Partnership

Selling
A R O L E P L AY / S I M U L AT I O N F O R S E L L I N G TO DAY

Contents
Introduction

General Instructions for Role Playing

PART I

Developing a Sales-Oriented Product Strategy

Employment Memorandum 1

Position DescriptionConvention Centre Account Executive

Total Quality Customer Service Glossary
The Product

The References

20
24

25

Customer Service/Sales Memorandum 1 Role Play

PART II

30

Sales Memorandum 1B/Role Play 1B

32

Assessment Form 1

34

35

Understanding Your Customers Buying Strategy

Sales Memorandum 2A/Role Play 2A

36

Sales Memorandum 2B/Role Play 2B

37

Presale Plan Worksheet

Assessment Form 2

38

39

Developing a Sales Presentation Strategy 40

Sales Memorandum 3A/Role Play 3A

40

Sales Memorandum 3B/Role Play 3B

41

Presale Plan Worksheet

Assessment Form 3

42

43

Portfolio Presentation Model

Sales Proposal

44

45

Meeting and Banquet Room Schedule of Events

47

Strategic Planning Form AMatching Needs with Benefits

48

Strategic Planning Form BAnticipating and Negotiating Sales Resistance

Strategic Planning Form CClosing and Confirming the Sale
Strategic Planning Form DServicing the Sale

29

29

Sales Memorandum 1A/Role Play 1A

Presale Plan Worksheet

PART IV

26

Developing a Relationship Strategy for Selling

Employment Memorandum 2

PART III

10

The Competition
The Policies

51

50

49

36

Partnership Selling

A R O L E P L AY / S I M U L AT I O N F O R S E L L I N G TO D AY

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Introduction
Salespeople today are working hard to become more effective in such important areas as person-to-person communications, needs analysis, interpersonal relations, and decision making. This role play/simulation will help you
develop these critical selling skills. You will assume the role of a new sales
trainee employed by the Park Inn International Convention Centre.
PART I

Developing a Sales-Oriented Product Strategy will challenge you to acquire

the necessary product information needed to be an effective sales representative for the Park Inn (see Chapters 6 and 7). Your sales manager, T. J.
McKee, will describe your new trainee position in an employment memorandum. Your instructions will include the study of materials featured on the
following pages and role playing the request made in a T. J. McKee customer
service/sales memorandum.
PART II

Developing a Relationship Strategy is another major challenge in personal

selling. An employment memorandum will inform you of a promotion to an
account executive position. A sales memorandum will inform you of your
assignment to accounts in a specific market segment. Part II also involves a
role play on the development of a relationship with a new customer in your
market segment (see Chapters 3 and 10). Your call objective will be to
acquire background information on your new customer, who may have a
need for your services.
PART III

Understanding Your Customers Buying Strategy involves a needs analysis

role play (see Chapters 8 and 11). You will again meet with the customer,
who has indicated an interest in scheduling a business conference at your
convention centre. During this meeting you will acquire information to
complete Part IV, which involves preparation for the sales presentation.
PART IV

Developing a Presentation Strategy will involve preparation of a sales proposal and a portfolio presentation (see Chapters 11 to 15). This section also
involves a third role play with the customer. During the role play you will
reestablish your relationship with the customer, present your proposal, negotiate customer concerns, and attempt to close and service the sale.
Throughout completion of the role play/simulation, you will be guided
by the employment and sales memoranda (from the sales manager) and
instructions and additional forms provided by your instructor.
As you complete this simulation activity, note that the principles and
practices you are learning to use have application in nearly all personal selling situations.

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General Instructions for Role Playing

OVERVIEW

The primary goal of a simulation in personal selling should be to strike a balance between just enough detail to focus on the process of selling and not so
much as to drown in an ocean of facts. Either too much detail or too little
detail can develop anxiety in role play participants. Partnership Selling is
designed to minimize anxiety by including only the facts needed to focus on
learning the processes involved in high-performance selling.
Some anxiety will occur, however, because you are asked to perform
under pressure (in terms of building relationships, securing strategic information, changing peoples thinking, and getting them to take action).
Learning to perform in an environment full of genuine but non-threatening
pressure affords you the opportunity to practise your selling skills so that you
will be prepared for real-world selling anxiety.
The following suggestions for role playing will help you develop the
ability to perform under stress.
INSTRUCTIONS FOR SALESPERSON ROLE PLAYS

1. Be well prepared with product knowledge.

2. Read information for each role play ahead of time.
3. Follow specific instructions carefully.
4. Attempt to sense both the context and the facts of the situation presented.
5. Conduct a mental rehearsal. See yourself successfully conducting and
completing the role play.
6. Be prepared to take notes during the role play.
7. After the role play, take note of your feelings and mentally put them
into the context of what just occurred.
8. Be prepared to discuss your reaction to what occurred during the role play.
INSTRUCTIONS FOR CUSTOMER ROLE PLAYS

1. Read the instructions carefully. Be sure to note both the role play
instructions and the information you are about to share.
2. Attempt to sense both the context of the buying situation and the
individual facts presented in the instructions.
3. Let the salesperson initiate greetings, conversations, and concluding
actions. React appropriately.
4. Supply only the customer information presented in the background
description.
5. Supply customer information in a positive manner.
6. Do not attempt to throw the salesperson off track.

Partnership Selling

PART I

A R O L E P L AY / S I M U L AT I O N F O R S E L L I N G TO D AY

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Developing a Sales-Oriented Product Strategy

I N T E R N A T I O N A L TM

E M P LOY M E N T M E M O R A N D U M 1
To:
From:
Re:

New Convention Sales Centre Trainees

T. J. McKee, Sales Manager
Your New Sales Training Program Developing a Product Selling Strategy

I am extremely happy that you accepted our offer to join the Sales and Marketing Department. Enclosed
is a copy of your new position description (see p. 8). Your first assignment as a trainee will be to learn about
our product and what we have recently done to provide total quality customer service. To apply what you are
learning, I would like you to follow up on a customer service request I recently received. (See memo p. 26) You will
use the following product information to complete the assignment:
AN AWARD-WINNING UPDATE (See pp. 1025)
We have recently completed a $2.8-million investment in our convention centre. This customer service investment included renovating all guest rooms and suites, lobby and front desk area, meeting rooms, restaurant,
and lounge, and enclosure of the swimming pool. Enclosed is a copy of the Regional Architects Award
that our facility won. We are the only facility in the Metro area to have been presented with this award.
MEETING AND BANQUET ROOMS (See p. 19)
The Park Inn offers convention planners just over 750 square metres of award-winning meeting space in attractive, newly renovated meeting and banquet rooms. Our Maple Park East and West rooms are conveniently
located on the lobby level of the hotel. Each of these rooms can accommodate 180 people in a theatre-style
setting or 80 in a classroom-style setting. They also have a divider wall that can be retracted and, with the
combined rooms, can accommodate up to 370 people.
The Top of the Park provides a spectacular view of the city through windows that surround that ballroom. This unique room, located on the top floor, can accommodate 225 classroom-style, 350 banquetstyle, or 450 people theatre-style. Also located in the Top of the Park is a revolving platform area that slowly
moves, giving guests a 360-degree panoramic view of the city. The Parkview Room, which is also located
on the top floor of the hotel, can accommodate 150 people theatre-style and 80 people classroom-style.
In addition, for groups booking 40 rooms or more, we provide one luxurious suite free. This suite features a
meeting room, bedroom, wet bar with refrigerator, and Jacuzzi.
Be sure your clients understand that our meeting rooms need to be reserved. The first organization to
sign a sales proposal for a specific date has the designated rooms guaranteed.
GUEST ROOM DECOR AND RATES (See pp. 16 and 20)
Our recent renovation included complete redecoration of all 250 of our large and spacious guest rooms. This
includes all-new furniture, wallcoverings, drapes, bedspreads, and carpets. Our interior designer succeeded
in creating a comfortable, attractive, restful atmosphere. Seventy of our rooms are designated non-smoking.
(continued)

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ROOM RATES (continued)

Single
Double
Triple
Quad

REGULAR RATES

GROUP RATES

SAVINGS

$88
$98
$106
$114

$78
$88
$96
$104

$10
$10
$10
$10

A comparison of competitive room, parking, and transportation rates is presented on p. 20.

