Chapter 17, Problem 1VC

Summary Introduction

Case summary:

X Company was founded in 1906 and it’s a photographic paper manufacturers. In the year 1947, X Company got the license for xerographic patents. In the year 2001, X Company came up with a shift to a consultative selling model. This helps the consumers to use single equipment rather than many. Person AC from city W shared her experience in the stages of personal selling process.

X Company gives eight weeks training to its sales representative. Later X Company becomes the one of the leading company with more than 8,000 sales professionals, 100,000 employees, and 9,000 technical service employees.

Characters in case:

Company X

To discuss: The way X Company creates its customer value through its personal selling process.

Introduction:

A two way communication used to interact between the seller and buyer on the motive to make sales are termed as personal selling, that is face to face encounter.

Explanation of Solution

There are various steps in personal selling process used by X Company to create the customer values.

Stages in personal selling process:

There are six stages in personal selling process are as follows:

1. 1. Prospecting

Searching for qualification of customers who are potential is involved in the stage prospecting. X Company’s sales representative will prepare a presentation.

1. 2. Preapproach

This is the next method where it involves gaining additional information and making decisions on the best way to approach.

1. 3. Approach

   A formal meeting by the prospect and salesperson is done in the approach stage.

2. 4. Presentation

   Convention of prospectus into customer by creating need for services and products is involved in presentation stage. Here the sales rep will give the advantages of the proposed solutions.

3. 5. Close and

   Getting commitments from the prospects is involved in the stages of close. Under this stage even after the sales and installation, the representatives will communicate with their clients.

4. 6. Follow up

This stage involves delivering the purchase of the prospects and pointing any difficulties can be solved in the process of follow up. X Company’s representatives will monitor their product’s effectiveness.