SALES PRESENTATION ANALYSIS

MICROSOFT WINDOWS 7 SOFTWARE PACKAGE AT MICOROSFT STORE, STAPLES, AND BEST BUY

Submitted by

Diana KrasnovaLos Angeles City CollegePrinciples of Selling (811)

November 27, 2012

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SALES PRESENTATION ANALYSIS

MICROSOFT WINDOWS 7 SOFTWARE PACKAGE AT MICOROSFT STORE, STAPLES, AND BEST BUY

The purpose of this project is to show my knowledge of the selling techniques

such as approaches to the customers, meeting the objections, and closing techniques.

For my product, I have chosen Microsoft Windows 7 software package. This package

includes the software only that comes in the box and need installation. These packages

sell in the several types of stores. First of all, they sell in the Microsoft Store,

Microsoft.com, Staples and Best Buy.

Microsoft Stores are relatively new. Before, if a person wanted to purchase the

software, he or she would typically go directly to Staples or Best Buy. Microsoft stores

are specialty stores. They sell Microsoft related products only. Such products include:

tablets, computers that have Microsoft software, computer accessories, X-Box and X-

Box accessories. Also, there is a wide variety of the different software packages.

These programs designed to accommodate every person’s needs. They include:

Microsoft office software, games, financial software, educational packages, and utility

packages for computer professionals. The software packages are located behind the

glass on the display rack space. MicrosoftStore.com is an extension to the Microsoft

store. Just like the stores, the website carries a large variety of non-competing

merchandise. This includes larger inventory of items found in the Microsoft stores and a

wide selection of the additional items.

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Staples is an office supply store. They sell stationary, office furniture, office

supplies, computers, computer accessories, calculators, cell phones, bulk media such

as clean CDs, DVDs, Flash Drives, and portable hard drives. Some of the products are

competing and some are not.

Best Buy is traditional electronics stores. They carry a wide assortment of

products ranging from large and small household appliances, office equipment, to

entertainment media such as CDs, and DVDs. They also have a computer department

where they sell computers and software. Most of the items sold in the computer

department and the store are competing products as well. These products come from

competing manufacturers, and serve similar purpose. They also have a very small shelf

space allocated for the software.

For my assignment, I decided to visit all the stores. I asked my brother, Boris

Krasnov, to accompany me to the store. When we visited both Microsoft stores, he was

dressed in Coca Cola T-shirt, Disney Cars 2 baseball hat, blue jacket, prescription

glasses, jeans, and tennis shoes. He carried my messenger bag with his laptop. I was

dressed in blue sweater, greenish-blue jacket, jeans and flats. I carried black and white

purse.

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DIALOGUE 1

Microsoft Store kiosk at Glendale Galleria

Date: November 16th Enter time: 1:55 pm. Approach time: 1:57pmLeave time: 2:07 pm

Jason:

How may I help you?

Diana Krasnova:

My brother and I are looking to purchase Microsoft Windows 7 software package.

Jason:

I am sorry, but as you can see, we carry only Windows 8 Pro and basic Windows 8 upgrade version only.

Boris Krasnov:

Tell me more about it.

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Jason:

Microsoft Windows 8 is the best software ever. (Walked us toward the nearest computer.) They are compatible both with Windows Vista and Windows 7 versions. However, there are a lot of additional benefits to the program. First of all, it loads faster and there is no start button. Second, you will not lose your Windows 7 files after the transfer. Third, it works with both 32 and 64 bit programs. Also, it shuts down faster. Moreover, just like a smartphone, it has a touch screen and comes with a wide selection of preloaded apps. Additional apps can be purchased at the Mircorosoftstore.com. In addition, it comes with full version of Microsoft Office documents. Can I see your notebook, please? (Looked at my brother’s computer) I see you have Lakers computer cover skin… I am a fan of Lakers as well. By the way, our full Pro version is the most optimal software for the notebooks. (Looked at me) Do you have a computer as well?

Diana Krasnova:

I have a desktop computer at home.

Jason:

(Flashed a wide smile) Our Windows 8 Pro full version a two-computer license version. This means that you can use the same package for both the notebook and desktop. (Looked at my jacket and reached for the nearest software box with a green picture.)

Diana Krasnova:

(Looked down at the picture) How did you know that green is my favorite color?

Jason:

A lucky guess. By the way, we are having a special limited time promotion. If you purchase our full Windows 8 today, I will give you a discount, and it will cost you only $69.99. We do have a upgrade version that we sell at Microsoftstore.com for $39.99, but I would not recommend you buying it.

Diana Krasnova:

What about the Windows 7 version?

Jason:

We sell it online only due to the limited space in our kiosk. It costs over a $100.

Diana Krasnova:

(I opened my purse and reached for the wallet) Are you associated with a shopping network called Memolink.com? They give me points for purchasing products through their website and with their in-store partners.

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Jason:

No we are not, but I can talk to my manager about it. Please, give us couple of days to fix this problem.

