14 Aug Reality Selling Case Problem: Selling New Products at Steelcase Many of the mos

Reality Selling Case Problem: Selling New Products at
Steelcase

Many of the most profitable companies have discovered that
there are riches in market niches. They have developed products and services
that meet the needs of a well-defined or newly created market. Steelcase
Incorporated, a leading source of information and expertise on work
effectiveness, has been working hard to develop products that meet the needs of
people who do most of their work in an office environment. The companys motto
is the office environment company. One of its newest products is the Think
chair. Steelcase also developed the Personal Harbor Workspaces, a
self-contained, fully equipped, and totally private podlike workstation.
Steelcase sales literature describes the product as ideal for companies that
are tired of waiting for the future:
.MARLOCALS~1Tempmsohtml18clip_image002.jpg”>
They were developed to
support the individual within a highly collaborative team environment, and they
work best when clustered around common work areas equipped with mobile tables,
carts, benches, screens, and other Steelcase Activity Products. These commons
are meant to be flexible spaces that enhance communication and facilitate
interaction.

Steelcase realized that selling this advanced product would
not be easy, so a decision was made to develop an advanced sales team to
presell the Personal
Harbor before its major
introduction. Once the team started making sales calls, it became evident that
a traditional product-oriented sales presentation would not work. The Personal Harbor was a departure from conventional
office design, so many customers were perplexed. Sue Sacks, a team member,
said, People acted like we had fallen from Mars. Team members soon realized
that, to explain the features and benefits of the product, they had to begin
studying new organizational developments such as team-oriented workforces and
corporate reengineering. The advanced sales team was renamed the advanced
solutions team. Sales calls put more emphasis on learning about the customers
problems and identification of possible solutions. Members of the team viewed
themselves as consultants who were in a position to discuss solutions to
complex business problems.