BANQUET MEALS (See pp. 1315)
Our executive chef, Ricardo Guido, recently won the Canadian Federation of Chefs and Cooks Outstanding
Chef of the Year Award. His winning entry consisted of the three chicken entrees featured on the enclosed
menus. Ricardo has many years of experience as an executive chef. He personally oversees all our food and
beverage operations. Ricardo, in my opinion, is one of the outstanding chefs in the country. His expertise
and commitment to total quality customer service will help develop long-term relationships with our customers.
The enclosed dinner selections are only suggestions. We will design a special menu for your clients if
they wish. A 15% gratuity or service charge is added to all group meal functions.
HOTEL/MOTEL AND SALES TAXES
All room rates are subject to applicable sales taxes. (Sales taxes do not apply to gratuities.)
LOCATION, TRANSPORTATION, AND PARKING (See map on p. 12)
We are located in a dynamic, growing metropolitan area of over 400 000 people. With convenient access, just
off of Highway 237 at the downtown exits, we are within a block of the nationally recognized climatecontrolled skywalk system. This 8-km system is connected to theatres, excellent shopping, the civic centre,
the metropolitan convention centre, and a large selection of ethnic and fast-food restaurants. Our location
offers guests the privacy they deserve during their meetings, yet is close enough to downtown to enjoy all
the excitement.
Free courtesy van transportation (also known as limousine service) is provided for our overnight guests to
and from the airport, as well as anywhere in the downtown area. This service saves our guests who arrive
by plane from $8.00 to $10.00 each way.
Guests who will be driving to the hotel will find over 300 parking spaces available to them at no charge.
Unlike other downtown properties, our free parking saves guests up to $6.00 per day in parking fees. For
security purposes, we have closed-circuit camera systems in the parking lot and underground parking areas.

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A R O L E P L AY / S I M U L AT I O N F O R S E L L I N G TO D AY

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VALUE-ADDED GUEST SERVICES AND AMENITIES

Our convention centre owners have invested heavily in the facility to provide our clients with total quality
service, unmatched by our competition. Additional value-added services and amenities include:
A large indoor pool, sundeck, sauna, whirlpool, and complimentary Nautilus exercise room in an attractive
tropical atmosphere
Caf in the Park featuring 24-hour continental cuisine seven days a week
Pub in the Park where friendly people meet, featuring free hors doeuvres Monday through Friday,
5 to 7 p.m.
Cable television with HBO
A.V. rental of most equipment in-house, at a nominal fee (see pp. 2122)
Free coffee and donuts or rolls in the lobby each morning from 6 to 8 a.m.
A team of well-trained, dedicated, and friendly associates providing total quality front desk, food, and
guest services
Express check-in
Electronic key-entry system
Hair dryer, iron, and ironing board in each room
Data port capabilities for laptop computers in each room
Desk in each room
Video message retrieval
Voice mail
On-command video (choice of 50 new-release movies)
SALES LITERATURE (See pp. 1028)
Included in your product training materials are photos, references, letters, room schedules, sales proposals,
and other information that you will use in your written proposals and verbal sales presentations. When you
move into outside sales, you should use these tools to create effective sales portfolios.
TOTAL QUALITY COMMITMENT
Our convention centre is committed to total quality customer service. Our Partnership Style of Customer Service
and Selling is an extension of our total quality process. The Total Quality Customer Glossary provides definitions of terms that describe our total quality process (see p. 9).
The hotel and convention centre industry is mature and well established. Our sales and customer service plan is to establish strong relationships, focus on solving customer problems, provide total quality customer service,
and become a long-term hotel and convention centre partner with our clients. By utilizing this type of selling and
customer service, your compensation and our sales revenue will both increase substantially.

TJM:ESS
Enclosures

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I N T E R N A T I O N A L TM

P O S I T I O N D E S C R I P T I O N C o n ve n t i o n C e n t re Ac c o u n t Exe c u t i ve
COMPANY DESCRIPTION
The Park Inn Convention Centre is a total quality, full-service, equal-opportunity-employment convention
centre that has recently made large investments in the physical facility, the food and beverage department,
and the sales department. Company culture includes an effective and enthusiastic team approach to creating total quality value-added solutions for customers in a very competitive industry. The primary sales promotion tool is Partnership Selling, with extensive marketing support in the form of photos, reference letters,
team selling, etc. The company goal is to increase revenues 20 percent in the coming year by providing outstanding customer service.
A SUCCESSFUL ACCOUNT EXECUTIVE WILL
1. Acquire necessary convention centre company, product, industry, and competitive information through
the company training program
2. Be committed to a total quality customer service process
3. Develop a list of potential prospects in the assigned target market
4. Develop long-term total quality selling relationships that focus on solving the meeting planners convention centre needs
5. Achieve a sales volume of $700 000 to $800 000 annually
WORKING RELATIONSHIPS
Reports to: Sales Manager
Works with: Internal Support Team including Food Service, Housekeeping and Operations, Customer
Service, and Front Desk; External Relationships including customers, professional associations, and industry personnel
SPECIFIC REQUIREMENTS
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.

Must
Must
Must
Must
Must
Must
Must
Must
Must
Must

project a positive and professional sales image

be able to establish and maintain long-term relationships
be goal oriented with a plan for self-improvement
be flexible to deal effectively with a wide range of customers
be good at asking questions and listening effectively
be accurate and creative in developing customer solutions
be clear and persuasive in communicating and negotiating solutions
be good at closing the sale
follow through on promises and assurances
have math skills necessary for figuring sales proposals

SPECIFIC REWARDS
1. Attractive compensation package that includes base salary, a commission of 10 percent of sales, bonuses,
and an attractive fringe-benefit package
2. Pride in working for an organization that practises total quality management in employee relations and
customer service
3. Extensive sales and educational support
4. Opportunity for growth and advancement

Partnership Selling

A R O L E P L AY / S I M U L AT I O N F O R S E L L I N G TO D AY

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I N T E R N A T I O N A L TM

TOTA L QUA L I T Y C U S TO M E R S E RV I C E G LO S S A RY
DIRFT DO IT RIGHT THE FIRST TIME means being prepared, asking the right
questions, selecting the right solutions, and making effective presentations. This creates repeats and referrals.
QIP QUALITY IMPROVEMENT PROCESS means always striving to better serve
our customers, resulting in high quality, long-term relationships.
TQM TOTAL QUALITY MANAGEMENT means the commitment to support and
empower people to deliver legendary customer service.
QIT QUALITY IMPROVEMENT TEAM means a team approach to deliver outstanding customer service.
COQ COST OF QUALITY means the ultimate lowering of cost by providing outstanding service the first time, so as to build a list of repeat and referred customers.
PONC PRICE OF NONCONFORMANCE means the high cost of not meeting
high standards. This results in correcting problems and losing customers. PONC also
causes longer sales cycles and higher sales costs.
POC PRICE OF CONFORMANCE means the lower costs of providing outstanding
customer service and achieving a list of repeat or referral customers.
WIIFM WHAT IS IN IT FOR ME means the psychic and monetary rewards in the
form of personal enjoyment, higher salaries, commissions, or bonuses caused by delivering outstanding customer service.
QES QUALITY EDUCATION SYSTEMS means internal and external educational
activities designed to improve the quality of customer service.
YOU THE MOST IMPORTANT PART OF QUALITY means the ongoing program of self-improvement that results in outstanding customer service, and personal
and financial growth.

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THE ALL-NEW PARK INN

(with an award-winning
$2.8-million renovation)

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12 |

CONVENIENT, EASY-TO-FIND LOCATION

WITH FREE PARKING
Conveniently located at Highway 6 and Laurentian Ave.
Just 13 km from Maple Hill International Airport.

