Selling and Sales Management Web viewA hurling helmet is placed on the head of every man, woman and...

David Wilson

C00155938

1/20/2014

Selling and Sales Management

David Wilson C00155938

Table of Contents

Table of Contents..................................................................................................................................2

Name of Product...................................................................................................................................3

Use of the product.................................................................................................................................3

Materials used in construction..............................................................................................................4

Company Information...........................................................................................................................5

Prospect information.............................................................................................................................6

Buying Process.......................................................................................................................................7

Decision Making Unit.............................................................................................................................7

Letter of introduction............................................................................................................................8

Competitor Analyses.............................................................................................................................9

FAB Analysis.........................................................................................................................................10

SPIN Questions....................................................................................................................................11

Approaches and selling tactics.............................................................................................................12

Areas where I propose to differentiate my product from the Competitors:........................................12

Objections...........................................................................................................................................13

Close of Sale........................................................................................................................................14

Bibliography.........................................................................................................................................15

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Name of ProductSenior SK109 Helmet

Use of the productA hurling helmet is placed on the head of every man, woman and child who participates in the game of hurling. It is used to protect the players from head and facial injuries that may occur during play or training.

As of January 1 2010, it has been compulsory for every hurler or camogie player to wear a hurling helmet with a full faceguard. The GAA introduced this rule to try to cut down on the number of head and facial injuries that were occurring in the game of hurling as a result of impact with a sliotar or hurley.

Cooper manufacture two types of helmets. The Junior SK100 is recommended for ages 6 – 14 and comes with 6 different adjusting positions. The Senior SK109 is recommended for players aged 15 – adults and also comes with six different adjustment positions.Cooper also provides a helmet repair service where they replace old interior liners in the helmet, re-stitch, replace faceguards and mend cracks in the helmet.

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All hurling helmets have to be IS355 approved before being allowed to be used on a hurling field. This is to show that they are of the safety standard set by the GAA. Both the SK100 and the SK109 have been certified under Cerificate number 3201 (Issue1) in 2006.

Materials used in constructionPolypropylene

Polypropylene is the main material used in the construction of the helmet. The entire frame of the helmet is constructed from polypropylene and has distinct advantages over polyethylene which include its strength, stiffness and higher temperature capability. It is also one of the lightest plastics available on the market which makes it the perfect material for the Cooper helmet.

Stainless steel

The faceguard is made from stainless steel which is highly corrosion resistant and allows the helmet to be used in all kinds of weather. The non-porous surface coupled with the easy cleaning ability of stainless steel makes it an ideal choice of material for the faceguard especially as stainless steel is capable of withstanding high pressure it’s protective qualities of the face area are priceless to the user.

EVA Foam

EVA foam, otherwise known as ethylene vinyl acetate, is a polymer which means it is one of the softest and most flexible foams available on the market. EVA foam has a very high impact and vibration absorption, is weather resistant and is pliable to mould around the player’s chin. EVA foam is the ideal material for the chin piece of the helmet and allows for comfort and fit of each helmet regardless of the shape of the wearer.

EPS foam

The interior liner protects the wearers head by absorbing the remaining force of the impact that was already partially absorbed by the outer frame. The comfort fit interior liner is made from lightweight and highly impact- absorbing EPS foam, otherwise known as polystyrene. It has a natural resistance to moisture which is helpful in preventing mildew forming on the interior of the helmet. The foam shapes around the wearers head which helps provide the perfect fit which the cooper helmet promises to provide.

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Company InformationThe Cooper name was synonymous with Ice Hockey equipment up until the 1960’s, with the most popular product being their Ice Hockey Helmet. Cooper was the first helmet to be worn in the game of hurling over fifty years ago and remains the brand and market leader ever since, with comfort of the helmet being the main reason given for this. It is also remains the only helmet on the market that can be adjusted to provide the perfect fit.

