LG Electronics Refrigerator MBA 9120 User Manual

LG Electronics:

Internet Refrigerator Sales Manual

MBA 9120

Capella University

May 16, 2003

David A. Jecker

W HAT W ILL Y OU S AY ?.................................................................................................................................1 2

1. Product Demonstratio n ....................................................................................................................1 2

2. Customer Benefit.............................................................................................................................1 2

3. Referra l ............................................................................................................................................1 3

4. Question...........................................................................................................................................1 3

5. Survey..............................................................................................................................................1 3

NEED DISCOVERY ..................................................................................................................................1 4

P REPLANNED Q UESTIONS TO D ISCOVER B UYING M OTIVES ...........................................................................1 4

C USTOMER R ESPONSE ...................................................................................................................................1 4

P RESENTATION S TRATEGY S ELECTION :.........................................................................................................1 4

DEMONSTRATION ..................................................................................................................................1 5

W HAT I W ILL S AY (I NCLUDE B ENEFIT ) ........................................................................................................1 5

W HAT I OR THE C USTOMER W ILL D O ...........................................................................................................1 5

F EATURE TO B E D EMONSTRATED ..................................................................................................................1 5

Touch Screen ............................................................................................................................................1 5

Ultra quiet ................................................................................................................................................1 5

** ..............................................................................................................................................................1 5

TV .............................................................................................................................................................1 5

Internet .....................................................................................................................................................1 5

Cook Book ................................................................................................................................................1 5

Calenda r ...................................................................................................................................................1 6

Messages...................................................................................................................................................1 6

Photo Album .............................................................................................................................................1 6

Self diagnostics.........................................................................................................................................1 6

NEGOTIATION S .......................................................................................................................................1 7

C USTOMER ’S C ONCERN .................................................................................................................................1 7

T YPE OF C ONCERN ........................................................................................................................................1 7

P OSSIBLE R ESPONS E ......................................................................................................................................1 7

CLOSING ......................................................................................................................................................1 9

C LOSING C LUE (P ROSPECT )...........................................................................................................................1 9

C LOSING M ETHOD .........................................................................................................................................1 9

C LOSING S TATEMENT (S ALESPERSON )..........................................................................................................1 9

SERVICING THE SAL E .........................................................................................................................2 1

W HAT W ILL I S AY OR D O FOR THE C USTOMER .............................................................................................2 1

P OST -SALE C OURTESY C ONTACTS (F REQUENCY , I TEMS TO DISCUSS , N EW OFFERINGS ) ...............................2 1

M ETHOD OF A DDING V ALU E .........................................................................................................................2 1

Suggestion Selling :...................................................................................................................................2 1

Cross-Selling :...........................................................................................................................................2 1

Follow-Through: ......................................................................................................................................2 1

Follow-Up: ...............................................................................................................................................2 1

PRODUCT/SERVICE INFORMATION

Company Name: LG Elelectronics

Product Name: Internet Refrigerator

Product or Service Description

Company Description

This internet refrigerator is the latest in

technological and ergonomic design.

The following description is from their website:

The fridge combines TV, internet, radio, messaging,

cookbook features and more into a revolutionary

new interactive product.

LG Electronics (LGE) has sales of over $5.6 billion

and is a division of LG Group, which is

headquartered in Seoul, Korea.

LG Electronics began manufacturing refrigerators in

1965 and air conditioners in 1968. Today, LG

Electronics has over 72 subsidiaries and 55,000

employees around the world. LG Electronics is

broken down into 4 major business units covering a

multitude of consumer and business-to-business

products.

PERSONAL SELLING PHILOSOPHY

Company Name: LG Electronics____

Product Name: LG Internet Refrigerator

My Personal Selling Philosophy

Market Setting:

The overall market setting for the Internet refrigerator is a very limited market at this time due to the relatively high

cost of the appliance. Currently, I would place this item in the realm of the upper-middle income bracket families that

are looking for ways to incorporate and integrate the latest technology in their household. This refrigerator is just one

of many household items that are being introduced into the market that would interconnect PCs, the Internet and

other digital sources in a common appliance. This particular refrigerator has a fully functioning TV, MP3 player,

calendar, cookbook and other features like an automatic management system that allows it to self-diagnose problems.

