MRKT 452 Lecture Notes - Lecture 14: Sales Process Engineering, Air Canada, Social Proof
11 Jun 2018
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Document Summary
Important = e. g. boeing and bombardier for air canada. Producers have more control on the distribution channel as there are less steps in the process. More people are involved in the decision process. Having a history of good interactions reduces risks. Sticker price may be high, total price is lower. Known for advanced technology and superior after-sales service. High price = need to demonstrate roi using data. Total cost of ownership rather than sticker price. Highly unique concessions on price/services vs. other customers. Demonstrate technological superiority = test data, factory visit, letters from other radiologists. Anticipate his questions = rather than react to them. Educate him about desirable product features = specs sheet. Ask him which features are more important for his hospital. Ask mediquip product specialist to contact dr. rufer to discuss product features. Seems to have less power in the process. Need to identify which member is more powerful. Need to visit = to determine decision criteria.
