Fundamentals of Selling 13th Edition by Charles Futrell

Exercise 16

You plan a call-back on Conway Pride and the president of his company to sell them several of your electric carts (see Exhibit). The company's manufacturing plant covers some 200 acres, and you have sold up to 10 carts to many companies smaller than this one. Since Pride allows you to meet with his company's president and maybe other executives, you know he is interested in your carts.
You are determined to make a spellbinding presentation of your product's benefits using visual aids and a cart demonstration. Mr. Pride raised several objections on your last presentation that may be restated by other executives. Your challenge is to develop a dramatic, convincing presentation.
You plan to give a cart demonstration to show how effective it is in traveling around the plant. Which of the following is the best technique for the demonstration
A) Get Pride and the president involved by letting them drive the cart.
B) You drive, letting them ride so they will listen more carefully to you.
C) Leave a demonstrator and check back the next week to see how many they will buy.
EXHIBIT
Dyno Electric Cart memorized presentation.
Situation: You call on a purchasing manager to elicit an order for some electric carts (like a golf cart) to be used at a plant for transportation around the buildings and grounds. The major benefit to emphasize in your presentation is that the carts save time; you incorporate this concept in your approach. For this product, you use the memorized stimulus-response presentation. 2
Salesperson: Hello, Mr. Pride, my name is Karen Nordstrom, and I'd like to talk with you about how to save your company executives' time. By the way, thanks for taking the time to talk with me.
Buyer: What's on your mind
Salesperson: As a busy executive, you know time is a valuable commodity. Nearly everyone would like to have a few extra minutes each day and that is the business I'm in, selling time. While I can't actually sell you time, I do have a product that is the next best thing... a Dyno Electric Cart-a real time-saver for your executives.
Buyer: Yeah, well, everyone would like to have extra time. However, I don't think we need any golf carts. [First objection.]
Salesperson: Dyno Electric Cart is more than a golf cart. It is an electric cart designed for use in industrial plants. It has been engineered to give comfortable, rapid transportation in warehouses, plants, and across open areas.
Buyer: They probably cost too much for us to use. [Positive buying signal phrased as an objection.]
Salesperson: First of all, they cost only $2,200 each. With a five-year normal life, that is only $400 per year plus a few cents for electricity and a few dollars for maintenance. Under normal use and care, these carts require only about $100 of service in their five-year life. Thus, for about $50 a month, you can save key people a lot of time. [Creative pricing-show photographs of carts in use.]
Buyer: It would be nice to save time, but I don't think management would go for the idea. [Third objection, but still showing interest.]
Salesperson: This is exactly why I am here. Your executives will appreciate what you have done for them. You will look good in their eyes if you give them an opportunity to look at a product that will save time and energy. Saving time is only part of our story. Dyno carts also save energy and thus keep you sharper toward the end of the day. Would you want a demonstration today or Tuesday [Alternative close.]
Buyer: How long would your demonstration take [Positive buying signal.]
Salesperson: I only need one hour. When would it be convenient for me to bring the cart in for your executives to try out
Buyer: There really isn't any good time. [Objection.]
Salesperson: That's true. Therefore, the sooner we get to show you a Dyno cart, the sooner your management group can see its benefits. How about next Tuesday I could be here at 8:00 and we could go over this item just before your weekly management group meeting. I know you usually have a meeting Tuesdays at 9:00 because I tried to call on you a few weeks ago and your secretary told me you were in the weekly management meeting. [Close of the sale.]
Buyer: Well, we could do it then.
Salesperson: Fine, I'll be here. Your executives will really be happy! [Positive reinforcement.]