Partnership Selling

A R O L E P L AY / S I M U L AT I O N F O R S E L L I N G TO D AY

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OUTSTANDING FOOD SERVICE

Personally Supervised by Award-Winning
Executive Chef of the Year
Ricardo Guido

14 |

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A R O L E P L AY / S I M U L AT I O N F O R S E L L I N G TO D AY

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BANQUET-STYLE MENU SELECTIONS

All selections include tossed greens with choice of dressing,

choice of potato (baked, oven browned, au gratin, or mashed),
rice or buttered noodles, rolls with butter,
coffee, decaffeinated coffee, tea, or iced tea.
ENTREES
CHICKEN WELLINGTON Boneless breast of chicken topped with a
mushroom mixture, wrapped in puff pastry shell and baked to a golden brown . . . $17.95
CHICKEN BREAST TERIYAKI Marinated boneless breast of chicken
grilled and topped with our special teriyaki sauce . . . . . . . . . . . . . . . . . . . . . . . . . . . $17.95
CHICKEN BREAST NEW ORLEANS Baked boneless breast of chicken,
garnished with peppers, mushrooms, onions, and Monterey Jack cheese . . . . . . . . $17.95
BROILED NEW YORK STRIP STEAK Centre cut New York strip steak
broiled to perfection, topped with our own seasoned herb butter . . . . . . . . . . . . . . $16.50
BROILED FILET MIGNON A steak from the centre cut tenderloin,
broiled and served with a rich red wine sauce . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . $24.50
SLICED PORK LOIN WITH MUSTARD SAUCE Boneless loin of pork
oven roasted and sliced, served with a mustard sauce . . . . . . . . . . . . . . . . . . . . . . . . $17.95
GRILLED PORK CHOP A thick cut of pork grilled to juicy perfection . . . . . $18.95
BROILED ORANGE ROUGHY A filet of orange roughy broiled
and covered with basil-lemon sauce . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . $18.95
BROILED HALIBUT STEAK Tender flaky halibut cut into steaks
and broiled in lemon butter served with fresh lemon slices . . . . . . . . . . . . . . . . . . . $19.95
Sales taxes and gratuity not included.

16 |

ATTRACTIVE, COMFORTABLE GUEST ROOMS

(All-new furnishings, HBO in every room, free Globe
and Mail weekday and Saturday delivery,
no telephone and access charges for 800 and credit
card calls, and data port capabilities for
laptop computers)

Partnership Selling

A R O L E P L AY / S I M U L AT I O N F O R S E L L I N G TO D AY

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A TROPICAL PARADISE
For relaxation after a days work
attractive pool, sauna, whirlpool,
sundeck, and Nautilus fitness centre

18 |

BRIGHT, COMFORTABLE, AND STRATEGICALLY

ARRANGED MEETING ROOMS
Everything you need for outstanding meetings

Size
9.5 14
10.3 14
20.2 14
3.1 6.7
16.8 23.8
15.2 15.2
14.3 7.9
9.5 13.7
4.9 5.8
4.9 5.8

Theatre
180
180
370
25
450
300
150
150
30

Banquet
Reception
80
150
80
150
180
300
16
225
350
500
150
180
200
75
90
120
80
80
120
16
16
Conference for 12 each room

Classroom
80
80
180

Ceiling
3.0
3.0
3.0
2.4
3.2
2.6
3.2
2.4

Sq. m
133
144
283
21
400
231
113
130

A R O L E P L AY / S I M U L AT I O N F O R S E L L I N G TO D AY

Meeting Room
Maple Park East
Maple Park West
Combined
Park Lane
Top of the Park
Revolver
Dance Floor
Parkview
1007 & 1009
107 & 109

Partnership Selling

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20 |

M E T RO A R E A CO M PE T I T I V E S U RV EY
QUOTED GROUP RATES (IN DOLLARS) FOR HOTEL/MOTEL GUEST ROOMS
HOTEL/MOTEL

SINGLE

DOUBLE

DAILY
PARKING

AIRPORT
TRANS.

Park Inn
Marriott
Sheraton
Hilton
Embassy
Guest Quarters
Carlton
Saboe
Chesterfield
Best Western
Days Inn
Sunset Inn

78
80
85
80
82
84
75
75
70
65
60
55

88
90
105
100
103
104
95
85
80
70
65
n/a

Free
6
6
7
6
Free
8
Free
Free
Free
Free
Free

Free
10 each way
12 each way
9 each way
8 each way
8 each way
3 each way
12 each way
13 each way
15 each way
12 each way
12 each way

R E N TA L R AT E S
MEETING ROOM RATES
SQUARE METRES

MEETING ROOM

400
133
144
283
21
231
113
130
28
28

Top of the Park

Maple Park East
Maple Park West
Combined Maple Park
Park Lane
Revolver
Dance Floor
Parkview
1007 and 1009
107 and 109

4 HOURS

8 HOURS

24 HOURS

$400
$150
$160
$300
$ 25
$300
$100
$110
$ 40
$ 40

$600
$200
$200
$400
$ 40
$500
$175
$185
$ 60
$ 60

$900
$300
$300
$500
$ 60
$700
$275
$300
$ 80
$ 80

Meeting room rental charges based on set changes at 12:00 noon, 5:00 p.m., or 10:00 p.m.
For groups of 20 or more who are reserving 20 or more guest rooms or scheduling 20 or more banquet
meals, rental rates will be waived for rooms up to 150 square metres for up to 8 hours of use per day.
For groups of 50 or more who are reserving 50 or more guest rooms or scheduling 50 or more banquet
meals, rental rates will be waived for all rooms for up to 24 hours of use.

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A R O L E P L AY / S I M U L AT I O N F O R S E L L I N G TO D AY

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AUDIO VISUAL PRESENTATIONS GUIDE

These are the most popular audio/visual equipment items. If you require special equipment and services not listed. Please let us know. Well do the rest!

AUDIO VISUAL EQUIPMENT PACKAGES

Saves Money Saves Time
35mm Slides

Overhead Projectors

Kodak Ektagraphic III 35mm Slide projector package

features a projection stand or cart, 4 to 8 zoom lens,
wireless remote control, spare 80-slide tray, all extension AC
cords safely taped. Select Screens Below.
35mm Slide Projector Package..................................$45.00

Popular overhead projector package with super-wide overhead projector featuring automatic spare lamp changer. All
AC extension cords safely taped. Select Screens Below.
Overhead Projector Package .....................................$40.00

Recommended by
Professional Meeting Planners:
Complete speaker freedom with
Laser Pointer.........................................$27.50
Wireless Microphone..............................$80.00
Groups over 75 people:
Special Zoom Lens.................................$11.00

LCD Video Projection

LCD Proxima Video Projector..................................$500.00
Colour Video Projector Projects Full Colour Video or
Computer Images up to SVGA. Recommended for larger
groups. Select Screen Below.

Video VCR/Monitor

Recommended by Professional
Meeting Planners:
Complete speaker freedom with
Laser Pointer.........................................$27.50
Wireless Microphone..............................$80.00

LCD Panel Projection

Colour Computer Data Panel ...................................$325.00
Full-Colour Panel Projects Computer Images on a 610
Projection Screen with Hi-Intensity Overhead Projector.
Select Screen Below.

Full MotionVideo Projection

CRT Projector with VCR ............................................$550.00
Colour video projector projects full motion video on screen.
Recommended for larger groups. Select screen below.

VHS 1/2 or U-MATIC 3/4 Player/Recorder package

features a roll-around 54 projection cart, a 27 full-function
colour video monitor/receiver. All cable connections. AC
extension cords safely taped.

VHS 1/2..............................................................$150.00
3/4 U-MATIC ........................................................$185.00

Recommended by
Professional Meeting Planners:
More visibility for large groups with additional 27 video,
monitor and cart, includes cables and connectors.
Each.........................................................................$90.00
Full House Sound......................................................$27.50

Continued

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AUDIO VISUAL EQUIPMENT LA CARTE

Motion Picture Projection

AV Technician Services

16mm Autoload projector w/2 prime lens

with stand ................................................................$40.00

AV Tech is on-site for installation and dismantle.

