MKT 270 S (PROFESSIONAL SELLING)

ROLE PLAY ASSIGNMENT

NAME & ID : DHARSHINI A/P KUMAR (J15019938)

ALCINDA ANUSHA ARUMUGAM (J16022082)

SUBMISSION DATE : 5th APRIL 2018

B1. Description of the customer

We are in contact with Mr.Alex, General Manager of Midvalley Sdn.Bhd company.

Midvalley is a retailer that provides wide range of consumer electrical products from TV’s to
washing machines. The shop is located in floor 3 of Menara UOA Bangsar, Jalan Bangsar
Utama 1, Taman Bangsa, 59000 Kuala Lumpur. This shop has won excellent awards over the
years for their truthful business and maintaining its high quality with their customers and
suppliers. It has to be noted that they have been kept on increasing their product varieties and
branches over the year.

B2. Road Map and Direction

From Dometic DW 6
No. 165, Jalan SS19/6, 47500, Subang Jaya, Selangor

To Midvalley Sdn Bhd,

3rd Floor, Menara UOA Bangsar,
5, Jalan Bangsar Utama 1, Taman Bangsar, 59000 Kuala Lumpur, Federal
Territory of Kuala Lumpur.

Duration 31 minutes

Distance 17.5 km

Directio 1. Head east on Jalan SS 19/6 toward Jalan SS 19/6H. (650 m)

n 2. Turn left onto Persiaran Tujuan. (550 m)
3. Use the right 2 lanes to merge onto Lebuhraya Baru Pantai/E10 via the
ramp to Jln. Subang Utama/Jln.
Jengka/SS12/SS13/SS14/SS15/SS17/Bdr. Sunway/K.
Lumpur/Bangsar/Seremban (650 m)
4. Merge onto Lebuhraya Baru Pantai/E10 (220 m)
5. Keep right to stay on Lebuhraya Baru Pantai/E10 (10.7 km)
6. Keep left at the fork to stay on Lebuhraya Baru Pantai/E10 (3.3 km)
7. Merge onto Jalan Bangsar (1.2km)
8. Turn left onto Lengkok Abdullah (84 m)
9. Turn left onto Jalan Kemuja (48 m)
10. Continue onto Jalan Bangsar Utama 1. (Destination will be on the left)
B3. Weather

Date :  10th April 2018

Day : Tuesday
C. Sales Call Objectives

We have allocated three sales call objectives that we would want to achieve at the end of the
presentation. We have also make sure that our sales call objectives are specific, measurable,
achievable, realistic and timely.  

1. To make sure that Mr.Alex fully understands the features, advantages and benefits of
this Dometic DW 6.
2. To make sure that Mr.Alex purchase a minimum of 10 Dometic DW 6 thermowithin 1
week of the presentation.
3. To make sure that our company have a good relationship with Midvalley Sdn.Bhd
before, during and after the presentation.

D. Customer profile and planning sheet

Company Name Midvalley Sdn.Bhd.

Company Address Menara UOA Bangsar, Jalan Bangsar Utama 1, Taman Bangsa,
59000, Kuala Lumpur

Business Type Retailer of Electrical Products

Buyer’s Name Mr.Alex

Influencers General Manager

Ideal Time for Buyer During office hours or make an appointment

Receptionist’s Name Mr. James Tan

Buyer’s Personality Thinker style

Type

Buyer’s Needs  Need for making sales in untapped market (profit).

 Need for reselling new product in emerging market.
 Need for running diagnosis for product life cycle
 Need for problem solving cleanliness issue at large
E. Competitive Analysis
Dometic have several competitors as it is a niche product around the world but in
Malaysia, the main brands that is currently competing with Dometic is Electrolux and
Samsung. Both these brands penetrated the Malaysian market before Dometic entered the
market. Later, Dometic took over the market with its product. Electrolux have always
conquered the market with its unique product and the quality they provide, nevertheless
Electrolux products have always been expensive compared to Dometic products.

Table below shows different brands leading in each characteristic.

✓✓✓ - First place / Cheapest

✓✓ - Second place / Expensive

✓ - Third place / Most expensive

CHARACTERISTICS WINE AVANTI DOMETIC

ENTHUSIAST

COOLING SYSTEM ✓✓✓ ✓✓ ✓

ENERGY ✓✓ ✓ ✓✓✓
CONSUMPTION

SMART FEATURES ✓✓✓ ✓✓ ✓

PRICE ✓✓✓ ✓✓ ✓
 As we can see that all three of these models from each brand have similar
characteristics. The cooling system in Dometic is the most expensive more to the other two
brands as it’s a niche product. Avanti comes in second place as it has an average cooling
system and Wine Enthusiast is the last.

