Mindy Ouren Final Sales Presentation: Krush 11/1/11
Section 1: Prospect Definition My buyers name is Casey Smith. He is currently the Senior Buyer at Costco. He has held this position for two years. Smith’s responsibilities include managing a portfolio of over 120 products, developing the portfolio strategy, and negotiating yearly contracts with vendors. He is currently working towards his Master’s in Business Administration from Washington State University. He earned his BA in Construction Management from the University of Oregon in Portland. He enjoys fishing and socializing. He is a member of the WSU MBS Association and the National Buyer Association. Some information about Costco is: o Costco Wholesale Corporation operates an international chain of membership warehouses. In order to shop at Costco, one must be either a Business, Gold Star, or Executive member. o Costco is a Washington corporation that holds one of the largest and most exclusive product category selections to be found under one roof. o Categories include a variety of top quality national and regional brands with 100% satisfaction guaranteed. o Warehouse sizes range from 73,000 to 205,000 square feet. Section 2: Sales Call Objective My goal is to introduce the two varieties of big packs (1 and 2) of the Caramel Goldmine into Costco by the end of this sales call. S: Introduce the two variety packs M: Packs 1 and 2 (Two kinds) A: Achievable, only two varieties, not too complex. R: This has been performed before. T: By the end of this sales call. Section 3: Key Needs of the Buyer There are three identifiable needs of Costco. One of them is increasing sales in the candy category. Another is obtaining a product that is unique and draws interest of the consumers. Also, that the product is available in a large amount of packaging.
Mindy Ouren Sales Presentation Script Approach: M: Good Morning, Mr. Smith. It’s nice to see you! Thank you for meeting with me this morning. It was nice seeing you at the Make-A-Wish Fishing Fundraiser in mid-October. J: Hello, Ms. Ouren. It’s great to see you too. That certainly was a great event. M: Myself and others at Tons of Fun Candy are excited for this opportunity of discussing Caramel Goldmine with you today. J: I look forward to hearing what you have to say. M: Well now, Mr. Smith, if you don’t mind, I’m going to set my materials down on your table. Here’s my business card. Did you get a chance to review the information that I faxed over to your secretary? J: Unfortunately, I did not. M: I understand you are a very busy person Mr. Smith. I brought an extra copy of my materials for you to keep. Before I get started, is there anyone else that should be here in this meeting today? J: No, Ms. Ouren. I am the decision maker for any business that may come out of this meeting. M: Okay sounds great, well let me get started by explaining exactly why I am here. Myself and the other CPS sales representatives see great potential in reaching out to Costco. The company you run here is known for it’s high quality products at low prices, and we really value that in companies we work with. [Compliment Approach] Are Costco’s confection sales currently among your top three food categories? [Situation] J: Confection sales are not currently one of our top three food categories in sales. Our top three food categories are carbonated beverages, milk, and salty snacks. M: Okay, so confections sales are currently on the lower end? Have you noticed any changes in the confection department in your store? [Problem] J: Unfortunately, yes. We feel a lot of pressure to increase our sales in the candy category. Our problem is, we can not find anything unique to draw attention to our candy. M: So by not having a unique product to draw attention to your confection category, you’re experience a lull in sales as a result? [Implication] J: Yes, that is absolutely correct. M: So I’m hearing you state that Costco is looking for a unique way to draw interest to the confection department? Yet also I can imagine your store wishes to maintain large quantities of products at a reasonable price? Am I correct?
J: Yes. M: If I had a product available to you that will increase your confection sales and target new customers to the confection department, would you be interested? [Need Pay-off] J: Definitely! That sounds great! PRODUCT M: Okay, let me start explaining Caramel Goldmine to you. This gourmet chocolate bar is more convenient than typical gourmet chocolate [Feature]. Convenience is a quality that consumers everywhere are looking for, especially those in the Costco target market [Advantage]. Obviously, confections are quite convenient. However, you do not see gourmet chocolate as convenient as Caramel Goldmine. By providing gourmet chocolate in a bar form, consumers who are on-the-go will be able to enjoy a luxurious and delicious treat. This will in-turn draw many customers and increase your sales by 3% within one year. [Benefit] Would this convenience in a gourmet product support the uniqueness of a product you’re looking for? [Letting customer talk] J: Yes, that would be great to have in a product. M: As you can see on this graph, Caramel Goldmine scored 15% higher in taste tests with consumers than leading candy bars [Feature]. The advantage to you is that customers will prefer this product compared to other products [Advantage]. Therefore, this benefits Costco through the acquisition of new customers since Caramel Goldmine is a newer product [Benefit]. Does this align with your needs and wants for a new confectionary product? [Letting the customer talk] J: I understand that yes, I have already tasted the product before. But what about consumers who have no idea what this product offers, how will the marketing deliver the message of it’s great taste? [Objection] M: That is a great question, though many consumers may have never tasted it before, it’s definitely not going to prevent warehouses like yourself from purchasing this product and have it promoted. I will touch base on the promotion opportunities shortly. First I want to talk about the amazing market share that Caramel Goldmine currently holds. Does this sound okay? J: Sure! M: Caramel Goldmine is among the leaders in the candy bar market share in Fargo, ND, holding an 18% market share [Feature]. This means that the gourmet candy bar is competing with top products such as Snicker’s and Milky Way [Advantage]. In turn, Caramel Goldmine will compete on your shelves alongside big-name brands and it will indeed generate additional sales to your confection department by 3% in this next year.[Benefit]. How does this sound for your company? [Letting the customer talk] J: That is outstanding! If we can deliver that message to customers, or get the product out there, then this could be very successful! M: Great! Let’s take a look at these charts and see how successful Caramel Goldmine has been for others. [Demonstration]
Recommend
More recommend