More recently, Cooper have started to produce other products along with their hurling helmets, so much that they are now one of the leading manufacturers of GAA equipment. These items include:

Hurling Helmets Hurleys Sliotars Hurling Grips Footballs Baseball caps Hoodies Snakeskins Rugby balls Football gloves Field markers Training bibs Training ladder

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Prospect information

Heatons was established 67 years ago and has now become one of the largest groups of department stores in Ireland. Heatons has 53 stores located all around Ireland. More recently new Heatons stores have been built with an accommodating Sportsworld attached to the building. Sportsworld is one of Ireland’s fastest growing sports stores with over 26 branches throughout Ireland. Sportsworld is dedicated to offering the biggest brands at the lowest prices. Recently they have set up an online shop which allows customers to buy their product ranges on the internet.

Sportsworld like to think they provide high quality sporting gear at the lowest prices and that they are the one stop shop for all your sporting needs.

The product range of Sportsworld includes: GAA Golf Cycling Badminton Tennis Swimming Squash Soccer Rugby Fitness and Running Etc.

It is their wide range of sporting gear at such competitive prices that has led to Sportsworld becoming one of the leading sports retailers in Ireland.

Buying Process

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Sportsworld’s buying process begins with Sportsworld deciding to add to a new product to their very broad range of sporting equipment. A decision would be made by the DMU on which company to choose and a meeting would be arranged by the senior buying controller, Kevin Race. He relays the information received to the rest of the decision making unit and they decide if the company produces products relevant to their store and at the right price and quality. Sportsworld only purchase high quality products that they can provide to their customers at competitive prices because they have built their brand around providing the biggest brands at the lowest prices.

Decision Making Unit

Letter of introductionCooper Leisure

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Decision Making

Unit

John O’Neill

(Managing director)

Vivian Bushill

(Marketing manager)

Kevin Race (Senior buying

controller)

Colm Nagle (Chief

Financial Officer)


1 Poolboy Industrial EstateBallinasloeCo. Galway

Tel: +353 (0)87 2369665www.CooperLeisure.ie

Mr. RaceSports World Head OfficeHeaton HouseIDA Business ParkWhitestownTallaghtDublin 24

Dear Mr. Race,I am writing to you on behalf of Cooper Leisure to introduce you to our unique Cooper hurling helmets. Our range of helmets includes the junior SK100 and the senior SK109. They are both available in a range of different colours including black, yellow, blue, red, green, etc. They are both IS355 approved. For the purpose of this letter I want to direct your attention to our senior SK109. The SK109 is recommended for hurlers aged fifteen and upwards. We believe each helmet we produce should be of ‘the perfect fit’ for each hurler or camogie player who uses the SK109. This is why our helmet has six different adjustment positions. Our helmets are made from polypropylene, which means they are the strongest and lightest helmets available on the market. It is because of this that the Cooper helmet is seen as ‘the no.1 helmet in hurling’. As your company is one of the largest stockists of GAA equipment and already have a wide range of hurling helmets in your stores, we feel your company is targeting the correct market for our product and would be the best store to sell the SK109 in. As a result of this I have decided to contact your company to arrange a sales meeting.

Apart from offering hurling helmets of the best quality and highest safety standard, Cooper Leisure also provides a range of different sporting equipment including hurleys, sliotars, footballs, snakeskins, gloves and rugby balls. These are just a selection from a long list. We also repair broken Cooper helmets. This includes replacing a faceguard, replacing interior padding or re-stitching.

I would appreciate the opportunity to meet with you and show you the senior SK109 in person. The meeting would take approximately 15 minutes of your time and I would travel to a location of your choice. If you are interested you can contact me personally on +353 (0)81 1234567 or contact our head office in Ballinasloe, Co. Galway. Thank you for taking the time to read my letter and I am looking forward to speaking to you.

