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10.3 Poulomi MBA02 2019160500010025

The document discusses a sales conversation between a security alarm system salesperson and a potential buyer. It analyzes the salesperson's questioning approach and identifies areas for improvement. Specifically: 1. The salesperson asked too many questions which could irritate buyers, but it did help the buyer realize their security needs. 2. The salesperson should have asked fewer, more targeted questions to generate need, rather than just information gathering. 3. The salesperson's questions followed the SPIN model but could have been more focused on implications and benefits. 4. The buyer's responses did not show strong needs until worries about property protection were raised. 5. The salesperson could have used benefits

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32 views1 page

10.3 Poulomi MBA02 2019160500010025

The document discusses a sales conversation between a security alarm system salesperson and a potential buyer. It analyzes the salesperson's questioning approach and identifies areas for improvement. Specifically: 1. The salesperson asked too many questions which could irritate buyers, but it did help the buyer realize their security needs. 2. The salesperson should have asked fewer, more targeted questions to generate need, rather than just information gathering. 3. The salesperson's questions followed the SPIN model but could have been more focused on implications and benefits. 4. The buyer's responses did not show strong needs until worries about property protection were raised. 5. The salesperson could have used benefits

Uploaded by

PoulomiDas
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PDF, TXT or read online on Scribd
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POULOMI DAS (2019-1605-0001-0025)

MBA MKT 02

CASE 10.3

1. The dialogue between both was natural as the seller was trying to generate the need in front of the
buyer and as this case follows the need-satisfaction presentation theory so in this kind of presentation
first 50 to 60 percent of conversation time is devoted to a discussion of buyer’s needs and after that
once aware of the prospect’s needs, the salesperson begins to take control of the conversation by
restating the prospect’s needs to clarify the situation. So in the given conversation the salesperson
may have asked too many questions but by asking that she made the buyer realize that they really
need the security alarm system.

2. Yes, the salesperson did used so many questions in her approach. As in this case the buyer didn’t
showed any disinterest or irritation in answering the questions but that can’t be possible every time.
There could be possibilities that the buyer does not want to answer these many question. Instead of
asking these many questions the salesperson should asked specific questions that could generate the
need of the product in buyer’s mind. As she used four types of questions i.e., situation, problem,
implication and need-payoff so she could have used 2 or 3 questions of each type that could
implement a sincere desire to solve a buyer’s problem and satisfy a need.

3. So the four questions comes under SPIN selling questions which follows certain steps in step 1
Situation question is asked, step 2 contains Problem question and step 3 and 4 contains Implication
and need-payoff question respectively. So in the above case the first four question asked by the
salesperson was situation based. Questions from 5 till 7th were Problem questions. Question 8th –
13th were implication questions and after that till 17th it was need-payoff question.

4. The first 5 response of buyer does not implied any need as she was ok with her security system after
that the buyer responses showed some minor need like when she was worried about redevelopment
cost of the program and processing costs. The important need response were the ones when she got
worried about her every valuable items which includes furnishings antique clocks, etc. and the points
from which the thief could break in.

5. As this salesperson used multiple question approach she could have tried Customer benefit approach
or curiosity approach. For eg: for customer benefit she could have tried “ hi I am ann Saroyan from
electronic office security corporation, would you be interested in a security system that detect
intruders and activate an alarm that will reduce your replacement, processing and time cost if the
burglary may happen in future? or curiosity like do you want to know how you can save valuable items
(tangible and intangible) in your building just by one small equipment? If she will be able to generate
slight need in buyer’s mind she could have gone further with the presentation.

6. After the buyer’s last statement I would move into the presentation as I was able to generate the
need in the mind of buyer by showing him the usefulness of my product so the next step would be
presentation.

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