This system integrates several of the appliances typically found on the kitchen counters of many households and

incorporates them together, thereby eliminating clutter. It is an item that is sold to consumers through a few retail

outlets.

Personal Selling:

The personal selling commitment needed to sell this exclusive product is relatively high—more so in the customer

service area. The seller must be aware that the price tag of this refrigerator attracts a higher income class of people

who want good service with the product. The seller must know all of the technological features of the basic unit, as

well as well as the Internet features well enough to explain how this unit will benefit the customer. Those who are

interested in this product, however, will expect to be fully informed on the use of the different features. This may

require that the sales person take time to demonstrate the features or be available if questions do arise at a later

date. The simplicity of the product allows all members of the family to use the beneficial features in order to

communicate with each other or via email to anyone. Personal selling, in this case, is more concentrated on the

futuristic capabilities than on the basic refrigeration techniques used, however, both are important features that must

be identified to the consumer.

Problem-solving Training:

Training involved in this product must represent two distinct fields. One field, which we are less concerned with for

this project, is the repairing of systems that any refrigerator operate—that is the technical wiring, refrigeration, etc.

The second is the knowledge and experience of the seller to recognize how the different systems within the unit

operate and which systems may cause errors. This must be gotten through experience in using the software on the

unit, as well as receiving the cooperation from the manufacturer regarding known problems and the like. Since this

product has relatively few outlets, the need for a training center would not be feasible; however, PG may have a

training facility at their HQs due to the wide variety of products sold. I would think that an interactive DVD or some

form of Internet training would work well. If this particular method was not providing enough for the sellers to be

truly informed and knowledgeable, then, perhaps, one could be sent to the training center.

RELATIONSHIP STRATEGY

Company Name: LG Electronics_______

Product Name: LG Internet Refrigerator

My Relationship Strategy

Typical sales-customer relationship:

The relationship that develops between the salesperson and the client should certainly be one of utmost

professionalism. The product being sold, although it is a refrigerator, is a very high-end product and, in

reality, one is actually selling a piece of the future—to the limited individuals that can afford it in the

present. Long-term relationships can definitely be an advantage to both the client and seller especially

in the high-end appliance markets. Typically a person will develop a liking for the product and then

outfit their entire residence, or residences, with the same product or brand, in general terms. The

salesperson would acquire all the necessary information and any additional information the client is

willing to give. Furthermore, the salesperson will get permission from the client before any emails are

sent or phone calls are made regarding any contact. A “thank you” card will be sent via mail to each and

every customer explaining that the seller will always answer any question the client has, or can direct

that client to the proper person.

Attitude of Salesperson:

Attitude is often described as being “everything”. And, in a realistic sense, it is very true. Attitude can have an effect

on a person, or number of persons, long after the first meeting has ended. This effect can be positive or negative or,

at times, neutral. In every meeting one would hope for the positive outcome; however, all too often human beings let

negativity settle into their attitude, statements, and actions. This ultimately leads to poor performance and a less-

than-expected customer service function. The salesperson must know the clientele and must recognize that first and

foremost every human being is equal; do not feel unworthy and do not put on false heirs, just be professional and let

your knowledge, efficiency, and belief in the product shine through. This is often my first point: “If you do not like,

love or believe in the product, do not try to sell it to someone else.” This action will surely come through as being false

and not genuine to most keen observers.

Appearance:

The typical appearance will vary with the outlet and with the client. For example, if the outlet has a policy of wearing

an embroidered oxford or polo, then that is what will be worn by the salesperson. If the store contains all exclusive

items and the dress code is varied, I would suggest an oxford and tie. If one has a meeting with a large contractor

who builds exclusive homes and wants information regarding this product, then, perhaps, a suit would do. Be flexible,

but be yourself. A positive, knowledgeable salesperson in a polo shirt could outsell a negative salesperson in a fine

suit—for the most part.

Relationship Strengthening Methods:

Honesty and integrity can be a key strengthening method used by not only salespeople, but also by anyone who

wishes to be a person of good character. The ability to follow through on promises made verbally or contractually (in

written form) will cement the efforts made—at least on the seller’s behalf, for no one can guarantee someone else’s

behavior. As the text states in our most recent chapter, there are many ways to use conversation to strengthen, or

“enhance”, relationships that include the following:

Become genuinely interested in other people

Be a good listener. Encourage others to talk about themselves—always a good one.

