Category Archives: MKTG 425 (NEW)

MKTG 425 DeVry Week 3 Case Study Reality in Selling Case Study: Selling New Products at Steelcase (3 Sets of Papers) NEW

MKTG 425 DeVry Week 3 Case Study Reality in Selling Case Study: Selling New Products at Steelcase (3 Sets of Papers) NEW

Read the Reality Selling Case Study details at the end of Chapter 7 in the text and the Selling In Action (Effective Sales Letter Writing is a must) details in Chapter 6. Prepare a sales letter to your buyer at DeVry University that meets the criteria noted in the Selling In Action. In your sales letter, you should address the features, advantages, and benefits of the Personal Harbor Workspaces and Think Chairs created by Steelcase. Be mindful of your objective for the sales letter, which is to gain the buyer’s attention and gain the first meeting. For this assignment, you will not use the Case Study Guidelines in Doc Sharing. Your assignment will be in the form of an official sales letter. A sample format for a sales letter that uses letterhead is provided in your textbook Appendix 3, the Letter of Reference from The Principle Company.

Objectives

Formatting for the Case Study assignment will follow the Effective Sales Letter Writing details noted in Chapter 6. Your sales letter should contain the following, in order.

Letterhead or Sender’s Address
Date
Address of your Buyer
Salutation
Body of the Letter
Complimentary Close
Typed Name and Handwritten Signature of the Sender
Notation of Enclosures (if any)
For this assignment, typing your name and adding a typed written font similar to a signature is acceptable. Otherwise, you can digitally sign your letter or physically sign it and upload the scanned copy. A sample format for a sales letter that uses letterhead is provided in your textbook Appendix 3, the Letter of Reference from The Principle Company.

Guidelines

You are a sales representative for SteelCase. You are part of the advance sales team responsible for selling your firm’s line of the newest innovations, including the Think Chair and the Personal Harbor Workspace. Read the Reality Selling Case Study in Chapter 7 to gain some insights regarding your team and the products you represent. You and your team have already successfully secured a purchase from the local hospital. As a recent DeVry University graduate and Esteemed Alum, you feel that the Personal Harbor Workspace would be of value to the various DeVry Group campuses.

Your assignment is to write an effective sales letter to your instructor, who is the senior purchasing agent for DeVry Group. The goal of your letter is to get your instructor’s attention and create the desire to meet with you. The primary objective is to gain a face-to-face or phone meeting to begin building rapport and needs discovery. Assume that you have never visited one of the physical campuses yet; however, you understand how the academic environment is set up. You also know that the DeVry Group is very student-centric and focuses most of the resources to meet the needs of the students.

Review the Case Study details in Chapter 7 to gain details on the features of the Personal Harbor Workspace. You may need to do some additional pre-planning research on your prospective customer in order to determine what benefits the buyer may be looking for. In your sales letter, you should address the features, advantages, and benefits of the Personal Harbor Workspaces and Think Chairs created by Steelcase; however, these must be things that would be of interest or importance to the buyer. For example, if the chair comes in different colors, but you do not think the buyer would see a benefit in this, then you would not mention it in the letter.

You have a limit of one-page for this letter and you must complete your objective. This means you need to choose your words carefully; be clear, complete, and succinct. Remember, you are not selling the product at this time. You are simply introducing the idea and seeking an in-person or phone meeting. You must use one-inch margins, single-space, and proper spaces between elements of the letter. You will include any enclosures you wish as attachments to the letter. Enclosures do not count against your one-page limit for the letter. We will NOT have a work cited page for the letter as all content should be your own original work. Enclosures, if not original, should have correct APA citations included on them.

