Sales and key account.

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Content

Executive summary……………………………………………………………………………………….

Pre- negotiation planning……………………………………………………………………………..

Team role………………………………………………………………………………………………………

Objective aims for the meeting……………………………………………………………………..

The planning process……………………………………………………………………………………….

Anticipated questions/objective plans for encountering………………………………………

What went right/wrong and why………………………………………………………………………….

Expected outcome for the meeting………………………………………………………………………….

Critical analysis of negotiation…………………………………………………………………………………..

What could have been improved………………………………………………………………………………….

Likely future activity………………………………………………………………………………………………………….

Referencing…………………………………………………………………………………………………………………..

Executive Summary

In the negotiation we played Digital computer systems (hardware and software). We intend to supply the bank’s national IT system. In order to make it a successful one, we decide to provide them with the best equipment  we have by giving some images of our product the bank representative.

We agreed on the product which they want Digital computers system to install all the system in areas which is needed, but as the meeting progress we understood what they were after is just the hardware and software we argued on  it by telling them (Bank) that our system is the best in town all my workers are all trained by the best expert , as we negotiate with bank they finally came to a point of scheduling another meeting.  

Pre-Negotiation Planning

Team Role

For the role play of negotiation we have to work in pair which involves a more effective and comprehensive negotiation, and also a better and more detailed report. To defend the posture of the Digital Company, the seller, we need the ability to choose a partner, so this reflects the first decision to work in group who is really important for the future success of the report and negotiation.

On the other hand, we will make group of two people. This suppose an important advantage because the time we spent on organizing ourselves and planning the different task will be reduce, so this contribute in a more productive work. Also, we didn´t allocate the role of leader for anyone due to the communication was easier. It assumes an equal distribution both the responsibilities and the decisions.

Opening Stance of Digital

On the previous year, the computer´s market have been experimented an increase both in demand and offer. This is the reason because the company has to give the maximum important to retain the correct customer. In this way, we consider key account of The Bank is aligned to our company strategy and we have to contribute to achieve their requirement.  This is because we consider The Bank one of our Strategic Customer and this suppose (Key Account Management; D. Woodburn and M.McDonald, (2011):

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                           Figure 1: Key account selection matrix, by D. Woodburn and M.McDonald, (2011)

This graphic reflect the importance of this customers and the reason because it is a prime candidate: high attractiveness, high business strength, close relationship, growth in volume/sales and profit, and a net free cash flow optimized rather than maximized.

Objectives and Aims for the meeting

We find in a long sales cycle so we have to established multiples objectives. Due to we want to sell a high tech product, we have to consider both sort term and long term aims.

The short term objectives we want to achieve are:

• To provide as much information as possible about the company and the product.
• To differentiate our product from other competitors (making comparisons)
• To argue the higher price of the same.
• To clarify requirement.
• To arrange a future meeting to clarified all questions of the buyer and their possible decision to purchase.

On the other hand, the long term objectives we hoped to achieve are:

• To create a business positive relationship with The Bank for futures advances in our product that they could be interested.

Once established the short and long term, we also must consider the negotiation scenario where we set a ‘must have’ and ‘would like’ objectives (Winkler. J. 1996)

The Planning Process

To have a successful meeting and to maintain good relation with The Bank is necessary a good planning process of the negotiation. For this reason, we used the planning process established by Jobber and Lancaster (2000).For the preparation of the negotiation we go step to step

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Figure 2: The planning process, by Jober and Lancaster(2000)

Anticipated questions/objections and plans for encountering

To the meeting, we consider the personal selling process developed by Jobber and Lancaster(2000):

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For the opening, we are going to

As the second step “need and problem identification”, we know The Bank need a new system capable to satisfying their futures needs. But we should to ask questions and listen what the customers really want, what are their problems and their needs using open questions (reference to book,page 106) as:

• How many computers do you want to change?
• Our computer has highest memory capacity, a large hard-disk and also fast video cards. What do you think of that productivity?
• When you say… what exactly do you means?
• In addition to that, is there anything else that you want to know?
• When do you want delivery?

The next step is the presentation and demonstration of the product. In this situation, we could supply the customer that he need and for this reason, we have the opportunity to convince to customers. We will show the product and the different colors (black and white) that we have.

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In respect with the objections, we though the main important could be the price. This is because our competitor has a lowest price, but we are going to explain the differences between us and our mains competitor. We offer: a trial period of 6 week, installed system and warranties ( 6 month tech support). Also our product is innovative and it has a high quality compared with our competitor, it would be in perfect conditions and not become obsolete almost twenty to twenty five years. Other advantage is the short term of delivery, the product will be available in the next two or three month.

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