Selling 8th Edition by Stephen Castleberry,John Tanner

Exercise 11

Market research by a commercial cleaning company identified two types of high schools. Traditional high schools believe that teacher and staff satisfaction is based on the quality of students and that cleaning services are relatively unimportant. Private and charter high schools believe that cleaning services are very important because they affect the students' parents' perceptions of the school. What type of sales presentation would you use to sell janitorial services to each of these high school types? Which product features and benefits would you emphasize in each case?