Vocabulary Basics for Business [Electronic resources] نسخه متنی

Wholesale and Retail Sales

Green Growers

Mr. Sam Tobias
Daisy Distributors
Green Lake, XX
Dear Distributor:
This spring's exceptionally good weather resulted in a 10 percent
increase in our harvest of Delight Daffodils and a nearly 12 percent
increase of Bronze Irises. As a result of this season's good flower
production, we are pleased to reduce our wholesale prices by 10
percent for this year's orders. Our new wholesale prices for these
two varieties are shown below.
Delight Daffodils  $4.00 per dozen stems  Minimum order: 100 dozen
Bronze Irises      $6.00 per dozen stems  Minimum order: 60 dozen

Daisy Distributors

Mr. Ray Garza
Garza's Flower Shop
Blue River, XX
Dear Mr. Garza:
We are pleased to inform you that we have an exceptionally fine
offer on Delight Daffodils and Bronze Irises this month. Please see
our wholesale prices below and let us know how many of these two
great varieties you would like to add to your flower order for next
week's shipment.
Delight Daffodils              Bronze Irises
$8.00 per dozen stems          $12.00 per dozen stems
Minimum order: 10 dozen        Minimum order: 6 dozen

Spring is here! Nothing will welcome spring into your home bet-
ter than an elegant spring arrangement from Garza's Flower Shop.
Select from one of the wonderful designs on display in our shop
this week, or come in for individual stems to create your own
spring welcome! Our special stems this week are Delight Daf-
fodils and Bronze Irises.
Delight Daffodils  $1.20 each (or buy a dozen for $12 and save
$2.40)
Bronze Iris        $1.80 each (or buy a dozen for $19 and save
$2.60)
Come in today! You won't find lower retail prices anywhere in the
city!

Customer Support

SUNSHINE EQUIPMENT COMPANY
Internal Memorandum
TO: Rich Andrews, VP Sales
FROM: Rob Jones
SUBJECT: Customer Meeting with Susan Smith
Earlier this week I met with Susan Smith, the operations manager at
Primary Presses Company. I used the consultative selling approach by
asking her about the company's needs or problems. We discussed their
need to improve the efficiency of their equipment. I suggested that
they could solve their low output problem by upgrading the feeder
systems rather than the entire machines. This will improve their
output and save them the extremely high expense of new machines.
I gave Susan information on the model XL4073D feeders. The
pamphlet entitled "Facts about Your Feeders" is our features-and-
benefits analysis for this model. It includes a list of the key
features of this model and outlines ways in which this particular
press can save the customer's space, reduce noise levels, and add
time to the day!
Other sales collaterals that I left with Susan included the
company brochure emphasizing our excellent customer service and low
repair record, the product description sheets for the new XL651
integrated system, and a desk calendar for next year.
I expect to follow up with this client on the 6th of next month.

Personal Selling

Interview (Partial Transcript)

Ms. Russell, Sales Manager at Russell Machine Company:
Tell me, Mr. Evans, how you see the difference between a "lead" and a "prospect" for our company.

Mr. Evans, Job Applicant:
A lead is just a name or a name and contact information. A prospect is someone who has a need for your product or service and also has the resources to purchase your machines. Also, a true prospect has the authority to make the decision to buy. I'd also use another category"qualified prospects." These are the prospects who have potential for a sale large enough to justify my spending time and other resources to sell to them.

Ms. Russell:
For a company like ours, how would you go about prospecting?

Mr. Evans:
For this company, I would identify prospects by getting referrals from existing customers, sending direct-mail promotions to companies that use this type of product, and making contacts at trade shows.

Ms. Russell:
Why do you think you were successful at your last company?

Mr. Evans:
After I have identified prospects, I do very thorough preparation and preapproach planning. By this I mean that before I contact a prospect, I study as much information about that person or company as I can obtain. I make notes on how the product meets needs that the prospect might have. And I practice my presentation before every sales call. One other thing I do is try to predict all of the objections that the prospect might have. Then I develop the best answer or information to overcome the objections. I listen to prospects very carefully because I know they often have objections or excuses to avoid making decisions.

Ms. Russell:
What about closing, Mr. Evans? After all, your record is only as good as your closings.

Mr. Evans:
I see the close as the process of helping people make a decision. I help by asking them to buy. Sometimes I just ask them to say yes. Other times I put a purchase agreement before them and ask them to sign it. But I always do something that helps them make the decision to buy.