Libby is a salesperson making a sales proposal to a potential customer who uses a multiattribute model when making buying decisions. During the presentation she learns that your product offering will not maximize the buyer's evaluation score in comparison with a competitor's offering. What is probably her best strategy to follow?
A) end the presentation without disclosing her product's weaknesses
B) exaggerate a little on several dimensions to improve the score
C) attempt to explain to the buyer that the characteristics on which her product scores low are not really important
D) modify the market offer to one that is more customized to her buyer's needs

Question

Quizplus · Accepted Answer

Modifying the market offer to better suit the buyer's needs is the best strategy to follow in a multiattribute model. This approach may involve adjusting the product features or benefits to better align with the buyer's buying criteria, or developing a customized solution that addresses the buyer's unique needs. This approach is more effective than attempting to exaggerate or downplay the product's attributes, as this may compromise the credibility of the salesperson and harm the buyer's trust. It's also more effective than ending the presentation without disclosing the product's weaknesses, as this may create a sense of distrust or uncertainty in the buyer's mind. Finally, attempting to explain that certain characteristics aren't important may also come across as dismissive or unresponsive to the buyer's needs.

Libby Is a Salesperson Making a Sales Proposal to a Potential