Next, for the energy consumption, Avanti leads the line because it saves the most
energy compared to the other two brands. Dometic and Wine Enthusiast consumes more
energy as it runs for longer hours.

Dometic leads the line in smart features which is more premium compared to the
other two brands. Dometic wine cooler is a premium product which has extra special features
which other brands don’t have.

Finally, smart features of a machine would reflect on its price as well. Products that
come with less features always tend to be cheaper compared to the ones that have more
features. In this case, the Dometic DW6 is the most expensive since it is a niche product. The
price of the product is about RM 700-800 whereas for the other two brands the price range is
about RM500-600. Although the pricing range among the three products isn’t large the
Dometic DW6 is still the most expensive wine cooler.
F. Customer benefit plan (FABs)

 1) Features

Our company’s product Dometic DW6 is a thermoelectric drinks refrigerator with an

integrated electronic thermostat and digital temperature display. It is primarily a wine cooler
which is portable and can be used by wine lovers. This product is available in white and
champagne colors and has a weight of 8.5 kilogram. The DW6 is of rectangular shape to
optimize space and its dimensions are Height 415mm x Weight 520 mm x Depth 260 mm.
The wine cooler comes with 3 shelves for optimal storage. The fridge has a transparent door
and a safe magnetic lock. The interior lighting can be switched on/off according to your
personal preferences. It works on a thermoelectric cooling system and can be plugged in to a
240V AC or 12V DC.

 2) Advantages

The Dometic DW6 can be used continuously for long hours. The cooler is light
weight and can be carried away for personal use on picnics, vacations and parties. Besides
wine, the cooler can store other products such as mineral water and soft drinks. The
temperature can be set as low as 16 Degree Celsius below ambient temperature for chilled
wine.  Moreover, the cooler can be used as a food warmer for people going on a vacation.
Customers can enjoy warm food brought from home by heating it up in the cellar.

 3) Benefits

Firstly, this product emits minimal noise compared to other refrigerators such as mini
bars and wine chillers. This is to ensure customers don’t get irritated by the noise and are able
to use it peacefully even in their bedroom. This product isn’t just an ideal product for wine
lovers who enjoys the taste of different wine but, it is also suitable for all walks of life. It is a
low energy appliance that saves cost and, it is of reasonable price compared to other similar
products.
G. Marketing Plan

I. Advertising

The approach to advertising to consider here is focusing on geographical area which

in this sales presentation report is urban area. Following up with that information, we tailor it
to what types of advertising medium that can bring results in getting more interested prospect
for purchase of the wine cellar. Additionally, the core value or purpose of the product is to
cater to people living in urban area due to their hectic lifestyle that they are living. Working
people especially want to indulge into some alone time in their comfortable homes. Getting to
which advertising medium works best for people living in these urban area is using
billboards, television, social media marketing and referrals. Justification for these selected
advertising medium is that people living in urban area are highly connected with the internet
and some people love to use their mobile phones while driving and some while commuting.
They certainly most likely to surf the internet whether it is social media or the internet.
Moreover, the internet-based communications such as WhatsApp makes it easier to refer to
people once they are satisfied with the expectation that these wine cellar can provide efficient
usage with the latest technology features installed built in it.

II. Sales Promotion

Sales promotion that is highly practical here is to organize trade shows or convention
where other businesses will come for an overview of new products in the market that they can
resell to the final consumers. Trade shows are highly practical for it is very easy to visually
convince them resellers to purchase our product in their store for reselling. Another method
for sales promotion include using product demonstration to help elucidate the product feature
and its capabilities to these resellers who are looking for the next product to be in-trend.
Product demonstration can also tackle aspects like product likeability, product convenience,
product reliability and product maintenance. All these accounts towards whether the retailers
are most likely to purchase our product.
H. Business Proposition

The Dometic DW 6 is not cheap. Our company will give free conveyance or
transportation benefit if the purchaser will purchase 10 units and intending to keep working
with us. On the off chance that purchaser wanting to purchase under 10 units of the Dometic
DW 6, he or she should pay the conveyance charge of Rm30-50 relying upon the separation
or area of purchaser's firm. We will charge more for purchasers from East Malaysia (Sabah
and Sarawak) as the separation is far more noteworthy and extraordinary bundling is
expected to guarantee the item conveyed protected and sound.