Yours sincerelyDavid WilsonSales divisionCooper Leisure

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http://www.CooperLeisure.ie/


Price €95 €75 €80 €50

IS355 Approved Yes Yes Yes Yes

Replaceable interior liner

Interior old foam padding is removed and replaced

Interior liner is only replaceable on newer model

helmets

Patented removable washable liner Interior liner is not removable

Returns and Exchanges

Refund on products that have been returned within

30 days of sale

Refund on products that have been returned within 14 days

of sale

Refund on products that have been returned within

14 days of sale once the product hasn’t been

modified

Will refund or replace products after been viewed

by a member of staff to see if the helmet is faulty

Helmets Repair service

Repair all Cooper helmets. Replace interior liner, Re-stitch, replace faceguard,

earpieces, chin straps

Replace the interior liner only on new model Mycro helmets

Can replace faceguard and interior liner

Don’t currently have a repair service

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Competitor Analyses

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FAB Analysis

Feature Advantage Benefit

1 Removable interior linerAble to replace once it is overused and becomes

dirty and mouldy.

As any hurler knows, it is almost impossible to keep the interior liner of a hurling helmet clean. The buildup of dirt and sweat leads to the formation of mould. Up to recently when this occurred, hurlers/camogie players would have to replace their helmet, but with a Cooper helmet all they have to do is purchase a replacement interior liner. It is easily removed and replaced.

2 Six adjusting positions The perfect fitWith older helmets the only way of adjusting the fit of the helmet was by extending or shortening the position of the chin straps. With a Cooper helmet the overall shape can be adjusted into six different positions to give the individual the perfect fitting helmet.

3 Double closure straps Very secure on players headUnlike other helmets, the SK109 has a double closure strap. This makes the helmet a lot more secure on the head and makes it a lot less lightly to become undone during the physicality of matches

4 Cooper moulded chin piece

Elimates the movement of the helmet during use

As any hurler/camogie player knows, with older helmets the chin piece has always been a problem as it is less durable and comes away from the frame with wear. This causes the helmets to move around on the head, however with the cooper designed moulded chin piece, the foam used in the chin piece is stronger and more durable, this ensures that the helmet remains tightly secured on the head even after numerous wears.

5 Wide range of colours Different people have different taste

The range of seven colours available are incorporated in every county’s colours. This gives the players the choice of matching their helmet with their jersey if they so wish. They also have the option of requesting split colours if so desired.

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SPIN QuestionsSituational Questions

Would you get many people entering your store looking for hurling helmets?

In your opinion is their choice of helmet determined on price or quality?

Do the other brands of helmets you stock offer additional extras with a purchase?

What is the ratio of men to women when purchasing hurling helmets?

When is the busiest time of year for the sales of hurling helmets?

Problem Identification Questions

Do you have many customers returning helmets that are faulty or not up to standard?

Do customers have problems finding a helmet that fits them correctly?

Do many customers request specific colours?

Implication Questions

Are you concerned that providing a bad quality hurling helmet would stop customers

from returning to buy other GAA equipment?

Are you concerned that providing a higher quality helmet and an instantly recognisable

brand name would reduce the sale of stock you already have in store?

Do you find many customers going elsewhere to purchase their helmets after viewing

your range?

Do increased costs concern you when deciding to stock a new product?

Identification Questions

Would it help the sales of your GAA equipment by putting a big brand name on your

shelves?

Would it help customer satisfaction and increase the sales of your other GAA

equipment?

What benefits would you receive by adding another brand of helmet

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Approaches and selling tacticsSoft sell

A soft sell is designed to avoid angering potential customers and pushing them away. Instead of putting psychological pressure on the potential customer, the salesperson instead finds passive ways to show them they have the product they need. Just as with the hard sell, the soft sell requires a certain amount of passion and energy in order to maintain the customer’s attention. The soft sell is often used by sales people targeting key accounts were it is vital to build a good relationship with customers so repeat purchase will take place.