Talk in terms of the other person’s interest.

Own Communication style:

Everyone must develop their own communication style. As we grow, over the years, we are encouraged or

discouraged in ways in which to communicate. It is only when we are able to objectively judge ourselves in

a quest for betterment that we truly can shed much of what we have been told and find what we truly

believe. This is easier said than done, but it is possible. A mentoring figure at work, or an author, or a

relative can be someone we admire and emulate; however, this is only really constructive if we incorporate

ourselves in the largest part of the mix. We cannot become someone else, but they can help us become

better communicators—in this instance. There are many classrooms, books, and interactive DVDs that aim

to teach better communication skills. Some people try to analyze each and every movement of someone

eye’s, voice, etc. and I find this to be de-constructive. If you are always searching to apply meaning to

everything, you are not really listening. The key fact to remember is that communication takes place

between two or more people and it is not one-sided, nor does it [the interpretation] always have only one

meaning.

PRODUCT and FEATURE BENEFITS

Brief Company description:

Beginning with LG Chemicals in 1947 and LG Electronics in 1958, LG currently consists of 47 affiliated companies in

four business fields: Chemicals & Energy, Electronics and Telecommunications, Finance, and Service with 300

worldwide offices and subsidiaries and 130,000 employees. Since establishing its first overseas manufacturing

subsidiary in the United States in 1982, LG has pursued international expansion and today is a global company with

regional headquarters in key locations around the world. LG is headquartered in Seoul, Korea. LG Electronics is the

largest company within the LG family, with revenues of $13 billion (US) and 64,000 employees working in 72

international subsidiaries. LG Electronics products are marketed in more than 180 countries. LG Electronics is

comprised of four separate companies: Digital Display & Media Company, Digital Appliance Company, Mobile Handsets

Company and Information & Communications Systems Company. The LG Electronics Digital Appliance Company (LGE

DAC) produces laundry products, refrigerators, microwave ovens, vacuum cleaners and air conditioning systems—the

Internet refrigerator falls into this category.

Product or created product solution:

The Internet refrigerator is much more than that of an additional monitor for your home computer; in fact, it is a fully

functioning, self-contained unit that is designed for the family that is continuously mobile and/or for the family that

gathers in the kitchen for socializing. The IR is a TV, audio player, Internet portal device, photo album, message

center, calendar, cook book, food-storage indicator, and has a self management system that indicates troubles. These

features, in addition to the ample storage space within the unit and the latest technological cooling specifics make this

the beginning of the future in home appliances.

Technical expertise needed:

Not too many technical details to remember if one is familiar with the technology in today’s world; however, it would

be appropriate to get to learn all the programs that operate on this system. One does need to have the newer and

improved cooling designs and properties in mind because they are important to some customers, and the product

itself.

Life Cycle:

This product is relatively new and on the cutting edge of home/computer integration—as far as appliances are

concerned. I would place the concept of the integration in the emerging stages of evolution.

Pricing:

The pricing may be a little far out of reach for the ordinary, middle-income household with the base price of $7,999.

Using a value-added strategy is a very good approach to use for this product—a product that is the way of the future

and the benefits obtained in this early stage will no less be the very ordinary benefits of what will be expected.

Feature

Corresponding Benefit

Customer has assurance and backing of large, successful

company.

LG Electronics has revenues over US$ 13 billion annually.

The TV, Audio, and Internet capabilities are on-board

systems.

You can use existing connections to download video,

audio, recipes or to watch TV immediately; also saving

valuable counter space.

System has a built-in microphone and camera.

This incredible feature allows you to not only leave

complete voice messages, but also allows you to leave

photos. Other linked features include a calendar, photo

album and cookbook.

Unit contains a self-management system.

If any function appears to be out of sync, the self-

diagnostic function will detect this and display a read-out,

if necessary; saving you the guesswork!

Has a stored food function for tracking expiration dates.

Finger-proof Titanium finish

Customer can safely store food in the fridge or freezer for

a set time period with safety.

Allows for less time cleaning finger-prints and for more

time enjoying the “futuristic elegance,” and functionality

of this unparalleled

Has the latest technological door design and incorporates Cooling the large door items no longer consists of rotating

the Multi-Air Flow System.

them throughout the fridge, or placing them on the

lowest level.

