Royal Sales Corporation

Group 7

Question 1
What three products/services are sold by the RCC? Who is the decision maker for each of these product/services?

Products/Service Sold By RCC

Corporate Copy Center
Customer Centric Printing Solution Customized Equipment Well trained RCC personnel Reproduction Contract Guaranteed output

Functions

Microfilming Sorting and Collating Binding and Covering Color Copying High Volume Copying

Decision Makers

Strategic : High level Management, requires significant financial investment Operations : People who know the technicalities and requirements Finance : Depending on how much the customized solution costs

Products/Service Sold By RCC

Royal Reproduction Centre High quality, quick turnaround copying Duplicating, printing Provided as a service Contract for reproduction and Specified Time Specified Output and Externally Provided Sales reps sold Royal 750 colour copier and CCC program Sales organisation: Generalist specialisation

Functions

Routine Reproduction Jobs Duplicating Engineering documents Microfilming Colour copying Overhead transparencies

Department needs may be different, Low price, Short Tenure functions Decision Makers

Low and Mid Level Employees across

Products/Service Sold By RCC

Royal 750 Colour Copier
Specialized machinery for color copying Not very successful but high in quality Specialized final consumer Low Volumes

Functions

Presentations of advertising and marketing plans Quick copying Enlargement, reduction Straight duplication

Decision Makers

User/person who understand the technical expertise and can communicate its relevance to higher management

Question 2
What are the benefits to the user of each of these three product/services?

Benefits To The User

Particulars CCC RC 750 Colour Copier Standard Equipment Client Purchase Borne by Client Allows for quick copying and experimentation with copies RRC Equipment Supplies and Paper Labor Expense Benefits of the program Customised Included in Contract Included Guaranteed output, qualified operators Contractual Included Included Short turnaround time for high volume orders

Question 3
Examine Mary Jones efforts at Acme Computers, Bickford Publishing and General Hospital. What are the similarities of each of these situations?

Acme
Mary s efforts
Customized solution and effort

Bickford Publishing
Smith slighting Mary off

General Hospital
CCC consideration
Took the CCC prospect seriously Necessitates loss of two loyal employees

Acme s Concern
Concerned with external operator at the workplace Concerned with high capital investment

Concerns: Using excuses like high investment to avoid the decision

about the product in the first stage of the life cycle Financially only marginally beneficial

Acme Computers
Poor
Did not address the concerns of Cost being high in the first 2 yrs Concentrated on product features rather than concerns Outsider working in the company s premises

Implementation & follow up Closing the sale Handling Objections Presentation Did not get an opportunity

Poor No questioning Just focused on cost

Needs Identification Approach Pre approach Prospecting Did not pursue the client for 6 months Successful in scheduling a meeting Opening statement was on target

Bickford Publishing
Failed to identify objections & concerns of Bickford. They had concerns like : CCC was not cost effective CCC was inappropriate as a current purchase for Bickford Implementation & follow up Closing the sale Handling Objections Presentation Needs Identification Approach Jones knew a lot about Bickford primarily because it was a long time client. Pre approach Prospecting No opportunity. Dropped the CCC Info earlier and again pushing for it

Scheduled a meeting with Smith Planning to meet Tony Perry- VP Corp. Ser

General Hospital
Implementation & follow up Closing the sale Handling Objections Presentation Needs Identification Approach Pre approach Prospecting Client agreed to the merits/demerits And the financial savings thru CCC Not too good. Jones was Surprised to find 3 executives in the meeting. However presentation was good General Hospital was a good prospect as they had: M oney to buy, A uthority to buy D esire to buy

Did not handle the objections of Hiring an outsider Firing the internal employees No questioning, identification Or pre commitment Had knowledge about General Hospital s requirements. Had prepared a ppt to show cost savings

Question 4
Should Mary Jones directly contact Tom Perry of Bickford Publishing? Why or why not?

Mary Jones should contact Perry:

Smith already against CCC

Perry was interested, and if the approach is well executed he may show interest

Perry higher in authority and can understand the strategic advantage and benefit

Perry can negate Smiths decision

Question 5
Evaluate the General Hospital proposal Cost Saving Calculation Hence, the cost saving figure of $30,995 is incorrect as the costs have not been discounted in the time frame considered.

Question 6
What could Mary Jones have done differently to sell the CCC to General Hospital?

Objection Handling
Objections
Firing of Experienced employees

Proposed Solution
Training of in-house employees
Efforts and resources required for the training is same No firing required

Her response
Emphasized on efficiency and cost benefit

Question 7
What actions should Tom Stein (Mary s Sales Manager) take regarding Mary Jones?

Voluntarily chosen mentor

Should not exert too much pressure hamper her morale

Suggest higher management about her performance evaluation

If possible, Provide her flexibility on the product