Hometown Focus is a small, locally owned and operated free weekly newspa- per op
ID: 347231 • Letter: H
Question
Hometown Focus is a small, locally owned and operated free weekly newspa- per operated in Virginia, Minnesota. The paper was established in 2007 and is available in print and online. It is a community-driven newspaper that allows members in the community to share their stories, recipes, and photos. It is a small business that employs only nine people, but they do have over 400 contributors from 40 local communities. You can view more details about the paper at their Web site: http://www.hometownfocus.us. er at bi Hometown Focus Carlos Rivera is a salesperson for Hometown Focus and has made an appointment with Vijay Patel, a sales manager at Iron Trail Motors, a Chevrolet and Toyota dealership located in Virginia, Minnesota. Iron Trail offers quality new and preowned cars, trucks, and SUVs with a strong service department. Iron Trail already does advertising with a competing local newspaper called Mesabi Daily News, a daily, paid-subscription newspaper. Carlos is planning to discuss having Iron Trail Motors place ads in both its online and its print ver- sion of the paper. Newspaper Questions 1. List objections you think might occur during this first meeting with Vijay. Make any assumptions necessary to develop this list. 2. Describe how you would respond to each objection listed in question 1. Be sure to label the methods. Make any assumptions necessary to create your responses. Sources: http://www.hometownfocus.us, http://www.virginiamn.com/site/forms/subscription_services, and http://www irontrailchevrolet.com.Explanation / Answer
1. The objections can be
2. Carl should respond to each of his objections in the method below.
The need for change: Carl should explain Vijay about the need for change and adopt online advertisement as many people use internet to understand the features and make purchase decisions on buying vehicles. Carl should also tell him that the competitors are already using online advertisement and it is high time that Iron Trail Motors should change their way of advertising.
Change the belief: Carl should try to convince Vijay and change his belief that online advertisement cannot make customers. Carl should explain him the benefits of online advertising with the examples of major companies in the automobile industry and other industries.
Price Discount: Carl should change Vijay’s belief that online advertising is costly by explaining the cost structure and the benefits that can be achieved. Carl should provide some discounts to avail both online and offline advertising through Home Town Focus.
Time do not wait for anyone: Carl should convince Vijay that it is already late for them to change their way of advertising and they may suffer loss. The discount offered also is only for now and hence they should make fast decisions without wasting time.
Discuss and take fast decision: Carl should explain his willingness to discuss with the senior management and convince them if Vijay can arrange a meeting with the management.
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