Chapter $7.$ Case: Modern Lighting, LLC

Background

Modern Lighting, LLC specializes in providing both interior and exterior lighting solutions that are customized and designed to address the efficiency, productivity, and aesthetic needs of its commercial customers. It sells lighting fixtures from the leading manufacturers but creates value by analyzing the specific needs of each customer and then developing a customized design to meet these needs. There are several competitors in the electrical lighting industry, but most of them focus on low prices. Customers usually pay more for a Modern Lighting solution but receive more value in terms of increased electrical efficiency, improved aesthetics, and overall business effectiveness.

Current Situation

Seafarers Wharf is a seafood restaurant that has experienced great success. As a result, the founder is planning to open additional restaurants on the East Coast and plans to eventually offer franchises. Realizing the importance of ambiance in the restaurant business, the company wants to find a contractor that can help them design and supply their lighting needs.

You are a sales representative for Modern Lighting, LLC and have been meeting with the restaurant$$s owner and founder, Jazmine Seaman, as well as their architect, and building contractor. Based on these meetings, you have identified the following lighting needs:

The lighting provided in a restaurant goes a long way in determining the restaurant$$s ambiance and personality. The restaurant is positioned as a moderately upscale restaurant, along the lines of Red Lobster, and wants interior lighting to reflect this image.

Exterior lighting needs to consider not only needs for ambiance, but security and efficiency.

Given the plan is to own several restaurants and franchise the operation, lights must be cost effective, in terms of initial expenditure and ongoing operations. Thus, the lighting should consider the latest technology $($e$.$g$.,$ smart technology$)$ to provide efficiencies in operations.

Consideration must be given to meeting various code requirements in different locations.

Installation requirements must be considered. Lighting that requires a lengthy and cumbersome installation process must be avoided.

The lighting should be as timeless as possible to avoid the need for updating any time soon.

You have created a lighting plan for Seafarers Wharf that addresses each of the issues presented above and are preparing for a meeting with the owner, Jazmine Seaman, the restaurant$$s architect, and the contractor who will be building the next restaurant. You know that a competitor has already made a presentation to the same group and their offer will cost less than what you will be able to charge.

Questions

How will you try overcoming the lower price offered by a competitor?

What specific value can you offer Seafarers Wharf?

How can you most effectively communicate the value of your proposed lighting design?

What sales aids and proof providers could you use to make your presentation more engaging and effective?

Role Play

Situation: Read the Modern Lighting, LLC case.

Characters: Jazmine Seaman, owner of Seafarers Wharf; Taylor Strait, architect; Ron Despot, building contractor

Location$$Current Seafarers Wharf office.

Action$$Role play this meeting. Be sure to address the specific needs identified earlier, to communicate effectively with each person in the meeting, and to incorporate sales aids appropriately.

After completing the role play, address the following questions:

How would you evaluate the role play in terms of interesting, understandable, and engaging sales dialogue? What improvements would you recommend?

How well did you involve each person in the meeting? What improvements would you recommend?

Evaluate the effectiveness of each sales aid used? What improvements in the use of sales aids would you recommend?