Buyer Role MAR 4400 Practice Role Play 1

Planet Mundo Fit

Background

 You are Ellie Cabrera, Co-Owner of Planet Mundo Fit

 The business started after you spent years working at several of the larger fitness gyms in the area. Although appreciative of the opportunity and the experience gained, you felt those gyms lacked something that

connected them to the community. They felt cold, impersonal and run of the mill—not at all what you wanted

for your workout experience.

 You recruited a college friend, Nicky Perez, to help bring your vision to life. Nicky’s extensive career in hospitality coupled with a recent yoga instructor certification, is what you have been looking for in a partner

to open Planet Mundo Fit, the complete solution focusing on strength and flexibility.

 Planet Mundo Fit has been in business for close to a year now, steadily attracting a loyal customer base. It’s now time to grow your business!

The Current Situation

 Planet Mundo Fit attracts a varied client base. The business has been the fortunate recipient of publicity on local newscasts who were attracted to your wall-to-wall HD TV displays that took spin class participants to

different locations across the world, a truly unique concept. The buzz generated from your Grand Opening

press has subsided and you are open to doing something different to increase the client base. Lots of people

came in at the beginning but did not stay!

 You’ve been presented with several advertising options from the local TV stations that covered your Grand Opening but all are well outside your anticipated marketing budget. As a result, you’ve employed more modest advertising methods including community newspapers and direct mail to the zip codes in your

surrounding area, but with limited success. You feel that taking a targeted approach would be the best option

as most customers are from the surrounding geographic area.

 One change that you want to see implemented is to attract a more affluent customer made up of adults from 25-54 years of age. The ‘unlimited visits’ monthly plan option you offer is $99.99 yet most clients opt for the weekly plan of $19.99, for two visits a week. The monthly plan is auto-renewed and provides residual

income; the weekly plan is paid week by week.

The Sales Call

 You agreed to meet with the Comcast Spotlight Account Executive for 10 minutes who connected with you via a telephone call at the studio. You sensed the enthusiasm through the phone and were impressed when the

sales rep cited some industry facts that affect your business.

 The rep also mentioned being able to target a collection of zip codes closest to your location, which you are open to discuss. You know you need some help to grow the business but are not sure that TV advertising is

the way to go with all the digital options available today and with the increase usage of mobile apps to track

fitness.

 How could a cable company help you? Will this meeting be a waste of time? Either way, it’s only 15 minutes, so not much to lose! Hope it’s worth it.

Disclaimer: This scenario has been developed by Comcast Spotlight and FIU, strictly for educational purposes. The information contained

herein is purely fictitious. Any comments or remarks made in this document do not reflect the views or opinions of Comcast Spotlight or the

Department of Marketing or any of its faculty or staff.

STEPS FOR BUYER ROLE

STEP 1 – Please read the Seller Role and then this Buyer Role profile carefully. Become familiar with this profile.

Get into the role!

STEP 2 – Review these general guidelines below for your role as a Buyer:

 Don’t offer information freely – wait for the Seller to ask. The Seller is to showcase questioning skills and probe until the needs are clear.

 Raise the objections throughout, not just at the very end of the sales call – not too early but not too late.

 Make the sales call challenging but not unrealistic. Your job is to create “hurdles”, not “impossible” situations.

 Have fun with this role. If you forget something, make it up, but be realistic.

 Students cannot offer discounts. They must make an effort to demonstrate value & quantify benefits.

STEP 3 – Incorporate the following assumptions into your sales call, IF ASKED:

 Your sales have dropped by 5% this past year, totaling $50,000.

 Competition in your industry is getting fierce. Some of your loyal customers have switched to other centers.

 You don’t have ways of tracking the performance results of your current marketing & promotion strategies.

STEP 4 – Select at least two (2) objections from those below:

 Your solutions sound very expensive and complicated. I don’t have a budget right now.

 I like traditional advertising and marketing strategies. I’m just not into the new online methods. We’re just not knowledgeable enough to use these. We aren’t technology savvy.

 My friend works at Telemundo and he can get me a great deal.

 I once met with a Comcast Spotlight representative and I did not have a very good experience.

OUTCOME – Agree to a follow-up meeting, as long as the Seller has made an attempt to overcome objections effectively and asks for the commitment.

PREPARE to play the part.

ENJOY!

Disclaimer: This scenario has been developed by Comcast Spotlight and FIU, strictly for educational purposes. The information contained

herein is purely fictitious. Any comments or remarks made in this document do not reflect the views or opinions of Comcast Spotlight or the

Department of Marketing or any of its faculty or staff.

MAR 4400 Personal Selling Assignment #2

Participating Students

Print Student Name: Sarah Rios

INSTRUCTIONS:

One of the key elements in selling is being able to ask key questions and to have a clear sales methodology that helps you gather information and help the customer realize he has a problem and that you can present them a solution to those problems.

This assignment is to help you structure questions for a Sales Situation. In this case, using the Scenario already given for Planet Mundo Fit.

Using as a reference the book material on SPIN Questioning System and the class material posted in canvas under modules for Chapter 5 give specific examples of the type of questions you would use with the customer in the form below. How would you open the meeting? How would you close it?

This assignment is worth $20.

Topic type guideline Write your questions / comments in this column

Opening How would you open the conversation?

 Good Afternoon Mrs. Ellie How was your day today?

 Are you the primary decision marker?  Do you two different plans for the membership?

Situation Write at least 2 situation questions

 What is your profit look like in your business?

 Have you been able to convert those weekly members into monthly membership?

 How many memberships you currently have?

 When did you first notice a decrease the memberships?

Problem Write at least 3 Problem questions

 Are you satisfied with your present advertising?  What are some other ways that you are bringing

in members?  Are you the one who is taking time to do the

marketing?

Implication Write at least 3  Do your expenses increase when you don’t haveThis study source was downloaded by 100000845866445 from CourseHero.com on 06-28-2022 18:02:04 GMT -05:00

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MAR 4400 Personal Selling Assignment #2

Implication questions

enough membership actives every month?

 Do bottlenecks result because you only have two people who can work in the Planet fitness place?

 Which the traditional advertising is you increase the profit of your company?

Needs-Pay-Off Write at least 3 Needs-Pay-Off questions

 How much are you looking to grow?  You said a different advertising can help to

increase the membership monthly?  Would it help if you have better strategy to

attract the correct target?

Closing How would you close the meeting?

I want to see the planet mundo grow. When should we get started on implementation? I will send you an email out like what we spoke about today. I’m going to work with Comcast Spotlight advertising team and tomorrow I will set up another meeting to inform you about the updates. I’m looking forward to working with you on this project. Thank you so much for give this opportunity, any other questions or concerns, I will be able to help you.

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