Dispenses filtered water and ice on the freezer door.

You can now have clean, clear and crisp filtered water

directly from one source.

The touch-screen feature and remote feature are

This allows for easy access to all non-critical interactive

features for the entire family.

This huge fridge can accommodate a large family.

included.

26 ft³

Door alarm

Alarm will sound if door is left open allowing you to save

on energy consumption and also allowing you to save

your food products.

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.

List of Prospects & Decision-making method

used

Potential Sales Volume

The product was released to limited sellers in

October of 2002, and just went nationwide on

April 11. The initial amount of units sold in the

first couple of months was over 300. I am

currently trying to get more detailed analysis from

the HQ regarding the sales and target markets.

I believe that the overall pattern of the

decision making process of this product is

really a combination of the Buyer Action and

Buyer Resolution theories. However, why and

when should I buy would, or could, fall out of

the process because it would indicate a need

(not too many people need an $8K unit).

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.

BUSINESS CONTACT

Company Name: LG Electronics

Presentation Objectives:

Product Name: Internet refrigerator (IR)

To Individual and/or personal group.

Create interest in product by communicating the technological advances in both the functional

product design and the interactive features.

Further interest by demonstrating how the integration of technologies is useful, practical and

efficient.

Explain the exceptional warranty and provide customer with a brief, or lengthy, history of the

company—which ever is requested or needed.

Typical Sales Cycle:

A refrigerator is considered a necessity and is therefore shopped when the need arises, often making

the sale ASAP; however, there are those individual circumstances when the prospect just wants a

change or some other reason which would make the time period more lengthy.

Social Contact Methods:

After the professional and knowledgeable sales staff has determined, through communication and

dialog, that the IR is one of interest to the prospect, the salesperson can mention the fact the IR has

obtained the Good Housekeeping Seal of Approval. This achievement is a recognition of quality,

reliability and durability.

Another conversational piece could be the fact that Chef Bobby Flay has teamed up with LG in order to

show how innovation in the kitchen can improve daily living.

Business Contact Methods:

The transitional path from social contact to business contact must be supported positively from both an

objective and subjective point of view in order to enhance and strengthen the sellers position.

Method of Approach

1. Product Demonstration

Interactive features

What Will You Say?

“As you can see, the front panel contains the touch

screen where, with just a touch of the finger, the

capabilities come alive”

Storage

“If you open the door and look closely you will see that

the shelves all have ample storage capacity”

“The operating system of the unit’s interactive feature is

Microsoft Windows”

User friendly O/S

2. Customer Benefit

Refrigerator and communications center

“This IR will not only keep your food cooled at the desired

temperature, but will also act as an operations center for

the entire family”

Ease of access

All in one

“The 3 large sliding shelves will make it easy for the

smallest member of the family to access the items

without taking other items out”

“You will no longer have multiple units on the countertops

taking up space, instead your TV, computer, radio and

other beneficial features will be built into the unit”

3. Referral

Entertainment/Business

“Chef Bobby Flay’s producer, Mrs. Diana Goldfinger*, was

so impressed with the features of our IR that she

suggested setting up a meeting with you in order to

discuss how this technology could also benefit you and

your clients”

*fictional name

Personal

“Mr. Jolly was so excited with our IR that he insisted that

I, personally, give you a call and invite you over for a

personal review of our latest, most technologically

advanced unit”

“The Jones’ recently purchased our IR and suggested that

I call you to let you know that if you want to be on the

“in” you must purchase one of these fabulous units”

4. Question

Need

“Are you looking for a new unit based on necessity or just

want to replace an older one?”

Family

“Do you have many members of the family who use the

kitchen for uses other than just eating?”

“Are you looking for integration in order to incorporate

technology without sacrificing counter space?”

“Is there a specific feature that you are looking for in the

new unit?”

Facility

Function

5. Survey

Family

“May I ask you a few questions about the functionality of

your kitchen as it pertains to family and friends?”`

“If you don’t mind, I would like to ask you a few

questions about your daily household activities in order

for me to get a better idea of what your needs are?”

