the proposed package of features and benefits
and recognize the relevant interests of the different
buying team members?
4. What suggestions do you have for improving the
presentation of the proposed solution and maximizing
the positive involvement and buy-in of
the different team members?
Case 3.2: American Seating Company
Background
You are a salesperson for the American Seating
Company (ASC) working with the Seattle Metropolitan
Auditorium Authority to replace the seating
as part of a major rejuvenation of the auditorium.
The remodeling project is being done in response
to several private theaters and two universities’
entertainment centers that had begun to take
major show bookings from the auditorium.
Current Situation
The buyers want the new auditorium seating to be
as comfortable as possible and have specified units
complete with arms and hinged seats/backs that
allow the user to sit upright or slightly recline by
leaning back 4 inches. The specifications also specify
heavy frames, hardware, and linkage assemblies
to yield an expected usable life of 10 years before
requiring any form of service or replacement.
However, these specifications increase the cost of
the chairs by 13 percent. As a result, the buyers
are now wanting a lower-grade vinyl fabric in
hopes of making up for some of the increased hardware
costs.
With your expertise of chairs and fabrics, you
have recommended the use of higher-grade nylon
velvet rather than vinyl. The velvet will not only
be much more comfortable but also more durable
than the vinyl. Although both fabrics are equally
moisture and stain resistant, the velvet comes with
a guaranteed usable life of 10 years compared
with the vinyl’s 6-year guarantee.
Questions
Use the multriattribute model of evaluation to
develop a strategy for reselling the better-grade fabric
as the best choice for the new auditorium
seating.
Situation: Read Case 3.2.
Characters: Yourself, salesperson for
the American Seating Company;
the buyer, purchasing manager for
Seattle Metropolitan Auditorium
Authority.
Scene: Location—Buyer’s office at the Seattle
Metropolitan Auditorium Authority.
Action—You are presenting the chairs
and seating equipment that your
company is proposing to sell and
install in line with the desired specifications
outlined by the design architect
and the management for the
Seattle Metropolitan Auditorium
Authority.
Demonstrate how you might present the advantages
and benefits of the higher-grade nylon velvet
over the lower-grade vinyl fabric and gain
the buyer’s commitment to use the better fabric
on the seating that is purchased.
Upon completion of the role play, address the following
questions:
1. What is the role of the salesperson in explaining
and demonstrating that the longer-term added
values of a solution with a higher initial cost
can make it the lowest lifetime cost alternative?
2. What sales aids could assist the salesperson in
demonstrating the longer-term added value
and evidencing the greater benefits to the buyer?