LG Electronics MBA 9120 User Manual
LG Electronics:
Internet Refrigerator Sales Manual
MBA 9120
Capella University
May 16, 2003
by
David A. Jecker
Table of Contents
PRODUCT/SERVICE INFORMATION
RODUCT OR SERVICE DESCRIPTION
P
OMPANY DESCRIPTION
C
..................................................................................................................................4
...............................................................................................................4
PERSONAL SELLING PHILOSOPHY
ERSONAL SELLING PHILOSOPHY
MY P
.............................................................................................................5
.............................................................................................. 4
................................................................................................ 5
Market Setting: ........................................................................................................................................... 5
Personal Selling: ........................................................................................................................................5
Problem-solving Training: ......................................................................................................................... 5
RELATIONSHIP STRATEGY
ELATIONSHIP STRATEGY
MY R
................................................................................................................. 6
: 6
Typical sales-customer relationship: .........................................................................................................6
Attitude of Salesperson:.............................................................................................................................. 6
Appearance: ...............................................................................................................................................6
Relationship Strengthening Methods: ........................................................................................................6
Own Communication style: ........................................................................................................................7
PRODUCT AND FEATURE BENEFITS
............................................................................................ 8
BRIEF COMPANY DESCRIPTION: ....................................................................................................................... 8
RODUCT OR CREATED PRODUCT SOLUTION
P
: ...................................................................................................8
TECHNICAL EXPERTISE NEEDED:...................................................................................................................... 8
IFE CYCLE
L
: .................................................................................................................................................... 8
PRICING:..........................................................................................................................................................8
FEATURE ......................................................................................................................................................... 8
ORRESPONDING BENEFIT
C
...............................................................................................................................8
CUSTOMER STRATEGY
YPICAL BUYING MOTIVES OF PROSPECT
T
UESTIONS SUCH AS THE FOLLOWING WOULD HAVE TO BE ASKED BY THE SALESPERSON TO ENSURE A
Q
RELIABLE SALE
. ............................................................................................................................................. 10
....................................................................................................................... 10
:......................................................................................................10
THE TYPICAL PROSPECT AS AN INDIVIDUAL (AND AS A COMPANY REPRESENTATIVE, IF APPROPRIATE): ........ 10
TOOLS FOR MANAGING AND TRACKING PROGRESS WITH CUSTOMER RELATIONSHIPS AND PROSPECTS (CRM,
ACT!,
ETC
.): .................................................................................................................................................10
LIST OF PROSPECTS & DECISION-MAKING METHOD USED ............................................................................. 11
POTENTIAL SALES VOLUME .......................................................................................................................... 11
BUSINESS CONTACT
............................................................................................................................. 12
PRESENTATION OBJECTIVES: ......................................................................................................................... 12
TYPICAL SALES CYCLE:................................................................................................................................. 12
SOCIAL CONTACT METHODS:........................................................................................................................12
BUSINESS CONTACT METHODS:..................................................................................................................... 12
METHOD OF APPROACH................................................................................................................................. 12
2
HAT WILL YOU SAY
W
1. Product Demonstration....................................................................................................................12
2. Customer Benefit.............................................................................................................................12
3. Referral ............................................................................................................................................ 13
4. Question........................................................................................................................................... 13
5. Survey..............................................................................................................................................13
?.................................................................................................................................12
NEED DISCOVERY
REPLANNED QUESTIONS TO DISCOVER BUYING MOTIVES
P
CUSTOMER RESPONSE ...................................................................................................................................14
PRESENTATION STRATEGY SELECTION:......................................................................................................... 14
DEMONSTRATION
WHAT I WILL SAY (INCLUDE BENEFIT) ........................................................................................................15
WHAT I OR THE CUSTOMER WILL DO ...........................................................................................................15
EATURE TO BE DEMONSTRATED
F
Touch Screen ............................................................................................................................................15
Ultra quiet ................................................................................................................................................15