 

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MKTG 425 DeVry Week 1 Case Study Reality Selling-Marcus Smith/Liberty Mutual Case Study (3 Sets of Papers) NEW

MKTG 425 DeVry Week 1 Case Study Reality Selling-Marcus Smith/Liberty Mutual Case Study (3 Sets of Papers) NEW

 

Read the Reality Selling Case Study details in Chapter 2 in the text (beginning of the chapter and end of the chapter after the questions) and the Reality Selling Today Role Play 2, Liberty Mutual details in Appendix 1. Prepare a case study analysis using the Case Study Guidelines in Doc Sharing to address how you can reach the call objectives noted at the end of the Role Play 2 details in Appendix 1. In your analysis, you should also address question 2-16 (end of Chapter 2 after the case details) within the analysis portion of the format.

Objectives

Formatting for the case study assignment will follow the case study guidelines, which you can download from Doc Sharing. Please be sure that your submitted answer has a statement of the problem, summary of the facts, analysis, recommendation, and conclusion clearly identified. The way to do that is to include subheadings. If your answer is not prepared according to the case study guidelines, I will return it to you for editing and resubmission.

Guidelines

Your first case analysis is due this week and is a role play-based case study. You will complete an analysis of the Liberty Mutual (Reality Selling Today Role-Play 2), which is located in Appendix 1 of your textbook. In this scenario, you work for Liberty Mutual and you are working on a meeting with Pat Stanley, the import director for Farris Footwear, Inc. In order to analyze the case, please follow the Case Study Guidelines from Doc Sharing when completing the assignment. Additional details about Liberty Mutual are available at the opening and closing of Chapter 2.

In your write-up, you are to address the call objectives noted at the end of the Role-Play Case Study in the Appendix. For this first case, you will be planning how you can meet your call objectives. To do this, consider all the information you already have, consider needs that many firm’s like Farris Footwear have, and consider the questions you will ask. How will you build rapport and establish trust or value? The thought process is endless, but focus on what will help you to reach your goals and objectives on this sales call.

The final paper will be three- to five-pages in length, double-spaced, APA formatted, with a cover sheet and references page. The reference and cover sheet do not count toward the page length. The paper must contain at least one citation from the textbook and one from an additional source (journal, newspaper, etc.).

Prepare your paper with the following sections.

Statement of the Problem
Summary of the Facts
Analysis
Recommendations and Conclusion
References/Bibliography

 

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MKTG 425 Devry Course Project Week 7 NEW

MKTG 425 DeVry Course Project Week 7 NEW

Guidelines and Questions for Part 2 Due Week 7

After you have finished assessing the details in your newly obtained client list, also called your book of business, you met with your manager, Casey. In your meeting, you discussed your report, which was Part 1 of the project (turned in during Week 4). Casey provided you with some feedback and has now asked you to take the steps in the planning process to work with these clients to meet an established quota.

Casey notified all of the accounts by e-mail that you will be contacting them soon. She wants to meet with you at the end of the week to discuss the pre-approach to your new contacts and discuss your strategies for moving them through the pipeline. Using the metric report you created in Part 1, and Chapters 10 through 15, answer each of the following questions in a report form for your meeting with Casey. For questions where you need to justify your answer, Casey has asked you to use sources to support your reasoning. These sources are to be cited in APA format.

