Fundamentals of Selling 13th Edition by Charles Futrell

Exercise 19

As a salesperson for Gatti's Electric Company, Cliff Defee is interested in selling John Bonham more of his portable electric generators. John is a construction supervisor for a firm specializing in constructing large buildings such as shopping centers, office buildings, and manufacturing plants. He currently uses three of Cliff's newest models. Cliff just learned that John will be building a new manufacturing plant. As Cliff examines the specifications for the new plant, he feels John will require several additional generators. Two types of approaches Cliff might make are depicted in the following situations:
Situation A:
Salesperson: I see you got the Jonesville job.
Buyer: Sure did.
Salesperson: Are the specs OK
Buyer: Yes.
Salesperson: Will you need more machines
Buyer: Yes, but not yours!
Situation B:
Salesperson: I understand you have three of our electric sets.
Buyer: Yes, I do.
Salesperson: I'm sure you'll need additional units on your next job.
Buyer: You're right, I will.
Salesperson: Well, I've gone over your plant specifications and put together products just like you need.
Buyer: What I don't need are any of your lousy generators.
Salesperson: Well, that's impossible. It's a brand-new design.
Buyer: Sorry, I've got to go.
a. Briefly describe the approaches in situations A and B. In both situations, Cliff is in a tough spot. What should he do now
b. What type of approach could Cliff have made that would have allowed him to uncover John's dissatisfaction Would the approach you are suggesting also be appropriate if John were satisfied with the generators