him to visit Alta Data Solutions headquarters to meet with the product manager who oversaw the product development efforts and would manage the implementation of the product. He wasn't interested in making the two-day trip even though it would spotlight our core competencies.
July 15: Received a conference call from Brad Alexander and Jon Aaronson to discuss the price. Brad said the price was still too high and that he could not depreciate that amount over the life of the software and meet target levels of efficiency. He wanted a final quote by August 6.
The Final Pitch
Vicki Nguyen prepared for her meeting with Mike Smith, Alta's regional sales manager, by going over her notes and market data about the competitors. Smith's voicemail had said they'd be meeting to put together their best possible proposal.
Help Vicki Nguyen prepare her sales presentation.
What reservations should she expect How should she handle them
When Vicki Nguyen reached her office, she had a message from Mike Smith, the regional sales manager, to meet him in his office regarding the Burtell Inc. order. Vicki Nguyen is a senior sales associate for Alta Data Solutions Inc., a firm that markets software and hardware designed for data storage. The Burtell order represents a multimillion-dollar contract for Alta Data Solutions and would help Burtell boost its productivity levels and revenue for the region. To prepare for the meeting, Nguyen reviews her sales call report notes on the Burtell account.
Alta Data Solutions
Alta Data Solutions provides software and hardware solutions to large firms and has an established track record for delivering an exceptional standard of quality and high levels of customer service. This excellent reputation allows Alta Data Solutions to charge a substantial premium, ranging from 10 to 20 percent above the market leader.
The data storage software services market has been dominated for two decades by this market leader. Alta Data Solutions holds the second position in the marketplace, with a considerably lower but growing market share. Only one other competitor, an aggressive, small, low-price player, holds a significant market share; this provider has made inroads into the market in the past several years through its aggressive sales tactics.
Alta Data Solutions has just built a new facility and hired 50 new software programmers. Therefore, the company must generate new business to meet its higher financial goals; even more important in the short run, it must keep the new programmers working on interesting projects to retain them.
Burtell Inc.
Burtell Inc. is a division of a major U.S.-based consumer products firm. Its purchasing department negotiates contracts for software services and coordinates the interface among a variety of members from different departments. The business environment for consumer products has become highly competitive in recent years, leading to tight budgets and higher levels of scrutiny of the value added by vendors. Competition is fierce, as large numbers of end-user customers are considering vendors that provide the most data analysis with their products.
Burtell Inc. has been consistently buying software development services from the market leader since 1991 and is generally satisfied with its service. A recent change in corporate leadership, however, has increased concerns about its overreliance on one vendor for a particular service. Also, because of the difficult economic climate, the company is concerned about the cost of software services and whether it is necessary to provide such a high service level.
Vicki Nguyen's Call Report
A call report is like a diary of sales calls made to a particular client. The notes in Vicki Nguyen's Burtell file pertaining to the current negotiations began on June 4:
June 4: I contacted Bethany O'Meara, chief purchasing officer at Burtell, to introduce myself to her and get a sense of what their future software needs might be. She told me that the slowed business climate had caused Burtell to institute a program for increased efficiency in operations and that they would be looking to negotiate a new contract for software solutions. She gave me some insights into the technological aspects of their needs.
June 18: Met with Jon Aaronson, head of R D, to explain our productivity- enhancing solutions. Went into considerable depth explaining how Alta could service their needs and learned what they were looking for in a provider. I went over some specific product specification issues, but Jon did not seem impressed. But he did ask for a price and told me that the final decision rested with Brad Alexander, the chief financial officer.
July 2: Presented to Bethany O'Meara and Jon Aaronson. They first asked about the price. I gave them a quote of $10 million. They suggested that other services were much cheaper. I explained that our price reflected the latest technology and that the price differential was an investment that could pay for itself several times over through faster communication speeds. I also emphasized our reputation for high-quality customer service. While the presentation appeared to meet their software needs, they did not seem impressed with the overall value. I also sent a copy of the presentation in report form to Brad Alexander and attempted to get an appointment to see him.
July 9: Contacted Jon Aaronson by phone. He told me that we were in contention with three other firms and the debate was heated. He stated that the other firms were also touting their state-of-the-art technology. Discussed a lower price of $7 million. Also encouraged him to visit Alta Data Solutions headquarters to meet with the product manager who oversaw the product development efforts and would manage the implementation of the product. He wasn't interested in making the two-day trip even though it would spotlight our core competencies.
July 15: Received a conference call from Brad Alexander and Jon Aaronson to discuss the price. Brad said the price was still too high and that he could not depreciate that amount over the life of the software and meet target levels of efficiency. He wanted a final quote by August 6.
The Final Pitch
Vicki Nguyen prepared for her meeting with Mike Smith, Alta's regional sales manager, by going over her notes and market data about the competitors. Smith's voicemail had said they'd be meeting to put together their best possible proposal.
Help Vicki Nguyen prepare her sales presentation.
What reservations should she expect How should she handle them
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20
Why is it important for sales people to be good listeners To be good at asking questions
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21
Suppose you are a salesperson at a high-end jewelry store. What can you do to ensure that your customers are satisfied Now imagine you are the store manager of the same store; what can you do in your position to guarantee customers remain happy with the service they receive
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