Value-Added Selling - Essay Example

Value Added Selling Kia is a South Korean car manufacturing company that has been in operations since 1944. In 2002, the organization introduced a new prestigious car whose brand name is Kia Sorento. Since then, the organization has been making improvements on this car almost every year. Kia has introduced a new model of Kia Sorento known as SX V6. The new model sells at a price range of $30,000 to $42,000 and it has variety of colors such as black, white, red, and blue. SUV SX V6 has six engines and a carrying capacity of seven and it may be changed to five depending on the number of people travelling in it at once (Kia, 2015). The luxurious SX V6 Kia Sorento is automatic and secure to travel in at high speeds. The Kia Sarento SX V6 model is suitable for Mr. Wycliffe Davis, a retail business owner. Customer Profile The customer selected for this Kia Sorento model is known as Wycliffe Davis who is thirty four years old. Wycliffe studied Bachelor of Commerce in Athabasca University and graduated with a 2.1. After graduating, Wycliffe was employed at Wal-Mart where he worked for four years after which he resigned and created his own retail store known as Weengy Retail. The organization produces net income of $100,000 to $150,000 after reduction of all expenses. Wycliffe Davis uses this net income to take care of his personal and family expenses. Mr. Wycliffe’s family is currently using an old model of Kia Sorento that was developed in 2010. Wycliffe is married to Melisa Davis and they have three children who go to school in Chicago where the family lives. Melisa takes care of the children most of the time and when she is free, she goes to the store to give her husband a hand. Melisa has a Diploma in sales and marketing so she helps out in the sales section of the organization. The children are in third, fourth, and fifth grades meaning that this is a young family that is in a stage of development. Wycliffe and Melisa’s children are all boys who love going to school and attending sporting events such as Formulae 1 races. Wycliffe and his family love travelling to various destinations to experience the adventure of new environments. The family also loves to travel upcountry to visit the children’s grandparents who live in South Carolina and Texas. Mr. Wycliffe travels regularly to meet his friends who own businesses in various parts of the country such as Los Angeles, New York, and Washington. The manager’s friends have prestigious vehicles that help them complete duties both at home and at work on time. Sales Script Hello Mr. Wycliffe Davis, my name is Frederick Branson from Kia Motors Company. I congratulate you for being an esteemed customer of Kia Motors for the past five years. Our company has recently introduced a new model of Kia Sorento known as SX V6, which has numerous improvements compared to previous versions of the vehicle. It will be my pleasure to inform you about the benefits you, your family, and your business may enjoy from the new SX V6 Kia Sorento if you do not mind. Please feel free to call upon me when you are free to talk about the new model and I will avail myself as soon as possible. Thank you for your time and our company highly appreciates your loyalty and welcome you any time. Goodbye. Qualifying Questions Customers who purchase vehicles for family and business use often look for various features in the car. These features include safety, accommodation of all family members, normal speed, comfortable seats, space for luggage, and average consumption of fuel (Black, 2011). Since cars are luxury products, most consumers also like to Potential questions to know if a customer needs a new vehicle include: Does your current car accommodate all your family members when you are travelling together? Are you comfortable with the current maximum speed of your vehicle? Would you like a car that accommodates more people at a go? Does your current vehicle fit enough luggages for you and your family members when you are going out on vacations? Does your car engine break down frequently, and would you like a new one with higher engine strength? Does your current car take care of all your business needs? Which features would you like to have in a new car and why? Which are the most critical features in your current vehicle would you like to continue using even when you buy a new machine? Would you like a prestigious car that has luxurious seats and that may be heated during cold weather? Does your current model satisfy the safety needs of your family? What safety features would you like to experience in a new model that are not in your current car? Do you admire any of your friends’ cars? Please explain why you admire or do not admire them and give their names and models. Criteria for Evaluating Customer’s Responses The process of analyzing customers’ feedback is crucial for organizations because it helps them to identify the exact needs of the consumers. Customer responses also help companies to identify those who are likely to purchase products and those who are not interested in knowing more about the brand (Reilly, 2010). The organization then concentrates on satisfying the potential consumers and increasing marketing efforts to attract others to buy the product. The first criterion in the analysis is checking the speed with which customers respond to information from the company. Customers who respond fast are those who are interested in the product while the slow ones are less interested in the brand (Bailey, & Leland, 2010). An organization should provide feedback to customers with advice speedily despite of the speed at which the consumers respond. This may help in winning over the uninterested consumers (Reilly, 2010). The second criterion of analyzing responses is scrutinizing the kind of responses that customers provide. The scrutiny should include both verbal and non-verbal communication from consumers. Customers who are curious about a product ask many questions and their non-verbal communication shows that they are thrilled about the good (Bailey, & Leland, 2010). For example, the consumers sit in a straight posture and they listen carefully. Consumers who are not interested in the product, on the other hand, do not ask questions and their non-verbal communication indicates that they are bored. These consumers do not sit straight, they fidget regularly, and they do other things such as chewing gum as signs of boredom (Black, 2011). Organizations should formulate ways of ensuring that consumers do not get bored, for example, by talking about unique features of a car and involving customers in the discussion. Significance of Finding the Right Vehicle for Customers An organization should also match the requirements in a customer’s responses to the car that has all or most of the features the customer needs. For example, if a customer is more concerned about safety than anything else, the sales manager should suggest the vehicle with first class safety characteristics. Organizations also satisfy consumers when they match customer’s requirements with the right vehicles. This also helps in attracting new consumers who rely on feedback from others to make their decisions. It is essential to provide customers with vehicles that fit their needs so that they may be satisfied and become loyal. When the customers are satisfied, they pay attention to products of the organization only without considering those of competitors. This is because the customers create the perception that the organization’s products are the best in the market (Reilly, 2010). Satisfied customers also influence their friends and families to purchase products of the organization. This means the consumers become ambassadors of the company’s products. This increases the sales market share of the organization and it also increases profits and sales. Organizations that provide customers with products that they require also increase their competitive advantage by keeping up with latest technology in the market (Bailey, & Leland, 2010). This is because loyal consumers will always inform their provider about new features that they need. For example, if consumers hear that there is a vehicle with seating capacity of ten people, they inform their car provider about it. The provider then creates the new product and competes with the other one, thus increasing competitive advantage of a firm. This is according to the principle of total quality management, which argues that customers are the kings in a company; anything they want must be provided to keep the company moving. Kia Sorento SX V6 is a 2015 car model that has a sitting capacity of seven, has seven engines that increase its strength and speed, and is convenient for both warm and cold weather. This vehicle may be suitable for Mr. Wycliffe Davis’s family of five. The model is also convenient for Mr. Wycliffe’s business because it may help him to move around easily and save time for spending in the company. It is essential to review customer feedback to identify their needs and provide them. This helps to increase their loyalty and satisfaction and it helps to attract new customers to the organization. References Bailey, K., & Leland, K. (2010). Customer service in an instant: 60 ways to win customers and keep them coming back. Petaling Jaya: Advantage Quest Publications. Black, A. C. (2011). Good Small Business Guide 2012: How to start and grow your own business. London: A & C Black. Kia. (2015). Sorento 2015. Kia. Retrieved from http://www.kia.com/us/en/vehicle/sorento/2015/features Reilly, T. P. (2010). Value-added selling: How to sell more profitably, confidently, and professionally by competing on value, not price. New York: McGraw-Hill. Read More