Requirements for exclusive event management will be
charged these hourly rates:
Monday through Friday, 7am5pm...........................$30.00
Evenings, Weekdays, and Holidays ............................$40.00

Hi-Intensity Overhead Projector

4000 Lumen projector for LCD computer
Data panel or larger groups...................$65.00
Meeting Accessories
Laser Pointer ............................................................$27.50
Flip-Chart Easel (No Pen) ..........................................$14.00
Flip-Chart Rental w/Markers .....................................$22.00
Projection carts and stands........................................$16.50
Meeting accessories such as acetate rolls and sheets are
available on request.
Video Equipment
Camcorder with tripod.............................................$120.00
VCR..........................................................................$60.00
Audio Equipment
Cassette Player/Recorder..........................................$40.00
CD Player .................................................................$40.00
Portable CD/Cassette Player......................................$40.00

Microphones
Microphone, wired ....................................................$22.00
Lavaliere, wired........................................................$22.00
Wireless microphone
(Hand held or Lavaliere) .......................$80.00
Sound patch to house system ....................................$27.50
4-Channel mixer.......................................................$27.50
Screens
6 x 6 Tripod ...........................................................$22.00
8x 8 Tripod ............................................................$27.50
10 x 10 Cradle .......................................................$55.00
7 1/2 x 10 Fast Fold ...........................................$80.00
9 x 12 Fast fold .................................................$110.00
Front or rear projection
Fast-fold drape kits included.

Partnership Selling

A R O L E P L AY / S I M U L AT I O N F O R S E L L I N G TO D AY

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THE PRINCIPAL COMPANY

2515 COLBY ROAD
KITCHENER, ONTARIO
N9L 5C7
December 15, 200_

Carroll Parez, General Manager

The Park Inn
580 King Street
Maple Hill, Ontario
K2R 4P7
Dear Carroll:
On behalf of our employees I thank you and your associates for the wonderful time we had at the Park Inn
during our convention last month. Enclosed is a cheque for $22 991.23 to pay the invoice for the meeting
costs.
The hospitality that we received during our time there was unparalleled. The friendliness and dedication of
the staff simply made our time so enjoyable we hated to leave.
The Chicken New Orleans was superb. Our heartfelt thanks to Chef Ricardo Guido for creating the best
meals we have ever had at a convention.
Without reservation I will direct anyone looking for convention space to your award-winning property. The
group who gave you the award certainly knew what was important to convention planners. You may count
on us to return in the future.
Sincerely,

Reggie Regan
Reggie Regan, Vice-President
Field Sales Division
Enclosures:
Schedule for our next eight convention dates
Cheque
Service Evaluation
ss

24 |

REFERENCES
COMPANY/ADDRESS

TELEPHONE NO.

DATE OF BOOKING

Association of Business and Industry

2425 Hubbell
Mr. James Warner (Director)

265 8181

July 1 2

Acme Supply Company

2531 Dean
Linn Compiano (Training Manager)

265 9831

July 14

Rotary International
1230 Executive Towers
Mr. Roger Shannon (Executive Director)

792 4616

July 28 29

Archway Cookie Company

Boone Industrial Park
Mr. Bill Sorenson (Sales Manager)

432 4084

August 9

West College
4821 College Parkway
Toni Bush (Athletic Director)

283 4142

September 9 11

Travellers Insurance Company

1452 29th
Mr. Richard Wiese (Training Manager)

223 7500

November 14

Meredith Corporation
1716 Locust
Mrs. Carol Rains (Public Relations)

284 2654

November 23 24

Pioneer Hi-Bred Incorporated

5700 Merle Highway
Mrs. Sheri Sitterly (Administrative Services)

272 3660

December 12 13

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| 25

CO N V E N T I O N C E N T R E P O L I C I E S A N D G E N E R A L I N F O R M AT I O N
FOOD AND BEVERAGE
A 15% gratuity or service charge and applicable
sales tax will be added to all food and beverage
purchases. Any group requesting a tax exemption
must submit their Certificate of Exemption prior
to the event.

There is a $25 setup fee for each meal function

of 25 persons or less.

GUARANTEES
The Convention Centre will require your menus
and meeting room requirements no later than
two weeks before your meeting or food function.
Convention Centre facilities are guaranteed on a
first confirmed, first served basis.

A meal guarantee is required 48 hours prior to

your function. This guarantee is the minimum
your group will be charged for the function. If
no guarantee is received by the Catering Office,
we will then consider your last number of attendees as the guarantee. We will be prepared to
serve 5% over your guaranteed number.

BANQUET AND MEETING ROOMS

As other groups may be utilizing the same room
prior to or following your function, please
adhere to the times agreed on. Should your time
schedule change, please contact the Catering
Office, and every effort will be made to accommodate you.

Function rooms are assigned by the number of

people anticipated. If attendance drops or
increases, please contact the Catering Office to
ensure proper assignment of rooms.

AUDIOVISUAL SERVICES
A wide selection of audiovisual equipment and services is available on a rental basis. (See audiovisual
presentation guide for details.)

26 |

I N T E R N A T I O N A L TM

C U S TO M E R S E RV I C E / S A L E S M E M O R A N D U M 1
To:
Convention Sales Trainee
From: T. J. McKee, Sales Manager
Re:
Assistance with a Customer Request
A new prospect called and requested that we immediately submit a proposal for a potential meeting at
our hotel. Please review the profile in our automated database (printed as follows).
CONTACT REPORT
Name:
Contact:
Phone:
Title:
Sec:
Dear:

Graphic Forms
B. H. Rivera
555 619 4879
President
B. H. Rivera

Address:
:
:
City:
Province:
Postal Code:

1234 Parsons Pond Road

CONTACT

SCREEN

Fredericton
New Brunswick
E6B 7W3

-----L-----T-----T-----T-----T-----T-----T-----T-----T-----T-----T-----T-----T-----T-----T-----T-----R
(McKee) Visited with B. H. Rivera on the phone. Seemed very interested. Nice emotive
person. Has a son, Matt, attending West College. Also knew Toni Bush of West, who is
an excellent account of ours. B. H. wants a proposal ASAP to cover the following buying
conditions:
1. Ten single guest rooms for two nights Friday and Saturday
2. A meeting room for 20 people, classroom style, Friday and Saturday from 2 to 6 P.M.
3. Dinner for 20, banquet style, at 6 P.M. each night
Friday: Grilled Pork Chops
Saturday: Broiled Orange Roughy
4. A swimming pool

NOTES

WINDOW

Complete the following customer service/sales assignment using the material in your product sales training
program ( pp. 1025) and the forms on the next two pages. (See Chapters 6 and 7 for information on developing a product strategy.)
1. Complete the sales proposal worksheet ( p. 27).
Our sales proposal needs to contain accurate and complete facts because, when signed, it becomes a
legally enforceable sales contract. All the product and pricing guidelines have been supplied in your
sales training materials. You should sign your name with your new job title Account Executive in the
lower left-hand corner of the form.
2. Write a sales letter ( p. 28).
Prepare a letter that custom fits and positions the benefits that will appeal to B. H. Rivera. Be sure to
list any sales literature you will be sending under the Enclosure section of your letter. (Use business letter format on p. 23.)
Make file copies of everything you prepare so our food and beverage, housekeeping, and accounting departments will have them available.
We should send or fax the proposal, cover letter, and sales literature by tomorrow afternoon.
Thank you.
Enclosures

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I N T E R N A T I O N A L TM

S A L E S PROPOSAL
P RO P O S A L
SALES
Customer Name:
Organization Name:
Address:
Date(s) of Meetings:
Kind of Meetings:
Buying Conditions (what the customer needsbe specic):

Title:
Telephone:

A. Meal Functions Needed

Time
Meal 1
Meal 2
Other

Description

Quantity

Price

Total

(Beverages, setup fees, etc.)

