School of Business

Department of Marketing

Assignment 1 (A)- AK

Spring 2019 - 2020

BMKT 456-Sales Management

LA Roche-Posay's Selling Division Strategy and Training

Since 1905, an exclusive water has been used at the La Roche-Posay Thermal Center,
Europe’s leading Center of Thermal Dermatology, with over 7,500 patients visiting each
year to experience the properties of the water. Recommended by 90,000 dermatologists
worldwide, La Roche-Posay skincare is formulated with high efficacy and safety
standards in a full range of products to address skin needs, even sensitive skin. La Roche-
Posay is considered as a high-end skin care brand that is only sold in dermatology sales
stores and pharmacies.

The brand is now emphasizing on expansions throughout the area. So Karl, the Marketing
Manager, is going to set the strategy of the entire department including the personal
selling tactics. Karl is pressured to think of two major elements. The first one is that his
department should focus on information giving, problem solving, and negotiation versus
manipulation. The second one is that the quality of the products is very high, therefore the
price of the products is high

Consequently, to implement the desired expansion strategy in the personal selling

department, Karl is hiring new sales personnel and he is focusing on their non-verbal
training, he listed several of does and don’ts and asked the potential new employees to
categorize them:

 Wrinkling the nose

 Furrowing the brow
 Smiling
 Raised eyebrows
 Looking back to your customer's face and at your product
 The smile is closed, firm hands
 Hands folded to the chest or near the face
 Open arms, nodding the head
 Dismissive hand gestures
  Standing upright and inclining the body forward

So after the hiring process, Liyana was appointed as part of the team made of very well
chosen sales personnel. When meeting with her first prospect Marie, Liyana started to
notice that Marie is very shy yet friendly, she likes to talk about personal issues and
hesitant to make decisions, she intends to have a low profile and cooperative at the same
time, she makes informal talks and does not take control of the situation.

Question 1:

Do you advise Karl to rely on Transactional or Consultative Selling? Elaborate relying

on La Roche Posay conditions. 30 pts

Evolution of Consultative selling P 32-33 Ch2 L2

Sales person relying on the transactional method of selling would be more likely to
emphasize his/her “close ratio” and discuss how he/she does not need to spend much
time getting to know customers and understand their business because most purchase
decisions come down to lowest cost and the ability of the salesperson to convince
consumers to buy. However, a sales person who relies on the consultative method of
selling will be very interested in getting to know his/her customers and their business
and become problem solvers. This “consultative sales person” will discuss the
importance of spending a considerable amount of time up-front to gain an
understanding of the buyer’s needs and then using this understanding to communicate
a solution that is better than what the buyer would have developed on his/her own. For
LA Roche Posay sales expansion Karl should focus on using a consultative selling
approach. La Roche Posay sells a high-quality product most likely at a premium price
and should focus on information giving, problem solving, and negotiation versus
manipulation

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Question 2:
Fill in the blanks of do’s and don’t’s of non-verbal communication. 20 pts
Verbal and nonverbal strategies that add value to your relationships. P57-62 Ch3
Do’s Don’ts

 Smiling  Wrinkling the nose

 Raised eyebrows  Furrowing the brow

 Looking back to your customer's  The smile is closed, firm ands

face and at your product
 Open arms, nodding the head
 Standing upright and inclining
the body forward
 Hands folded to the chest or near
the face
 Dismissive hand gestures

Question 3

Relying on the communication style model answer the followings:

A. What is the communication style of Marie? 5 pts
B. Where does Marie's communication style stand on the Dominance and
Sociability continuum (High-Low) 10 pts
C. What are Marie's characteristics that helped you answer part A 5 pts
D. State for each of Marie's characteristic if it is referred to Dominance of
Sociability 15 pts
E. Tell Liyana how to deal with Marie by providing her with tips on how to sell to
people like Marie 15 pts

Chapter 4
A. Supportive
B. High Sociability and Low Dominance
C. very shy yet friendly, she likes to talk about personal issues and hesitant to make
decisions, she intends to have a low profile and cooperative at the same time, she
makes informal talks and does not take control of the situation.
D. Sociability: friendly, talks about personal issues, cooperative and informal talks
Dominance: hesitant to make decisions, low profile and does not take control
 E.
 Listen carefully to personal opinions and feelings.
 Study the prospect’s feelings and emotional needs, as well as his technical and
business needs. Supportive individuals like to conduct business with sales
personnel who are professional but friendly.
 Provide personal assurances and support for the person’s views.
 Avoid disagreeing too assertively if you differ. Supportive people dislike
interpersonal conflict.
 Be patient and give the prospect time to comprehend your proposal.

Do’s
• Smiling •
• Raised eyebrows •
• Looking back to your customer's face and at your product •
• Open arms, nodding the head •
• Standing upright and inclining the body forward

Don’ts

Wrinkling the nose

Furrowing the brow

Hands folded to the chest or near the face

Dismissive hand gestures

The smile is closed, firm ands