Kim King is a Senior Account Executive for ACME Canada, a leading Canadian supplier of industrial valves

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Question:

Kim King is a Senior Account Executive for ACME Canada, a leading Canadian supplier of industrial valves and flanges, tapes, and sealants. An astute business prospector, Kim first identified Bartek Ingredients and their Stoney Creek Plant as a potential new key client for ACME six months ago when he read about their recent plant upgrades and addition of new production facilities. The Stoney Creek plant is a key facility for Bartek, refining over 8,500 barrels of food grade chemicals per day to help meet their customers needs. Winning their business would be a major coup for Kim and would secure an important long-term client for ACME for many years to come.

Kim has been calling on Steven Douglas, the buyer dealing with all contractors and suppliers at the Stoney Creek plant to persuade him on using ACME to seal all his plant's valve and flange leaks.

At this stage of the sales process and presentation, Kim has re-confirmed Steven's needs, completed the discussion of the product's features, advantages and benefits, the proposed marketing plan, and the business proposition. We now join the conversation between them:

KIM:

Let me summarize what we have talked about. You have said that you like the money you will save by doing the repairs, almost $200,000 annually. You also like our response time in saving the flanges so they can be rebuilt when needed. Finally, you were very positive on our three-year warranty on service. Is that correct?

Steven smiles, relaxes, and becomes friendly.

STEVEN:

Yes, that about sums it up.

KIM:

Steven, I suggest we get one of our crews in here asap and start repairing the leaks. What time would you like our crew here next Monday?

STEVEN:

Not so fast Kim, how reliable is the compound? You said it is a relatively new product.

KIM:

Steven, I know how you feel about trying something new, and other clients have felt the same. To date we have had no issues with it. In fact, I did a similar service for Joriki Inc. 17 months ago in their Scarborough facility where they process 12,000 barrels per day. They were one of our first clients to use the new formulation, and we have not been back for any warranty work. I would be happy to provide you with the contact information for one of their facility managers to speak with you about our work. Does that sound reliable to you?

STEVEN:

Yes, I guess so.

KIM:

From what I have learned in our interactions so far, you always make informed, experienced, and professional decisions and I know that you think this is a sound, worthwhile and profitable service for your plant. Let me schedule a crew to be here either next Monday May 3rd or the following Monday May 10th.

STEVEN: Kim, I am still not 100% sure about this.

KIM:

Steven, after all the facts have been presented and a solid business case made for proceeding, there must be a reason why you are still hesitating to go ahead now. Do you mind if I ask what it is you are not sure about?

STEVEN:

It is a big commitment for us and I just don't know if it is the right decision to go with your company at this point.

KIM:

Is that the only thing concerning you?

Steven pauses for a moment to think.

STEVEN:

Yes, it is.

KIM:

Suppose you could convince yourself that it is a good decision, that ACME is the right partner for you. Then would you want to go ahead with the service?

STEVEN:

Yes, I would.

KIM:

Steven, let me recap what we have agreed upon so far. You like our repair proposition because of the cost you would save, over $350,000 per year, you like our response time and the ongoing savings you would receive from the timely repair of the leaks, and you like our highly trained personnel and the warranty they enable us to give you, correct?

STEVEN:

Yes, that is true.

KIM:

When would you like to move ahead with the plan and have the work done?

An interruption occurs, Steven takes a phone call & asks Kim to step outside. Once finished, he motions for Kim to rejoin him.

STEVEN:

Kim, I'm sorry but I've got an urgent matter to attend to. Your proposition looks really good, and it makes sense for us, but with the recent upgrades and capital expenditures, I'm not sure I can secure the funds to go ahead this month. Can we revisit it in the next month?

Feeling uneasy at this point, Kim feels he should back off and leave the door open. He had done his research and verified there have been huge capital outlays recently on various plant refurbishments. Kim knows the Stoney Creek operation is an important one for Bartek and it's just a matter of time before they need a service like the one ACME offers.

KIM:

I understand completely, no problem at all, Steven. I appreciate your time, and I will get back to you on the third of May to get your ok and set a date for one of our crews to start, is that good with you?

Adapted from:

Futrell, Charles et al. ABC's Of Relationship Selling Through Service

Question 1:- What is an objection and why would a prospect raise one? Identify and provide one (1) example from the case of a category of an objection and describe how it was handled.

Questions 2:- What is the purpose of a trial close, when should it be used and what makes it effective? Provide one (1) example of a trial close from the case.

Question 3:- Customer satisfaction, retention and engagement are critical to sales success over the long term. If Kim succeeds in making this first sale to Bartek Ingredients, what should he do regularly to develop the business relationship? Provide three (3) suggestions on how Kim can penetrate the Bartek Ingredients account further.

Question 4:- Explain what is meant by a "buying signal"? Provide two (2) different examples of buying signals from the case.

Question 5:- What is a closing question? Identify and demonstrate two (2) different closing techniques Kim used in his conversation with Steven. How many times should a salesperson attempt to close?