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Customer: Yeah, that's good. Well, I'd like to know ... mm ... what'll happen if the product doesn't take off
and ... er ... you stop manufacturing it – will the laboratory still operate? Um ... I mean, will my customers be
left with a piece of equipment that they can't use?
Salesman: No, there's absolutely no danger of that whatsoever. This product is going to be a big success.
Er ... the reviews in the trade press have been fantastic. Take a look at this one, for instance ... .
T a s k 24. Role play. Work in groups. What would you do in these situations? How would you deal
with these customers?
Three customers – three case studies
Mr. A always keeps you waiting 20
minutes when you've made an appointment
to see him. He never looks at the literature
you leave with him but seems equally unfa-
miliar with your competitors' products. He
seems very cautious and says he has to con-
sult his colleagues before making a firm de-
cision, but regardless of this, when you make
your next visit he always says he hasn't had
time to do so.
Mrs. B regularly places small orders
with you, but could order substantially more.
Instead, she orders from your main competi-
tion. She seems to enjoy telling you that your
products are too up-market for her custom-
ers. Your product range is very competitive,
and anyway you do have a more down-
market range that you know she knows
about. She always says she's in a hurry, but
can still find time to criticize your company.
Mr. C keeps raising objections to your
products: he says they are too expensive, that
he's worried about your after-sales service,
that your new technology may not be reli-
able, that your design may not appeal to his
customers. Just when you think it's time to
close the deal, he raises yet another random
objection and declines to place an order.
Suggested possible scenarios:
Mr. A
State that you are glad to wait for him, as it will mean that it will be worthwhile this time, you hope. But
add that if it is likely to happen again that he is so busy, perhaps it may be preferable to ask to see his assistant
next time. It may even be advisable to send the promotional literature in advance to his superior. If he would
prefer this to happen, you can offer to leave and to return on an occasion more convenient to all concerned.
Mrs. B
You might offer her an increased discount, if she is prepared to order more next time. Offer to show her the
catalogue for products in the lower price range, in case she has lost the one you sent in advance. Tell her that
she would be able to benefit from taking a longer look this time at the products which are clearly qualitatively
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