Application 6-1 Patterson Parking is a medium-sized, boutique provider of parking services such as parking garage management and valet services. They offer two ways for their customers to make revenue. First, Patterson Parking can incur 100% of the operational expenses (e.g., pay for labor, uniforms, signage), but give 20% of the revenue to the customer. Or the customer can incur all the expenses and give Patterson Parking a flat rate for running their parking operation. Although often not the cheapest provider of parking, Patterson Parking is known for its top-quality service and ability to handle all parking issues and headaches, easing the customer's stress load. Patterson Parking is also known for their progressive use of technology in parking solutions, such as a "call ahead" mobile app that ensures shoppers' cars are waiting for them when they arrive at the valet stand. Evan is a Patterson Parking sales representative. He is going to meet with Taylor, the president of a large portfolio of luxury shopping malls, and Shawna, the vice president of Mall Operations. On their website, Evan sees that they have 65 retail locations in 47 cities. Following is a summary of the questions Evan used to uncover needs and wants and the customer responses: Evan: What is the one thing you are most concerned within your day to-day role? Customer Response: Similar to the rest of the country, mall foot traffic is down, but anchor stores (i.e., department stores] and high-end restaurant traffic have increased over the last three years. There is a need to either increase foot traffic or find other revenue streams. Evan: How does parking fit into your current revenue stream? Customer Response: 70% of the malls in their portfolio already have a valet operation, but only 20% of them are generating revenue. They currently pay a flat rate to their parking provider and pay for all the operational expenses such as uniforms and signage. Evan: Where do you see the biggest room for improvement in regard to your current parking provider? Customer Response: Taylor and Shawna haven't had any major issues with their current valet provider, but they feel like their current company isn't living up to what they promised regarding revenues and quality of service. Evan: What effect would it have on your day-to-day role and time commitments if you didn't have to deal with the parking operation? (Continued)Bing (Continued) Customer Response. Taylor and Shawna are so busy that they don't want anything to do with the parking operation, but they don't think that is an option with their current provider The thought of not having to deal with the parking operation sounds like a dream to them Evan Does your current provider use any technology to streamline your valet parking processes? / so, how well does it seem to be working? Customer Response: None that they know of Evon: Do you have any future plans that Involve porking operations of your molls? Customer Response: Within the next five years, all the malls will have a "VIP" self-parking lot that is close to the main entrance of the mall Tinyfor wants to charge a fee for customers to park in this lot. Evan now has a significant amount of information to pull from and craft a presentation for Taylor and Shawna, Following is a summary of Even's presentation. Take special note of how Evan uses the outcomes in Taylor's and Shawna's responses to craft value propositions (through benefits and features) and recommendations Alro, take note of the tools Evan uses to provide evidence for his claims Even' Based on what you have told me, I think we can collaborate to not only save you a lot of time. by taking 100% of the parking responsibilities off your ponds, but also by providing you with a new revenue stream. Patterson Parking offers jo revenue shore service, where we incur off the costs and operations of the parking propions at your shopping molls, and simply white you a check each month for me 20't of the total revenue. Based on the cor counts you provided me carter that would be o tops revenue bump from what you make with your current provides Agaltonaly over 902 of your malls would be bringing in significant revenue under Iss new revenue shore setup. Additionally we could add another 5% revenue this year by implementing me VIP lots at your top 10 mans, We actually do this for some of our other mole, one would be happy to take the lead on this project. Here is a list of refools you can cow where we currently provide operations, Including VIP lots As you will nese on the referrals list. we provide parking services for the luxury mail in the next ely over ago of many local restaurants and businesses. Also, through technology; we can increase efficiency and decrease labor by offering your shopping quest a "call cheod" motive app that ensures their cors ore retrieved in a timely manner with While to no wait time. This technology has allowed us to stoff one fewer person on most shas beting show you how this app works (as Evon wolks them through the opp on his phoocy I recommend that we plan to transition into your parking operations by folk which will ensure everything is in ploce for the busy holiday shopping season Would you like me to send the proposof to both of you tomorrow? After seeing an example of how the discovery phase and value proposition phase are connected, try to answer the following questions 1. What questions should Evan have asked? 2. What effect would it have on your day to-day role and time if you didn't have to deal with the parking operation?" What type of question Is this? 3. What are some examples of tools that can be used to provide evidence for claims mode by the salesperson