Hospitality Marketing Chapter 16 Simulation: Personal Selling

Curtis Precision Manufacturing is a manufacturer of products and equipment for finishing metal parts. They have three new product lines that are ready for introduction to the marketplace.

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What sales force structure will you use to sell Curtis anodizing equipment? CHIEF MARKETING OFFICER: Curtis anodizing equipment is sold in different configurations to make different kinds of goods: electronic devices, automotive components, and consumer products. Each configuration requires extensive technical training for the sales force, and support from other departments of Curtis.

Select "OPTION 2 Product sales force structure. Each salesperson sells a different product or service." Click "Next"

Choose the product line that your sales team will sell. After making this selection, you will assemble a sales team that is suited to this product. Keep in mind that there is no wrong answer. (You could choose a different product if you perform this simulation again.)

Select "OPTION 1 A line of industrial anodizing equipment for sealing and coloring titanium, sold in different configurations to about 50 different manufacturing companies." Click "Next"

Now you need to decide how to distribute your sales force.

Select "OPTION 1 Assign all of your salespeople to calling on customers in the field." Click "Next"

You have the option of using team selling, which would mean assembling the Curtis sales team from multiple departments - marketing, engineering, tech support, upper management. These participants would be included in the overall sales representative count. Is it appropriate to use this strategy when selling the product you have selected?

Select "OPTION 1 Use team selling with all clients for this product." Click "Next"

Your annual goal for the sales team is to achieve $42 million in sales of Curtis anodizing equipment. A single salesperson can typically be expected to achieve $8 million in annual sales.

Select "OPTION 2 7 salespeople. You need flexibility in case not all salespeople perform at full capacity." Click "Next"

What is the most compelling reason to use team selling for this product?

Select "OPTION 2 This product is complex and requires a breadth of technical knowledge that no one salesperson is likely to have." FEEDBACK You cited the product's complexity, and the depth of technical knowledge required to sell it, as the main advantage of team selling of Curtis anodizing equipment. This was the best choice, since different departments and salespeople would be able to contribute different expertise. Click "Next"

What additional strategies will you rely on?

Select "OPTION 3 Neither. Rely on face-to-face meetings to build business relationships." FEEDBACK You chose not to use cold calling or web selling as additional selling strategy. This was a good choice because there are limited customers in the market for this type of product and neither would have likely identified customers in the appropriate target market Click "Next"

What is the best reason to use a product sales force structure?

Select "OPTION 3 This sales force structure enables the salesperson to develop a deep understanding of the product they are selling, to improve their ability to sell to customers." FEEDBACK You identified product sales structure as enabling the salesperson to thoroughly understand the product in order to sell it more successfully. This was correct, as product sales structure is based on the product line rather than being location- or customer-based. Click "Next"