Jim Appleton, managing director of Industrial Cleaning Services, had decided that a personal computer could help solve his cash-flow problems. What he wanted was a machine that would store his receipts and outgoings so that at a touch of a button he could see the cash flow at any point in time. A year ago, he got into serious cash-flow difficulties simply because he did not realize that, for various reasons, his short-term outflow greatly exceeded his receipts. He decided to visit a newly opened personal computer outlet in town. His wife, Mary (account and finance manager), was with him. They approached a salesperson seated behind a desk.

Jim: Good afternoon. I’m interested in buying a personal computer for my business. Can you help me?

Salesperson: Yes, indeed, sir. This is the fastest-growing network of personal computer centers in the country. I have to see a colleague for a moment but I shall be back in a few minutes. Would you like to have a look at this brochure and at the models we have in the showroom? [Salesperson gives them the brochures, and leaves them in the showroom]. [ Jim and Mary look around the showroom asking each other questions and getting a little confused. The salesperson returns after five minutes.]

Salesperson: Sorry to take so long but at least it’s given you a chance to see what we have in stock. You tell me you want a computer for work. I think I have just the one for you. [Sales-person takes Jim and Mary to a model.] This could be just up your street. It will do your accounts, financial plans and stock control as well. It has full graphic facilities so that you can see trend lines on the screen at the touch of a button. It has enough storage and processing power to manage your customer database.

Mary: How much will it cost?

Salesperson: A lot less than you think. This one costs £2699.00, which is quite cheap. Mary:

Mary: I’ve seen advertisements in newspapers for business computers that are a lot less expensive

Salesperson: Yes, but do they have a 4K ultra HD display, 32 GB of memory and one TB hard drive, as well as an i7 processor?

Mary: I don’t know, but they looked OK to me. Jim: Does it come with training?

Salesperson: No, the computer comes with a full set of instructions and my 12-year-old son could operate it.

Jim: Does it come with a DVD writer?

Salesperson:No, but you can buy one separately.

Jim: I see.

Salesperson: I’ve left the best till last. Included in the price are three software programs that allow the machine to be used for spreadsheet analysis, stock control and word processing. I’m sure your business will benefit from this computer.

Jim: My business is very small. I only employ five people. I’m not sure that this is the right type of machine for us. Still, thank you for your time.

Discussion questions

1. What choice criteria did Jim and Mary use when deciding whether to buy a computer and which model to buy?
2. Did the salesperson understand the motives behind the purchase? If not, why not? Did they make any other mistakes?
3. Imagine that you were the salesperson. How would you have conducted the sales interview?

Answer rating: 100% (QA)

1 To request to address the cash stream issues faced by the company Jim and Mary found a computer fo... View the full answer