Af: SELL MARK 2 renuka X x + C R ks/9780176601157/cfi/6/501/4/4/138/2@0:12.8 nslate E Reading 323 CHAPTER 6 CONTINUING CASE Planning Sales Dialogues and Presentations Custom Product, Custom Presentation During the past three months. Brenda has improved her prospecting process. She is identifying more prospects that represent better sales opportunities. Brenda knows that it is important to plan her sales calls in advance to maximize the time she spends in face-to-face selling In this selling environment, most customers are not interested in all the features of Brenda's products. Brenda has to determine what is important to each customer and customize her presentations accordingly Further, she has to clearly communicate the benefits of her products and not overwhelm potential buyers with too much technical language. Assume that Brenda has an appointment with FP, a nonprofit organization that raises money to promote environmentally friendly practices such as recycling The organization uses e- mail, Web-based communications, and direct mail campaigns to reach potential donors EFP currently uses an older-generation analogue copier. Brenda hopes to sell EFP a modern digital copier that offers several advantages over the analogue copler currently in use Questions 1. Using an Internet search engine, such as Google, find the general benefits of digital copies over analogue copiers. You might enter "benefits of digital copiers" in the search engine, or examine data from copier providers, such as Ricoh, Canon, or Xerox, to find these benefits List six to eight potential benefits of a digital copier to EFP. 2. From the listing developed in question 1, select four benefits. For each benefit, write a sentence or two that Brenda might use to communicate these benefits during her sales call with EFP 3. For the four benefits identified in question 2, describe what information Brenda should have on hand when she makes the sales call on the EFP buyer. Also describe how this information would be best communicated that is what support materials will Brenda need to enhance her verbal communications 4. Assume that the buyer acknowledges interest in at least two of benefits identified in question 2. Write a realistic buver-seller dialogue of Brenda's interaction with the EFP buyer concerning these benefits 324 . Activate Windows Aa O EM 4:04 PM Af: SELL MARK 2 renuka X x + C R ks/9780176601157/cfi/6/501/4/4/138/2@0:12.8 nslate E Reading 323 CHAPTER 6 CONTINUING CASE Planning Sales Dialogues and Presentations Custom Product, Custom Presentation During the past three months. Brenda has improved her prospecting process. She is identifying more prospects that represent better sales opportunities. Brenda knows that it is important to plan her sales calls in advance to maximize the time she spends in face-to-face selling In this selling environment, most customers are not interested in all the features of Brenda's products. Brenda has to determine what is important to each customer and customize her presentations accordingly Further, she has to clearly communicate the benefits of her products and not overwhelm potential buyers with too much technical language. Assume that Brenda has an appointment with FP, a nonprofit organization that raises money to promote environmentally friendly practices such as recycling The organization uses e- mail, Web-based communications, and direct mail campaigns to reach potential donors EFP currently uses an older-generation analogue copier. Brenda hopes to sell EFP a modern digital copier that offers several advantages over the analogue copler currently in use Questions 1. Using an Internet search engine, such as Google, find the general benefits of digital copies over analogue copiers. You might enter "benefits of digital copiers" in the search engine, or examine data from copier providers, such as Ricoh, Canon, or Xerox, to find these benefits List six to eight potential benefits of a digital copier to EFP. 2. From the listing developed in question 1, select four benefits. For each benefit, write a sentence or two that Brenda might use to communicate these benefits during her sales call with EFP 3. For the four benefits identified in question 2, describe what information Brenda should have on hand when she makes the sales call on the EFP buyer. Also describe how this information would be best communicated that is what support materials will Brenda need to enhance her verbal communications 4. Assume that the buyer acknowledges interest in at least two of benefits identified in question 2. Write a realistic buver-seller dialogue of Brenda's interaction with the EFP buyer concerning these benefits 324 . Activate Windows Aa O EM 4:04 PM