Introduction
I am prepared to use Sony’s unique value proposition to win a contract with a potential client, the college district, as a newly hired account executive for Sony. The following proposal provides a detailed 6-step Presentation Strategy Checklist to achieve this goal. This strategy includes approach research, a direct approach tailored to the client’s preferences, a compelling presentation of Sony’s offerings, preparedness to overcome potential objections, and a confident close to the sale. It begins with prospecting and qualifying the college district as a potential client. This strategy is supported by Sony’s cutting-edge technology, high quality, affordable prices, and exceptional customer service, assuring the college district’s comprehensive and alluring offer.
Research
Finding and identifying potential clients for a good or service is known as prospecting. A salesman uses this stage to identify potential leads and opportunities that can be turned into paying customers. Given that they require new electronic projection equipment in our hypothetical scenario, the college district has emerged as a potential client. This potential was discovered via a conversation with a former classmate who discussed the need in the district.
Referral prospecting, where a lead is found through a third-party source, is demonstrated in this situation. Referral prospecting, which frequently yields high-quality leads, is one of the most successful techniques. Prospects should be qualified once they have been ascertained. Determining whether a prospect has the need, power, and finances to buy a good or service is the process of qualifying.
In other words, the goal is to determine whether the prospect will become a good customer. The college district is an appropriate candidate in this situation for several reasons. The information from the former classmate shows that it first and foremost needs modern electronic projection equipment. Second, the College District’s purchasing director must make decisions on the purchase of new equipment.
Third, since the college district has a $500,000 annual budget set aside for equipment upgrades and maintenance, the college district has the financial capacity to buy new equipment. This should be enough to pay for the new electronic projection equipment, especially given Sony’s attractive pricing (Hu et al., 2022). Given that the district is actively looking for new equipment and has permitted presentations from NEC and perhaps Sony, it demonstrates a readiness to invest in new technology. The organization is prepared to meet the particular requirements of such institutions because it has previously worked with educational institutions like Modesto Community College. The college district is a suitable candidate since it has the necessary power to purchase, the financial means to pay for the equipment, and the willingness to invest.
Plan
I will draw on my conversation with the buying director and the former professor to understand the college district’s preferences. I will inquire about which brands they previously favored and what precise qualities they demand from the vendor or the goods. Our talk taught me that they highly emphasize quality, support services, and reasonable pricing. These characteristics are compatible with Sony’s solutions because Sony was awarded the contract in Modesto.
Furthermore, I will analyze their decision-making and research the competition. The purchasing director in this situation is a significant decision-maker with a direct communication style. This means that he values concise and precise information and will likely value a straightforward presentation focusing on the benefits.
Meanwhile, the competition analysis reveals that NEC has already made its suggestion. Although the specifics of their proposal are unknown, historical sales data indicate that NEC often outbid Sony but offered 4K in Modesto. This provides a general understanding of their approach to pricing and the type of technology they are providing.
Getting the Appointment
As the purchasing director favors direct communication, the plan will be concise and straightforward. The goal is to quickly and succinctly communicate the value proposition of Sony’s electronic projection equipment. Writing a personalized email is the most appropriate approach to do this. I would introduce myself and the company that I represent. Then, I would highlight how the college district needs new equipment and explain how Sony can provide a first-rate solution that meets the specifications. Then, with a focus on Modesto specifically, Sony’s history of supplying top-notch electronic equipment to educational institutions would be highlighted. I would draw attention to the affordable costs Sony charges for its equipment. I would then ask to set up a second meeting with the purchasing director to discuss further conditions.
Follow Up
I will research expected objections to purchasing electronic projection equipment, like cost, durability, and service support, to prepare for any forthcoming criticism. I will be prepared with comments highlighting Sony’s affordable prices, robust warranties, and top-notch customer service.
First, price is a frequent deterrent to buying electronic projection equipment (Sakar et al., 2019). I would respond that the Sony projectors are highly effective and affordable. Considerably less than NEC’s customary bid price, each projector might be priced at roughly $1,500. Second, the projectors will be used regularly and could experience wear and tear, so the college district might be worried about their longevity. I would respond by emphasizing that Sony projectors are recognized for their robustness and lifespan, and Sony values its reputation.
In my summary, I will highlight Sony’s unique selling proposition and the presentation’s main aspects. This includes the company’s cutting-edge technology, outstanding quality, affordable prices, and top-notch customer service. I will then ask the college district if they have any last-minute questions. This presents a chance to address any unresolved issues and further highlight the value of Sony’s offerings. Finally, I will make the business proposition as if the sale has already been made to demonstrate confidence in my proposal.
Conclusion
In conclusion, by carefully following the 6-step Presentation Strategy Checklist, I am in the best position to obtain the contract from the college district. This all-encompassing strategy effectively leverages Sony’s USP, from identifying and qualifying potential customers to gathering thorough approach information to closing sales. I am confident that Sony’s offerings will perfectly match the needs of the college district after highlighting our cutting-edge technology, superior quality, affordable pricing, and first-rate customer service. This will ensure a successful start to my position as an account executive for Sony.
References
Hu, Q., Kouvelis, P., Xiao, G., & Guo, X. (2022). Horizontal outsourcing and price competition: The role of sole sourcing commitment. Production and Operations Management, 31(8), 3198-3216. Web.
Sakar, C. O., Polat, S. O., Katircioglu, M., & Kastro, Y. (2019). Real-time prediction of online shoppers’ purchasing intention using multilayer perceptron and LSTM recurrent neural networks. Neural Computing and Applications, 31, 6893-6908. Web.
Sony corporate report, 2019. (2019). Web.