Case Study Analysis: Facing a Sales Challenge [10 Marks] ENGE Facing a Sales Challenge: Jovan made his presentation for in-office coffee service to the office manager. As he neared the end of it, the office manager asked, What's your price? Jovan quoted CHAL the standard price, and immediately the manager said, Your competitor's price is $10 cheaper! As Sumit, who represented a medical laboratory equipment company, finished her presentation, the pathologist asked her about the cost. She stated the list price and heard, Your price is too high. I can get the same type of equipment for a lot less." Ralph, who sells a line of office copying machines, was only halfway through his presentation when the director of administration asked for the cost. When Ralph quoted the price on the top-of-the-line model the administrator closed off the interview with the familiar phrase, Your price is too high." Jovan, Sumit, and Ralph are facing a real challenge. Their buyers said, Your price is too high," indirectly saying, No, I'm not interested." In each situation, what would you do now? Sumit had finished her presentation. Jovan and Ralph had not. At least Sumit was able to tell her whole story. Jovan and Ralph should have postponed discussing price. They may have lost all hope of making the sale. Page-2: Case Study Analysis: Facing a Sales Challenge In all three cases, the prospect said, Your price is too high. Many buyers learn or are trained to say this to see whether the seller will decrease the price. When the buyer said, What's your price? Jovan could have said, It will depend on the type of service you need and the quantity purchased. Let's discuss that in just a minute. When the buyer said, Your competitor's price is $10 cheaper! Jovan could say, I quoted you our base price. Your actual price will depend on the quantity purchased. We can meet and beat that price (the competitor's price]. Sumit needs to find out more, such as what specific equipment and from whom. Equipment is different. So are service, terms, and delivery. When Ralph's buyer says, Your price is too high, Ralph needs to find out what the buyer is using for comparison. Ralph's buyer may not need the top-of-the-line model. So, Ralph must get back to a discussion of the buyer's needs before determining the model and price. Questions: Case Study Analysis: Facing a Sales Challenge Please read the Case Study and answer following Questions 1. What type of business Jovan made a presentation for? 2. What did the office manager objected to? 3. What type of business Sumit is involved? 4. What objection Sumit had to face? 5. What type of business Ralph is involved? 6. Why Ralph was interrupted during his presentation? 7. When presentation is interrupted what is the message the listener conveys? 8. What is benefit Jovan get by pulling whole presentation through? 9. What should Sumit and Ralph should have done to complete their presentations? 10. Why prospects often say, "Your price is too high?" 11. When the buyer said, "What's your price?" what could be an appropriate answer? 12. When the buyer said, "Your competitor's price is $10 cheaper!" what could be good answer? 13. What Sumit should have explored more before discussing price? 14. When Ralph's buyer says, "Your price is too high," what should he have done? 15. If you were in any of such situations how you will handle such objections