Question

A customer is looking at a display of Cross gold pens and pencils.

Customer: I'm looking for a graduation gift for my brother, but I'm not necessarily looking for a pen and pencil set.

Salesperson: Is your brother graduating from college or high school?

Customer: He is graduating from college this spring.

Salesperson: I can show you quite a few items that would be appropriate gifts. Let's start by taking a look at this elegant Cross pen and pencil set. Don't they look impressive?

Customer: They look too expensive. Besides, a pen and pencil set doesn't seem like an appropriate gift for a college graduate.

Salesperson: You're right, a Cross pen and pencil set does look expensive. Just imagine how impressed your brother will be when he opens your gift package and finds these beautiful writing instruments. Even though Cross pen and pencil sets look expensive, they are actually quite reasonably priced, considering the total value you are getting.

Customer: How much does this set cost?

Salesperson: You can buy a Cross pen and pencil set for anywhere from $15 to $300. The one I am showing you is gold-plated and costs only $58. For this modest amount you can purchase a gift for your brother that will be attractive and useful, will last a lifetime, and will show him that you truly think he is deserving of the very best. Don't you think that is what a graduation gift should be?

Customer: You make it sound pretty good, but frankly I hadn't intended to spend that much money.

Salesperson: Naturally, I can show you something else. However, before I do that, pick up this Cross pen and write your name on this pad of paper. Notice that in addition to good looks, Cross pens offer good writing. Cross is acclaimed as one of the best ballpoint pens on the market. It is nicely balanced, has a point that allows the ink to flow onto the paper smoothly, and rides over the paper with ease.

Customer: You're right; the pen writes really well.

Salesperson: Each time your brother writes with this pen, he will remember that you gave him this fine writing instrument for graduation. In addition, Cross offers prestige. Many customers tell us that Cross is one of the few pens they have used that is so outstanding that people often comment on it by brand name. Your brother will enjoy having others notice that the pen he uses is high in quality.

Customer: You're right. I do tend to notice when someone is using a Cross pen.

Salesperson: You can't go wrong with a Cross pen and pencil set for a gift. Shall I wrap it for you?

Customer: It's a hard decision.

Salesperson: Your brother will be very happy with this gift.

Customer: Okay. Go ahead and wrap it for me.

Salesperson: Fine. Would you like me to wrap up another set for you to give yourself?

Customer: No, one is enough. Maybe someone will buy one for me someday.

Questions

Describe the selling techniques being used by the retail salesperson.

Evaluate the salesperson's handling of this situation.

Answer 1

1. The retail salesperson's motto is to sale his products, so he applied many tricks to sell his core products. He tries to convince the customer by many trials but it is rejected by the customer. After collecting some information on customers' need, the salesperson tries to present his product to fulfill customers' need. But the customer still not prepared to purchase the cross pen and pencil set. The salesperson then describes the benefits of the cross pen and it's reasonable price. He makes realise the customer that a cross pen writes smoothly, looks good and gives you a different feel. It's price is also low as compared to it's competitors. Again the customer is unwilling to buy the product. Finally, the salesperson applies the product demo method, where he asks the customer to write his name on the notepad and feel the difference. By putting more emphasis on the recipient the salesperson says that your brother deserves the best gift and when you present a cross pen, he will always remember you while writing with his best gifted pen. When the customer writes with a cross pen he realises the utility of that pen and agree to wrap it for his brother.

Here the selling techniques used are good presentation of the product, understanding the customer, knowledge of the product, awareness of the competitors price and being one step smarter than the customer.

2. Evaluate the salesperson's handling of this situation.

The salesperson handled the situation very well and at the end he was successful at his mission. He was able to sell his product to the customer and the customer was also satisfied with it.

The salesperson handled the situation by reading the facial expression and gestures of the customer, he also gathered some information about the requirement of the customer. Then he applied his trick of demonstrating the product with the customer, by writing with cross pen the customer feels good and decides to git it to his brother.

The salesperson also expresses some kind of emotional attachment by saying that your brother will feel happy while using this high quality pen and will always remember you as you have gifted such an expensive writing instrument.

He also has a good amount of information about the product and able to describe the product quite well. He presented the price of the good so reasonably that impressed the customer to change his decision.

In this way, the salesperson handled the situation.