Total
Sales Taxes
Service Charge
Total Meal Cost

_________________
_________________
_________________
_________________

B. Meeting and Banquet Rooms and Equipment Needed (describe time, date, and cost)

Total _________________
Sales Taxes _________________
Total Meeting/Banquet Rooms and Equipment Charges _________________
C. Guest Rooms Needed
Number of
Rooms Needed

Description (dates, location, special conditions)

Group Rate
per Room

Total
Cost

Total _________________
Sales Taxes _________________
D. Total Customer Costs (from above)
Total Guest Room Charges _________________
A. $____________ plus B. $____________ plus C. $__________ equals Total Charges $ _________________
Authorized Signature
Title

Date

Customer Signature
Title

Date

28 |

I N T E R N A T I O N A L TM

580 King Street, Maple Hill, Ontario K2R 4P7

555 225 0925 Fax 555 225 9386

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PARTS II-IV
PART II

Developing a Relationship Strategy for Selling

I N T E R N A T I O N A L TM

E M P LOY M E N T M E M O R A N D U M 2
To:
New Convention Centre Account Executives
From: T. J. McKee, Sales Manager
Re:
Your New Sales Assignment
Congratulations on successfully completing your training program and receiving your new appointment.
You will find three challenges as you partner with your accounts.
Your first challenge will be establishing relationships with your customers. This will require that you do
strategic planning before you can call on your client for the first time. Make sure your initial meetings focus
on subjects of interest to your customer.
Your second major challenge will be to gain a complete and accurate understanding of your customers needs. You
should prepare to ask good questions, take detailed and accurate notes, and confirm your customers and
your own understanding of their need. This process is a part of our total quality management program,
which strives to provide total quality customer service.
Your third challenge as an account executive will be to make good presentations. Our industry, as most others
these days, is competitive and is characterized by many look-alike products and some price cutting. Always
organize and deliver good presentations that focus on (1) providing solutions to immediate and long-term customer needs, (2) negotiating double-win solutions to customer concerns, and (3) closing sales that keep our
facility full. This approach will give you a competitive edge and help you maintain high-quality, long-term
profitable relationships.
Effectively meeting these challenges will also require that you have a program of self-improvement. This
will enhance your career as an account executive.
Attached you will find a memorandum on an account I would like you to develop. Please follow the
instructions included and provide me with appropriate feedback on your progress. I look forward to working with you on this account.
P. S. I want to compliment you on your excellent work on the B. H. Rivera account. B. H. called while
you were attending a training meeting and said that your proposal and letter looked very good. Their organization was impressed with our facility, the apparent quality of our food, and your letter. Their organization will be scheduling a total of 11 more meetings at our convention centre during the next 12 months if
everything works the way you describe it. Each of these sales will be reflected in your commission cheques.
Great work.

30 |

I N T E R N A T I O N A L TM

SALES MEMORANDUM 1A
To:
Association Account Sales
From: T. J. McKee, Sales Manager
Re:
Developing the Erin Adkins, YWCA Account
(Call 1, Establishing a Relationship Strategy)
My sales assistant has called Erin Adkins, chairperson of the YWCA Physical Fitness Week program (see
following contract report), and set up an appointment for you on Monday at 1:00 p.m. in Erins office.
During your first sales call with Erin, your call objectives will be to
1. Establish a strong relationship
2. Share an appealing benefit of our property to create customer interest
3. Find out if your customer is planning any conventions in the future
As we discussed during your training class, using Erin Adkinss prospect information presented later and
the sales tools in your product strategy materials, your presentation plan should be to (see Chapters 3 and 10)
1. Use compliments, comments on observations, or a search for mutual acquaintances to determine
which topics Erin wants to talk about (Erin will only want to talk about three of these topics).
This should set the stage for a good relationship.
2. Take notes on the topics of interest to Erin so we can add them to our customer information
data bank for future calls. (Erin will share three new items of information on each topic of interest, if you acknowledge interest.)
3. Show and describe an appealing and unique benefit of our facility so we will be considered for
Erins future convention needs. (Consider using the Architects Award.)
4. Discuss any conventions Erin may be planning.
5. Schedule a callback appointment.

Name:
Contact:
Phone:
Title:
Sec:
Dear:

YWCA
Address:
Erin Adkins
:
555-515-3740
:
Chairperson, Physical Fitness Programs City:
Province:
Erin
Postal Code:

16 Durham Avenue

Maple Hill
Ontario
K2N 4C9

CONTACT

SCREEN

-----L-----T-----T-----T-----T-----T-----T-----T-----T-----T-----T-----T-----T-----T-----T-----T-----R
(McKee) Toni Bush, the Athletic Director of West College, supplied the following
information about Erin Adkins:
1. Toni and Erin have a close relationship.
2. Erin just designed and built a new home.
3. Erin appears in local TV advertising about the YWCA.
Toni reports that in Erins office you will observe the following:
4. An autographed picture of the Chicago Bulls basketball team
5. A Schwinn Air-dyne Fitness Cycle

NOTES

WINDOW

(continued)

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SALES MEMORANDUM 1A (continued)

Comments, Compliments, and Questions

Notes on New Items of Interest to Customer

(Toni Bush suggested you mention his name.)

1. (Example) Toni Bush is my cousin

2.
3.
1.
2.
3.
1.
2.
3.

32 |

I N T E R N A T I O N A L TM

SALES MEMORANDUM 1B
To:
Corporate Account Sales
From: T. J. McKee, Sales Manager
Re:
Developing the Leigh Combs, Epic Design Systems Account
(Call 1, Establishing a Relationship Strategy)
My sales assistant has called Epic Design Systems (see following contact report) and set up an appointment
for you on Monday at 1:00 p.m. in Leighs office. During your first sales call with Leigh, your call objectives
will be to
1. Establish a strong relationship
2. Share an appealing benefit of our property to create customer interest
3. Find out if your customer is planning any conventions in the future
As we discussed during your training class, using Leigh Combss prospect information presented later and
the sales tools in your product strategy materials, your presentation plan should be to (see Chapters 3 and 10)
1. Use compliments, comments on observations, or a search for mutual acquaintances to determine which topics Leigh wants to talk about (Leigh will only want to talk about three of these
topics). This should set the stage for a good relationship.
2. Take notes on the topics of interest to Leigh so we can add them to our customer information
data bank for future calls. (Leigh will share three new items of information on each topic of
interest, if you acknowledge interest.)
3. Show and describe an appealing and unique benefit of our facility so we will be considered for
Leighs future convention needs. (Consider using the Executive Chef s Award.)
4. Discuss any conventions Leigh may be planning.
5. Schedule a callback appointment.

Name:
Contact:
Phone:
Title:
Sec:
Dear:

Epic Design Systems

Leigh Combs
416-555-1000 X:
CC:
Customer Service Manager
Rhiannon
Leigh

Address:
:
:
City:
Province:
Postal Code:

2142 Dominion Parkway

Suite 200
West Lakeview
Ontario
K3A 9R2

CONTACT

SCREEN

-----L-----T-----T-----T-----T-----T-----T-----T-----T-----T-----T-----T-----T-----T-----T-----T-----R
(McKee) Linn Compiano, the Training Manager at Acme Supply Company, provided the following information about Leigh Combs:
1. Leigh has been on vacation.
2. Leigh is Linn Compianos cousin.
Linn reports that in Leighs office you will observe the following:
3. A large picture of Napoleon Bonaparte
4. A certificate of membership in the Canadian Marketing Society
5. An extra-large bookcase containing many business books

NOTES

WINDOW

(continued)

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SALES MEMORANDUM 1B (continued)

Comments, Compliments, and Questions

Notes on New Items of Interest to Customer

(Linn Compiano mentioned that Leigh Combs

just returned from a very enjoyable vacation.)

1. (Example) Spent one week in California

2.
3.
1.
2.
3.
1.
2.
3.

