sales project

EXAMPLE OF MAXWELL HOUSE COFFEE SALES PRESENTATION DIALOGUE

Chapter 10

Presentation method: Need- Satisfaction

Approach technique: Multiple Question(SPIN)

Buyer :   Hello. I'm Ms. Arrona.  Seller  :   Hello, I'm Mellissa Albin, it's nice to meet you.  I appreciate you seeing me this                  afternoon.  Buyer :   Please have a seat.

Seller  :   Thank you.  Here, let me give you one of my business cards.  I understand that you are                  responsible for the fountain, juice, coffee, and water categories in the Stop n Go                  convenience stores.  Is that correct ?  Buyer :  Yes, I buy for over 900 stores, and it can get pretty hectic.

Seller  :   I can imagine.  So how many of those Stop n Go's currently have coffee self-service                 setups ?   Buyer :  There are such  650 stores.

Seller  :   As the Coffee buyer, I know you must keep a close watch on coffee self-service sales.                  Have you noticed any trends recently ?  Buyer :  Yes, actually our coffee sales have been showing slight decreases over the last few months.

Seller  :   Is that normal to be showing decrease at this time of the year ?  Buyer :  No, coffee sales remain pretty much consistent over the year with slight increase when the weather turns cold.  Coffee drinkers usually purchase coffee year round keeping our sales at a  constant rate.

Seller  :  So your decreasing sales have obviously led to smaller profit.  Buyer :  Yea.  I was just going over that (looking at computer printout).  We are showing about $150 per store in almost all of our stores. 

Seller  :   Do you ever receive customer complaints on the quality of the coffee Stop n Go sells ?  Buyer :   Yes, unfortunately we do receive such complaints mainly on the taste.  It is difficult to keep  constant watch over our employees, or even provide the proper training  on how to prepare                  the  coffee.

Seller  :  In other words, not only are you losing coffee sales, but also sales of related  products                 customers would have purchased.  Buyer :  Yes !

Seller  :  Ms.  Arrona, would you be interested in a coffee program providing a great tasting coffee to your customers, plus excellent profits to you ?   Buyer :  Yes, I am always interested in increasing our sales.   

PRODUCT USING SELL SEQUENCES

Seller : As you may know, Maxwell House has been selling coffee for one-hundred years.  The "good to the last drop" slogan is synonymous with a superior cup of coffee. (metaphor)  Over 23 million Americans purchase Maxwell House for consumption in their homes.  (feature)               Maxwell Coffee hold the #1 position and Maxwell House Decaffeinated holds the #2 position in the decaf  market.  (feature)  These figures are based on a recent survey published by the American  Council of Coffee Producers.  ( proof statement ) What this means to NCS is brand imagery and an increased customer base.  People love our  coffee.  (advantage)

              The Maxwell House name conveys the message to your customers that you care about                consistent quality and reflects favorably on your operation.  The real benefit to you is                increased customer satisfaction and confidence which leads to greater sales and profits.                (benefits)   And that's what you're interested in, right ?  (trial close)

Buyer :  You bet !     . . .

MARKETING PLAN USING SELL SEQUENCES

Buyer :  Um, it tastes really good, and it has a very rich flavor.  Seller  :  Maxwell House provides an extensive package when you pruchase our product.  ( feature )                 The first purchase of the package is a comprehnsive training package for your employees.                You mentioned not having adequate time for resources to properly train your employees,                correct ? ( trial close )

Buyer :  Yes, that's correct.  Seller  :  The training program estabilished by Maxwell House will include the following :  ( feature )

  1.  A preventative maintenance video.    2.  Operations guide to proper brewing techniques--stressing the importance of always         maintaing a fresh pot of coffee.    3.  Regional training seminars.    4.  Store maintenance checks including an incentive reward program for your employees.            The advantage of this program is that your employees understand how to brew a perfect         cup of coffee every time,  and it ensures consistent quality.   ( advantage )  The real         benefit to NCS is that it will prevent losing customers when they purchase a poor cup of         coffee.  ( benefit )  See what I mean ?  ( trial close )

. . .

BUSINESS PROPOSITION USING SELL SEQUENCE

Seller  :  Each case of Maxwell House is only $66.67 .  Buyer :  (interrupting) Wait a minute !  That's over $10.00 more than the price our current supplier is  giving us.

Seller  :  Yes but(yes, but acknowledge the viewpoint) we have a quantity discount.  When you sign a                 three-year contract, I can lower that price to only $60.00 a case which is asavings of 10                 percent on each case.  (feature)   Now my product is only $5. 00 over your current price                 per  case (advantage) and that additional $5.00 includes a national advertsing campaign, a                 training  program for your employees, and P.O.S. kits.  (benefits)  That's a lot of benefits for                 only an extra few dollars a store, don't you agree ?  (trial close)  Buyer :   Yes.

. . .

CLOSE   

. . .

Seller  :   Ms. Arrona, you liked the national brand recognition Maxwell House offered as well as the                 comprehensive training program, the P.O.S. kits, and the national ad campaign, right ? (close                 #1 - summary of benefits)  Buyer :   Yes, but I've had no real problems with my current supplier. (source objection)

Seller  :  I know how you feel.  (acknowledged viewpoint)  Often we are satisfied with something                 because we have no chance to compare it with something better.  I've studied your current                 supplier, and due mostly to their size, they are not able to offer the competetive services                 Maxwell House is able to offer, such as the national promotional campaign.  (direct denial)                  Is this service important to you ?  (trial close)  Buyer :   Yes, I do see benefits in a  joint as campaign.

Seller  :   Why don't we plan to have the product in the stores on January 1st and the national ad                 campaign rolling by March 1st.  (close #2 - assumptive close)

Buyer :   I think I'll wait and put off a decision until  my current coffee contract runs out at the end of                  the month.  (stalling objection)  Seller  :   I understand how you feel.  Another account of mine felt the same way, but she found that                  after reviewing our total program of products and services she would be better off buying                  now.  That way we could begin immediately with the training program, while your current                  contract runs out.  How do you feel about that?  (feel, felt, found objection handling                  technique, trial close).

Buyer :    That is a valid point.

CONTINUES SELLING

. . .

IF DOES NOT BUY  Buyer :  It probably is a good opportunity, but I can't justify such an increase in spending during this                 recession.  As I said, we are trying to keep our spending at a minimum.  I'm sorry.

Seller  :  I understand, but will you do one thing for me ?

Buyer :  Yes, what is it ?

Seller  :   I'm going to leave this sales material, as well as the coffee samples here for yout to look                 over and sample.  When you feel NCS is ready to incorporate  Maxwell House into its                 coffee  self service sales, will you give me a call ?

Buyer :  Yes, I'd be glad to.

Seller  :  Thank you, and again I appreciate your seeing me this afternoon.   I hope you have a nice                 afternoon.