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READ THE GIVEN CASE STUDY ON SLAVIK'S SPORTS INC. CAREFULLY. DIAGNOSE TWOPROBLEMS WITH THE SALES APPROACH ADOPTED BY CRAIG. BE VERY SPECIFIC AND SUCCINCT.

SLAVIK'S SPORTS INC. Background S lavik's Sports Inc. (SSI) is a Vancouver-based sup plier of custom-made novelty sports items such as bobble-head figures, caps, sunglasses, and sweatshirts. Most of SS's sales are to medium- sized businesses that use SSI products in employee motivation programs or as specialty advertising giveaways. SSI has been in business for 40 years, and has an excellent reputation as a reliable, competitive supplier. SSI has built a successful business across Canada. SSI sales representatives are knowledgeable and can advise their customers about how to use specialty advertising to build employee morale, introduce new products, and reinforce brand images. Current Situation Craig Robertson had recently been assigned to the westem territory Although this was his first sales job, he felt confident and was eager to begin. Craig had just completed 55's training program and had a good understanding of SS's products and the sales process. For most sales situations, SS's sales trainers had recommended the use of an organized sales presentation in which the salesperson organizes the key points into a planned sequence that allows for adaptive behaviour by the salesperson as the sales call progresses Craig had been in his territory for 60 days, and he was enjoying his job Days passed quickly, and he was never bored. He had landed some major customers, but was frustrated at how long it took some customers to make a buying decision. Overall, he thought he was doing a good job-and his sales manager, Felicia Jameson, had been consistently positive on the feedback form Craig tried to be honest with himself as a way of improving his performance, and be was not happy as he reviewed today's last sales call Craig had called on H2G, a large manufacturer of garden tools. He intended to sell H2G several specialty advertising items to be used as giveaways at major trade shows in the coming year. After researching H2G on the Internet, he arranged a 4:00 pm meeting with Cam Evans, the director of marketing Throughout the day, Calg was running late due to an unexpected snow storm and heavy traffic CHAPTER 1 CASE He called to let Cam know that he would be late, but the best he could do was to leave a message Craig arrived 15 minutes late, and was relieved to be shown into Cam's office without delay Craig apologized to Cam about running late, and was surprised to learn that Cam had not received his message. Craig was imitated that his message had not been passed along, but Cam did not seen to mind, indicating that he had plenty of time to meet with Craig Given this signal Craig decided to give Cam an overview of 55 capabilities and success stories. Fifteen minutes later,Cam inter rupted Craig and the following dialogue ensued. Cam Thanks for the overview, Craig. I had a pretty good idea what SSI offers, but some of what you told me might be helpful What have you learned about H2G that makes you think that would be a good fit for our trade show programs? Craig: Well, I know that H2G participates in two national shows and several regional shows every year Cant That's right, and we work really hard to stand out at those shows Calg What works well for you in terms of standing out at the shows Cam: Having a terrific, eye-catching product display is key Doing a lot of pre-show communications to be sure key buyers visit our booths, and being sure we have enough people on hand to sustain a high-energy atmosphere during the show. Craig: How about specialty advertising to spice things up, maybe add to the fun element? Cam: I am not sure what you mean. We have wasted a lot of money on giveaways in the past and I don't believe that it differentiates us from our competitors Craig: That's because you haven't worked with SSL We're the best and I can fill you in on how we can add sizzle to your trade shows Cam OK, but I just remembered that I need to pick my daughte up after her plano lesson. With the snow and traffic, that leaves us about 15 minutes. Craig proceeded to describe how SS works with most of their cas tomers to supplement trade show communications. He felt rushed as there were a lot of alternatives depending on the customer's budget and objectives for each trade show. About 10 minutes int his monologue. Cam told Craig Thanks for coming today. We will talk about this internally and I will get back with you if we decide to do more with specialty advertising this year I really do have to run now Sorry" As Craig drove home, he realized that he had never asked Cam about H2G's trade show objectives or their budget. Wi the abrupt end to the meeting, he also failed to try to get another appointment with Cam Evans. Craig realized that his call with HIG was not his best performance. DAFTOVERVIEW OF PERSONAL SELLING