Assignment Questions

Reflect back to the communication style assessment you completed at the beginning of the course. Each of the four styles is represented within the 20 accounts you are expected to contact and maintain. Using the details in Chapter 5 regarding adapting and flexing your style, consider how you will need to adjust your approach and communication style/delivery. Select one contact from each of the four styles and discuss how you will need to flex and adapt your approach to match that of the client.
From the potential sales total and closing likelihood, what is a fair sales quota to be set for the coming quarter? Justify your answer.
Which accounts have completed the needs analysis and discovery stage? Which accounts have high potential for closing but have not had the needs analysis completed yet?
Which account(s) seem ready to buy, even without a comprehensive needs analysis or product presentation? What concerns or threats exist from the eagerness of these accounts?
Which account is in need of a presentation and has a number of locations? How will your approach and process differ for this firm versus that of other firms? Explain your answer.
How might the closing date, likelihood of closing and forecast sales affect your plans to negotiate customer pushback (concerns and objections)?
Some of your customers do not appear knowledgeable about networks. How does this affect the approach to the close? What closing techniques are best to consider when customers do not fully understand the solutions they are buying?
Finally, you need to complete a pre-planning process for one of the 18 prospects you will be contacting. You cannot use the two accounts that have already purchased. You are to select one of the prospects to use for this part of your report.
Why did you choose this particular contact?
What are your call objectives for this contact?
How will you flex your communication style for this contact?
Will you be meeting with the contact via phone, Skype, or in-person? Explain your answer.
What approach or opening is most appropriate to build rapport with this contact?
What stage of the selling cycle is this contact in; what do you need to do to move the contact to the next stage?
What important details do you need that are missing from the notes or contact file?
What visual aids will be most appropriate and effective with this contact in the presentation stage? Even if the presentation stage has already occurred, discuss which visual aids are most effective. Justify your answer.
From the available details, what benefits is this contact looking for?
What buyer concerns, or push-back, is this contact most likely to present to you when you meet? How might you overcome the concern?
What motivation does this contact have to buy from you?
What type of close is most appropriate and effective for this contact? Explain your answer.
From your pre-planning process report, what do you need from your manager to help you get the account through the sales cycle and secure a long-term relationship?

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MKTG 425 Devry Course Project Week 4 NEW

MKTG 425 DeVry Course Project Week 4 NEW

Objectives

The objective of this assignment is to simulate the important activities of managing the sales pipeline and effectively using CRM details to create value in the professional selling process. This project also integrates the Terminal Course Objectives for MKTG425, Personal Selling and Sales Management.

Guidelines and Questions for Part 1 Due Week 4

Professional account managers (a.k.a. professional sales representatives) are often given accounts that have been previously managed by others. This occurs for reasons such as a colleague leaving the firm, promotion to a management position, territory realignments, and even a miss-match of communication styles between the buyer and the original sales representative. The first part of our project involves territory realignment for New Net Systems, a Value-Added Reseller that provides B2B network products and services.

 

To begin, read the company details in Appendix 2 of your textbook. Following are the sections you should read carefully.

Introduction to Multiple Account Management Selling

Introduction to Your New Employer – NewNet Systems

Introduction to Your New Account Management Position

Introduction to Your NewNet Systems Account Reports (Contact Screenshots from the CRM Program)

After reviewing and understanding the scenario of your new position at NewNet Systems, go to Chapter 9 in your textbook. At the end of the chapter, you will find the details specific to this part of the Course Project. Read the Chapter 9 details, titled Developing and Qualifying the Account Database carefully.

Assignment Questions

1. Use the 20 new account CRM Contact Screenshots found in Appendix 2 to complete the metrics report (table) for your meeting with your manager Casey. The report should contain the following headings.

Anticipated Close Date

Account Name Contact Name

Communication Style

Stage of the Selling Process

Anticipated Dollar Amount

Likelihood to Close

Forecast Sales (Anticipated Dollar Amount X Likelihood to Close)

2. Using your metric report and the details in each case notes section, prepare a written report for Casey regarding your analysis of the accounts.

 

Which contact(s) do you think you should ignore for now? Justify this recommendation.

Select accounts that you feel you need to focus on immediately. Justify why you selected these accounts.

How many accounts do you have at each stage of the selling process? (i.e., how many at prospecting, rapport, needs discovery, presentation, closed, etc.) Based on the number of accounts in each stage, and the amount of time spent on each account, how would you assess the effectiveness and efficiency of the previous representative’s account flow management (a.k.a. pipeline management)?

Which account(s) appear to have some legal or ethical issues to consider further? Describe what these issues might be.

From an overall perspective, what was the previous sales representative’s primary sales approach? In what ways does the previous sales representative appear to have been very successful with the accounts? What ways do you think the previous sales representative could have improved upon the effectiveness or efficiency of her pipeline management?

 

 

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