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been known to use profane language in their routines. Several of the college students told the
agent that this type of language would not be welcome at their college. The agent promised the
group that the comedians were able and willing to perform an act that the students could bring
their grandmothers to see without being embarrassed. In this example, the agent was:
doing a preapproach
using trade promotions
The prospect often raises objections or asks questions about the proposal and the product, and an
effective salesperson should anticipate objections.
KEY: CB&E Model Promotion OBJ: 18-6 TOP: AACSB Reflective MSC: BLOOMS Application 111. Refer to College Entertainers. The student members might agree to pay lodging and travel
expenses in return for the entertainer reducing his or her fees by $100. This is an example of:
engaging in cross promotion
creating a value chain
Negotiation is the process during which both the salesperson and the prospect offer special
concessions in an attempt to arrive at a sales agreement.
KEY: CB&E Model Promotion OBJ: 18-6 TOP: AACSB Reflective MSC: BLOOMS Application Advanced Bionics
Advanced Bionics is a global leader in the development of implantable, high-tech
neurostimulation devices used to treat deafness and chronic pain. Just two-and-a- half years after
introducing its new stimulators, the firm is doing $200 million in domestic sales. How has
Advanced Bionics been so successful? Its success can be attributed to its outstanding products
and to three aspects of its sales approach. First, Advanced Bionics hired the right talent for its
sales force. Companies tend to use experienced sales reps—often hired away from competing
companies—to sell new medical devices. This can be very expensive since experienced reps
generally expect as much as $200,000 in annual income. So when Advanced Bionics brought its medical device to market, it hired people with no experience selling medical devices and turned
them into sales reps. Hiring inexperienced salespeople created some problems, however, and the
company experienced high turnover rates during its first two years in operation. Second,
Advanced Bionics provided salespeople with a rigorous training program. Third, Advanced
Bionics allowed salespeople to plan their own activities while managers monitored their progress
and pushed them to improve. In short, the company has been able to succeed by selecting good
people, training them well, and managing them carefully.
112. Refer to Advanced Bionics. Personal selling is important for Advanced Bionics because:
its products are standardized
its buyers are not very technologically savvy
the complexity of its products has decreased
its buyers are extremely dispersed
its products are high value
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This document was uploaded on 09/29/2013.
- Fall '13