Sales Management Role Plays - Case Study Example

Sales Management Introduction It has been more than 30 years now that Caitlyn notebooks has empowered countries, communities, customers and people all across the globe to use technology to realize their dreams. It provide quality products that help customers to achieve more where ever they are, be it home, work, school or anywhere in the world. The company has a variety of products like camera, televisions & projectors, video cameras, mobile phones, battery & chargers, but it specialize in the sales of Caitlyn notebooks as they are in great demand in the US markets. It sells laptops at the best prices and also offer various discount offers to the customers. Corporate responsibility measures at Caitlyn ensure the brand is a responsible corporate citizen. It is committed towards building trust with customers and stakeholders by demonstrating its positive impact on the society and planet and developing meaningful measures for reporting the progress. Success behind any organization depends on how good the salespersons are. Salesperson’s job is to sell products or services to the consumers. At Caitlyn, there are dedicated salespersons whose mission is to achieve the goals of the organization. Mr. Andrew (sales person) is quite honest, professional and pro active. He is very experienced person and has been working with this company for last 10 years. He knows how to respect customers and is very smart with good personality. The most important quality that each salesperson must have is the product knowledge without which he is not able to sell the products. Mr. Andrew is very well aware of the products that he is going to sell. In any business organization of today, “customer is the king”. The concept explains how important a customer is to the business. At Caitlyn, Miss. Angelina is an impulsive customer for the organization. The role plays depict that she keeps on objecting quite couple number of times during the sales process but ends up buying the product validating the skills of Andrew. Role Plays The role plays basically comprise of nine steps and they are as follows: Prospecting When the potential customers are identified and developed, it is known as prospecting. Prospects can be identified from a various sources like trade shows, mail lists, web registration, referrals, directories and many other sources. Such prospects must be identified who are willing to buy the products rather than to disappoint the sales person. Andrew: Good afternoon Madam, you are most welcome at our store. Angelina: A very warm Good afternoon. I wanted to visit this store long back. I have heard a lot about this store. Andrew: We are fortunate enough to see you here. Once again we welcome you heartily. Angelina: Thank you so much. Andrew: Madam, we are here with our world class Caitlyn laptops. We have several models of this laptop. May I know what exactly are you looking for? Angelina: I am looking for some reasonably priced, durable and stylish laptops. Can I get it here? Andrew: You have approached us at the right time as because our suppliers have recently sent us what exactly you need. Angelina: That’s great. I think, I have come at the right place then. Isn’t it? Andrew: You are right, Madam. Angelina: Can you please let me know about your laptop? Andrew: Surely. We are here with world class laptops that are quite stylish and are reasonably priced as per your need. It consumes less power and has everything integrated into the chassis. Caitlyn laptops are so designed that it is lighter than any other laptops that you might have seen till date. Angelina: That’s really unbelievable. I am tempted to know more about this product. Can you please highlight its other features? Andrew: Definitely, it is easy to use as well it can be easily accessed. Did you ever hear about our product madam? Angelina: Why not, I have heard about it quite a few times. Pre approach It is the stage where the actual needs of the prospect are identified. During this stage, the sales person tries to assess the entire set of information they have with them with regards to the prospect so that they can be understood in a better way before the sales proceeds. At this stage, prospects are asked as to which brands they use and about their perception about the other brands that are prevailing in the market. Sales personnel try to identify the key decision makers, plan sales presentations and sets call objectives. Andrew: What kind of laptop do you dream of? Stylish or with that of slim model? Portable? Or any other model? Angelina: I have always thought of buying a stylish model as that suits my profession. Andrew: What is your profession, madam? Angelina: I have a boutique, which deals with apparels for girls. Andrew: That’s really good, Madam. All our laptops are very stylish and have been specially designed for girls who are professionals. Madam, if you don’t mind can you please tell me your budget? We have laptops starting from $800 and ranging up to $ 2000. We have 4 models. The best model that will exactly suit your need is model S12 which is in high demand these days. What are your