Schmidt Business Forms
Background
Congratulations! As a new salesperson for Schmidt Business
Forms, you have just completed
training and have been assigned the southwest territory.
Schmidt Business Forms designs and manufactures a full line of
stock and customized forms for use in all types of business.
Operating throughout the United States and Canada, Schmidt is
recognized as one of the three leaders in the industry.
Current Situation
Doctors’ General Hospital was once a major account in your
territory. Over this past year, virtually all the hospital’s forms
business has been switched from Schmidt to one of your main
competitors. Due to the large volume and many types of forms used,
Doctors’ has placed the purchasing responsibility for all forms in
the hands of Jim Adams in the purchasing department. An experienced
professional purchasing agent, Adams has been in this position for
several years and has purchased significant volumes of forms from
Schmidt in the past. In the course of calling on Adams at his
office in the hospital, you have learned that Doctors’ dropping
Schmidt as a forms source did not happen overnight. Although the
loss of this account was not related to any single problem, you
have learned that the switch
to your competitor was basically due to a combination of
events that resulted in a loss of trust in Schmidt. Several
shipments did not arrive as promised, causing major problems for
both billing and admissions. Even though the final proof copies
were correct, a newly designed, multipart computer form was found
to be short one of its pages. This required emergency room staff to
take the time to use a copier (located one floor up) until the
forms could
be rerun and delivered two weeks later. The final straw
concerned an admissions form that Schmidt had been supplying the
hospital for more than three years. For some reason, a new shipment
of the admissions forms was the wrong size and would not fit into
patient files without being folded. In each event, the prior
salesperson worked with Adams to get the problems resolved and the
correct forms delivered. Discounts were also given to help offset
the inconvenience incurred. Nevertheless, Schmidt has lost the
account, the previous salesperson has quit the company, and you
have inherited the challenge of winning back Adams and Doctors’
General Hospital.
1. Put yourself in the role of the salesperson for Schmidt
Business Forms in the selling situation just described and review
the Trust-Building Behaviors presented in this chapter. Using the
following worksheet as a guide, discuss and give examples of how
you might use each of the Trust-Builders to re-establish a
relationship with Jim Adams and win back the Doctors' General
Hospital account.
Trust Builders
Expertise
Dependability
Candor
Customer orientation
Compatibility