Sales Dialogue: Creating and Communicating Value
Brenda has a meeting today with the office manager at the law firm Abercrombie and Wilson (A&L). A&L is a local law firm with five attorneys and one main office. During her initial telephone conversation, the office manager indicated that the firm was reasonably satisfied with their current copiers, but that he was always looking for ways to increase office productivity. He also mentioned that he was a little concerned that the firm was paying for many copier features that were not really used. The law firm needed to make a lot of legal-sized copies, and be able to collate and staple them. There was little need for other "bells and whistles." It was also important that a copier was dependable, because the law firm made many copies each day. When the copier did break down, fast service was needed to get it repaired as soon as possible.
The office manager had some familiarity with NCC products and was eager to talk to Brenda. However, he made it clear that any decision to switch to NCC copiers would require that Brenda also meet with the attorneys and office personnel to get their approval. If Brenda convinced him that NCC copiers would increase office productivity at the law firm, he would be glad to set up a meeting for her with the attorneys and office personnel.
Brenda is excited about this opportunity. She knows that NCC copiers are very dependable and that NCC provides exceptional service. She can also offer the law firm a copier with the specific features A&L desires.
QUESTIONS
- Prepare the sales dialogue Brenda might employ to use as an example and an anecdote to communicate the dependability of NCC copiers to the office manager.
- Brenda will not be able to demonstrate a copier during this sales call. So, describe the types of sales aids she should use to show the buyer an NCC copier with the exact features desired.
- How can Brenda best use statistics and testimonials to support the excellent service provided by NCC?
- Brenda did a terrific job in her sales call with the office manager. He is interested in NCC copiers and has scheduled a meeting for Brenda with the five attorneys and the office personnel. Discuss the major things Brenda should do during her sales call to this group.