Course Project for mathguy18

Developing and Qualifying the Account Database (Refer to  Appendix 2 )

Introducing Your New Regional Account Management (RAM) Sales Responsibilities. Casey Arnold has hired you as a regional account manager to sell for NewNet beginning December 1. Casey has given you the customer files of Lee Bizon, the former account manager who has just been promoted to another NewNet territory. Lee projected the possibility of over $1.8 million in sales for your new territory, with the actual forecast reduced by the likelihood of closing each account. Your responsibilities include carefully studying the Contact Screens and analyzing where each customer is in the NewNet sales/buying process. The steps include Qualifying, Needs Analysis, Presenting, Demonstrating; Negotiating; Closing; and Servicing the Sale. Lee has indicated the last step each of your accounts has completed in the sales process. Additional information to analyze on each contact screen includes: projected date to close, likelihood of closing, size of forecasted sale—in addition to other contact information presented.

The Notes Screens includes notes Lee prepared after making a sales call. You should analyze this information carefully and become very familiar with it. In this process, you will discover you are working with large purchases significantly impacting your customer’s business. Lee has worked with teams of high-level personnel on the customer/buying side of the sale, as well as sales support team members from NewNet. In the Notes Screens, you will learn about the outstanding technical sales support team members you will have working with you on the technical side of your work with your accounts.

Your clients have been notified that Lee is leaving and a new regional account manager, you, will be contacting them. The following exercises in this chapter and at the end of  Chapters 10 – 15  simulate this important activity by requesting that you extract, from an existing database, the information needed to take effective strategic sales action. You will find a printout of all your accounts in  Appendix 2 . Casey has asked you to review the status of your 20 accounts including where they are in the sales cycle, and what is the next strategic action you will have to take to move the sale process forward and close the forecasted sales.

You are to meet with Casey next Monday and to be prepared to answer the following questions. The questions below relate to the account development concepts presented in this chapter. Additional questions will appear at the end of the next five chapters. They will relate to the selling and account management concepts presented in each of those chapters. The questions in this REGIONAL ACCOUNT MANAGEMENT Case Study relate to successfully moving your accounts through the stages in the sales process. Answering these questions all relate to the sales process, and do not require you to have technical networking product knowledge. Your technical sales support team members, Camila, Joe, and Charlene, will be working on the technical side of the sales process. It will be your responsibility to bring them into the sales process at the appropriate time to meet and exceed the needs of your accounts.

Questions

9-20

Using the following headings, prepare a regional account metrics report for your meeting on the current status of your 20 new accounts found in an appendix. Keep a copy for future reference.

Newnet Systems Account Management
Name		Regional Accounts Manager, NEWNET SYSTEMS
Date	Account Name	Dollar
Close	Contact Name	Sales Amt.

9-21

Which contact can you ignore immediately for making a potential purchase?

9-22

Referring only to the date close category in the contact screens, which four accounts would you contact immediately?

9-23

Referring only to the dollar amount of sales forecasted category in the contact screens, which four accounts would you call first? Does the likelihood of closing percentage category have any influence on decisions concerning which accounts to call first? Why? Total the dollar amount of sales for each account and record the total projected sales.

9-24

According to information in the notes screens, which account development method did Lee Bizon appear to use the most? Give examples.

9-25

Identify any accounts where there may be ethical or legal issues to be considered. Describe what these issues may be.

MyMarketingLab

Go to  mymktlab.com  for Auto-graded writing questions as well as the following Assisted-graded writing questions:

9-26

During periods of economic uncertainty, the decision-making process often moves upward. What basic tips would you give a salesperson who is calling on senior executives?

9-27

Discuss how direct-response advertising and sales letters can be used to identify prospects.

9-28

Mymktlab Only – comprehensive writing assignment for this chapter.

PART 4 ROLE-PLAY EXERCISE

Developing a Customer Strategy

Scenario

You are a sales representative employed by the Park Shores Resort and Convention Center. One of your primary responsibilities is to identify prospects and make sales calls that result in the development of new accounts. During each of these calls, you plan to build a relationship with the customer and describe selected value-added guest services and amenities offered by the Park Shores. You also try to learn as much as possible about the customer’s buying process.

Customer Profile

Shannon Fordham is the founder and chief executive officer of USA Technologies, a growing, high-tech firm with more than 300 employees. The company manufactures and sells security systems that can be used in residential homes, retail stores, and other commercial buildings. According to a recent article in the Wall Street Journal, USA Technologies is poised to grow very rapidly in the next year. The article described Shannon Fordham as a workaholic who usually puts in an 80-hour workweek. Delegation does not come easy to this personable, hard-charging entrepreneur.

Salesperson Profile

You have just completed the Park Shores sales training program and now want to develop some new accounts. In addition to taking care of established customers, you plan to call on at least four new prospects every week.

Product

Park Shores International is a full-service hotel and convention center located in Mission Beach, California. The hotel recently completed a $4.8 million renovation of its meeting and banquet rooms.

Instructions

For this role-play activity, you will meet with Shannon Fordham, who appears to be a good prospect. During the first sales call, plan to learn more about the prospect as an individual and acquire more information about USA Technologies. This meeting will provide you with the opportunity to begin building a long-term partnership.

During the first meeting with a prospect, you like to present a limited amount of important product information. In this case, the length of the appointment is 15 minutes, so you should not try to cover too much information. To prepare for the first sales call, read Employment Memorandum 1 in  Appendix 3 . This memo describes the value-added guest services and amenities offered by the Park Inn. For the purpose of this role-play, Shannon Fordham should be considered a consultative process buyer. You can assume that the prospect will need help identifying and evaluating possible solutions. As you prepare for the first call, think about what may take place during future calls. Review the steps in the typical buying process (see  Figure 8.3 ). Keep in mind that today’s more demanding customers are seeking a cluster of satisfactions. Study the Product-Selling Model ( Figure 7.1 ) prior to meeting with the prospect.

Your request for referrals is more likely to receive a positive response if made after you have built a strong trusting relationship. In most cases, referral leads result in higher close rates, larger sales, and shorter sales cycles.