Introduction
In this essay, I will be exploring and discussing how Bayliner Company may use technology at different stages of the sales process for their new venture of customized boats. I will list each of the six stages with a brief description as well as the technological method I would propose using when entering this “high price- high profit” area. I will also explain in detail how each of the technological methods will work for this new venture as we go through each stage.
Bayliner: Stages of the Selling Process
The first stage in the selling process is, prospecting new customers. Prospecting for new customers is a very challenging, but a very crucial part of the selling process. This requires narrowing down the target market and identifying prospects within the target segment. Social media would be a great technological method to use for reaching the target market of this product. Social media platforms provide increased exposure and traffic, making it easier to prospect new customers (Johnston & Marshall, 2013). One of the ways Bayliner can find their segment within the market, is by advertising this product on social media with special prices and limited time promotions.
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The second stage of the selling process is, opening the relationship. This stage consists of determining who within the organization will instigate the purchase process, determining who will eventually purchase the product, and obtaining the information requiredfor the prospectsto be eligible as valuable potential customers (Johnston & Marshall, 2013). For this stage, I would suggest that Bayliner implement a companywide policy of team selling specifically designed for the customized boats. Assigning a team to this task would accomplish opening the relationship with new customers.
The third stage of selling is, qualifying the prospect. In order for a prospect to qualify as a potential customer, they must meet certain criteria. This is meant to help sales representatives save time for customers that are more likely to buy. The qualifying criteria would mean affirming three questions: Do they need it? Can I make them aware of that need so they will buy? Will the sale be profitable? (Johnston & Marshall, 2013). Bayliner should use an excel spreadsheet to assist with assess customer value. This would allow them to evaluate many prospects simultaneously and with ease. Excel software programs would be able to quantify the qualifying characteristics, leaving Bayliner with the highest qualifying prospects in which to sell. It would save a lot of time!
The fourth stage of the selling process is, presenting the sales message. This stage is the core of the selling process. The salesperson must present information about a product or service and attempt to persuade the prospect to become a customer (Johnston &Marshall, 2013). I would propose demonstrating the ordering process of the product through PowerPoint presentation with the aid of interactive videos of product functions and features from the company website. Also sending emails to customers keeping them informed of the progress during the manufacturing of the product could be of value.
The fifth stage of the selling process is, closing the sale.
The sixth stage of the selling process is, servicing the account.
Conclusion
My technological suggestions to assist with Bayliner’s sale of customized boats throughout each of the six stages of the selling process are: Social media to reach new prospects, companywide team selling policy to open relationships, Excel spreadsheets to effectively and efficiently qualify prospects, PowerPoint presentations to demonstrate the product when giving the sales pitch, when closing the sale, and Customer Relationship Management for servicing the account.
References
Johnston, M. W., & Marshall, G. W. (2013). Sales force management: Leadership, innovation, technology . Routledge.
