- Lynn should structure here presentation following the formula method. This is also known as a persuasive presentation. The book defined this as “A presentation by which the salesperson follows a general outline that allows more flexibility and tries to determine prospect needs” (pg 281). I think that this would be the most fitting because of the lack of success McBath products have had with the chief purchasing agent of Federale, Mary Bruce. The case study presented the strong support and quality Lynn had in the product that she was attempting to sell. She was also going to present a new concept to Mary Bruce, something that she hadn’t heard the past six times she turned away a McBath salesperson. Lynn was going to bring to the table a new innovated display that both increase sales and ensure more consumer ease while shopping. Also, the case study talked about the fact that it would only take an hour to assemble the display that would not take much space and the McBath would also start an advertising campaign that will endorse the product and the display scheme. All of these are ammo that Lynn can carry into her meeting with Mary Bruce. The persuasive presentation method will allow her to present the information and concepts logically, while also giving time for interaction between the buyer and seller (pg 282). It is also important for her to know her own company along with the reseller (pg 182). Knowing the product you are selling will give the buyer confidence that this product is high quality and will generate revenue. At the same time it is important to know the reseller, because it will give an advantage of addressing reasons why this purchase is necessary and an opportunity. The selling points are a combination of increased sells, new innovative display, display accessibility, and marketing campaign geared around product and new display.
2. Assume you are Maurice Leverett (V.P. of marketing for McBath). Give an example of each of the four major types of discounts discussed in this chapter that your salespeople could use to help put the new display into retail stores. What type of discount will be most effective, and what will be the least effective? Explain your reasoning.
-The four types of discounts discussed in the chapter include the following: no cumulative quantity discounts, cumulative quantity discounts, cash discounts, consumer discounts, and trade discounts.
An example of a no cumulative quantity discount could be to offer price reduction on large orders. A cumulative quantity discount would be the same thing but over an extended time period. A cash discount would be a direct cash discount given to the buyer if the full price is met at a given date. A trade discount is a percentage off the list price. And finally, the consumer discount could be giving customers a price reduction coupon.
I think that the type of discount that would be the most effective is the cumulative quantity discount. I positives here for...