Download Overcoming Objections

Futrell/Valvasori, ABC’s of Relationship Selling through Service, 5th Canadian
Edition
ROLE PLAY – Overcoming Objections
Chapter 5 and 10
Colossal Fruit Hard Candy
Overview
You are a salesperson for a Canadian manufacturer/distributor of confectionery
products. Your company specializes in marketing novelty candy and gum products to
young children. Historically your firm has relied heavily on trade promotions to gain
distribution for their products. Consumer marketing in this category has traditionally
been of lower importance. Colourful packaging and effective merchandising are seen
as key factors for successful new product introductions for this youth oriented category.
As the number of retail distribution points for confectionery products is vast, your
company relies heavily on the wholesale distributors to fully cover the market.
Your company is now embarking upon a Canada-wide new hard candy product launch
focused on an older target market, teenagers. Consumer marketing is more important
for this demographic group particularly when it comes to building awareness, trial and
loyalty to new products. The main competitor in this product category has enjoyed a
dominant market position for several decades appealing across several age categories.
Market research on your new line indicates that the majority of consumers tested
(especially in the heavy user teenage group) exhibited an extremely high intention to
purchase Colossal Fruit. The product was also judged to be superior to the market
leader in terms of key product attributes including flavour (intensity and duration), mouth
feel and overall ‘coolness’ and value.
Preliminary sales in Canada have been very encouraging. According to an independent
market research company, in the limited number stores where Colossal Fruit is being
distributed, it has been outselling the main competitor on average by a 5 to 1 margin.
Colossal Fruit Detailed Product Information
-Intense, long lasting, authentic fruit flavours (main competitor flavours are more subtle)
-45 grams per package (main competitor is 25 grams per package)
-Initial product line consists of 4 items (main competitor has over 30 items):
-Three single flavour packs: cherry, apple and watermelon and one assorted flavour
pack (cherry, apple, grape, lemon and watermelon)
-Each of the above 4 items are packed 20 in a retail display box
-There are 12 retail boxes of the same flavour per case (main competitor items are
packed 24 per display box, 12 display boxes per case.)
-List pricing, net pricing and corresponding margins are standard for this product
category
-Competitive confectionery items are typically all priced the same through the various
distribution channels
Colossal Fruit Marketing Plan:
Consumer sales promotion
-national introductory advertising campaign featuring high impact advertisements for
television, magazines, transit (subways and buses)
-sponsorship and product sampling at high school video dance parties and movie
theatres
-national sweepstakes contest with a national music video program
In-store point-of-purchase materials:
-compact 4 tier merchandising stand designed to hold 1 display box of all four flavours
for out-of-section or checkout countertop sales
-colourful posters and shelf talkers featuring high-impact graphic elements from the
consumer print ads.
Trade sales promotion
-introductory offer of a special pre-pack consisting of 2 assorted boxes, 1 box cherry, 1
box apple, 1 box watermelon and 1-4 tier display stand especially designed to be used
in smaller stores or locations lacking in readily available shelf space
-10% discount off list price for straight flavour cases and pre-packs for the first 4 weeks
-a special incentive for wholesale distributor salespeople equivalent to $1.00 for each
box sold into retail stores during the first 4 weeks
-an ongoing 5% cumulative advertising allowance for retail flier advertising
Salesperson Role:
In the course of the day, you will encounter 3 different buyers, each with 2 specific
objections. Respond to each objection using the 4 step process discussed in chapter
10 as well as the information discussed above.
Buyer 1
Joe Williams is the head buyer for SuperFresh, a grocery chain with over 50 stores
located across the region. He’s been a buyer for well over 20 years and is normally
reluctant to bring in new products without justification.
Objections:
1. Personally, I don’t care for your product.
2. We only go with the market leaders in each product category.
Buyer 2
Susie Parker works for Imperial Wholesalers and is responsible for non-chocolate candy
purchasing. Imperial Wholesalers have over 500 accounts and specialize in servicing
small independent convenience stores.
Objections:
1. I don’t really have space for your product.
2. I’m concerned about the awareness levels for your product.
Buyer 3
Graham Todd is the purchasing manager for the QuickStop convenience store chain.
He already purchases several of your other products for his children’s candy and gum
section.
Objections:
1. My needs are already being looked after in the hard candy product category.
2. Unfortunately, we’ve just finalized a new planogram for our confectionery shelves.