Product Selling Strategies

Read the case problem about Steelcase Incorporated at the end of Chapter 7 in your Selling Today textbook. After you have familiarized yourself with the case, answer the following questions: Look at the Three-Dimensional (3-D) Product Solutions Selling Model (Figure 7.1) in the textbook. Which satisfactions from the three dimensions of the model do you think customers considering the Steelcase Personal Harbor Workspaces would seek? Give reasons for your choices. Look at the product-selling strategies for new and emerging products listed in Figure 7.2 in the textbook. Which of these strategies did the Steelcase salespeople use and how did they use each one? The Steelcase sales team used a consultative style of selling instead of a traditional product-oriented one. Why was the product-oriented presentation ineffective? What methods did the Steelcase sales team use to add value to their product? Why was it important to do so with this particular product? You are asked to think critically and to form your own opinions as you answer these discussion questions. However, you should support your views with references to your course readings and viewing as appropriate. Please be sure to cite all such references in your discussion.