subject: A Sales Training Case-study With Model Answers To Test Your Existing Level Of Sales Skills [print this page] Sales training courses frequently use case studies to help learning and development. Below you'll discover a case study about a made up sales situation between a sales person and a buyer. Right after you have read through the case study jot down your answers for the three questions which have been asked at the end of the case study. These may mean you can check your knowledge on how to deal with tough selling scenarios. You'll find some model responses given at the end of the guide to which you can assess your answers.
For some twelve months, Fred Green has long been seeking to win an order from ABC Limited but without having success. Just about every 2 months he calls on the company and the purchaser, Sarah Brown, usually receives him politely, listens to all his sales arguments carefully, looks through the papers in the quotation, and then simply repeats that she's happy with the performance from the two firms who provide her at the moment. From time to time she adds with a smile: someday or other these providers will fall down on the job therefore youll get your chance then Fred.
Fred Green is though becoming impatient with this treatment and believes that he won't be able to wait around eternally for an order. He believes that Sarah is just playing difficult to get, and isn't serious about making use of his business in the foreseeable future. He in addition has one more issue in that his manager, the sales director, wishes to see the name of ABC Ltd, a key name in the marketplace, on the list of the organizations customers. He is continually asking Fred when they're going to see an order from ABC Ltd. For Fred, ABC Limited is a standing problem.
Just when it seemed that all was lost a chance appeared to come to Freds rescue. Fred was a keen tennis player, and as such represented his team side in a local knockout tournament. In the 2nd round of the tounament, he came up against Charles Lister, who was a member of the board of ABC Limited. To the surprise of those that knew how great he was, Fred lost the game. A joyful Charles Lister invited Fred to join him for a drink in the club bar after the game. Fred seized his opportunity with both hands. Over a drink he said to Charles whom he worked for plus the problems he had experienced in attempting to win ABCs order. The evening ended with an agreement to participate in a return match at Listers tennis club, and that Fred ought to bring his quotation along with him.
Several days after the return match, Fred obtained a modest trial order from ABC Ltd. He was really joyful with this development, and believed that it wouldn't be long before he started to acquire regular and better orders.
Unfortunately, when he next turned up at ABC Ltd for his regular 2 monthly meeting with Sarah, she sent a communication through the receptionist, stating that she was really busy and had no time for a meeting that day. The following meeting was equally unsuccessful. Sarah simply told Fred (again by means of the receptionist) that any proposals or offers really should be set in writing and sent to her via e mail.
Fred suspected that he knew why Sarah was so off-hand with him. He telephoned Charles Lister again and asked him to put in a good word for him with Sarah. Rather to his surprise, Charles refused explaining: I've explained to Sarah that the products are actually okay and that she should take you into consideration as being a service provider when she is thinking putting an order. In excess of that I can't do for you.
Now look at the following 3 test questions. Make a note of your answers and then examine them with the information on the case study, which you can find below.
1.Was Fred right in taking advantage of his chance encounter with Charles Lister to put forward his products and in addition to try for a trial order?
2.What can Fred do right now in order to get back in favour with Sarah?
3.Should Fred shed his connection with Charles Lister? If yes, how should this be carried out?
Having read the case of the by-passed client described above, it might have looked that sales man Fred has dug himself into a large hole. Even though Fred has got a modest trial order from a potentially significant client, ABC Limited, through a private contact with a director, Charles Lister, at ABC Plc he has upset the customer, Sarah. Sarah obviously feels that she has been by-passed and has responded by stopping all direct contact with Fred. You were asked a few questions concerning the situation. These very same questions were asked of an experienced teacher who offers sales training courses. Listed below are her answers and comments:
1. Was Fred right in taking advantage of his chance encounter with Charles Lister? In principle, Fred was correct to take advantage of this opportunity. On the other hand, his error lay in not telling Sarah, the buyer, straight away about the chance meeting with Sarah's supervisor Charles Lister and explaining the circumstances to her. This could put Sarah in the picture, and Sarah wouldn't have been left with the feeling that Fred had somehow managed to by-pass her.
2. What can Fred do right now to get back in favour with Sarah? Fred needs to try to set up a meeting with Sarah to clarify the circumstances. He might, for instance, write Sarah an e-mail inviting her to lunch so that they are able to chat about what appears to be a possible misunderstanding. In such a dialogue, he should set out what happened, and persuade Sarah that it was not a matter of attempting to go behind her back, but rather the outcome of a chance private meeting with Charles.
Fred needs to admit to Sarah that he had not handled the situation very effectively. Fred most certainly made an additional error in going back to Charles Lister and asking him to put a good word in for him. It would have been much better if Fred had asked Charles to explain to Sarah how the circumstances had arisen and to stress that any choice about placing orders obviously lay with Sarah as the buyer. This would have allowed Sarah the chance to recover her loss of face, which she obviously thought she had suffered.
3. Should Fred drop his connection with Charles Lister and if so, how?
Fred ought to keep up contact with Charles, but on a personal basis, rather than at a business level. Initially, however, he might have to convince Charles to contact Sarah and describe the background about the situation set out above. However, after this the relationship with Charles must be kept strictly on a private level. Certainly the next time Fred plays Charles at tennis, he should seek to win!
Having read the model responses, how did your solutions compare? If you'd like to become a considerably more proficient and knowledgeable sales man you may do this by attending frequent sales training courses.