“I am going to ask you a few questions about you and

your family in order to assess how this unit will better

serve you and your needs, if you don’t mind”

Generic

Personal

NEED DISCOVERY

Company Name: LG Electronics________

Product Name: Internet refrigerator (IR)

Preplanned Questions to Discover Buying

Customer Response

Motives

“I first saw the product at the Home in Garden show in

Orlando, Florida, and then again in Miami”

1. How did you first learn of the IR?

“I have not but my best friend suggested LG because

they are known for their technological features and

reliability”

2. Have your purchased other LG products?

“Yes, we have all of those and a few more that clutter up

the kitchen and take up valuable counter space”

3. Do you use a TV, computer, or radio in the

kitchen?

“Yes, I want to have as much counter space available in

the kitchen”

4. Are you looking to consolidate several

optional non-necessity items in your kitchen?

“Yes, it seems that the only time we do get together is

after we “schedule” an appointment to do so. Therefore,

an effective communications center that is readily

available to all members would be beneficial”

5. Is your household very mobile where

efficiency and ease of communication are

vital?

“Obviously, it did not have any of the interactive features

this unit offers and it did not provide adequate cooling in

all areas of the fridge”

6. What is it that you do not, or did not, like

about you current, or previous, unit?

“The only constraint we have is that we cannot afford to

make a cash payment up front. We are able to make just

about any monthly payment under $250”

7. Are you constrained by any monetary

limits?

“Currently, there are 4, but once the other one returns

home for the summer, the count will be 5”

8. How many individuals are living in the

household currently?

“Besides a fully integrated operations center, I am looking

for quality build and true functionality”

9. What is the most important feature you are

looking for?

“We are currently having a house built and wired for all

purposes, so we would need it installed in approximately

2 montlhs”

10. Is your need immediate or do you plan on

purchasing a unit in the future?

Presentation Strategy Selection:

The Presentation strategy needed for the successful sale of an $8000 refrigerator would appropriately be the

persuasive presentation strategy. The need is there for most people to have a refrigerator; however, one is able to

spend less than $1500 if all they are interested in is a basic “cold box”.

DEMONSTRATION

Company Name: LG Electronics

Product Name: Internet refrigerator (IR)

Selling tools to be used: The best selling tool to use is the unit itself. Since most sales will be made in-

house, the physical product, along with its built-in tutorial, and any additional print communications will

be extremely helpful. The premium tool is the salesperson’s knowledge and the ability to communicate

the knowledge to the prospect.

Feature to Be Demonstrated

What I Will Say (Include

Benefit)

What I or the Customer Will

“This unit has the latest touch screen

technology which allows the user to

easily navigate through screens

without having to pull out the

keyboard”

I will show the customer the

screen. At this point they will do

nothing. I will ask them if they

want me to show them how this

feature, along with the onboard

programs can add value to their

lives.

Touch Screen

“We have isolated this in order for

you to hear, or actually not hear, the

typical sounds of the unit as it

functions. Next to it is another

common fridge from IOU corporation.

You can hear how much more quiet

our unit is compared to the other

one”

Have the prospect listen to the

difference in ambient noise.

Ultra quiet

“I want to now show you the many

features of this exceptional unit”

Have the prospect watch and listen

as I explain the main menu and its

features

THE FOLLOWING COULD BE

COMPLETED BY THE DEMO

PROGRAM LOADED ONTO THE

DEMO UNIT EXPLAINING, IN

AN INTERACTIVE FORMAT, THE

VARIOUS PROGRAMS;

HOWEVER, I WILL ACT AS IF

THE UNIT HAS NOT HAD ITS

DEMO PROGRAM LOADED—

MUCH WILL BE THE SAME.

“The 15.1” LCD screen offers crystal

clear reception with a wide 160

degree viewing angle. It also has a

remote control for ease of use”

Have the customer look at the

screen from various angles to show

clarity. Also have the customer

change channels via remote.

“The internet feature allows you to

surf the web as you normally would

do on your PC. This feature can let

The customer would now be fully

involved with the demonstration. I

would just be walking them through

Internet

you do many things beyond searching various programs. I would have

the web; it can let you check emails

and search the net for various

recipes.

them logon and visit the LGE

website.

“In addition to searching the web for

recipes, you could also import and

save your favorites within the on-

board cook book”

Have the prospect open the

cookbook and pull up several

recipes.

Cook Book

“In today’s world the need for your

family to stay somewhat organized

and synchronized is very important.

