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.
-What is one possible pitfall Kevin Salazar should be aware of when giving the presentation?
A)He needs to promote the benefits of ScranTone without saying anything negative about the current supplier.
B)The buyer must have disliked Kevin not to have purchased from him in the past.
C)He needs to talk down to the buyer to make sure the buyer understands.
D)A successful presentation could end up with an order bigger than ScranTone can handle.
E)This account could make or break his quota for the month.

Question

Quizplus · Accepted Answer

It is important for Kevin Salazar to promote the benefits of ScranTone without speaking negatively about the current supplier. Speaking negatively about the competitor may come across as unprofessional and could harm the relationship with the buyer.

ScranTone Is a Paper Mill and Supplier Serving the Upper