BUSN1091 Consultative Selling Week 2 Reading: Applying Consulting Skills Week 2

Question

BUSN1091 Consultative Selling Week 2 Reading: Applying Consulting Skills Week 2 Case Study 40 points A sales consultant must learn to apply new skills to be effective in partnering with clients to solve problems and make decisions. Ben Duffy taught us that Empathy is one of the keys to establishing trust. Katy Kober is a sales consultant for Method Medical Supplies. Here is her job description: Sells Method respiratory equipment including noninvasive ventilation and home oxygen to hospitals, nursing homes and other medical facilities. Establishes and maintains relationships with doctors, hospitals clinics and other professionals in the medical community. Conducts daily sales calls to establish new and maintain existing accounts to grow the business. Becomes an expert on reimbursement guidelines for Method products and communicates them to referral sources and physicians. Maintains a high level of customer satisfaction by resolving customer concerns. 1. Help Katy to overcome the NO TRUST barrier within her client community by making recommendations for her in the following areas: Propriety – How could Katy establish trust by “being what her clients expect?” Propriety can involve behavior as well as appearance! Competence – How could Katy establish trust by demonstrating her skills, knowledge and experience? Intent – How could Katy best communicate her intent? By what words and actions? Commonality – Be creative and recommend a way that Katy might establish commonality with a client. 2. Help Katy to overcome the NO NEED barrier with her client. Let’s say that Katy’s client, Northwest Nursing Homes, has shown an interest in purchasing new oxygen tanks and regulators for their facilities. The old ones have become unreliable and they are concerned about safety. This causes a great deal of concern for staff, management and patients, to say nothing of the liability issues. In addition, maintenance

Explanation / Answer

1). NO TRUST barrier generally arises due to relationship tension between the customers and the client that over a period of time turns into discomfort. It is caused due to misinterpretation of the salesperson’s intent or his lack of competencies or appropriate behavior. Katy can overcome this barrier with the help of following practices:

2) NO NEED barrier arises when the customer does not feel the need of a product or service being offered to them. Katy can overcome the NO NEED barrier for her client Northwest Nursing Homes by explaining them about the possible issues associated with the old oxygen tanks and regulators. She can make them aware about the ethical, legal and financial issues associated with continuing the use of old equipment. In addition to it, she should discuss the benefits of the new equipment offered by her company and its advance features along with the cost savings it can help with. It would motivate the client for purchase and help Katy to overcome the NO NEED barrier.    

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