Summary: Texas Paint & Coatings (TPC) is a producer of specialty paints and coatings for industrial and agricultural equipment manufacturers. Currently, TPC is in the process of introducing a new type of self-priming paint product (produced with the help of NASA) that offers several significant benefits. By eliminating any form of a primer coat, the new product can cut application time in half and eliminates about one-third of the material cost involved in the typical paint process. The self-priming paint can be directly applied to any clean metal surface using either a low-pressure spray or roller. An additional benefit is its flash-drying characteristic, which means it dries and cures after only three to five minutes after application.

Richard Henry is an account executive for TPC and has been working to establish John Deere's Fort Worth, Texas, facility as an account. With the previous line of traditional paint products, Henry has been able to gain only about 10 percent of John Deere's annual paint requirements (for its manufacturing plant). Henry is hoping that the new self-priming paint product will be his ticket to earning a majority of John Deere's paint business.Henry has a great relationship with Tim Dickerson, head paint and coating buyer for Deere's Fort Worth plant, and will be calling on him to introduce the new paint. Henry has a lot of NASA test data and other statistics that demonstrate the effectiveness of his product, but he doesn't know the best way to present this information.

Questions

1. What are the benefits of self-priming paint?

2. What different sales aids might Richard use to enhance his presentation of the new self-priming paint?

3. Once he has established the superior performance of the new paint, what should Henry do?

Summary: Texas Paint & Coatings (TPC) is a producer of specialty paints and coatings for industrial and agricultural equipment manufacturers. Currently, TPC is in the process of introducing a new type of self-priming paint product (produced with the help of NASA) that offers several significant benefits. By eliminating any form of a primer coat, the new product can cut application time in half and eliminates about one-third of the material cost involved in the typical paint process. The self-priming paint can be directly applied to any clean metal surface using either a low-pressure spray or roller. An additional benefit is its flash-drying characteristic, which means it dries and cures after only three to five minutes after application.

Richard Henry is an account executive for TPC and has been working to establish John Deere's Fort Worth, Texas, facility as an account. With the previous line of traditional paint products, Henry has been able to gain only about 10 percent of John Deere's annual paint requirements (for its manufacturing plant). Henry is hoping that the new self-priming paint product will be his ticket to earning a majority of John Deere's paint business.Henry has a great relationship with Tim Dickerson, head paint and coating buyer for Deere's Fort Worth plant, and will be calling on him to introduce the new paint. Henry has a lot of NASA test data and other statistics that demonstrate the effectiveness of his product, but he doesn't know the best way to present this information.

Questions

1. What are the benefits of self-priming paint?

2. What different sales aids might Richard use to enhance his presentation of the new self-priming paint?

3. Once he has established the superior performance of the new paint, what should Henry do?