** .............................................................................................................................................................. 15
TV .............................................................................................................................................................15
Internet .....................................................................................................................................................15
Cook Book ................................................................................................................................................15
Calendar ................................................................................................................................................... 16
Messages................................................................................................................................................... 16
Photo Album ............................................................................................................................................. 16
Self diagnostics.........................................................................................................................................16
NEGOTIATIONS
.................................................................................................................................. 14
...........................................................................14
.................................................................................................................................. 15
..................................................................................................................15
....................................................................................................................................... 17
USTOMER’S CONCERN
C
TYPE OF CONCERN ........................................................................................................................................17
OSSIBLE RESPONSE
P
CLOSING
CLOSING CLUE (PROSPECT)........................................................................................................................... 19
CLOSING METHOD.........................................................................................................................................19
CLOSING STATEMENT (SALESPERSON) .......................................................................................................... 19
...................................................................................................................................................... 19
SERVICING THE SALE
WHAT WILL I SAY OR DO FOR THE CUSTOMER.............................................................................................21
POST-SALE COURTESY CONTACTS (FREQUENCY, ITEMS TO DISCUSS, NEW OFFERINGS) ...............................21
METHOD OF ADDING VALUE ......................................................................................................................... 21
Suggestion Selling: ................................................................................................................................... 21
Cross-Selling: ........................................................................................................................................... 21
Follow-Through: ......................................................................................................................................21
Follow-Up: ...............................................................................................................................................21
.................................................................................................................................17
......................................................................................................................................17
......................................................................................................................... 21
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PRODUCT/SERVICE INFORMATION
Company Name: LG Elelectronics
Product Name: Internet Refrigerator
Product or Service Description Company Description
This internet refrigerator is the latest in
technological and ergonomic design.
The fridge combines TV, internet, radio, messaging,
cookbook features and more into a revolutionary
new interactive product.
The following description is from their website:
LG Electronics (LGE) has sales of over $5.6 billion
and is a division of LG Group, which is
headquartered in Seoul, Korea.
LG Electronics began manufacturing refrigerators in
1965 and air conditioners in 1968. Today, LG
Electronics has over 72 subsidiaries and 55,000
employees around the world. LG Electronics is
broken down into 4 major business units covering a
multitude of consumer and business-to-business
products.
4
PERSONAL SELLING PHILOSOPHY
Company Name: LG Electronics
Product Name: LG Internet Refrigerator
My Personal Selling Philosophy
Market Setting:
The overall market setting for the Internet refrigerator is a very limited market at this time due to the relatively high
cost of the appliance. Currently, I would place this item in the realm of the upper-middle income bracket families that
are looking for ways to incorporate and integrate the latest technology in their household. This refrigerator is just one
of many household items that are being introduced into the market that would interconnect PCs, the Internet and
other digital sources in a common appliance. This particular refrigerator has a fully functioning TV, MP3 player,
calendar, cookbook and other features like an automatic management system that allows it to self-diagnose problems.
This system integrates several of the appliances typically found on the kitchen counters of many households and
incorporates them together, thereby eliminating clutter. It is an item that is sold to consumers through a few retail
outlets.
Personal Selling:
The personal selling commitment needed to sell this exclusive product is relatively high—more so in the customer
service area. The seller must be aware that the price tag of this refrigerator attracts a higher income class of people
who want good service with the product. The seller must know all of the technological features of the basic unit, as
well as well as the Internet features well enough to explain how this unit will benefit the customer. Those who are
interested in this product, however, will expect to be fully informed on the use of the different features. This may
require that the sales person take time to demonstrate the features or be available if questions do arise at a later
date. The simplicity of the product allows all members of the family to use the beneficial features in order to
communicate with each other or via email to anyone. Personal selling, in this case, is more concentrated on the
futuristic capabilities than on the basic refrigeration techniques used, however, both are important features that must
be identified to the consumer.
Problem-solving Training:
Training involved in this product must represent two distinct fields. One field, which we are less concerned with for
this project, is the repairing of systems that any refrigerator operate—that is the technical wiring, refrigeration, etc.
