As the marketing director of a major capital equipment manufacturer, you are present- ing at an upcoming meeting of the Ameri- can College of Health Care Executives.. Hospital chief executive officers as well as chief financial officers are at this meeting. Occasionally, chief medical officers will attend. You are responsible for two product lines. The first involves technologies that have been in existence for 20 years and are core to the surgical process. The second involves new technologies that will revolu- tionize the way in which gastroenterologi- cal surgeries are performed. The major obstacle to the purchase of the new product line is the initial investment requirements. You expect some initial resistance at your trade booth. Prepare a presentation that you will give to the exhibit staff prior to the meeting as to how they should handle buyer resistance.