The O'Brien Company manufactures and markets a wide range of luggage, including suitcases, handbags and briefcases....

 

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The O'Brien Company manufactures and markets a wide range of luggage, including suitcases, handbags and briefcases. The company is organised into two divisions - consumer and industrial. The consumer division sells mainly through retail outlets, whereas the industrial division markets direct to companies which buy luggage (especially briefcases) for use by their executives. You have recently been appointed as a salesperson for the industrial division and asked to visit a new potential client with a view to selling him briefcases. The poten- tial customer is Brian Forbes, the Managing Director (and owner) of a medium-sized engineering company in the Midlands with subsidiaries in Manchester, Leeds and Bristol. They employ a salesforce of 20 men selling copper piping. In addition, it is estimated that the company employs around 40 marketing, personnel, production and accountancy executives. The O'Brien Company markets two ranges of executive briefcase. One is made from good quality plastic, with imitation hide lining. It is available in black only and priced at £25 for the lockable version and £22 for the non-lockable type. The other, a deluxe range, is manufactured from leather and real hide and priced at £95. Colours available are black, brown, dark blue and claret. Additional features are a number- coded locking device, a variable depth feature which allows the briefcase to be ex- panded from its usual 87.5 mm to 137.5 mm, individual gilt initialling on each briefcase, an ink-resistant interior compartment for pens, and three pockets inside the lid to take different sized papers/documents. The plastic version has only the last of these features and is 75 mm in depth. Quantity discounts for both ranges are as shown below: Quantity 10-19 20-39 40-79 80 or more Reduction% 2 3 Discussion questions 6 Very little is known about Brian Forbes or his company apart from the information already given. However, by chance, an acquaintance of yours who works as a sales- person for a machine tool company visited Mr Forbes earlier in the year. 1 What are your sales objectives? What extra information would be useful? 2 Prepare a sales presentation for the briefcases. 3 Prepare a list of possible objections and your responses to them. The O'Brien Company manufactures and markets a wide range of luggage, including suitcases, handbags and briefcases. The company is organised into two divisions - consumer and industrial. The consumer division sells mainly through retail outlets, whereas the industrial division markets direct to companies which buy luggage (especially briefcases) for use by their executives. You have recently been appointed as a salesperson for the industrial division and asked to visit a new potential client with a view to selling him briefcases. The poten- tial customer is Brian Forbes, the Managing Director (and owner) of a medium-sized engineering company in the Midlands with subsidiaries in Manchester, Leeds and Bristol. They employ a salesforce of 20 men selling copper piping. In addition, it is estimated that the company employs around 40 marketing, personnel, production and accountancy executives. The O'Brien Company markets two ranges of executive briefcase. One is made from good quality plastic, with imitation hide lining. It is available in black only and priced at £25 for the lockable version and £22 for the non-lockable type. The other, a deluxe range, is manufactured from leather and real hide and priced at £95. Colours available are black, brown, dark blue and claret. Additional features are a number- coded locking device, a variable depth feature which allows the briefcase to be ex- panded from its usual 87.5 mm to 137.5 mm, individual gilt initialling on each briefcase, an ink-resistant interior compartment for pens, and three pockets inside the lid to take different sized papers/documents. The plastic version has only the last of these features and is 75 mm in depth. Quantity discounts for both ranges are as shown below: Quantity 10-19 20-39 40-79 80 or more Reduction% 2 3 Discussion questions 6 Very little is known about Brian Forbes or his company apart from the information already given. However, by chance, an acquaintance of yours who works as a sales- person for a machine tool company visited Mr Forbes earlier in the year. 1 What are your sales objectives? What extra information would be useful? 2 Prepare a sales presentation for the briefcases. 3 Prepare a list of possible objections and your responses to them.