QUESTION 1

 Sales professionals are increasingly required to sell to an entire buying centre. This requires sales professionals to identify and understand the buying centre members and their roles. Analyse the case detail and help Emma identify who is likely to be in the buying centre. Using case evidence, explain the roles that they are likely to play and what influence they might have on a buying decision.
 

QUESTION 2 

From the information gathered in her first video conference, Emma is anticipating that Tanya may have sales objections. Help Emma to identify and categorise potential objections and support this with case evidence. Choose and justify effective response methods to deal with the identified objections and explain to Emma how she should apply each method to address the objections and why these methods are appropriate. 

 

QUESTION 3 

Emma knows that she will need to have clear objectives if she is to be successful in her next meeting with D&S. Emma has asked for your advice and help to devise one Primary and one Secondary objective for the meeting. In an email to Emma, clearly set out the objectives and explain the rationale for these based on the evidence in the case study.

QUESTION 4
You have explained to Emma about the Value Proposition Canvas that you learned about in your B2B Sales Strategy course, and she is eager to understand how to use the model for the next meeting. Use evidence from the case to design the Value Proposition Canvas and develop a Value Proposition Statement for Emma to use in her meeting with Tanya. Include this in a short report for Emma explaining your rationale and why you think this will address the needs of D&S.

 

QUESTION 5

Emma is also interested in what you have told her about the concept of Value-based Selling (VBS). In advance of the next meeting, make an email to Emma, that provides a definition of VBS. Also recommend and justify an appropriate VBS method and follow-up that Emma could undertake. Support your recommendation with evidence from the case. 

 

Transcribed Image Text:

Emma Nguyen from EFP Copiers Victoria (EFP) has a meeting today with Tanya Tang the Admin Manager at the law firm Davies and Singh Partnership (D&S). Tanya explained to Emma that they are hybrid-working, partly from home and the office, and have requested the meeting to be a video conference. In Emma's first video call with D&S last week, Tanya explained that the firm has five full-time attorneys working from one office in the CBD. She explained that she is reasonably satisfied with their current copiers, but that she is always looking for ways to increase office productivity. Tanya mentioned that she is personally concerned with what D&S are currently paying and that they may not be getting the right copier features to help improve productivity by improving efficiency. She also has concerns about the process of potentially switching copier suppliers and the difficulty for staff to learn new machine functionality. D&S needs to make a lot of large legal-sized copies, be able to staple them and send high-resolution hard-copies of documents to clients and courts. They currently use a separate scanning machine to send copies, but this is not always effective for high- resolution copies. Tanya indicated that it is important that a copier be reliable because the law firm makes hundreds of copies each day. She is worried about maintenance costs and when a copier does break down, she said that the firm needs fast service to repair it. Tanya has some familiarity with EFP's products, and she is eager to talk in more detail with Emma. However, she made it clear that any decision to switch to EFP from their current supplier would require Emma to also meet with the attorneys and her PA, who make most use of the copiers, and the Admin Manager, who is concerned about product quality and functionality, to get his approval. Tanya said that if Emma could convince her that EFP could support an increase in productivity at the law firm, she would be glad to ask her PA to set up a meeting for Emma with the attorneys, PA and Admin Manager, but said that getting everyone together at one time was always difficult. Having actively listened to what Tanya had to say, Emma feels that she has a good understanding of the needs and pain points of D&S. For the meeting today, she is planning to present an EFP product that consolidates the functionality of a printer, copier, scanner, and email into one machine. It can be operated remotely using a desk-top app, copy and auto-scan and email out-sized documents, is known for its high-resolution copies and ease of use. The machine comes with an auto-digital fault messaging app that supports remote fault diagnostics and maintenance, which reduces both repair time and maintenance costs. Emma also knows from sales meetings with other firms that buyers do worry about this machine based on cost and the reliance on a single machine if there is a breakdown. Emma Nguyen from EFP Copiers Victoria (EFP) has a meeting today with Tanya Tang the Admin Manager at the law firm Davies and Singh Partnership (D&S). Tanya explained to Emma that they are hybrid-working, partly from home and the office, and have requested the meeting to be a video conference. In Emma's first video call with D&S last week, Tanya explained that the firm has five full-time attorneys working from one office in the CBD. She explained that she is reasonably satisfied with their current copiers, but that she is always looking for ways to increase office productivity. Tanya mentioned that she is personally concerned with what D&S are currently paying and that they may not be getting the right copier features to help improve productivity by improving efficiency. She also has concerns about the process of potentially switching copier suppliers and the difficulty for staff to learn new machine functionality. D&S needs to make a lot of large legal-sized copies, be able to staple them and send high-resolution hard-copies of documents to clients and courts. They currently use a separate scanning machine to send copies, but this is not always effective for high- resolution copies. Tanya indicated that it is important that a copier be reliable because the law firm makes hundreds of copies each day. She is worried about maintenance costs and when a copier does break down, she said that the firm needs fast service to repair it. Tanya has some familiarity with EFP's products, and she is eager to talk in more detail with Emma. However, she made it clear that any decision to switch to EFP from their current supplier would require Emma to also meet with the attorneys and her PA, who make most use of the copiers, and the Admin Manager, who is concerned about product quality and functionality, to get his approval. Tanya said that if Emma could convince her that EFP could support an increase in productivity at the law firm, she would be glad to ask her PA to set up a meeting for Emma with the attorneys, PA and Admin Manager, but said that getting everyone together at one time was always difficult. Having actively listened to what Tanya had to say, Emma feels that she has a good understanding of the needs and pain points of D&S. For the meeting today, she is planning to present an EFP product that consolidates the functionality of a printer, copier, scanner, and email into one machine. It can be operated remotely using a desk-top app, copy and auto-scan and email out-sized documents, is known for its high-resolution copies and ease of use. The machine comes with an auto-digital fault messaging app that supports remote fault diagnostics and maintenance, which reduces both repair time and maintenance costs. Emma also knows from sales meetings with other firms that buyers do worry about this machine based on cost and the reliance on a single machine if there is a breakdown.