34 |

P R E S A L E P L A N WO R K S H E E T
SALES CALL 1 ESTABLISHING A RELATIONSHIP
Name:____________________________

Your appointment for your first call is scheduled for (1) ____________________ at (2) ____________________
p.m. Your appointment was set up by (3) _____________________ . On entering your prospects office, you
will need to (4) ______________________ yourself, (5) ______________________ hands, and explain your
(6) ______________________ objectives. Your next step will be to make a (7) ______________________ ,
(8) ____________________ , or do a search for mutual acquaintances or interests. When your customer opens
up and shares new information, you are instructed to (9) ___________________ ____________________ and
take (10) ____________________. If you are successful in getting your customer to talk about things in which
(s)he is interested, you should receive (11) ___________________ new pieces of relationship information. At
the appropriate time during your call you will convert attention from the (12) ___________________ to showing a (13) ____________________ device and presenting a (14) ____________________ , to interest your customer in your convention centre. In completing your call (15) ____________________ you are asked
to (16) ____________________ ____________________ if your customer has any planned future
(17) ____________________. If you have not received a total of (18) ____________________ new pieces of
relationship information, you should go back and talk about things of interest to your customer. The
(19) ____________________ screen on the contact report provides factual information about your prospect
while the (20) ______________________ contains information that reflects your customers interests. Erin
Adkins is active in the (21) ________________________ . Erin also knows (22) _________________________
_________________________ of West College. Leigh Combs is a (23) _________________________
_________________________ manager and has just returned (24) ____________________. There are at least
two important items to (25) ____________________ in both Erins and Leighs office.

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ASSESSMENT FORM 1
RELATIONSHIP STRATEGY
Salespersons Name:____________________________
Date:_________________________________________
Assessment Item

Excellent

Average

Poor

Did Not Do

1. Conducted good verbal introductions

(shared full name, title, and company name)

10

2. Made good nonverbal introduction (good

entrance, carriage, handshake, and
seating posture)

10

3. Communicated call objectives

(shared why salesperson was calling)

10

4. Verbalized effective comments and

compliments (sincerely made comments
and compliments on five relationship topics)

10

5. Kept conversation focused on customer

topics (acknowledged new information
provided by customer)

10

6. Took effective, non-distractive notes

(was organized and prepared to take notes)

10

7. Attractively showed material on convention

centre (was well prepared with a proof device)

10

8. Made effective benefit statement (made a

benefit statement that appealed to customer)

10

9. Effectively inquired about convention needs

(asked good questions about future needs)

10

10. Effectively thanked customer

(communicated appreciation, said thank you,
indicated interest in prospects future business)

10

Relationship Presentation:_______________________
Total Points
Your Name:___________________________________
Return this form to salesperson and discuss
your reaction to this presentation!

36 |

Understanding Your Customers Buying Strategy

PART III

I N T E R N A T I O N A L TM

SALES MEMORANDUM 2A
To:
Association Account Salesperson
From: T. J. McKee, Sales Manager
Re:
Erin Adkins Account phone call from customer
(Call 2, Discovering a Customers Buying Strategy)
Erin Adkins from the YWCA, whom you called on recently, left a message for you to stop in about a program they are planning. Congratulations on making that first call so effectively. Apparently you established
a good relationship.
As we discussed in your training program, your call objectives should be to
1. Re-establish your relationship
2. Discover Erins buying conditions (the what, why, who, when, and what price needs), so we can
custom-fit a program for them
3. Set up an appointment to present your solution
Also, as we discussed, your presentation plan for this call should include (see Chapters 8 and 11)
1. In advance of your meeting, prepare general information-gathering questions designed to get your
customer talking and to achieve your call objectives. (Use our form below.)
2. Later in your meeting, use probing and confirmation questions to clarify and confirm Erins and
your own perceptions of each buying condition.
3. During your sales meeting, write down each of Erins buying conditions. (Use our form below.)
4. To end your first meeting, use your notes to construct a summary confirmation question to clarify
and confirm all six of Erins buying conditions.
5. Schedule a callback appointment to make your presentation and present your proposal.
Good luck!
INFORMATION-GATHERING QUESTIONS
(Example: Can you share with me what you had in mind?)

NOTES ON BUYING CONDITIONS

(Example: Needs a small meeting room)
1.
2.
3.
4.
5.
6.

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I N T E R N A T I O N A L TM

SALES MEMORANDUM 2B
To:
Corporate Account Salesperson
From: T. J. McKee, Sales Manager
Re:
Leigh Combs Account phone call from customer
(Call 2, Discovering a Customers Buying Strategy)
Leigh Combs from Epic Design Systems, whom you called on recently, left a message for you to stop in
about a program they are planning. Congratulations on making that first call so effectively. Apparently you
established a good relationship.
As we discussed in your training program, your call objectives should be to
1. Reestablish your relationship
2. Discover Leighs buying conditions (the what, why, who, when, and what price needs), so we can
custom-fit a program for them
3. Set up an appointment to present your solution
Also, as we discussed, your presentation plan for this call should include (see Chapters 8 and 11)
1. In advance of your meeting, prepare general information-gathering questions designed to get your
customer talking and to achieve your call objectives. (Use our form below.)
2. Later in your meeting, use probing and confirmation questions to clarify and confirm Leighs and
your own perceptions of each buying condition.
3. During your sales meeting, write down each of Leighs buying conditions. (Use our form below.)
4. To end your first meeting, use your notes to construct a summary confirmation question to clarify
and confirm all six of Leighs buying conditions.
5. Schedule a callback appointment to make your presentation and present your proposal.
Good luck!

INFORMATION-GATHERING QUESTIONS
(Example: Can you share with me what you had in mind?)

NOTES ON BUYING CONDITIONS

(Example: Needs a small meeting room)
1.
2.
3.
4.
5.
6.

38 |

P R E S A L E P L A N WO R K S H E E T
SALES CALL 2 DISCOVERING A CUSTOMER STRATEGY
Name:____________________________

In call 2 your first objective is to (1) ____________ ____________ ____________. To do this you should
plan to visit about (2) ____________________ information you acquired in call (3) _____________________.
Because your (4) _____________________ requested this meeting, you probably do not have to state your
(5) ____________________ _____________________ at the beginning of the call. The reason this meeting
was requested is because you apparently did a good job of (6) _______________________________ the
_____________________ in call 1. In discovering your customers needs (buying conditions) what refers
to services your customer needs and (7) ______________________ _______________________ refers to the
budget that your customer has. (8) _________________________________ refers to the people coming, and
(9) ________________________ refers to the reason for the meeting. To secure general information you
should use (10) ____________________-____________________ questions, and to get the details you should
use (11) _________________________ questions. (12) _________________________ questions check your
customers and (13) ______________________________ ______________________________ perceptions. (14)
___________________ ___________________ questions are used to summarize and check a list of things the
customer needs. Active listening requires that you (15) _________________ _________________ so you have
a record to work from in custom-fitting a solution. You will also use your (16) ________________________ to
construct your (17) _______________________ _______________________ question. When you have received (18) _____________________ buying conditions from your customer, you will be prepared to set up
an (19) _____________________ to come back and make a (20) _____________________ . Your second call
objective is to (21) ___________________________ , and your third call objective is to schedule an (22)
________________________. Erin Adkins is in the (23) _____________________ accounts market, and
Leigh Combs is in the (24) _____________________ accounts market.

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ASSESSMENT FORM 2
CUSTOMER STRATEGY
Salespersons Name:____________________________
Date:_________________________________________
Assessment Item

Excellent

Average

Poor

Did Not Do

1. Effectively re-established relationship (made

enthusiastic comments about information
from first meeting)

10

2. Communicated positive body language

(entrance, carriage, handshake, and seating)

10

3. Communicated positive verbal language

(used positive words, showed enthusiasm
with well-modulated voice)

10

4. Used customers name effectively (used

name at least three times)

10

5. Asked quality information-gathering

questions (seemed prepared, questions
were general and open ended)

10

6. Asked quality probing questions

(followed up to secure all details)

10

7. Verified customer needs with good

confirmation questions (wanted to be
correct in interpreting customer needs)

10

8. Appeared to take effective notes (was

organized and non-distracting, used
notes in confirming needs)

10

9. Effectively set up next appointment

(requested another meeting; suggested
and wrote down date, time, and place)

10

10

10. Effectively thanked customer

(communicated appreciation, said thank you,
indicated enthusiasm for next meeting)

Discovering Customer Needs Presentation:_______________________

Total Points
Your Name:___________________________________
Return this form to salesperson and discuss
your reaction to this presentation!