Diana Krasnova:

(I closed my purse) I will come back next weekend. (My brother and I headed for the exit)

ANALYSIS

The Approach

During his presentation, Jason used a combination of shock, curiosity and

benefits approach. He shocked me and my brother by saying that the product I was

looking for is unavailable. He also shocked me buy quoting the online price of Windows

7, even though logically the outdated software should be cheaper. He made my brother

and me curious about new product by saying that “Windows 8 is the best software

ever.” The used the benefits approach to describe all the features of the product.

Using Questions

Jason used primary close-end questions. Also, he asked very few questions,

providing answers to the questions we might have before we had a chance to open our

mouths.

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Benefit Selling

Feature Advantage Benefit

Speed of Windows 8 Starts and shutdowns faster You wait less

Compatibility Works with Windows Vista

and 7 versions

32 and 64 bit systems

You can install it on

practically any IBM

compatible computer

Windows 8 are like a

smartphone

Comes with a large variety

of preinstalled apps

You as a user of a

smartphone are familiar

with operation of the

software

Handling Objections

Strengths:

Windows 8 is the latest version compared to Windows 7 and unlike Windows 7

comes with Microsoft Office included

Full Windows 8 Package is cheaper than an upgrade package

Windows 8 is much cheaper than Windows 7

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Weaknesses:

Not the product I was shopping for

People will need retraining from Windows Vista and Windows 7

Store is not associated with Memolink.com

Closing the Sale

Jason tried to close his sales presentation by trying to relate to me and my

brother. This was shown when he gave me the box with a green picture, that matched

my jacket. Also, he said that not being with a shopping network is Microsoft Store’s

fault. He used a compliment closing technique.

Suggestion Selling

Jason, did not try to see me any additional items.

The Follow-up

He went to talk to the manager about Memolink.com. After 3 days, I found out that Microsoft Store and Microsoftstore.com are members of Memolink.com

CONCLUSIONS

I was very impressed with Jason’s presentation. He appeared to be very knowledgeable. He impressed me a lot to almost buying Windows 8 instead of looking for Windows 7.

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DIALOGUE 2

Microsoft Store at Avenue of the Stars Mall

Date: November 16th Enter time: 4:08 pm. Approach time: 4:17 pmLeave time: 4:21 pm

Mary:

How may I help you?

Diana Krasnova:

My brother and I are looking to purchase Microsoft Windows 7 software package.

Mary:

I am sorry, but as you can see, we carry only Windows 8 Pro and basic Windows 8 upgrade version only.

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Diana Krasova:

It took you a long time to approach us. I had enough time to walk around the store and see that you don’t sell Windows 7. Why?

Mary:

Flashed a wide smile) I am sorry, this is not a kiosk. We have a limited staff. I have other customers as well, but I see that you are familiar with Windows 8 by the way you were browsing the computer. I can answer you additional questions. Take all the time you need. Diana Krasnova:

(Looked at the computer screen) How much do the apps cost? Mary:

Do you have a specific app in mind? Our apps vary in price range. You can purchase them at Microsoftstore.com. The cheapest app is $0.99 and the most expensive one is $10

Diana Krasnova:

What about the Windows 7 version?

Mary:

How about purchasing this new Sony notebook with preinstalled Windows 8 version? It saves you time and gives you a piece of mind. Also, Windows 8 Pro speed varies depending on your hardware.

Diana Krasnova:

(I opened my purse) Sorry, I forgot my wallet in the car. Can I come back in couple of minutes?

Mary:

No problem. I will be here. Just let me know when you are ready.

Diana Krasnova:

(I closed my purse. My brother and I headed for the exit)

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ANALYSIS

The Approach

During his presentation, Mary used a benefits approach to try to sell me

notebook. She said that implied that newer computers work best with new software

Using Questions

Mary used primary close-end questions. Just like Jason she asked very few

questions, providing answers to the questions we might have before we had a chance

to open our mouths

Benefit Selling

Feature Advantage BenefitSpeed of Windows 8 Depends on speed of the

computerYou wait less

Handling Objections

Strengths:

Windows 8 is the latest version compared to Windows 7

New computers are better for Windows 8

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Weaknesses:

Price of the apps

Closing the Sale

Mary did not close the sale. She assumed that if my brother and I are familiar

with Windows 8, we will buy them.

Suggestion Selling

Mary, wanted to sell us the new and probably very expensive computer.

The Follow-up

None. She moved on to another customer while waiting for us to come back.

CONCLUSIONS

Mary was too busy because they might have been short on staff. This made her

to do a short and sloppy presentation. She lost me as a costumer in 2 minutes.

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DIALOGUE 3

Staples at 5425 Wilshire BlvdDate: November 21st Enter time: 3:01 pm. Approach time: None. Sales associate were in other isles. There was an empty space where the software should be.Leave time: 3:21 pm

CONCLUSIONS

Staples should train their associates to better help customers.

DIALOGUE 4

Best Buy # 393 at La Brea & Santa MonicaDate: November 21st Enter time: 3:59 pm. Approach time: None. The sales associates were unloading some boxes right in front of me. Neither guy was willing to talk to me. No Windows 7 on the shelves, but they were in the boxes that employees were unloading.Leave time: 4:19 pm

CONCLUSIONS

Best Buy should train their associates to better help customers.