MKTG
425 Project Week 4 Pat 1 and Week 7 part 2
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Guidelines and Questions for Part 1 Due Week 4
Professional account
managers (a.k.a. professional sales representatives) are often given accounts
that have been previously managed by others. This occurs for reasons such as a
colleague leaving the firm, promotion to a management position, territory
realignments, and even a miss-match of communication styles between the buyer
and the original sales representative. The first part of our project involves
territory realignment for NewNet Systems, a Value-Added Reseller that provides
B2B network products and services.
To begin, read the
company details in Appendix 2 of your textbook. Following are the sections you
should read carefully.
·
Introduction to Multiple Account Management Selling
·
Introduction to Your New Employer – NewNet Systems
·
Introduction to Your New Account Management Position
·
Introduction to Your NewNet Systems Account Reports (Contact
Screenshots from the CRM Program)
After reviewing and
understanding the scenario of your new position at NewNet Systems, go to
Chapter 9 in your textbook. At the end of the chapter, you will find the
details specific to this part of the Course Project. Read the Chapter 9
details, titled Developing and Qualifying the Account Database carefully.
Assignment Questions
1. Use the 20 new
account CRM Contact Screenshots found in Appendix 2 to complete the metrics
report (table) for your meeting with your manager Casey. The report should
contain the following headings.
·
Anticipated Close Date
·
Account Name
·
Contact Name
·
Communication Style
·
Stage of the Selling Process
·
Anticipated Dollar Amount
·
Likelihood to Close
·
Forecast Sales (Anticipated Dollar Amount X Likelihood to Close)
Using your metric
report and the details in each case notes section, prepare a written report for
Casey regarding your analysis of the accounts.
1. Which
contact(s) do you think you should ignore for now? Justify this recommendation.
2. Select accounts
that you feel you need to focus on immediately. Justify why you selected these
accounts.
3. How many accounts
do you have at each stage of the selling process? (i.e., how many at
prospecting, rapport, needs discovery, presentation, closed, etc.) Based on the
number of accounts in each stage, and the amount of time spent on each account,
how would you assess the effectiveness and efficiency of the previous
representative’s account flow management (a.k.a. pipeline management)?
4. Which
account(s) appear to have some legal or ethical issues to consider further?
Describe what these issues might be.
5. From an overall
perspective, what was the previous sales representative’s primary sales
approach? In what ways does the previous sales representative appear to have
been very successful with the accounts? What ways do you think the previous
sales representative could have improved upon the effectiveness or efficiency
of her pipeline management?
Guidelines and
Questions for Part 2 Due Week 7
After you have
finished assessing the details in your newly obtained client list, also called
your book of business, you met with your manager, Casey. In your meeting, you
discussed your report, which was Part 1 of the project (turned in during Week
4). Casey provided you with some feedback and has now asked you to take the
steps in the planning process to work with these clients to meet an established
quota.
Casey notified all of
the accounts by e-mail that you will be contacting them soon. She wants to meet
with you at the end of the week to discuss the pre-approach to your new
contacts and discuss your strategies for moving them through the pipeline.
Using the metric report you created in Part 1, and Chapters 10 through 15,
answer each of the following questions in a report form for your meeting with
Casey. For questions where you need to justify your answer, Casey has asked you
to use sources to support your reasoning. These sources are to be cited in APA
format.
Assignment Questions
1. Reflect back to
the communication style assessment you completed at the beginning of the
course. Each of the four styles is represented within the 20 accounts you are
expected to contact and maintain. Using the details in Chapter 5 regarding
adapting and flexing your style, consider how you will need to adjust your
approach and communication style/delivery. Select one contact from each of the
four styles and discuss how you will need to flex and adapt your approach to
match that of the client.
2. From the
potential sales total and closing likelihood, what is a fair sales quota to be
set for the coming quarter? Justify your answer.
3. Which accounts
have completed the needs analysis and discovery stage? Which accounts have high
potential for closing but have not had the needs analysis completed yet?
4. Which
account(s) seem ready to buy, even without a comprehensive needs analysis or
product presentation? What concerns or threats exist from the eagerness of
these accounts?
5. Which account
is in need of a presentation and has a number of locations? How will your
approach and process differ for this firm versus that of other firms? Explain
your answer.
6. How might the
closing date, likelihood of closing and forecast sales affect your plans to
negotiate customer pushback (concerns and objections)?
7. Some of your
customers do not appear knowledgeable about networks. How does this affect the
approach to the close? What closing techniques are best to consider when
customers do not fully understand the solutions they are buying?
8. Finally, you
need to complete a pre-planning process for one of the 18 prospects you will be
contacting. You cannot use the two accounts that have already purchased. You
are to select one of the prospects to use for this part of your report.
1. Why did you
choose this particular contact?
2. What are your
call objectives for this contact?
3. How will you
flex your communication style for this contact?
4. Will you be
meeting with the contact via phone, Skype, or in-person? Explain your answer.
5. What approach
or opening is most appropriate to build rapport with this contact?
6. What stage of
the selling cycle is this contact in; what do you need to do to move the
contact to the next stage?
7. What important
details do you need that are missing from the notes or contact file?
8. What visual
aids will be most appropriate and effective with this contact in the
presentation stage? Even if the presentation stage has already occurred,
discuss which visual aids are most effective. Justify your answer.
9. From the
available details, what benefits is this contact looking for?
10. What buyer
concerns, or push-back, is this contact most likely to present to you when you
meet? How might you overcome the concern?
11. What motivation
does this contact have to buy from you?
12. What type of
close is most appropriate and effective for this contact? Explain your answer.
13. From your
pre-planning process report, what do you need from your manager to help you get
the account through the sales cycle and secure a long-term relationship
·
paper of approximately 10- to 15-pages, 10- or 12-point
font, double-spaced. The submitted assignment should include a cover page,
table of contents, introduction, body, summary or conclusion, and works cited.
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