Case Study 2 Extra Credit: Create a Promotional Plan for Pepsi Co. (10pts) Problem: Continued from Extra Credit Case Study 1 (Read that first even if you just complete just this Case Study). As you know, Pepsi's market share has been on a downward trend since 2004. In your promotion plan (Case Study 1) let's say you decided to use personal selling to build B2B corporate sales with new businesses like other big businesses colleges, hospitals, schools, hotels, restaurant chains, etc. SO Congrats! You are now moved to outside sales as a Key Account Sales Representative for Pepsi Co. (This now includes all Pepsi brands). Your job will be to secure creative new B2B business opportunities (new accounts) to expand Pepsi Co. sales, for example the cafeteria at a hospital or Nissan. You are NOT selling to grocery stores, drug stores, Sams club, ets-Pepsi is already sold in these types of retailers. You'll be earning a base salary and commission + a bonus for new customers. The more you work and put in, the more money you will make! You are excited because you know you are a hard worker and enjoy the fact you will have a lot of autotomy on your new salesjob. THE PERSONAL SELLING PROCESS Answer all the questions below to complete the personal selling process outlined in chapter 12. You can type your answers in this word document. Upload it to the dropbox on D2L (link on home page) no later than 11:59 Sunday 4/19. Note: I cannot open mac files; do not upload these, convert them. 1: Prospecting & Qualifying: You need to make some money! You need some customers. Name 10 additional B2B) prospects you think you can sell to. (but again NO grocery, drugstores, Walmart, Sam Clubs) Step 2: Pre-Approach: What does this mean? Name at least 5 resources will you use to find out information about your prospects. What are 5 different pieces of information you will want to learn in pre-approach? Step 3: Approach: So through your pre-approach and have decided to try to connect with your prospects Name 3-4 ways you can think of to make initial contact with your prospects (example connect on Linkedin and send a message). Step 3: Approach: So through your pre-approach and have decided to try to connect with your prospects Name 3-4 ways you can think of to make initial contact with your prospects (example connect on Linkedin and send a message). Approach cont. You recently attended a Trade Show and met a key buyer at Nissan who is in charge of the cafeterias and vending machines at headquarters in Franklin and the plant in Smyrna. You set up a first meeting in her office for next week. At this meeting, how are you going to build rapport? What does building rapport mean? Step 4: Presentation: After you start to build rapport, you are going to give a presentation. During this presentation you decide you are going to use the FAB approach to communicate value. Explain the features, advantages, and benefits of Nissan partnering up and offering Pepsi Co, products to its employees in their cafeterias. If you cannot think of any, one feature you might want to highlight is Pepsi has a variety of categories from drinks to salty snacks. Presentation Cont. Consider the selling technique you learned about in this chapter "SPIN". Give examples of SPIN questions you might ask during the presentation: 1. 3 Situation questions you will ask 2. At least 1 Problem question you will ask (it needs to be a problem your company can solve with its products). 3. 1 Implication questions you will ask (what is the implication of the problem?) 4. 1 Need based payoff questions you will ask (so if I can solve the problem how will this help your business?) Step 5: Handle Objections: Give examples of 3 objections the buyer might give you. Explain how you will handle these objections (what will your response be). Step 6: Gain Commitment: What does gain commitment mean? How will you do that? Step 7: Followup/Build Relationship: Your buyer placed her first order. How are you going to follow up with the buyer and build the relationship? Case Study 2 Extra Credit: Create a Promotional Plan for Pepsi Co. (10pts) Problem: Continued from Extra Credit Case Study 1 (Read that first even if you just complete just this Case Study). As you know, Pepsi's market share has been on a downward trend since 2004. In your promotion plan (Case Study 1) let's say you decided to use personal selling to build B2B corporate sales with new businesses like other big businesses colleges, hospitals, schools, hotels, restaurant chains, etc. SO Congrats! You are now moved to outside sales as a Key Account Sales Representative for Pepsi Co. (This now includes all Pepsi brands). Your job will be to secure creative new B2B business opportunities (new accounts) to expand Pepsi Co. sales, for example the cafeteria at a hospital or Nissan. You are NOT selling to grocery stores, drug stores, Sams club, ets-Pepsi is already sold in these types of retailers. You'll be earning a base salary and commission + a bonus for new customers. The more you work and put in, the more money you will make! You are excited because you know you are a hard worker and enjoy the fact you will have a lot of autotomy on your new salesjob. THE PERSONAL SELLING PROCESS Answer all the questions below to complete the personal selling process outlined in chapter 12. You can type your answers in this word document. Upload it to the dropbox on D2L (link on home page) no later than 11:59 Sunday 4/19. Note: I cannot open mac files; do not upload these, convert them. 1: Prospecting & Qualifying: You need to make some money! You need some customers. Name 10 additional B2B) prospects you think you can sell to. (but again NO grocery, drugstores, Walmart, Sam Clubs) Step 2: Pre-Approach: What does this mean? Name at least 5 resources will you use to find out information about your prospects. What are 5 different pieces of information you will want to learn in pre-approach? Step 3: Approach: So through your pre-approach and have decided to try to connect with your prospects Name 3-4 ways you can think of to make initial contact with your prospects (example connect on Linkedin and send a message). Step 3: Approach: So through your pre-approach and have decided to try to connect with your prospects Name 3-4 ways you can think of to make initial contact with your prospects (example connect on Linkedin and send a message). Approach cont. You recently attended a Trade Show and met a key buyer at Nissan who is in charge of the cafeterias and vending machines at headquarters in Franklin and the plant in Smyrna. You set up a first meeting in her office for next week. At this meeting, how are you going to build rapport? What does building rapport mean? Step 4: Presentation: After you start to build rapport, you are going to give a presentation. During this presentation you decide you are going to use the FAB approach to communicate value. Explain the features, advantages, and benefits of Nissan partnering up and offering Pepsi Co, products to its employees in their cafeterias. If you cannot think of any, one feature you might want to highlight is Pepsi has a variety of categories from drinks to salty snacks. Presentation Cont. Consider the selling technique you learned about in this chapter "SPIN". Give examples of SPIN questions you might ask during the presentation: 1. 3 Situation questions you will ask 2. At least 1 Problem question you will ask (it needs to be a problem your company can solve with its products). 3. 1 Implication questions you will ask (what is the implication of the problem?) 4. 1 Need based payoff questions you will ask (so if I can solve the problem how will this help your business?) Step 5: Handle Objections: Give examples of 3 objections the buyer might give you. Explain how you will handle these objections (what will your response be). Step 6: Gain Commitment: What does gain commitment mean? How will you do that? Step 7: Followup/Build Relationship: Your buyer placed her first order. How are you going to follow up with the buyer and build the relationship