With the calendar, different family

members can keep up with one

another’s immediate or future plans”

“In building upon the necessity to

stay connected and updated, the

message features allow for text,

video, and voice messaging”

Walk them through the various

functions

Calendar

Have the prospect leave a video

and voice message to show the

ease of use.

Messages

“If the need should ever arise in

which you want to show a guest

some pictures while you are working

in the kitchen, the photo album will

allow you to carry on with socializing

while making dinner”

The prospect will not only view

items in the photo album, they will

also import some other photos from

another networked main household

computer.

Photo Album

“The “smart” on-board self diagnostic Use a simulation to demonstrate

Self diagnostics

feature allows the unit to tell you

what is wrong when, and if,

how this feature works.

something ever does go wrong before

the results are dramatic”

NEGOTIATIONS

Company Name: LG Electronics_______

Product Name: Internet refrigerator (IR)_

Customer’s Concern

Price is too high

Type of Concern

Price

Possible Response

“The price includes the ability to

have many functional household

appliances built into the most

technologically advanced kitchen

product available on the market”

“The unit users MS Windows and is

very user friendly. The programs

are all accessible via touch screen

and the main, and sub, menu is

very intuitive”

Time

I am not too familiar with

computers and I am a little

concerned about learning how

to use it

Source/Product

“LG Electronics (LGE) currently has

sales of over $5.6 billion and is a

division of LG Group, which is

Have not heard too much

about LG Electronics

headquartered in Seoul, Korea. LG

Electronics began manufacturing

refrigerators in 1965. Today, LG

Electronics has over 72 subsidiaries

and 55,000 employees around the

world and is known for their use of

technology in integrating that

technology into useful products.

Product

“The system comes with a fully

functioning remote.”

I don’t want to have to get up

to change the channel on the

TV.

“We have developed a finish that is

extremely easy to clean; however,

the finish is very resistant to

showing marks left from normal

use.”

Metallic finishes usually show

fingerprints.

Source

Price

“We take pride in both our product

and our warranty and will back it up

with equal or better customer

service.”

“A LAN connection is definitely

recommended but not a necessity.

Your cable company or telephone

company could install a connection

when you are ready to upgrade.”

“We do offer a great number of

appliances and will continue to

expand to meet our client base.’

XYZ company has always

provided good service.

We don’t have a LAN

connection.

Source/Product

We want all of our appliances

from the same vendor.

Time/Product/Price

Product/Source

“Included in the delivery fee is the

cost of the setup. All of our people

have the capability and are certified

to install the unit.”

“We also offer the 1 year on P/L;

however, we offer 7 years on the

sealed portions.”

I would need someone to set

up the unit at my house

XYZ always provided a

warranty of 1 yr parts and

labor and 3 years on the other

sealed portions.

Time

“If you give us the name of the

contractor, we can make

arrangements for the proper

delivery date.”

We don’t need or want the unit

today because we are having a

house built.

CLOSING

Company Name: LG Electronics________

Product Name: Internet refrigerator (IR)

Closing Clue (Prospect)

Closing Method

Multiple option

Closing Statement

(Salesperson)

“Currently we have several options

available: We have a seasonal

event that allows you to make no

payments until 8 months from now

and the APR is 18% from that

point. We also have our balloon

payment plan which allows you to

have a small payment in the

beginning and a larger payment

towards the end. The APR works

out to be about 12-15%. We also

have our traditional financing which

is set at 10% over 3 years.”

“That sounds great. I will check

with my delivery manager and let

you know what the first available

date will be.”

What kind of financing do you

offer?

Direct

I would like this unit installed

in my house ASAP.

Direct

“Yes, Mrs. Winston. Would you like

for me to inform you when I receive

the applicable date?”

I would like you to send the bill

to my contractor and make

arrangements for the

installation to take place when

the time is appropriate.

Assumption

“Well, Mr. Horticulture, throughout

our discussions and all through the

demonstration you commented on

the ease of use and practicality of

the unit. The price includes the

convenience of an all-in-one unit,

the future technology of tomorrow

literally here and now, today, in this

unit and the reliability and backing

of our company. But even more so,

the integration of this product into

your daily routine can improve

I would like to have this unit

but I am not sure the price is

justified.

efficiency and productivity.”

Special Concession

“Mrs. Garovnia, we are so sure that