Selling Today 12th Edition Gerald L. Manning, Michael L. Ahearne, Barry L. Reece - Solutions

1. Research for this Adaptive Selling Today Training Video revealed that anger does surface during the sales presentation and can be very challenging to negotiate. Anger can be something the other party experiences outside of the sale itself, or it can be caused by some aspect of the sale. Lana,
9. When a customer says, “I want time to think it over,” what type of resistance is the salesperson encountering? Suggest ways to overcome this type of buyer concern.
8. Professional buyers often learn to use specific negotiation tactics in dealing with salespeople. List and describe two tactics that are commonly used today.
7. What is the most common reason that prospects give for not buying? How can salespeople deal effectively with this type of concern?
6. John Ruskin says that it is unwise to pay too much when making a purchase, but it is worse to pay too little. Do you agree or disagree with this statement? Explain.
5. List eight specific strategies for negotiating buyer resistance.
4 Outline methods for creating value in formal negotiations
3 Discuss specific methods of negotiating buyer concerns
2 Describe common types of buyer concerns
1 Describe the principles of formal negotiations as part of the win-win strategy
4. Which account seeking a low price needs a testimonial of SimNet’s value-added ability to help customers maximize the power of their network?
3. Which account with many sites needs a demonstration of SimNet’s ability to put together a complex solution?
2. Which account needs to be shown that the recommended network product configuration can meet the account’s specifications?
1. Which two accounts need a demonstration of the speed and power capabilities of the recommended network?
4. In some situations, it might be difficult or even impossible for Chris Wylie to specifically demonstrate a product or service. What other means can Chris use to demonstrate the features and benefits of, for example, large products or intangible services?
3. In the video case, which of the seven actions (as listed on the right-hand side of Figure 12.2)does Chris Wylie take during his demonstration?
2. Make a list of buyer concerns and objections that a salesperson like Chris Wylie would typically expect from new prospects. How could different elements of a sales demonstration be used to overcome these concerns and objections? Think about it as a two-step sales call:In the first step, Chris
1. If you were in the position of Chris Wylie and found a potential serious health problem in one of your customers’ kitchens, which presentation strategy or combination described in this chapter would you use? List and describe five guidelines you would use in creating your presentation. What
3. As noted in this chapter, presentation software is becoming increasingly popular. Real estate salespeople are using this software to showcase homes to prospective buyers.Assume you are a salesperson for Iowa Realty, and you have a customer who wants a$250,000 to $300,000 condo/townhome in the
2. Develop a list of sales tools you could use in a job interview situation. What tools could you use to demonstrate your skills and capabilities?
1. In many selling situations it is difficult, if not impossible, to demonstrate the product itself. List means other than the product itself that can be used to demonstrate the product features and benefits.
10. What are some of the common sales functions performed by small laptop computers and demonstration software?
9. Describe the audiovisual presentation fundamentals.
8. Explain how magazine and trade journal reprints can be used to assist the salesperson in a persuasive sales presentation.
5. What are the guidelines to be followed when developing a persuasive sales presentation?
4. At the conclusion of the audiovisual presentation, review key points and allow the prospect an opportunity to ask questions.
3. Be prepared to stop the presentation to clarify a point or to allow the prospect to ask questions. Do not permit the audiovisual presentation to become a barrier to good two-way communication.
2. Be sure the prospect knows the purpose of the presentation. Preview the material and describe a few highlights. Always try to build interest in advance of the audiovisual presentation.
1. Do not rely too heavily on “bells and whistles” to sell your products. Audiovisual technology provides support for the major points in your presentation, but it does not replace an interactive sales demonstration.
5 Develop selling tools that add value to your sales demonstrations
4 Describe elements of an effective group presentation
3 Describe the elements of a persuasive presentation strategy
2 Present guidelines for creating consultative presentations that add value
5. Which accounts appear to be planning to buy without a needs analysis discovery or product configuration/proposal? What risks does this pose?
3. Which accounts have had a needs analysis and now need a product solution?
1. Which five accounts already have had a needs analysis?
2. Would Deborah use the same questioning strategy with medical personnel such as the office manager or receptionist that she would with medical professionals such as nurses or doctors?
10. Describe how to transition to the presentation part of the consultative sales presentation model.
1 Outline the benefits of the consultative sales process
6. What are the major objectives of the approach?
How to create and implement value-added services
8 How to create value-added selling strategies
6 Explain how to effectively approach the customer
5 Describe the six main parts of the presentation plan
4 Explain how adaptive selling builds on four broad strategic areas of personal selling
3 Describe team presentation strategies
2 Discuss the two-part preapproach process
1 Describe the three prescriptions that are included in the presentation strategy
5. Does it appear that Dave Levitt is utilizing previously collected sales intelligence to impress the potential buyer with insights that are above and beyond the product features and benefits? Please specify
4. What product features does Dave Levitt highlight that will help a user of Salesforce.com improve his business?
3. What questions does Dave Levitt ask to understand the needs of the customer?
2. What criteria does Dave Levitt use for qualifying the prospect?
1. Imagine you were in the position of Dave Levitt, selling CRM services to different business clients. What would be the most promising sources of prospects for you?
4. Sales automation software is most commonly used in the prospecting phase of selling.New-product releases are continually being developed that provide additional features and benefits to salespeople. The software used in this book is marketed by a leader in the field.Access www.salesforce.com and
3. You are in the process of interviewing for a sales position with CIGNA Insurance Company. In addition to filling out an application form and taking an aptitude test, one of the items the agency manager requests of you is to develop a list of prospects with whom you are acquainted. He informs you