preferences? Angelina: I am sure model S12 will surely serve my purpose. Well what about other models? Can I know something about other models too? Andrew: Yes why not, madam. As I said earlier, we have four models namely S8, S9, S10 and S12. For S10 and S12 the mode of payment is flexible, i.e. you can pay on an installment basis. Angelina: What about the other two models? Andrew: I am explaining you that to you. In S8 and S9, you don’t get any installment facilities but then that doesn’t means that they are not good. They are almost similar to S10 and S12. Angelina: OK that’s good. Approach This is the stage where the sales personnel actually meet with the customer. He greets the prospects and tries to build rapport with him. He starts with an open ended question so that he can know other important things about the prospects. Andrew: Madam, can I show you all the models that we are having? Angelina: That’s alright. Andrew: Madam, S10 comes with a slim body and has a good battery backup. Angelina: Oh that’s really good. I am searching for something like that. Andrew: If I tell you about S12 you will be tempted to buy it at this moment. It is something completely different. It comes in various colours and has different sizes. Angelina: S12 seems very stylish. Presentation This is the stage where the prospect actually gets to hold the product and the sales professional are responsible to demonstrate the product to the prospect. Andrew: Madam, if you would like to take my recommendation then I would recommend you S12 as it the most demanding laptops with 3 years warranty. Angelina: What is the price of S 12? Andrew: Its $ 1200, Madam. Would you like to experience S12? Angelina: Yes definitely. Andrew: Here it is. I am showing you all the four models that we are having. You may experience all of them. Angelina: Wow that is great. Trial Close This is the stage where the prospect is asked if he liked the presentation or not. Andrew: Would you like to see the laptop madam? Angelina: Yes, I am dying to see it. Andrew: This laptop is designed using high technologies. Do you have any other queries about this product, madam? Angelina: Yes, I would like to know about the mode of delivery and after sales service. Objection Prospect may raise certain objections with regard to the products. Andrew: We have our dedicated service department that is ready to help you 24*7 hours. You can call them up any time for assistance. Angelina: That’s fine but what about the modes of delivery? Andrew: It will be delivered to you after 3 days as installation takes time. Angelina: That’s fine but it would have been convenient if you could deliver it within one day? Andrew: We will try our level best. Angelina: I have came across a complaint regarding your company (though not in the laptop segment) about your poor after sales service. I am worried about the same in this case too. What sort of security does the company provide regarding such high end product along with after sales service? Meet Objections Meeting objection in the sales process deals with satisfactorily answering all the objections of buyers by the seller. Meeting the objections is a very important step in the sales process. The success of the seller in this step to convince the buyer into closing the sales call determines the success of the entire sales process. Therefore, in the sales process it can be referred as a pivotal step. Andrew: In terms of pricing and cost of Caitlyn Laptops, it is available with a 3 years installment scheme which will start at around $333 per year. The pricing and installment scheme is created for your convenience. You are requested to consider our available offer and please make any suggestion accordingly. Angelina: Yes I can understand your offer. Please provide me the best possible pricing offer without any hesitation. Andrew: You don’t have to be in any doubt regarding our offer. We have made sure that you have been provided with the best possible offer related to the Caitlyn Laptop. Angelina: Ok that’s very nice. I was also hoping for that. Please provide details regarding other facilities and offers related to the laptop. Andrew: The Caitlyn laptop is provided with best warranty offer available that is of three years from the date of purchase. Along with it the laptop include with it pre-installed Windows 7 Ultimate operating system. There is also McAfee antivirus latest version provided with the laptop. You can also have any one windows game along with the laptop free of cost. Angelina: These offers seem to be quite well thought of and are going with my expectations. Andrew: Along with this offers we have also in place a dedicated team of engineers with us. They will always be ready to help you in case any fault or inconvenience arises with your laptop. We have our branch offices at different locations throughout the country. Therefore, we hope that you don’t have to wait for our service. The laptop is also provided with 1 year free after sales service and 1 year insurance policy. Angelina: Alright the pricing and other offers seem quite attractive for the Caitlyn Laptop. Oh also, your offer of providing 1 year free service is