40 |

PART IV

Developing a Sales Presentation Strategy

I N T E R N A T I O N A L TM

SALES MEMORANDUM 3A
To:
Association Account Sales
From: T. J. McKee, Sales Manager
Re:
Your recent meeting on the Erin Adkins Account
(Call 3, Developing a Presentation Strategy)
Congratulations on doing such a thorough job of discovering Erins buying conditions. I found that your
list of buying conditions includes the kind of customer information important to increasing our sales and
partnering with our clients. I would like to see a copy of Erins proposal when you complete it.
Reviewing what we discussed during your training, your next call objectives are:
1. Make a persuasive sales presentation that custom-fits your proposal to Erins needs
2. Negotiate any concerns Erin may have
3. Close and confirm the sale
4. Build repeat and referral business
Also, as we discussed, your presentation plan for this call should be to
1. Prepare and price a product solution that meets Erins needs. Complete the Sales Proposal Worksheet (p. 45).
2. Before your sales call, prepare a portfolio presentation (see model on p. 44) that follows these guidelines.
a. Review the relationship information and prepare for those topics you will discuss.
b. Prepare a summary confirmation question that verifies the buying conditions secured in your
second call (see Chapter 11).
c. Select sales tools (proof devices) and create feature/benefit selling statements that appeal to
Erins buying conditions (see Chapter 12).
d. Plan confirmation questions that verify Erins acceptance of your solution to each buying
condition. Complete Strategic Planning Form A (p. 48) for items b, c, and d.
e. Prepare to negotiate the time, price, source, and product objections. Complete Strategic
Planning Form B (p. 49) (see Chapter 13).
f. Prepare at least four closing methods in addition to the summary of benefits. Complete
Strategic Planning Form C (p. 50) (see Chapter 14).
g. Plan methods to service the sale. Follow up by scheduling an appointment between now and the
convention date (telephone call or personal visit) to follow through on guarantees concerning
rooms and meals, suggestions about audiovisual needs, and any possible changes in the convention
schedule. Complete Strategic Planning Form D (p. 51) (see Chapter 15).
3. During the sales call re-establish the relationship, and using your portfolio presentation
a. Confirm all of Erins previous buying conditions
b. Match a proof device and feature/benefit selling statement with each buying condition
c. Confirm Erins acceptance of each of your proposed benefit statements
d. Negotiate any sales resistance
e. Close the sale
f. Service the sale to get repeats and referrals
Good luck!

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I N T E R N A T I O N A L TM

SALES MEMORANDUM 3B
To:
Corporate Account Sales
From: T. J. McKee, Sales Manager
Re:
Your recent meeting on the Leigh Combs Account
(Call 3, Developing a Presentation Strategy)
Congratulations on doing such a thorough job of discovering Leighs buying conditions. I found that your
list of buying conditions includes the kind of customer information important to increasing our sales and
partnering with our clients. I would like to see a copy of Leighs proposal when you complete it.
Reviewing what we discussed during your training, your next call objectives are:
1.
2.
3.
4.

Make a persuasive sales presentation that custom-fits your proposal to Leighs needs
Negotiate any concerns Leigh may have
Close and confirm the sale
Build repeat and referral business

Also, as we discussed, your presentation plan for this call should be to

1. Prepare and price a product solution that meets Leighs needs. Complete the Sales Proposal Worksheet (p. 45).
2. Before your sales call, prepare a portfolio presentation (see model on p. 44) that follows these guidelines:
a. Review the relationship information and prepare for those topics you will discuss.
b. Prepare a summary confirmation question that verifies the buying conditions secured in your
second call (see Chapter 11).
c. Select sales tools (proof devices) and create feature/benefit selling statements that appeal to
Leighs buying conditions (see Chapter 12).
d. Plan confirmation questions that verify Leighs acceptance of your solution to each buying
condition. Complete Strategic Planning Form A (p. 48) for items b, c, and d.
e. Prepare to negotiate the time, price, source, and product objections. Complete Strategic Planning
Form B (p. 49) (see Chapter 13).
f. Prepare at least four closing methods in addition to the summary-of-benefits close. Complete
Strategic Planning Form C (p. 50) (see Chapter 14).
g. Plan methods to service the sale. Follow up by scheduling an appointment between now and the
convention date (telephone call or personal visit) to follow through on guarantees concerning
rooms and meals, suggestions about audiovisual needs, and any possible changes in the convention
schedule. Complete Strategic Planning Form D (p. 51) (see Chapter 15).
3. During the sales call re-establish the relationship, and using your portfolio presentation
a. Confirm all of Leighs previous buying conditions
b. Match a proof device and feature/benefit selling statement with each buying condition
c. Confirm Leighs acceptance of each of your proposed benefit statements
d. Negotiate any sales resistance
e. Close the sale
f. Service the sale to get repeats and referrals
Good luck!

42 |

P R E S A L E P L A N WO R K S H E E T
SALES CALL 3 DEVELOPING A PRESENTATION
Name:____________________________

In opening your third sales call, your first activity should be to (1) _____________________ the relationship.
To do this you will comment on topics discussed in call number (2) _____________________. After this
step, you will make a (3) _____________________-type presentation. The first page in your presentation will
be a (4) _____________________ of items discovered in call (5) _____________________. To present
this you will use a (6) _____________________ _____________________ question. If your customer
(7) _____________________ you will return to the (8) _____________________ (9) _____________________
condition, repeat it, and show a (10) ______________________ ______________________ from your
(11) _____________________ strategy materials. In describing what you have shown, you will make one or
more (12) _____________________ statements, and then you will use a (13) _____________________
_____________________ to see if your customer agrees and likes your solution. If your customer disagrees
with any of your (14) _________________ statements or raises a concern, you have an (15) _________________
to overcome (16) _____________________. If your customer agrees, you will proceed through all
(17) _________________ buying conditions. After you have successfully gone through all the buying instructions, you are instructed to summarize the (18) _____________________ and (19) _____________________
the sale. Prior to the customer signing your sales proposal, you will need to overcome the
(20) ___________________________ concerns. After addressing each concern, you should try to
(21) ____________________________ the sale. Overcoming these concerns is best accomplished by
you (22) ___________________________ them and preparing ahead of time. After closing you will
(23) ____________ ____________ ____________ by scheduling an (24) _____________________ to follow
up on meeting details, such as (25) _____________________ concerning rooms and meals.

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ASSESSMENT FORM 3
PRESENTATION STRATEGY
Salespersons Name:____________________________
Date:_________________________________________
Assessment Item

Excellent

Average

Poor

Did Not Do

1. Re-established a good relationship (talked

sincerely and enthusiastically about
topics of interest to customer)
Comments:

10

2. Confirmed needs from previous meeting

Comments:

10

3. Made solution sound appealing (used nontechnical, customer-oriented benefit statements)

Comments:

10

4. Used proof devices to prove sales appeals

(made product sound appealing)
Comments:

10

5. Verified customers understanding of solutions

Comments:

10

6. Negotiated price objection (established

high value-to-price impression)
Comments:

10

7. Negotiated time objection (created

need to sign now using empathy)
Comments:

10

8. Negotiated source objection (knew the

competition well)
Comments:

10

9. Asked for the order, closed sale

(attempted to close after each objection)
Comments:

10

10. Serviced the sale (established relationship that

10
would result in referrals or repeat sales opportunities)
Comments:

_____________________________

Overall quality of sales portfolio and

proof devices
Comments:

25

20

Presentation Points
15
10
5
0
_____________________________
Total Points

Your Name:_____________________________
Return this form to salesperson and discuss
your reaction to this presentation!

