CASE STUDY:

Sales representative Sharon Stone was recently assigned to Plastico Inc.'s central Michigan territory. Plastico Inc. is a manufacturer and marketer of high-quality plastic components to industrial markets. Fresh out of college and the company's training program, she was eager to make her first sales call. She scheduled an appointment with David Kline, materials purchasing manager for a small refrigerator manufacturer in Ann Arbor, Michigan. She arrived late for her appointment, forgot her samples, and had a difficult time getting Kline to talk about anything other than the football and basketball programs at Michigan. Afraid Kline would get back to discussing basketball, Sharon took control of the conversation and began discussing the benefits of her product (without properly assessing his needs). Fearing she might lose the sale, she lied about the turn-around time. Upon finishing, she failed to gain any type of commitment. This case has students consider various aspects of the sales process: making an appointment, starting the sales call, delivering the presentation, and gaining commitment. It also illustrates an unethical sales tactic, lying about turn-around time. Students are asked to identify problems with Sharon's sales call and recommend solutions for doing a better job.

QUESTIONS:

1. If you were Sharon's sales manager, what would you recommend she do to improve her chances of succeeding?