Question

Technology-Facilitated Textbook Selling When you purchased your textbook for this course, did you do so with the ald of technology? There is a good chance that you did. Sam (a fictional person) is a senior account manager for a textbook publisher. In Justa few years, his job has been transformed by advances in technology. Although selling may appear a rather straightforward process, successful salespeople follow several steps. Depending on the sales situation and the buyer's readiness to purchase, the salesperson may not use every step, and the time required for each step will vary depending on the situation. Technology has had a significant impact on personal selling. Salespeople have instant access to their customers and their firms through cell phones, computers, and the Internet. They can make appointments, take orders, solve problems, and get information at any time from almost anywhere Read the case below and answer the questions that follow. Suppose Sam is a senior account manager for a textbook publisher. In his early years with the firm, he went onto campuses with a briefcase full of books. He stopped by professors' offices, talked to them about possible book adoptions, and showed them the books' features. He communicated with the home office and his customers by phone, fax, or mai lf a pro ess or needed a book n a hurry, Sam called he distribution center and an employee wo d ake down the n ormatio y ha o g am ma textbook publisher had no comprehensive customer database. The company did not know, for instance, which instructors were using which books. ta ne a เร customer information in an inform a ou ma e Things are different for Sam today. Because his company now has an integrated CRM system, he knows exactly which professors are using which texts. He can plan his sales calls so that he knows which professors to visit, which books they are currently using, and which books he plans to sell. Once In a professor's office, he can demonstrate-on his computer or the professor's -speclal features of the text, accompanying slides, and related Internet content If the professor needs a book, Sam places the order over the Internet Because the publishing company keeps most of its book contents in a digital database, Sam can create custom course materials for professors, including text, cases, and articles. He uses an electronic ordering system, linked to the publishers custom publishing operation, to create a sample book that will be delivered to the professor in approximately one week. Once approved, the book can be printed and dellvered to the local bookstore for purchase by students.

1.

Which step of the personal selling process did Sam engage in when, early in his career, he made in-person cold calls with professors on various campuses?

Sales presentation

Preapproach

Closing the sale

Generating and qualifying leads

Follow-up

2.

Why is Sam most likely to have a long-term relationship with his customers?

He lets professors initiate sales visits.

He guarantees the cheapest prices.

He earns customers’ trust and loyalty through one-on-one interactions.

He closes sales as soon as possible.

His company boasts a new CRM system.

3.

How does Sam simplify buying for his customers?

He can provide information and answer questions about available products.

He saves customers’ time by going to their offices.

He makes suggestions based on his knowledge of the customers' needs.

All of these

He submits orders over the Internet on behalf of his customers.

4.

When Sam conducts research using the CRM system before meeting with the customer, he is in which stage of the personal selling process?

Preapproach

Closing the sale

Follow-up

Generating and qualifying leads

Sales presentation

5.

Suppose Sam’s company decides to pay its employees a percentage of the sales volume. Which type of financial reward will Sam begin to receive?

Plaques

Free trips

Bonus

Commission

Salary

Answer 1

1. In early years Sam used to make cold calls to professor, he engage in the first step, Prospecting, of personal selling.
2. He was able to deliver the book on time. When the professors were in a hurry he used to send them book through distributor. At the same time he had generated a database of his own in which he maintained all the records. Thus, he was able to earn the customers loyalty and trust through one to one interaction.
3. Since, he knows exactly what is required by a customer so he was able simplify buying for his customer's. That is he makes suggestions based on knowledge of the customer's needs.
4. Since, Sam was already having a manual database of his own and he has exact knowledge what is required by which customer. So, he is in last stage of the personal selling that is Follow up.
5. The company will be paying Sam in terms of percentage of sales volume so, it is Commission.

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