44 |

P O RT F O L I O P R E S E N TAT I O N M O D E L
Three-ring binder with pockets recommended
PAGE 1

PAGE 2

PAGE 3

PAGE 4

Summary of Customers
Buying Conditions
1.
2.
3.
4.
5.
6.
(confirmation question)

Buying Condition
1

Proof Devices
(could be more than one)

Buying Condition
2

(state benefits, ask

confirmation question)

PAGE 5

PAGE 6

PAGE 7

PAGE 8

Proof Devices

Buying Condition
3

Proof Devices

Buying Condition
4

(state benefits, ask

confirmation question)

(state benefits, ask

confirmation question)

PAGE 9

PAGE 10

PAGE 11

PAGE 12

Proof Devices

Buying Condition
5

Proof Devices

Buying Condition
6

(state benefits, ask

confirmation question)

(state benefits, ask

confirmation question)

PAGE 13

PAGE 14

Proof Devices

Summary of Benefits

(state benefits, ask

confirmation question)

1.
2.
3.
4.
5.
6.
(trial close)

FRONT POCKET
MATERIALS

BACK POCKET
MATERIALS

Additional value-added
pages as needed to overcome sales resistance,
close, and service the sale

Additional value-added
pages as needed to overcome sales resistance,
close, and service the sale

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I N T E R N A T I O N A L TM

SSALES
A L E S PROPOSAL
P RO P O S A L
Customer Name:
Organization Name:
Address:
Date(s) of Meetings:
Kind of Meetings:
Buying Conditions (what the customer needsbe specic):

Title:
Telephone:

A. Meal Functions Needed

Time
Meal 1
Meal 2
Other

Description

Quantity

Price

Total

(Beverages, setup fees, etc.)

Total
Sales Taxes
Service Charge
Total Meal Cost

_________________
_________________
_________________
_________________

B. Meeting and Banquet Rooms and Equipment Needed (describe time, date, and cost)

Total _________________
Sales Taxes _________________
Total Meeting/Banquet Rooms and Equipment Charges _________________
C. Guest Rooms Needed
Number of
Rooms Needed

Description (dates, location, special conditions)

Group Rate
per Room

Total
Cost

Total _________________
Sales Taxes _________________
D. Total Customer Costs (from above)
Total Guest Room Charges _________________
A. $____________ plus B. $____________ plus C. $__________ equals Total Charges $ _________________
Authorized Signature
Title

Date

Customer Signature
Title

Date

46 |

I N T E R N A T I O N A L TM

580 King Street, Maple Hill, Ontario K2R 4P7

555 225 0925 Fax 555 225 9386

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M E E T I N G A N D B A N QU E T RO O M S C H E D U L E O F EV E N TS
1ST THURSDAY OF NEXT MONTH

Maple Park East

Open Expect confirmation tomorrow

Top of the Park

Open Expect confirmation tomorrow

Maple Park West

Open Expect confirmation tomorrow

Revolver
Open

Park Lane
10:00 a.m. C of C Membership Committee
2:00 p.m. County Central Planning Committee

Dance Floor
7:00 p.m. IBM Dinner and Dance

Parkview
Open Expect confirmation tomorrow

1007 and 1009

11:00 a.m. Advertising Profs Luncheon
7:00 p.m. IBM Communication Seminar

107 and 109

10:00 a.m. Expect confirmation tomorrow

ATTENTION: Phone 225 0925, ext. 8512

immediately to confirm reservations.

48 |

S T R AT E G I C P L A N N I N G F O R M A
MATCHING BUYING CONDITIONS WITH PROOF DEVICES AND FEATURE/BENEFITS
BUYING
CONDITION

PROOF
DEVICE

You indicated you

wanted . . .
1. ____ (number)
guest rooms

CONFIRMATION
QUESTION

FEATURE

BENEFIT

Here is . . .

which has
(have) . . .

which means
to you . . .

What do you think?

A picture of one
of our guest rooms
(see p. 16)

Just been
remodelled

Your people will

enjoy clean,
comfortable,
spacious, and
attractive
surroundings

Is that what you had

in mind?

2.

3.

4.

5.

6.
Optional Role Play 3-A Instructions (see Chapters 11 and 12)
Step 1 Prepare your presentation plan by completing the above form.
Step 2 Organize your presentation plan by placing the above information on 81/2" 11" sheets of
paper according to the portfolio presentation plan on p. 44. Select proof devices from
the product strategy materials presented on pp. 1025 and the completed proposal on
p. 45.
Step 3 Using the portfolio materials you have prepared, pair off with another student who will
play the role of your customer. Review your customers buying conditions, present your
solutions with benefit statements, prove your sales appeals with demonstrations, secure
your customers reactions, and summarize the benefits presented. Discuss your customers
reactions to your presentation. This exercise will help you prepare for call 3.

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S T R AT E G I C P L A N N I N G F O R M B
ANTICIPATING AND NEGOTIATING SALES RESISTANCE WORKSHEET
PART I

ANTICIPATING SALES
RESISTANCE

PART II

NEGOTIATING SALES
RESISTANCE

Type

What Customer Might Say

Methods*

What You Will Say

(include proof devices you will use)

Time

I would like to take a day to think

over your proposal.

Indirect
denial

I understand, but . . .
(Show p. 47, Schedule of Events.)

Price

That price is way over my budget.

Source

Im going to check with the Marriott.

Product

Im concerned about the size of your

meeting rooms.

Optional Role Play 3-B Instructions

Using the preceding material you have prepared, pair off with another student who will play the role of
your customer. Provide your customer with the material in Part I and instruct him or her to raise sales
resistance in any order he or she chooses. Playing the role of the salesperson, you will respond with the
material you prepared in Part II. Continue the dialogue until all the types of sales resistance have been successfully negotiated. Discuss with your customer his or her reaction to your methods of successfully negotiating the different types of sales resistance. This exercise will help you prepare for Sales Call 3.
*Methods of Negotiating Sales Resistance (see Chapter 13)

Direct Denial
Indirect Denial
Question
Third Party

Superior Benefit
Demonstration
Trial Offer
Feel, Felt, Found

50 |

S T R AT E G I C P L A N N I N G F O R M C
CLOSING AND CONFIRMING THE SALE WORKSHEET
PART I

PART II

Verbal and Nonverbal

Closing Clues

Method of Closing*

What You Will Say

(include proof devices you will use)

Agreement with each

benefit

Summary of the benefits

and direct appeal

Let me review what we have talked

about . . . May I get your signature?
(Use p. 45, Sales Proposal.)

Agreement after an
objection to price,
time, or source

Assumption

Appears enthusiastic
and impatient

Trial close and

assumption

Agreement with all

benefits but will not
under any circumstances go over budget

Special concession

Optional Role Play 3-C Instructions

Using the preceding material you have prepared, pair off with another student who will play the role of your
customer. Provide your customer with the appropriate closing clues from Part I and instruct him or her to
provide verbal or nonverbal closing clues in any order he or she chooses. Playing the role of the salesperson,
you will respond with the material you prepared in Part II. Continue the dialogue until you have responded
to all the anticipated closing clues. Discuss with your customer his or her reaction to your methods of successfully closing and confirming the sale. This exercise will help you prepare for Sales Call 3.
*Methods of Closing the Sale (see Chapter 14)

Trial Close
Summary of the Benefits
Assumption
Special Concession

Multiple Option
Direct Appeal

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S T R AT E G I C P L A N N I N G F O R M D
SERVICING THE SALE WORKSHEET
PART I

PART II

What You Will Do to Add Value to the Sale

What You Will Say or Write to Add Value

to the Sale

1. Schedule appointments to confirm rooms

and final counts on meals.

I would like to call to confirm . . .

(Show p. 25, Convention Centre Policies,
and write date and time on your calendar.)

Date
1________________
2________________

Time
1________________
2________________

2. Make suggestions during next meeting

about audiovisual equipment,
beverages for breaks, etc.

3. Provide personal assurances concerning your

continuing efforts to make the meeting an
outstanding success.

4. Prepare thank-you letter concerning call 3.

Optional Role Play 3-D Instructions

Using the preceding material you have prepared, pair off with another student who will play the role of
your customer. Using the topics identified in Part I, verbally present what you have prepared in Part II
on this form. Discuss with your customer his or her reaction to your methods of servicing the sale. This
exercise will help you prepare for Sales Call 3.
Methods of Servicing the Sale (see Chapter 15)
Suggestion Selling
Follow through on Promises and Obligations
Follow up to Ensure Customer Satisfaction