Business 12th Edition by William Pride,Robert Hughes,Jack Kapoor

Exercise 3

DEVELO PING CRITICAL-THINKING SKILLS
Obviously, salespeople must know the products they are selling, but to give successful sales presentations, they also must know their competition. Armed with information about competing products, they are better able to field prospective customers' questions and objections regarding their own products.
Assignment
1. Choose a product or service offered by one company and gather samples of the competitors' sales literature.
2. After examining the competitors' sales literature, answer the following questions:
a. What type of literature do the competitors use to advertise their product or service? Do they use full-color brochures?
b. Do they use videotapes?
c. Do they offer giveaways or special discounts?
3. Compare the product or service you chose with what the competition is selling.
4. Compile a list of all the strengths and weaknesses you have discovered.