CASE PROBLEMS

Concepts Of Selling MKTG $1503$

case $4\mathrm{.}1$ Manchester United

As a new assistant group director at Manchester United, one of the top$-$rated football clubs in England and a member of the prestigious Premier League, Megan is responsible for securing sponsorships and the sale of suites for the organization. She has just entered the office suite of Dom, a managing director of Barclays.

Barclays is one of the most renowned and successful investment banking$/$financial services company in the world. In addition to his other duties, Dom is responsible for evaluating possible high$-$level promotional opportunities for Barclays. Megan asked for this meeting hoping that she could explore the possibility of Barclays becoming an official sponsor of Manchester United.

She has not met Dom before. Just last night Megan read in a book that it is important to not appear inferior when talking to an influential person from an important organization. Without sharing what she had learned with anyone at her organization, Megan determined to make herself and her organization seem super important, especially when meeting with someone from another superior organization.

MEGAN $[$entering Dom's office and focusing her attention on several awards on his wall$]$: What a delightful space from which to conduct business! This reminds me a bit of our office space.

DOM $[$extending his hand to Megan and rising$]$: Thank you. And welcome.

MEGAN $[$apparently not noticing Dom's outstretched hand, looking around a bit more and then taking a seat across from Dom$]$: Thank you. This building exudes success and everything that goes with it$.$ Much like my organization, Manchester United.

DOM $[$dropping his unshaken hand to his side before taking a seat$]$: We've been in this building for a little over a year now, but it still seems new to me$.[$taking a sip of water from a glass, he continues$]$ How may I be of service to you today, Megan?

MEGAN: I$\text{'}$m guessing this building is brand new, right? Well, anyway, I thought I should stop by and introduce myself as the new assistant group director. I know you have talked with my predecessor, Julie, in the past.

DOM $[$looking a bit puzzled, and turning slightly to the side, crossing his arms$]$: I, well $..$ I$\text{'}$m not $...$

MEGAN: I thought so$.$ Everyone liked Julie. I've been with Manchester United for over six years, and I was always impressed with her ability to close a deal. $[$throughout this dialogue, Megan kept looking around the office, rather than face Dom directly$]$

DOM $[$with a slight grimace on his face, picking up a folder on his desk and thumbing through the contents absently$]$: Hmm.

MEGAN $[$reaching into her bag and pulling out a small notebook, she flipped to a page and looked at it briefly before continuing$]$: It says here that Barclays was a lower$-$level sponsor of Manchester United about $15$ years ago. $[$then pulling out some more papers, she looked down at them while continuing$]$ Here are some charts which show the impact of sponsorship on our sponsors' organizations. $[$she proceeded to place sheet after sheet of charts and graphs on Dom's desk, pointing out statistics, while also explaining how well the team was doing this season. She continued to look down at her charts.$]$ I$\text{'}$m wondering if you would like to perhaps be considered by us for a slot as an official sponsor of Manchester United?

DOM $[$impressed with some of the facts that Megan shared, smiling and opening his arms while leaning forward on the desk to look carefully at the charts. But before he could answer or comment, Megan picked up her charts and placed them back into her case.$]$

MEGAN: Well, give it some thought, Dom, and l$\text{'}$ll be in touch. But I wouldn't wait too long to act, as I$\text{'}$m talking to other successful organizations. $[$with that she stood, and walked out of the office without offering her hand for a handshake$]$

Question #$1$

Evaluate The Exchange.

Question #$2$

What would you do differently if you were Megan?