Listed below is the script for a Retail sales presentation case review. Go through the script and share your thoughts on anything you would do differently.

Case 7-4: A Retail Sales Presentation

A customer is looking at a display of Cross gold pens and pencils:

Customer: I'm looking for a graduation gift for my brother, but I'm not necessarily looking for a pen and pencil set.

Salesperson: Is your brother graduating from college or high school?

Customer: He is graduating from college this spring.

Salesperson: I can show you quite a few things that would be appropriate gifts. Let's start by taking a look at this elegant Cross pen and pencil set. Don't they look impressive? [Trial Close]

Customer: They look too expensive. Besides, a pen and pencil set doesn't seem like an appropriate gift for a college graduate. [Objection]

Salesperson: You're right, a Cross pen and pencil set does look expensive. [Acknowledge objection] Just imagine how impressed your brother will be when he opens your gift package and finds these beautiful writing instruments. Even though Cross pen and pencil sets look expensive, they are actually quite reasonably priced, considering the total value you are getting.

Customer: How much does this set cost?

Salesperson: You can buy a Cross pen and pencil set for anywhere from $15 to $300. The one I am showing you is gold-plated and costs only $28. For this modest amount you can purchase a gift for your brother that will be attractive, useful, will last a lifetime, and show him that you truly think he is deserving of the very best. Don't you think that is what a graduation gift should be like? [Trial close]

Customer: You make it sound pretty good, but frankly I hadn't intended to spend that much money. [Objection]

Salesperson: Naturally, I can show you something else. However, before I do that, pick up this Cross pen and write your name on this pad of paper. [Demonstration] Notice that in addition to good looks, Cross pens offer good writing. Cross is widely acclaimed as one of the best ball point pens on the market. It is nicely balanced, has a point that allows the ink to flow on the paper smoothly, and rides over the paper with ease.

Customer: You're right, the pen writes really well. [Positive buying signal]

Salesperson: Each time your brother writes with this pen he will remember that you gave him this fine writing instrument for graduation. In addition, Cross offers prestige. Many customers tell us that Cross is one of the few pens they have used that is so outstanding that people often comment on it by brand name. Your brother will enjoy having others notice the pen he uses is high in quality.

Customer: You're right, I do tend to notice when someone is using a Cross pen.

Salesperson: You can't go wrong with a Cross pen and pencil set for a gift. Shall I wrap it for you? [Close]

Customer: It's a hard decision.

Salesperson: Your brother will be very happy with this gift.

Customer: Okay, go ahead and wrap it for me.

Salesperson: Fine, would you like me to wrap up another set for you to give yourself? [Suggestion selling]

Customer: No, one is enough. Maybe someone will buy one for me someday.