quite distinct and attractive in nature. Trial close Trial close step relates to asking for the opinion of the buyer by the seller after the seller has conveniently overcome the objections made by the seller. This step is conducted immediately before the closing of the sales process. Andrew: Yes, as in Caitlyn we feel that the laptops are tailor made for individuals. The after service offer is also made after giving a deep thought as we feel that in present computer age when there are so many computer brands, one brand can make a difference by offering such offers like after sales service. As after sales service is quite a necessary part of electronic goods like computers and laptops. Please, you are welcome to ask for any further clarification. Angelina: Yes I think you are right. Can you prepare a final quotation of the prices and offers of the laptop along with a purchase agreement? How long will the entire thing take? Andrew: It will require almost an hour or so in our showroom to prepare all the necessities you have asked for. We can also prepare all the necessary paper work over there in your presence itself. Close This is the stage where the sales proceeds comes to an end Andrew: This will certainly suit your style and status. You look more fashion conscious, upgraded. Caitlyn design and graphics is more stylish and I ensure you it will match up with your style. Angelina: Yes. But the cost is quite compared to others. Why should I go for it, even there are other stylish laptops available? Andrew: Yes madam, you always have other options, but there are just stylish but the configuration if you look, it’s not upgraded. But the company has come up with an upgraded version with fashionable looks. It will serve both the purposes. Angelina: But, what about the power consumption. You know all fashionable items especially laptops, I-pods consume lot of power and they don’t provide much back up. Andrew: In this a new technology of power management has been inbuilt. It manages the power supply and backups, so you need not to worry, when your laptop is being managed by new technology that no one else is having. So madam, take the advantage of it and you can show it to your colleague and friends. I am sure that they will fell jealous. Angelina: I don’t want to make fell jealous anyone. But your product looks stylish compared to others. Can I get my own kind of graphics which would be good for me? Andrew: Sure, I have plenty of samples and the company is providing you an opportunity for going for your creation. You just need to go to any of our store; give a view of your design and it will be available to you within few days. Angelina: No, I don’t have time; can you show it to me now? Andrew: Yes madam, why not! This are the fresh designs, you can go for any. Angelina: Yes, I like this one. Will it cost me the same the one you showed me before. Andrew: Yes, madam. Angelina: Ok, along with this will I be receiving extra facility. Is the offer same as before you made? Andrew: Yea, but there is a change in it. You might not receive one year free service after sales. It is for six months along with this you will get the any kind of windows game, one antivirus, Windows-7, and one year insurance coverage. Angelina: But you said I will receive one year after sales service. Now you are saying it is for six months. The company is the same; product is the same, so the offering also should be the same. If it’s so I have to think twice. Andrew: Ok madam, just for you we are accepting your terms and we will extend the period to next six months for after sales service. Angelina: Ok, I will go for it. Andrew: Madam, you need to sign up the purchase agreement, what mode of payment would be suitable for you. Angelina: I would like to pay it in cash. Is it fine? Andrew: It would be better if the payment is made through cheque. Angelina: Fine I will draft a cheque in favour of your company. Andrew: This is your agreement papers related to laptop, insurance, antivirus, Windows-7 and after sales service papers. Thank you for your humble time. Angelina: Ok, fine. Andrew: For any kind of assistance this is our business card, you can contact us for service and details of the laptop. We will be shortly available at you assistance. You can also come down to our store which has a service centre along with it. We have your details, any new offerings, we will inform you. Conclusion In order to have successful sales deal, one should be focused upon the goals, be self disciplined, self motivated, enthusiastic, work within the scheduled time and always have a positive attitude. If marketing steps are followed one after another there is a possibility for closing the sell. But if the steps are not followed, the consumer might get confused and might get irritated and end up not purchase the product. So, it is always better to apply the steps even within a short period of time. As normally consumers don’t give much time, the salesperson should learn the art of doing things within the limited period offered. Bibliography ASTD Press & Lambert, B. 10 Steps to Successful Sales American Society for Training and Development, 2009. Read More