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BUA 374 Exam 1 - Jamie Pellerin BUA 374 Exam 1 Question 1...

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Jamie Pellerin BUA 374 Exam 1 February 24, 2012 Question 1: Jodi Miller’s approach to selling the new line of area rugs has not been a successful attempt. She has attempted to make cold calls to local retailers of furniture and floor coverings that could enter the industry of area rugs with the new line of Nedecon rugs because the retailers will not need any inventory. However, her attempt to make appointments with local retailers and buyers has failed, due to her lack of organization and preparation before the cold calls. In order for Jodi to obtain more appointments she first needs to identify the key players in the buying process which include the gatekeepers, the deciders, the buyers, the users, the initiators and the influencers. By understanding who the key players are Jodi will be able plan her pre-approach better. If she had understood that the secretary was the gatekeeper and had no purchasing power she would have been able to approach the secretary differently. She could have created an objective to obtain an appointment instead of trying to convince the secretary the benefits of the rugs. By understanding that the secretary has no purchasing power she would have been able to focus on reaching Sam at his office or finding a time when Sam was not busy so that she could have introduced herself to him. After introducing herself to Sam she could have then made an appointment to describe the benefits of the Nedecon rug line. This way she could have surpassed the secretary and made the appointment in a more personal manner. This pertains not only to Thrush, but to every prospect on Jodi’s list. More preparation and organization would have helped Jodi make more appointments.
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