Customer Benefit

The customer benefit approach is designed to meet the customer’s needs or when the customer has a desire to change or improve. The salespersons job is to find and confirm the need of the customer and then to explain how his product is the answer. This approach is carried out by the salesperson firstly conducting pre-meeting research and then by asking questions and listening attentively to the customer.

Technical sell

The technical sell approach is effective when used on the right kind of customer. It is used when a customer wants to be on the cutting edge of technology and isn’t worried about the price but wants to ensure the product will enhance his business. The salesperson will talk technical and will explain how the product will make profits for the customer.

Areas where I propose to differentiate my product from the Competitors:

The perfect fit: The Cooper helmet has six adjustment positions so the individual can shape the helmet so they can have a perfect fitting helmet. It still remains the only helmet on the market that can adjust the overall shape of the helmet.

Removable interior liner: Being able to remove the comfort interior liner allows the individual to replace the interior liner once it has become over used.

Cooper moulded chin piece: The chin piece is made from EVA foam which means it is the softest and most flexible it can be. It also moulds around the shape of the individuals chin which helps prevent movement of the helmet during a match or training.

ObjectionsGuide

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Mr. Race: It seems like a good product, but why have I not seen you here before?

David: We feel it is time for us to target a wider audience as our brand name has now grown and with the superiority of our newly designed helmet, once it has been showcased it will be bought in preference to competing products.

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Yes, but

Mr. Race: Why is the Cooper helmet considerably more expensive than its rivals?

David: Yes, however it is more expensive because of the quality and safety aspects of the helmet. The safety aspects of the product include a double chin strap, a Cooper moulded chin piece and the overall shape can be adjusted to fit any head. It is also made from polypropylene which makes it one of the most durable helmets available.

------------------------------------------------------------------------------------------------------------------------------- Question the objection

Mr. Race: I think we currently have enough helmets in stock in our store.

David: How are sales of your other GAA equipment in general?

Mr. Race: Overall they are OK, they are balancing.

David: Well if you stock our helmet, people will start to associate Sportsworld with high quality equipment and this will improve the overall sales of your GAA equipment.

Mr. Race: Would you mind if I displayed a couple of your helmets in our store for a few weeks to get some feedback from customers?

David: Yes, that’s no problem. I can have them here in a couple of days and I can return to talk to you again in a few weeks.

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Acknowledge

Mr. Race: In the past we have had trouble with customers complaining when helmets break and they have to constantly replace them.

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David: I agree that customer satisfaction is vital but on the off chance that one of our helmets does break, we have a repair service available which allows the customer to return the helmet to us and we will fix it for a relatively small cost depending on the amount of damage done.

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Deny

Mr. Race: I expect that the shape of the helmet using the six adjustment positions will be hard to adjust.

David: No not at all. The SK109 is very user friendly and has been designed so that it can be easily and quickly adjusted.

Close of SaleAsk for the order

After the salesperson has completed their pitch, the easiest way of closing a sale is simply asking “are you willing to place an order?” It is important that the sales person remains silent after asking the question and allows the customer to respond.

Example response: “It is still early days as the decision about whether or not we are going to stock your product in our stores is not entirely up to me, I have to meet back with the DMU”.

Concession close

The concession close is used as a final resort by the salesperson when trying to seal the sale. It usually involves the salesperson offering the customer something for free such as buy 20 and get 1 free.

Example response: “That offer is very tempting, I will certainly mention it to my colleagues and we will be in touch”.

Action Agreement:

In some situations it is inappropriate to attempt to close the sale and to do so might only annoy the customer. In these situations it is common practice for the salesperson to offer the customer a trial period with the product. This allows the customer to gain confidence in the product.

Example response: “Yes that would be great”.

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Cooper.ie. 2013. Cooper Hurling Helmets • Sliotars • Leisurewear • Hurleys. [online]

Available at: http://www.cooper.ie/about.htm [Accessed: 14 Nov 2013].

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