Mark Alonzo, a salesperson working for the firm ProCom, has an important appointment with a procurement officer Tom Espinosa at the IMC company, a medium sized firm that is specialized in

developing marketing services for businesses. It had taken Mark three months to get the appointment, and he is excited about the chance to finally demonstrate his company's new enterprise social

networks software. ProCom company creates and sells customized enterprise social networks applications to businesses that allow their employees to create their own profiles on these applications,

to share contents and to interact with their colleagues. Despite that these applications are very expensive investment, they allow businesses to improve the collaboration

employees and to ensure better best practices sharing and problem solving within the firms.

and cooperation of the

Questions

alternatives?

(3.5 marks)

for each objection. (4 marks)

you recommend

1. Discuss the importance of personal selling for ProCom. Why this firm should rely on personal selling when there are so many less-expensive

2. Develop a set of SPIN questions to discover the needs of Tom Espinosa, the procurement officer of the IMC company. (4 marks)

3. Identify two valid objections that could Tom Espinosa raise and provide a response to each objection.

4. What can Mark Alonzo do to develop a strategic partnership with IMC company? (4 marks)

5. Cite three sources Mark Alonzo can use to find other prospects for the enterprise social networks applications provided

use to qualify these prospects, (5 marks)

6. How can the salesperson most effectively relate the enterprise social media features to the prospect's needs? (3.5 marks)