Customer Needs Analysis

Hello I need to create questions and answers for need

want

can afford

timing

buyng/success

based on this story :

Final Role Play - Handout for the buyer and seller

You (the student) are a sales representative with Grayte Guitars, a manufacturer and distributor of high-end guitars. You have booked an appointment to see Clap & Tons Musical Instruments, a potential new customer.

Your company, Grayte Guitars has been in business for 17 years:

Manufactures and sells higher end guitars that cater to professional guitar players and serious amateurs

Grayte Guitars are used by top musicians in the business

Guitars are constructed with highest quality materials, have the best sound

Has strong branding presence in print media, especially guitar and music magazines

For 5 years in a row, voted favourite brand in annual String & Pick Magazine poll

Specializes in guitar repairs and refurnishing, does customizing of guitars

Organizes guitar workshops and autograph sessions with celebrity guitarists at music stores

Your main competitor is Morricani Guitars who have been in business for 6 years:

Manufactures and sells mid-range to low-end guitars that cater to casual guitar players

Morricani Guitars are endorsed by some celebrity guitar players in advertisements, but they do not use Morricani Guitars themselves

Guitars are adequately-constructed with average sound

Has strong branding presence in print media, especially guitar and music magazines

Organizes guitar workshops and autograph sessions with celebrity guitarists at music stores

Your research indicates that Clap & Tons Musical Instruments has been in business for 10 years:

Sells mid-range to low-end musical instruments

The guitar section of the store is the most popular and takes up the most floor space

Has the image of being "your community music store" - very casual dcor and service

Knowledgeable and relaxed staff who are also music fans

Marketing through ads in local newspaper, flyers

Is located in a small city with a population of 100,000

You did more research and found out that Clap & Tons Musical Instruments has two main competitors in town. They are:McNeely Musical Instruments

In business for 11 years

Sells lower-end musical instruments for amateurs and beginners

The guitar section is relatively small and takes up only a small percentage of floor space

Has the image of being a discount music store for people who aren't that serious about their instruments but want the most bang for their buck

Marketing through ads in local newspaper

Kiner's Department Store

In business for 8 years

A department store that has a musical instrument section with guitars

Sells mid-range to low-end guitars for amateur guitar players

Is a mid-priced department store that offers a little bit of everything for everyone

Marketing through flyers and newspaper ads

Preparation is key in business-to-business sales since budgets are large, sales cycles are longer and relationships are critical. The professional salesperson knows this and spends time before meeting with potential clients on reviewing company information, researching the industry and anticipating possible client reactions. The attached "Pre-call Planner" provides an opportunity for salespeople to plan their approach, document key findings from research and develop strategies to address concerns or objections. Instructions: 1. Begin by reviewing the case study information provided. 2. If you are not knowledgeable about the industry, additional research may be helpful to broaden your understanding. 3. Think about your goals, the client's goals and possible reactions. Develop ideas on how you can proceed through the sales process. 4. Complete all sections of the Pre-call Planner. 5. Proofread the document before sending to instructor. Please note: You are encouraged to bring your completed Planner with

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