Fundamentals of Selling 13th Edition by Charles Futrell

Exercise 11

A customer is looking at a display of Cross gold pens and pencils.
Customer: I'm looking for a graduation gift for my brother, but I'm not necessarily looking for a pen and pencil set.
Salesperson: Is your brother graduating from college or high school
Customer: He is graduating from college this spring.
Salesperson: I can show you quite a few items that would be appropriate gifts. Let's start by taking a look at this elegant Cross pen and pencil set. Don't they look impressive
Customer: They look too expensive. Besides, a pen and pencil set doesn't seem like an appropriate gift for a college graduate.
Salesperson: You're right, a Cross pen and pencil set does look expensive. Just imagine how impressed your brother will be when he opens your gift package and finds these beautiful writing instruments. Even though Cross pen and pencil sets look expensive, they are actually quite reasonably priced, considering the total value you are getting.
Customer: How much does this set cost
Salesperson: You can buy a Cross pen and pencil set for anywhere from $15 to $300. The one I am showing you is gold-plated and costs only $28. For this modest amount you can purchase a gift for your brother that will be attractive, useful, last a lifetime, and will show him that you truly think he is deserving of the very best. Don't you think that is what a graduation gift should be
Customer: You make it sound pretty good, but frankly I hadn't intended to spend that much money.
Salesperson: Naturally, I can show you something else. However, before I do that, pick up this Cross pen and write your name on this pad of paper. Notice that in addition to good looks, Cross pens offer good writing. Cross is widely acclaimed as one of the best ballpoint pens on the market. It is nicely balanced, has a point that allows the ink to flow on the paper smoothly, and rides over the paper with ease.
Customer: You're right, the pen writes really well.
Salesperson: Each time your brother writes with this pen, he will remember that you gave him this fine writing instrument for graduation. In addition, Cross offers prestige. Many customers tell us that Cross is one of the few pens they have used that is so outstanding that people often comment on it by brand name. Your brother will enjoy having others notice the pen he uses is high in quality.
Customer: You're right. I do tend to notice when someone is using a Cross pen.
Salesperson: You can't go wrong with a Cross pen and pencil set for a gift. Shall I wrap it for you
Customer: It's a hard decision.
Salesperson: Your brother will be very happy with this gift.
Customer: Okay. Go ahead and wrap it for me.
Salesperson: Fine. Would you like me to wrap up another set for you to give yourself
Customer: No, one is enough. Maybe someone will buy one for me someday. 12
Describe the selling techniques being used by the retail salesperson.