Question

The Buyer’s Experience

Before starting, please read these instructions thoroughly.

Purpose: To recognize common sales strategies and their effect on the buyer; and analyzes the salesperson’s tactics using material from class. You will be provided with a list of what you are looking for during the interaction.

Your Task: Select a product that you have genuine interest in purchasing sometime in the near future. Find a corporation*, big-box store, or a similar retailer in which you can visit to execute this assignment. For example, Nordstrom, Best-Buy, REI, Ben Bridge Jewelers, etc. If you have interest in buying a new car sometime soon, you may also visit a local car dealer although they may not be as amenable to a 'practice sales session'. The goal is to find a business that has well-trained sales staff.

*Note: It is recommended that you stay away from busy environments such as an Apple Store that has waiting lists for salesperson unless you intend to actually purchase something that day.)

Your assignment is to evaluate the salesperson’s tactics using the material you have learned this quarter. You should begin by expressing interest in the product. Later in the sales dialogue be sure to raise some possible objections to the product (think back to our discussions this quarter & chapter 8).

Observe and make mental notes as to how the salesperson responds. Is their reaction effective? Why? Did they answer all of your objections? Does the salesperson attempt to form a trust-based relationship with you?

At the end of the interaction, identify yourself as a student of a sales class. Ask the salesperson about their product and sales training process. In other words, how extensive does their corporation train their employees? Remember to obtain a business card.

The Written Assignment: Your final paper should be approximately five to seven pages in length (allow for approximately two paragraphs per section) and address each of the following items in memo format. The use of in-text citations in APA format is necessary in most sections. Support from the textbook should be evident; however, the overuse of quotes is prohibited. Each set of chapter questions should represent a memo heading. For example, after your memo introduction, your first memo heading should be: Product Information. Do not repeat the questions themselves in your paper. Be sure to include a separate citation page and scanned copy of the business card. Please use Times New Roman font size 12 / double spaced.

Here are your questions:

Product Information:

In this first section, provide basic information about your visit:

the retailer you visited

the product you were interested in

time and day of your visit

name and position of the sales staff you interacted with

Trust-Based Selling (Chapters 1 & 2)

Did the sales representative focus on transitional or trust based selling? Defend your answer using references and material from chapter one.

How did the sales representative create customer value (selling benefits and answering the ‘so what’ question)?

Figure 1.4 may help you process through the initial sales experience.

Did the salesperson try to gain your trust? Be specific.

Out of the eight knowledge bases, what two did the salesperson rely on the most during your interaction?

Communications Skills (Chapter 4)

Review Learning Objective 4-2. What types of questions did the salesperson use to engage you in the conversation? How were these questions helpful in engaging you in the sales interaction? Be specific. ? Use references from the text as support.

How did you see the ADAPT questioning system used during the sales interaction?

Did the salesperson use the SIER Hierarchy of Active Listening? List each of the four sequences and how the salesperson used it. Cite the chapter for support.

Sales Dialogue: Creating & Communicating Value (Chapter 7)

How did the salesperson encourage buyer feedback? What type of “check-back” questions did they use?

What type of sales aids did the seller use? Were they effective? Why or why not? What value did they bring to the overall presentation/experience?

What “proof providers” did the salesperson provide? Be specific. ? Use references from the text as support.

Addressing Concerns & Earning Commitment (Chapter 8)

What objections did you present to the salesperson?

Using each of the acronyms in LAARC, how did the salesperson react to EACH of your objections? Use references from the text as support.

From Exhibit 8.8, what techniques did the salesperson use to answer your resistance/objections? Was their selected techniques effective? Why or why not?

Did the salesperson gain your commitment? If so, how? If not, what could have changed throughout the sales presentation to gain commitment to purchase?

Overall Reaction to Experience

Provide your overall reaction to this experience.

After you identified yourself as a student, what did the salesperson reveal about their training in sales, how corporation trains their employees, and their specific tactics uses to close a sale?

Answer 1

The aim is to recognize common sales strategies, their effect on the buyer and to analyze the salesperson’s tactics.

a. Product Information:

• The retailer you visited: Bata Limited footwear showroom
• The product you were interested in: Ladies footwear from line of Marie Claire
• Time and day of your visit: 7:30 pm, Friday
• Name and position of the sales staff you interacted with: Ms. Rosy, Sales representative

b. Trust-Based Selling:

• The sales rep focused on trust-based selling.

She carefully listened to my requirements and showed interest in knowing my lifestyle and asked me the available time I have to shop the product. It was fully focused on the buyer i.e. me. Then on the basis of it, she suggested alternate options of buying comfort footwear ‘Sundrops’ although it was less expensive than Marie Claire. It was based on my suitability. The conversation was very friendly and intense. I was asking various questions and she was patiently answering all. She guided me through all available styles in store, informed about product details. She also elaborated the upcoming sandals, future offers and current payment options. She asked for my valuable suggestions in very informal manner to improve their line. She advised me to consider Mary Claire after few months when my field work will be over. That will save me from any injuries caused by movements in uneven terrain. She also told me the after sales services on wear and tear and its validity. She shared her contact number for any help. Thus it was a true trust based selling and a pleasant experience for me. To sum up she showed following attributes in her conversation: Buyer focus, team work or a good collaboration, She wanted me to visit store for light conversation and checking products on my wishes the strategy was long term relationship building, honesty and fair dealing. Throughout the selling process she cared for me and conducted herself in such manner that I felt that I can trust on her and the company.

• The sales rep created value for me in various ways.

I got the product 10% below the mark price. I got lucky draw coupon on my first purchase and sales rep requested me to take a membership card for availing benefits on future purchases including their accessories. I got gift vouchers for my future purchase that was valid for one year. This was definitely a usage stimulation strategy.

Loyalty program: Sales rep told me their ongoing reward point loyalty program on registration of cell phone number. This was to retain their customers. She educated me how to care for their products. It was quite informative. She also walked me through a short customer survey.

Value: She answered my all queries related to the product and showed how Bata has edge over competition in terms of having more trendy, chic and affordable styles, exquisite workmanship. She had a very persuasive style and justified that I am getting ten times more value over what I am spending. This showed my financial benefits in the deal.

• Yes, the salesperson tried to gain my trust:

The sales rep was like a friend, she was curious to know me, quickly connected with me on professional and personal level. She was consistent and showed positivity in her attitude. She was truthful and saved me from buying the wrong footwear. She worked for my best interests and gave me a better option in their line. She even suggested me that if I did not like the range, more colours are available at a nearby store. She looked very thorough in her skills.