CASE STUDY

Emma Nguyen from EFP Copiers Victoria (EFP) has a meeting today with the office manager at the law firm Davies and Singh Partnership (D&S). D&S explained to Emma that they are still working partly from home and the office, and have requested the meeting to be a video conference.

In Emmas first video call with D&S last week, Tanya Tang the Office Manager said that the firm has five full-time attorneys working from one office in the CBD. She explained that she is reasonably satisfied with their current copiers, but that she is always looking for ways to increase office productivity. Tanya mentioned that she is personally concerned with what D&S are currently paying and that they may not be getting the right copier features to help improve productivity. She also has concerns about the process of potentially switching copier suppliers and the difficulty for staff to learn new machine functionality. D&S needs to make a lot of large legal-sized copies, be able to staple them and send clear, good quality copies of documents to clients and courts. They currently use a separate fax machine to send copies, but this is not always effective for clear copies. Tanya indicated that it is important that a copier be reliable because the law firm makes hundreds of copies each day. When a copier does break down, she said that the firm needs fast service to repair it.

Tanya has some familiarity with EFPs products, and she is eager to talk in more detail with Emma. However, she made it clear that any decision to switch to EFP would require Emma to also meet with the attorneys and her PA, who make most use of the copiers, and the Admin Manager, who is concerned about product quality and functionality, to get his approval. Tanya said that if Emma could convince her that EFP could support an increase in productivity at the law firm, she would be glad to ask her PA to set up a meeting for Emma with the attorneys, PA and Admin Manager, but said that getting everyone together at one time was always difficult.

Having actively listened to what Tanya had to say, Emma feels that she has a good understanding of the needs and pain points of the law firm. For the meeting today, she is planning to discuss an EFP product that is a multifunctional machine that consolidates the functionality of a printer, copier, scanner and email into one machine. It can be operated remotely using a desk-top app, copy and scan out-sized documents and is known for its high-resolution copies and ease of use. The machine comes with an auto-digital fault messaging app and automates stapling and emailing of copied or scanned documents. Emma also knows from sales meetings with other firms that buyers do worry about this machine based on cost and the reliance on a single machine if there is a breakdown.

QUESTION 1

From the information gathered in her first video conference, Emma is anticipating that Tanya may have sales objections. Help Emma to identify and categorise potential objections and support this with case evidence. Choose and justify effective response methods to deal with the identified objections and explain to Emma how she should apply each method to address the objections and why these methods are appropriate.

QUESTION 2

Emma knows that she will need to have clear objectives if she is to be successful in her next meeting with D&S. Emma has asked for your advice and help to devise one Primary and one Secondary objective for the meeting. In an email to Emma, clearly set out the objectives and explain the rationale for these based on the evidence in the case study.

(10 marks)

QUESTION 3

Having developed objectives for the meeting, it is important for Emma to have a strategy to progress toward gaining commitment on these. Recommend and justify an effective method for gaining commitment on the Primary Objective you have set. Develop a short script for Emma to use in the meeting to progress toward gaining commitment on the objective.

QUESTION 4

You have explained to Emma about the Value Proposition Canvas that you learned about in your Sales Strategy class and she is eager to understand how to use the model for the next meeting. Use evidence from the case to design the Value Map section of the Value Proposition Canvas and develop a Value Proposition Statement for Emma to use in the next meeting. Explain to Emma why you think this will address the needs of D&S.

QUESTION 5

As Emmas meeting will be a video conference, she realizes that she needs to creatively capture

Tanyas attention and build dialogue quickly. Recommend and justify an Opening Method for Emma to use in the meeting to create two-way dialogue. Write a brief script for her to use.