Commerce et relation internationale - synthèse en anglais

Table of Contents

My course metaphor 3

Introduction 4

Company presentation 4

Scenario 4

Apply the Theory to the situation 5

A) SPIN Selling Technique 5

B) Adaptive Selling 6

C) Psychology of selling 7

D) Interpersonal Relations 8

E) The Game Theory 9

F) Power, Influence and Persuasion 10

Conclusion 10

References 11

My course metaphor

I choose an image of poker to represent that course. Because for me selling is like poker, it’s a game where every play is different.

First selling is an interaction, you need at least two people to sell something the seller and the buyer like in poker you need at least two players to play. Then there is in every sell a preparation, like in poker you need to be concentrated and well prepared to see what strategy you will choose. A sell is also a dialogue, each person responds to each other like in poker each player bet in respond to each other. In poker there is a famous quote that is saying, “Play the man not the cards” and I think in internal selling it is kind of the same. Although the fact that your product have to find the needs of your customer is important like your hand in poker, the real challenge is to adapt your strategy to the behavior of the one that is in front of you and try to anticipate his/hers reactions.

Furthermore there is a part of uncertainty in every selling like in every poker’s game, and during the selling process exteriors event can affect the situation, like the flop the turn and the river in texas hold’em poker.

Finally the strategy used by each player and each seller is different in every game even if the have the same product (hand). We can explain that first by the personality of each people, some will be more aggressive and others will be more cautious.

Introduction

The case I choose to show how to apply the theory learned in the Internal Selling course is the Super Ware case that we did in class. We will first present the company and the issues and challenges it is facing. Then present the case of Snap-Shut / Australian Home and explain why it is relevant to the Internal Selling course.

Finally we will use the theory of Internal Selling and apply it to the situation of Super-Ware with Snap-Shut. Comparing how my group and me dealt with the situation and how we could have improved that by using the content learned in class.

Company presentation

Super Ware has been for the past 100 years a company that designs products that help simplify people’s life. One of the most important goals of Super Ware is to save time and money for their customer by innovating new ways to keep their food fresh. They started with solutions in glass moving into plastic during their evolution. Now Super Ware is providing a large range of products including products for storing food, food preparation, storage, serving items and cookware.

Today, Super Ware comes with a new innovative product called Snap Shut and our objective is to sell that product to Australian Home. Snap Shut is a product that have been made to facilitate our customer lives by solving two of their biggest issues when dealing with food storage products: leakage and easy organization. There are 10 sizes available for that product and they come with a transparent blue lid. At the moment Snap Shut is available in three retail stores: Wellworths, All-Mart and Dollarland.

Australian Home is the most-shopped general merchandise retailer. It is a priority to us that Australian home sells Super Ware new product range Snap Shut. It is currently selling other Super Ware products and also the competition products. We need them to buy our products before the holiday period and the summer (which coincides with Christmas) because the need of food storage at that period is important.

Scenario

After the meeting with Australian Home and even with all our discounts, they are willing to sell our product range of Snap Shut only if all of their conditions are met:

1. First, they want the lids to be red, and not blue as we do for our current customer, they also want the exclusivity on that color because it is the Australian Home color.

2. Secondly, they want the Snap Shut products delivered to them in packs of 20 instead of 10 as we are doing now.

3. Thirdly, they want to sell the Snap Shut products below the MSRP (manufacturer's suggested retail price) by at least two cents on each of the items.

4. Finally they the Super Ware Company to take responsibility for the goods delivery in their depot in Melbourne instead of them taking care of it in the docks of Shanghai where the Snap Shut products are manufactured.

We have been working for Super Ware as a sales representative for four years and we know all the people in the organization. For us it is critical that Australian Home sales our products and we know that in order to do that we need to convince our colleagues of each department (Brand team, Production, Finance, Sales management, Marketing and Supply Chain) that meeting the requirements of Australian Home will benefit to all our company and provided us a competitive advantage.

So we change from a personal selling to a Key account external to the firm to an Internal Selling process where we need our own colleagues to accept to change their habits so that we can make our sell.

Apply the Theory to the situation

A) SPIN Selling Technique

(Rackham, 1987)

First let’s use the SPIN selling techniques indentified by Rackham in

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