“Summary of the Case: Chapter Seven”
The current economy not only gives the customer more choices but also provides more information needed to make those choices. We know that new products must satisfy the customer’s needs, but identifying these needs can be very challenging. No one understands this challenge better than Kim Fernandez.
In our case we find the following characters and companies:
Kim Fernandez & Its Alta Dena certified Dairy Company..
Kim Fernandez, director of natural food sales for Alta Dena Certified Dairy, takes a great deal in meeting the need of the growing number of health conscious consumers. But the wholesalers and retail supermarket want both highest quality of production and lowest price. Alta Dena makes every effort to offer only products that are of the highest quality and made with all natural ingredients.
Kim Fernandez observes the customer impression about new product by giving samples and invites the customers for plant tour as she thinks education as a major sales tool. When Kim Fernandez meets with a prospect, she asks several questions to determine the prospect’s needs and buying motives.
According to Kim Fernandez, a long term partnership with customers is based on attention to detail. So, she checks on deliveries and make sure all complaints are handled quickly and courteously.
In our case following questions were asked:
Does it appear that Kim Fernandez has built her customer strategy on the three prescriptions featured in the strategic/consultative selling model? Explain. 2.
What aspects of the need-satisfaction theory has Kim Fernandez incorporated into her approach to customers? Explain. 3.
As a buyer for a large supermarket chain, would you be most influenced by rational or emotional buying motive? Explain. 4.
What step has Kim Fernandez taken to build a long-term partnership with her customer?
Question Number 1:
Does it appear that Kim Fernandez has built her customer strategy on the three prescriptions featured in the strategic/consultative selling model? Explain. Kim Fernandez’s customer strategy is a carefully conceived plan that results in maximum responsibility to the customer needs. A value-added approach to personal selling that combines strategic planning, consultative selling practice and partnering principles is called strategic/consultative selling model. It is evolved in response to: 1.
More complex product
Increased emphasis on customer need
Growing importance of long term customer relationship
Innovation & selling the product
According to strategic/consultative selling model, the three prescriptions of customer strategy are:
This strategy is based on the fact that the success in personal selling depends on the salesperson’s ability to learn as much information as possible about the prospect. It involves the collection and analysis of specific information on each customer. Yes, it appears that Kim Fernandez has built her customer strategy on the above mentioned prescriptions.
Understand buyer behavior
Kim Fernandez’s customer strategy focuses on buyer behavior. In general, salespeople need to know why and how people buy. A buying motive provides salesperson with the reasons why customers buy. To understand buyer behavior, •
She observes the customer impression about new product by giving samples •
Besides she invites the customers for plant tour. All about, she tries to understand buyer behavior
Discover customer needs
When Kim Fernandez meets with a prospect, she asks several questions to determine the prospect’s needs and buying motives. Normally wholesalers and retailers of dairy products don’t want to inventory the products that don’t appeal to the retail supermarket they serve. They want to buy products from the companies that maintain both the highest quality of production and lowest possible rice of product.
Develop prospect base
Kim Fernandez is continuously developing new...
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