The consultative approach soon began to pay off in sales.
One customer, a hospital, was preparing to build a new office building and
needed workstations for 400 employees. The hospital had formed a committee to
make decisions concerning the purchase of office equipment. After an initial
meeting between the Steelcase sales team and the hospital committee, a visit to
Steelcase headquarters in Grand Rapids,
Michigan, was arranged. The
hospital committee members were able to tour the plant and meet with selected
Steelcase experts. With knowledge of the hospitals goals and directions, Sue
Sacks was able to arrange meetings with Steelcase technical personnel who could
answer specific questions. The hospital ultimately placed an order worth more
than a million dollars.
ASSIGNMENT:
Your assignment is to write an effective sales letter to your instructor,
who is the senior purchasing agent for DeVry Group. The goal of your letter is
to get your instructor’s attention and create the desire to meet with you. The
primary objective is to gain a face-to-face or phone meeting to begin building
rapport and needs discovery. Assume that you have never visited one of the
physical campuses yet; however, you understand how the academic environment is
set up. You also know that the DeVry Group is very student-centric and focuses
most of the resources to meet the needs of the students.
Review the Case Study details to gain details on the features of the
Personal Harbor Workspace. You may need to do some additional pre-planning
research on your prospective customer in order to determine what benefits the
buyer may be looking for. In your sales letter, you should address the
features, advantages, and benefits of the Personal Harbor Workspaces and Think
Chairs created by Steelcase; however, these must be things that would be of
interest or importance to the buyer. For example, if the chair comes in
different colors, but you do not think the buyer would see a benefit in this,
then you would not mention it in the letter.
You have a limit of one-page for this letter and you must complete your
objective. This means you need to choose your words carefully; be clear,
complete, and succinct. Remember, you are not selling the product at this time.
You are simply introducing the idea and seeking an in-person or phone meeting.
You must use one-inch margins, single-space, and proper spaces between elements
of the letter. You will include any enclosures you wish as attachments to the
letter. Enclosures do not count against your one-page limit for the letter. We
will NOT have a work cited page for the letter as all content should be your
own original work. Enclosures, if not original, should have correct APA
citations included on them.
Guidelines
You are a sales representative for SteelCase. You are part of the advance
sales team responsible for selling your firm’s line of the newest innovations,
including the Think Chair and the Personal Harbor Workspace. Read the Reality
Selling Case Study above to gain some insights regarding your team and the
products you represent. You and your team have already successfully secured a
purchase from the local hospital. As a recent DeVry University
graduate and Esteemed Alum, you feel that the Personal Harbor Workspace would
be of value to the various DeVry Group campuses.
Objectives
Your sales letter should contain the following, in order.
Letterhead or Senders
AddressDateAddress of your BuyerSalutationBody of the LetterComplimentary CloseTyped Name and Handwritten
Signature of the SenderNotation of Enclosures (if
any)
For this assignment, typing your name and adding a typed written font
similar to a signature is acceptable. Otherwise, you can digitally sign your
letter or physically sign it and upload the scanned copy. Reality Selling Case Problem: Selling New Products at
SteelcaseMany of the most profitable companies have discovered that
there are riches in market niches. They have developed products and services
that meet the needs of a well-defined or newly created market. Steelcase
Incorporated, a leading source of information and expertise on work
effectiveness, has been working hard to develop products that meet the needs of
people who do most of their work in an office environment. The companys motto
is the office environment company. One of its newest products is the Think
chair. Steelcase also developed the Personal Harbor Workspaces, a
self-contained, fully equipped, and totally private podlike workstation.
Steelcase sales literature describes the product as ideal for companies that
are tired of waiting for the future:.MARLOCALS~1Tempmsohtml18clip_image002.jpg”>They were developed to
support the individual within a highly collaborative team environment, and they
work best when clustered around common work areas equipped with mobile tables,
carts, benches, screens, and other Steelcase Activity Products. These commons
are meant to be flexible spaces that enhance communication and facilitate
interaction.Steelcase realized that selling this advanced product would
not be easy, so a decision was made to develop an advanced sales team to
presell the Personal
Harbor before its major
introduction. Once the team started making sales calls, it became evident that
a traditional product-oriented sales presentation would not work. The Personal Harbor was a departure from conventional
office design, so many customers were perplexed. Sue Sacks, a team member,
said, People acted like we had fallen from Mars. Team members soon realized
that, to explain the features and benefits of the product, they had to begin
studying new organizational developments such as team-oriented workforces and
corporate reengineering. The advanced sales team was renamed the advanced
solutions team. Sales calls put more emphasis on learning about the customers
problems and identification of possible solutions. Members of the team viewed
themselves as consultants who were in a position to discuss solutions to
complex business problems.The consultative approach soon began to pay off in sales.
One customer, a hospital, was preparing to build a new office building and
needed workstations for 400 employees. The hospital had formed a committee to
make decisions concerning the purchase of office equipment. After an initial
meeting between the Steelcase sales team and the hospital committee, a visit to
Steelcase headquarters in Grand Rapids,
Michigan, was arranged. The
hospital committee members were able to tour the plant and meet with selected
Steelcase experts. With knowledge of the hospitals goals and directions, Sue
Sacks was able to arrange meetings with Steelcase technical personnel who could
answer specific questions. The hospital ultimately placed an order worth more
than a million dollars.Your assignment is to write an effective sales letter to your instructor,
who is the senior purchasing agent for DeVry Group. The goal of your letter is
to get your instructor’s attention and create the desire to meet with you. The
primary objective is to gain a face-to-face or phone meeting to begin building
rapport and needs discovery. Assume that you have never visited one of the
physical campuses yet; however, you understand how the academic environment is
set up. You also know that the DeVry Group is very student-centric and focuses
most of the resources to meet the needs of the students.Review the Case Study details to gain details on the features of the
Personal Harbor Workspace. You may need to do some additional pre-planning
research on your prospective customer in order to determine what benefits the
buyer may be looking for. In your sales letter, you should address the
features, advantages, and benefits of the Personal Harbor Workspaces and Think
Chairs created by Steelcase; however, these must be things that would be of
interest or importance to the buyer. For example, if the chair comes in
different colors, but you do not think the buyer would see a benefit in this,
then you would not mention it in the letter.You have a limit of one-page for this letter and you must complete your
objective. This means you need to choose your words carefully; be clear,
complete, and succinct. Remember, you are not selling the product at this time.
You are simply introducing the idea and seeking an in-person or phone meeting.
You must use one-inch margins, single-space, and proper spaces between elements
of the letter. You will include any enclosures you wish as attachments to the
letter. Enclosures do not count against your one-page limit for the letter. We
will NOT have a work cited page for the letter as all content should be your
own original work. Enclosures, if not original, should have correct APA
citations included on them.GuidelinesYou are a sales representative for SteelCase. You are part of the advance
sales team responsible for selling your firm’s line of the newest innovations,
including the Think Chair and the Personal Harbor Workspace. Read the Reality
Selling Case Study above to gain some insights regarding your team and the
products you represent. You and your team have already successfully secured a
purchase from the local hospital. As a recent DeVry University
graduate and Esteemed Alum, you feel that the Personal Harbor Workspace would
be of value to the various DeVry Group campuses. Your sales letter should contain the following, in order.For this assignment, typing your name and adding a typed written font
similar to a signature is acceptable. Otherwise, you can digitally sign your
letter or physically sign it and upload the scanned copy.

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