Next, we are giving purchasers or customers discount if they pay us within 2 weeks, a
rebate up to 15% will be given. In the event if the purchasers didn't pay us before those 2
weeks, the cost they have to pay would be the first cost. For the purchasers that work with us
or purchase from us out of the blue, we will give them free stock or some trade discount out
the type of voucher. We would like to assemble a decent association with customers. In the
event if the customers couldn't pay in time or didn't have that expansive measure of spending
plan, we likewise acknowledge or give instalment arrange for which enables our clients to
pay some piece of the sum each month, up to 6 a year. On the off chance that the purchasers
or clients had a decent association with us and didn't get boycotted by us, we will give higher
measure of money off or rebate to enable them to acquire increasingly while they endeavour
to exchange our items.

If the Dometic DW 6 is found defected, we will provide allowances and accept return
or change of product within the first week, they just need to show us the receipt. We might
not be responsible for the product if opposite party try to claim allowances if the product is at
the hand of buyers for more than a week. Finally, we will be selling our units at RM 2650 per
unit to the resellers and they can sell it from a range of RM 2700 to RM 2900. As said earlier,
if the resellers are in good touch with us, we would be able to lessen their cost to RM 2600.
I. Suggested Order

        For retailers or company that work with us for the first time. We would suggest
Midvalley to buy 10 units or more because they will be entitled for free delivery services and
discounts if they pay within 2 weeks of time. As mentioned, those “first time” customers will
also be given free merchandise or cash rebate to sustain our close partnership. Our customers
don’t need to pay us within 2 weeks of time if they have financial constraint. Our company
doesn’t like to coerce and force the opposite party to pay as soon as possible but we will
provide suitable payment plans that satisfies both party. They can pay us small amount every
month or pay us in full amount after they sold all their products.

J. Visual Aids

1. The product
2. The Brochure
3. The infographic
K. Dialogue

Sales Dharshini and Alcinda

people

Buyer Mr. Alex

Approach

(Dhars) Seller : Good afternoon sir. I’m Dharshini and she’s Alcinda from Dometic DW 6
Company.

Buyer : Good afternoon, Dharshini. Do you want to have a drink before we start?

(Opening with a question and statement)

(Dhars) Seller : Thanks for your offer but we just ate. So, Mr. Alex, you have a well-
designed shop and are selling many varieties of the latest gadgets but you don’t seem to be
selling any thermoelectric drinks refrigerator with an integrated digital temperature display.
Am I right?

Buyer : Absolutely yes. I have TV’s, laptops, mobiles and sound system but not a
thermoelectric drinks refrigerator.

(Dhars) Seller : You need not to worry anymore. We’re here to present about our latest
Dometic DW 6 and confident that not only you will like it, but also your customers too. Shall
we start?

Buyer : Yes, please.

Visual Aids : Product

(Dhars) Seller : So, this latest model is the Dometic DW 6. This latest model was just
released two months ago and is doing really well in the market.
Buyer : Cool, what’s so special about it?

SELL Sequence.

Show the feature

(Alcinda) Seller: So, Mr. Alex

Buyer: Wow. That sounds amazing. I must say that you have a very strong team of engineers.
What’s the difference between your product and Samsung, LG and many more brands out
there?

(Alcinda) Seller: Yes, our amazing engineers have worked for months to produce this
product. Let us move to the advantages of this product.

Explain the advantage // Visual Aids : Brochure

(Alcinda) Seller: So as you can see in the brochure that the first advantage of this The
Dometic DW6 can be used continuously for long hours. The cooler is light weight and can be
carried away for personal use on picnics, vacations and parties. Besides wine, the cooler can
store other products such as mineral water and soft drinks. The temperature can be set as low
as 16 Degree Celsius below ambient temperature for chilled wine.  Moreover, the cooler can
be used as a food warmer for people going on a vacation. Customers can enjoy warm food
brought from home by heating it up in the cellar.

Leads into benefits.

Buyer: Hold on please. Who can use this product?

(Alcinda) Seller : Everybody! This product is also suitable for people who have mobility
issues and ideal for people who have long working hours.At the same time, this product emits
minimal noise compared to other refrigerators such as mini bars and wine chillers. This is to
ensure customers don’t get irritated by the noise and are able to use it peacefully even in their
bedroom. This product isn’t just an ideal product for wine lovers who enjoys the taste of
different wine but, it is also suitable for all walks of life. It is a low energy appliance that
saves cost and, it is of reasonable price compared to other similar products.

Marketing plan.

