SELL 3rd Edition by Thomas Ingram,Raymond LaForge ,Ramon A. Avila ,Charles Schwepker,Michael Williams

Exercise 8

Custom Product, Custom Presentation
During the past three months, Brenda had improved her prospecting process. She was identifying more prospects that represented better sales opportunities. Brenda knew that it is important to plan her sales calls in advance to maximize the time she spent in face-to-face seiling. In this selling environment, most customers were not interested in all of the features of Brenda's products Brenda had to determine what was important to each customer, and customize her presentations accordingly. Further, she had to clearly communicate the benefits of her products, and not overwhelm potential buyers with too much technical language. Assume that Brenda has an appointment with EFP, a non-profit organization that raises money to promote environmentally friendly practices such as recycling. The organization uses email, Web-based communications, and direct mail campaigns to reach potential donors. EFP currently uses an older-generation analog copier. Brenda hopes to sell EFP a modern digital copier that offers several advantages over the analog copier currently in use.
Using an Internet search engine such as Google, find the general benefits of digital copiers over analog copiers. You might enter "benefits of digital copiers" in the search engine, or examine data from copier providers such as Ricoh, Canon, or Xerox to find these benefits. List 6-8 potential benefits of a digital copier to EFP.
From the listing developed in # 1, select four benefits. For each benefit, write a sentence or two that Brenda might use to communicate these benefits during her sales call with EFP.
For the four benefits identified in # 2, describe what information Brenda should have on hand when she makes the sales call on the EFP buyer. Also describe how this information would be best communicated, i.e., what support materials will Brenda need to enhance her verbal communications?
Assume that the buyer acknowledged interest in at least two of benefits identified in # 2. Write a realistic buyer-seller dialogue of Brenda's interaction with the EFP buyer concerning these benefits.