2. You are a sales representative for Xerox Corporation. Assuming Xerox has just designed a new, less expensive, and better-quality copying machine, make a list of 15 prospects you would plan to contact. From the material in this chapter, identify the sources you would use in developing your
1. Prior to getting involved in networking, it’s a good idea to prepare an “elevator” presentation. This is a 30-second pitch that summarizes what you want people to know about you.You might think of yourself as a “product” to be sold to an employer who has a job opening. Make your
11. Describe two popular models for performing the account analysis?
5. Explain how the endless chain referral prospecting method works.
4. List the major sources of prospects.
3. Describe three steps progressive marketers are taking to improve the quality of the prospecting effort.
2. During periods of economic uncertainty, the decision-making process often moves upward.What basic tips would you give a salesperson who is calling on senior executives?
5 Describe the steps in managing the prospect base
4 Explain common methods of collecting and organizing prospect information
3 Describe criteria for qualifying prospects
2Identify and assess important sources of prospects
1 Discuss the importance of developing a prospect base
6. Ashley sells new homes in the company’s Centex product line, which is primarily geared towards first-time home buyers. One of her job responsibilities is to monitor competition.Who might be direct and indirect competitors that Ashley should watch?
5. Put yourself in the position of Ashley Pineda. How can she create value at different stages of the young couple’s buying process? Give examples.
4. What might be key influencing factors for the couple’s home-buying decisions? To what extent are rational and emotional buying motives important?
3. Outline a typical buying process that a middle-class couple with two young kids goes through in a first-time home buy. What questions and problems might arise at different stages of the buying process?
2. How does Ashley elicit the needs and preferences of the prospective customers? What questions does she ask?
1. Which of the prescriptions of the Strategic/Consultative Selling Model (see Figure 8.1 on page 156) does Ashley Pineda follow? Please explain.
3. J.D. Power and Associates is a global marketing information services firm that helps businesses and consumers make better decisions through credible customer-based information. The company provides an unbiased source of marketing information based on opinions of consumers. Visit www.jdpower.com
2. The $40,000 Hyundai Genesis V8, which entered the U.S. market as a 2009 model, is a far cry from the popular Elantra. Hyundai’s new flagship model was designed to compete with Lexus, Mercedes-Benz, Cadillac, and BMW. The Genesis is positioned as another choice in the luxury-car market. Will
1. Select several advertisements from a trade magazine. Analyze each one and determine what rational buying motives the advertiser is appealing to. Do any of these advertisements appeal to emotional buying motives? Then select a magazine that is aimed at a particular consumer group, for example,
8. What is meant by the term perception?
Which person or persons in the buying organization will actually use or supervise the use of the product I am selling?
Has the money needed to purchase my product been allocated?
Will any “political” factors within the organization influence how decisions are made?
How urgent is my proposal to the buyer? When will a buying decision be made?
5 Discuss the various influences that shape customer buying decisions?
4 Understand the buying process of the transactional, consultative, and strategic alliance buyer
3 Understand the importance of alignment between the selling process and the customer’s buying process
2 Explain the difference between consumer and business buyers
1 Discuss the meaning of a customer strategy
4. Sue Sacks and other members of the advanced solutions team found that the consultative approach resulted in meetings with people higher in the customer’s organization. “We get to call on a higher level of buyer,” she said. Also, the team was more likely to position the product with a
3. Sue Sacks and other members of her sales team discovered that a traditional productoriented presentation would not work when selling the Personal Harbor Workspaces.Success came only after the team adopted the consultative style of selling. Why was the product-oriented presentation ineffective?
2. What product-selling strategies are most effective when selling a new and emerging product such as the Personal Harbor Workspaces?
1. To fulfill a problem-solving need, salespeople must often be prepared to communicate effectively with customers who are seeking a cluster of satisfactions (see Figure 7.1). Is it likely that a customer who is considering the Personal Harbor Workspaces will seek information concerning all three
4. Call a local financial services representative specializing in stock, bond, or equity fund transactions. Ask what percentage of clients rely on the information given to make complex decisions on their investments. Also ask this person if customers believe that advice on custom-fitting investment
3. The Ritz-Carlton hotel chain illustrates the total product concept discussed in this chapter.Research value-added information on the Ritz-Carlton chain by accessing www.ritzcarlton.com. Choose a location and click “Meetings.” Click “Quick Facts” and print the information presented.
2. Several weeks ago Erin Neff fell in love with the Scion tC coupe. After reading about the car in a magazine, she decided to visit a local Scion dealer. A test drive convinced her to place an order. What happened next was very frustrating. The salesperson, Tim Downey, immediately started
1. Study catalogs from two competing industrial supply firms or two competing direct-mail catalog companies. Assume one of the represented businesses is your employer. After studying the catalogs, make a comparative analysis of your company’s competitive advantages.
12. Is it true that selling products with a price strategy largely ignores customer satisfaction?Discuss?
11. What is the relationship between value-added selling strategies and the cluster of satisfactions?
10. Describe the difference between a generic product and a value-added product.
9. What are the four possible products that make up the total product concept?
7. Read the Selling in Action feature titled “How Do Customers Judge Service Quality?” on page 141. How might this information help a salesperson who wants to adopt the valueadded selling strategy?
6. What are the possible consequences a salesperson might experience when using low-price tactics?

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Selling Today 12th Edition Gerald L. Manning, Michael L. Ahearne, Barry L. Reece - Solutions

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