LG MBA 9120 - Manual (Page 10)

10
CUSTOMER STRATEGY
Typical buying motives of prospect:
The primary motive for this type of product, namely a refrigerator, is one of need. There are very few
households or businesses today that do not have a refrigerator—I have seen a fully equipped house with
wealthy inhabitants that would eat out everyday and had no refrigerator. This product, however, stretches
beyond actual need and lands in the “want” column.
Questions such as the following would have to be asked by the salesperson to ensure a reliable
sale.
Is the kitchen a major gathering point in the household?
Do the customers have a computer for browsing the Internet in the kitchen?
If yes, then does it take up valuable counter space?
If no, then, would they like to be able to have the capability?
Do the customers have a television and/or radio in the kitchen?
If yes, then does it take up valuable counter space?
If no, then, would they like to be able to have the capability?
What, if any, are the main problems with their current unit?
Not cooling; space; out of style; not user friendly; etc.
Is the household busy with the comings and goings of the family to where notes are often left out of
place or they are forgotten?
How will the customer pay?
If the answer is cash or a major credit card then there is no problem.
If the answer is, “ I need to finance through this store” then the question of annual income will
come into play. This is important because if the annual income is only around $30K, then
purchasing an $8K refrigerator may not be the correct choice, then again, it may.
Why does the customer want the unit?
Is the customer familiar with our company and our other products?
The typical prospect as an individual (and as a company representative, if appropriate):
The typical prospect is an individual and it could also be noted that they have a higher than average
income. The following are some examples of buyers.
People on tight schedules: People who are always on the go.
Families whose kitchen is the hub of action in the house.
People who are interested in having music, TV and/or the Internet in the kitchen.
People who are interested in having the very latest technologies integrated into their lives.
People who want the very best regardless of cost.
People who want to have many features and products combined and condensed—all in one-rs.
These prospects, for the most part, would be found through personal buyers the prospect hires or having
them come into the store in person. Another way to find more prospects would be to for a relationship
with upscale builders
Tools for managing and tracking progress with customer relationships and prospects (CRM,
ACT!, etc.):
I believe that overall because the clientele is relatively small and the base is made up of mostly individuals,
that a very basic CRM could enhance the seller-customer relationship. It would be a good tool to have in
order to send “thank you” cards when appropriate and/or contact the buyer regarding new products. It
could also be a good tool to track certain characteristics of the buyers so one could better target other
prospects.