The second is the knowledge and experience of the seller to recognize how the different systems within the unit
operate and which systems may cause errors. This must be gotten through experience in using the software on the
unit, as well as receiving the cooperation from the manufacturer regarding known problems and the like. Since this
product has relatively few outlets, the need for a training center would not be feasible; however, PG may have a
training facility at their HQs due to the wide variety of products sold. I would think that an interactive DVD or some
form of Internet training would work well. If this particular method was not providing enough for the sellers to be
truly informed and knowledgeable, then, perhaps, one could be sent to the training center.
____
5
RELATIONSHIP STRATEGY
Company Name: LG Electronics_______
Product Name: LG Internet Refrigerator
My Relationship Strategy
Typical sales-customer relationship:
The relationship that develops between the salesperson and the client should certainly be one of utmost
professionalism. The product being sold, although it is a refrigerator, is a very high-end product and, in
reality, one is actually selling a piece of the future—to the limited individuals that can afford it in the
present. Long-term relationships can definitely be an advantage to both the client and seller especially
in the high-end appliance markets. Typically a person will develop a liking for the product and then
outfit their entire residence, or residences, with the same product or brand, in general terms. The
salesperson would acquire all the necessary information and any additional information the client is
willing to give. Furthermore, the salesperson will get permission from the client before any emails are
sent or phone calls are made regarding any contact. A “thank you” card will be sent via mail to each and
every customer explaining that the seller will always answer any question the client has, or can direct
that client to the proper person.
Attitude of Salesperson:
Attitude is often described as being “everything”. And, in a realistic sense, it is very true. Attitude can have an effect
on a person, or number of persons, long after the first meeting has ended. This effect can be positive or negative or,
at times, neutral. In every meeting one would hope for the positive outcome; however, all too often human beings let
negativity settle into their attitude, statements, and actions. This ultimately leads to poor performance and a lessthan-expected customer service function. The salesperson must know the clientele and must recognize that first and
foremost every human being is equal; do not feel unworthy and do not put on false heirs, just be professional and let
your knowledge, efficiency, and belief in the product shine through. This is often my first point: “If you do not like,
love or believe in the product, do not try to sell it to someone else.” This action will surely come through as being false
and not genuine to most keen observers.
Appearance:
The typical appearance will vary with the outlet and with the client. For example, if the outlet has a policy of wearing
an embroidered oxford or polo, then that is what will be worn by the salesperson. If the store contains all exclusive
items and the dress code is varied, I would suggest an oxford and tie. If one has a meeting with a large contractor
who builds exclusive homes and wants information regarding this product, then, perhaps, a suit would do. Be flexible,
but be yourself. A positive, knowledgeable salesperson in a polo shirt could outsell a negative salesperson in a fine
suit—for the most part.
Relationship Strengthening Methods:
Honesty and integrity can be a key strengthening method used by not only salespeople, but also by anyone who
wishes to be a person of good character. The ability to follow through on promises made verbally or contractually (in
written form) will cement the efforts made—at least on the seller’s behalf, for no one can guarantee someone else’s
behavior. As the text states in our most recent chapter, there are many ways to use conversation to strengthen, or
“enhance”, relationships that include the following:
Become genuinely interested in other people
Be a good listener. Encourage others to talk about themselves—always a good one.
Talk in terms of the other person’s interest.
6
Own Communication style:
Everyone must develop their own communication style. As we grow, over the years, we are encouraged or
discouraged in ways in which to communicate. It is only when we are able to objectively judge ourselves in
a quest for betterment that we truly can shed much of what we have been told and find what we truly
believe. This is easier said than done, but it is possible. A mentoring figure at work, or an author, or a
relative can be someone we admire and emulate; however, this is only really constructive if we incorporate
ourselves in the largest part of the mix. We cannot become someone else, but they can help us become
better communicators—in this instance. There are many classrooms, books, and interactive DVDs that aim
to teach better communication skills. Some people try to analyze each and every movement of someone
eye’s, voice, etc. and I find this to be de-constructive. If you are always searching to apply meaning to
everything, you are not really listening. The key fact to remember is that communication takes place
between two or more people and it is not one-sided, nor does it [the interpretation] always have only one
meaning.
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