ScranTone is a paper mill and supplier serving the Upper Midwest. Since the commercial paper market is saturated, the only room for growth is to expand existing accounts or to win over competitors' accounts. Kevin Salazar is a sales representative who has gotten another meeting with the purchasing agent for the copy centers at a large university system. The purchasing agent has been buying from ScranTone's main competitor for three years. Kevin met with the purchasing agent two months ago but was unable to make a sale.
-How can Kevin make his presentation strategy more persuasive than technical,to appeal to the buyer's emotions?
A)Kevin can emphasize ScranTone's lower prices to the buyer.
B)Kevin can reveal that this sale will be a significant portion of his quota,and ask the buyer to help him reach his goal.
C)Kevin can help the buyer calculate the extra delivery costs from his current supplier.
D)Kevin can focus on the specific benefits to the buyer of buying ScranTone's paper and of working with him through the full buying cycle.
E)Kevin can build rapport with the buyer by talking about mutual acquaintances.

Question

Quizplus · Accepted Answer

Focusing on the specific benefits of buying ScranTone's paper and working with Kevin through the full buying cycle will appeal to the buyer's emotions by showing them how they will benefit personally from the switch. This approach is more persuasive than simply emphasizing price or trying to gain sympathy by appealing to Kevin's sales quota. Additionally, helping the buyer calculate delivery costs may come across as too technical, and building rapport with mutual acquaintances may not be relevant to the business at hand.

ScranTone Is a Paper Mill and Supplier Serving the Upper