You are the sales representative for an office supplies rental firm. An online university requested a visit from you to discuss the supply of printing equipment and accompanying consumables to regionally based associate lecturers.

After a discussion with the buyer, you agreed to offer the following: (1) a color, double-side printer; (2) a fixed number of replacement consumables per year; (3) a specific quantity of paper and ink per person per year; and (4) local delivery to the end-users. All of this is possible if the organization signs a contract for a two-year period, allowing you to guarantee fixed prices. Based on their usage figures, you can offer this deal at 1 percent lower than their normal yearly cost. The organization only wants to sign on for a year, but you cannot do this as you would then lose the economies of scale.

Your task: Having failed to get the buyer to agree to the initial agreement, write a follow-up email to them applying the AIDA model and persuading them to agree.