Question

SRC Refrigeration Company manufactures and sells refrigerator display units for flowers. Ronald, a salesperson for the company, is calling on a large supermarket chain in an attempt to provide a demonstration of SRC's new product which "bathes flowers in generous humidity and uniform air temperature." One of Ronald's sales call objectives is to replace all refrigeration units in the 235-store chain with SRC units. This sales call objective is most likely an example of a(n) _____ call objective in this scenario.

A) Product Knowledge call objective
B) Competitive Analysis call objective
C) Product Presentation call objective
D) Strategic Account Management call objective

Answer 1

Ronald's objective to replace all refrigeration units with SRC units in the store chain is a Strategic Account Management call objective, aimed at fostering long-term relationships and meeting wide-ranging client needs.

Step-by-step explanation:

Ronald's goal of persuading a supermarket chain to replace all their refrigeration units with SRC's new ones aligns with a Strategic Account Management (SAM) call objective. In the realm of sales, SAM aims at fostering enduring relationships with key customers and accounts. Instead of merely pitching a product, this approach concentrates on understanding and addressing the overarching needs of the client. Ronald's objective involves a comprehensive solution—replacing all existing units across a 235-store chain—which requires strategic thinking, collaboration, and a focus on long-term partnerships.

This approach not only involves selling a product but also emphasizes the broader value and tailored solutions that SRC Refrigeration Company can provide to meet the client's specific requirements. The goal transcends a simple transaction, reflecting a strategic and relationship-oriented approach to account management in the sales process.