Page 102 - Communication in Organizations Basic Skills and Conversation Models

The sales interview 91

The interview of Gerald Glass by the Thames Hotel could show that
providing appropriate dishes and drinks for guests from various countries
is the number one priority.

When salespersons have acquired a good understanding of the needs of customers, they
can summarize what has been discussed and ask whether the customer agrees. It is
important that customers feel their wishes are taken seriously and that salespersons are
helping to find solutions. When customer’s requirements have been clarified,
salespersons should try to raise interest in their product or service. They may do this with
a few well-prepared sentences from which it is clear that their product or service links up
very well with the wishes and needs of the customer. For example, in an interview with
the municipal building committee Gerald Glass says:

‘Gentlemen. I believe that Dinner Ltd has come up with some good
solutions for some of the problems regarding vegetarian and Islamic
guests. This will interest you, Mr. Olivetti, as you do business with so
many guests from Islamic countries.’ Gerald gives an inviting look to the
PR Manager in the hope that he will feel involved, first, because he is
known to do business with people from Islamic countries, and second
because vegetarian and Islamic guests are provided for in Dinner Ltd’s
plan.

During this confronting part of the interview it is important that salespersons can actually
show something. Using presentation folders with pictures or drawings they can try to give
an accurate image of what they have to offer:

For this purpose Dinner Ltd has brought menus, recipes and photographs.
Gerald Glass also has a presentation folder in which he can show the
menus that they have used for catering projects similar to the Thames
Hotel assignment.

Central phase
The interests of customers that have been raised in the orientation phase now need to be
strongly supported. At this stage salespersons can make use of their prepared arguments.
They should show that a number of the customer’s needs and wishes could be fulfilled.
The requirements of the Thames Hotel may be: first, it wants to cater for 1000 guests
at £25 per head; second, it wants the hot dishes prepared in its own kitchens; third, the
reception should appear to be completely catered for by Thames Hotel itself. Gerald
Glass can then argue as follows:

As you can see we can offer a good variety of dishes and beverages for
the price per guest. The combination of hot and cold dishes is such that all
hot dishes can be prepared in the Thames Hotel kitchen. And finally, we
can rent uniforms so all waiters will wear the same dress.