Buyer : Wow, I never knew that it helps in ?. Alright, if I buy this product, how do I pass the
message to customers and make them buy this product?

(Dhars) Seller : Well, we will take care of it for you. We are actually going out and out in
January 2018 to market this product. We are currently marketing this product through social
media, brochures and posters but in 2018, there will be billboards, television and radio
advertisements and internet marketing. We would also be conducting sales promotion in
various locations around Malaysia to demonstrate to the public on how easy it is to use our
product. Our company would also participate in trade shows to broaden our customer
networks.

Buyer : You guys have incredible minds. How much does 1 unit cost for me and how much
is my selling price?

Business Proposition

(Dhars) Seller : Well, it would be advisable for sir to purchase a minimum of 10 units to
enjoy free transportation costs whereas if sir plan to buy lesser than that, there would be
additional transportation cost. When 10 units are bought, our selling price will be RM 2650
and sir can sell between a range of RM 2700 until RM 2900 to your customers. We would
also be giving free merchandise or some cash rebate in the form of vouchers to our new
customers for the first time like Mid Valley.

Buyer : Is there any discounts for early payments?

(Dharshini) Seller : Definitely, we give our customers 15% discount if they pay their bills
within two weeks or we can arrange a payment plan for 6-12 months based on the scenario.
We know in this competitive world, businesses go through ups and downs so we offer these
type of plans. If end users bought a product from Mr. Alex, and it turns to be defective, we
would exchange the product with the end user directly with free transportation if documents
shown are valid.

Buyer : I really like how your company doesn’t put money first but their customers. I did
have a situation where I owed many suppliers but during that time, my business was low but
most of them came knocking which made me to take loans and pay interests.

Trial Close

(Alcinda) Seller : So Mr Alex, what do you think about our marvelous product. Even you
were shocked when I said the mind-blowing features of this product. Do you want to tell me
your order?

SCENE A - WILL NOT BUY NO MATTER WHAT

Objection category : No need objection.

Buyer : Well, to be honest with you. I’m interested in this product as this is the future but
currently I have many products and I’m afraid that my inventory cost would go up. So I feel I
do not need your product now as I have a container full of Plasma TV coming tomorrow.

Objection technique : Denial

(Alcinda) Seller : But Mr Alex, you have a wide store and I’m really sure that you can
allocate some space for our product. I see you still have the normal refrigerator on your
shelves but that is not the trend today. Consumers would want technology that requires them
use less energy, saves their cost and their golden time.

Objection category : Stalling objection

Buyer : Yes, you are correct but I would need to talk to those suppliers of the traditional
refrigerator if I can return it in order to buy your Dometic DW 6 thermoelectrically
refrigerator. I will need some time to solve this.
(Dharshini) Seller : We will be able to offer you special price if you place your order within
a week.

Buyer : Okay, I will get back to you

Close

(Dharshini)Seller : Alright, Mr Alex. Here is my name card. I hope you will return those old
fashioned products and call this number to place an order very soon.

Buyer : Thank you, Dharshini and Alcinda for this wonderful demonstration.

(Dharshini) Seller : It’s our pleasure sir. Thanks for your precious time.

SCENE B - APPEARS NOT TO WANT TO BUY, BUT DOES BUYS

Objection category : Hidden Objection

Buyer : Uhmmm..I am still not convinced with your product.

Objection technique : Ask a question

(Dharshini) Seller : Well, I do not think that is the reason because you were shocked and
excited when you saw our product’s function and specialities. Tell me, what is really in your
mind?

Objection category : Product Objection & Money Objection

Buyer : I do not know if this product would actually work for my company. I do not want to
take the risks of buying 10 units and end up seeing it in the shelves for months.

Objection technique : Compensation

(Alcinda) Seller : So, you are telling that buying 10 units is too much for the first time? Well,
I think I have a solution for you. Why not we discuss a credit plan with your company and
your company pays us monthly and we will see how it progresses? What do you say?

Buyer : Yes, that would be perfect.

Orders taken

Close

(Alcinda) Seller : Thank you so much for your time and cooperation  Mr Alex. I hope that
you are really impressed with our product. The goods will arrive her in 5 days time and if
there is anything, you can call me directly. Here is my name card. Thanks again for striking a
deal with us.

Buyer : Your welcome. Hope to see this product kick-starts well in my shop.
Appendix
References

 https://www.dometic.com/en/se/products/food-and
beverage/refrigeration/winecellars-and-winecoolers/dometic-dw-6-_-137249
