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MLA
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Business & Marketing
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Case Study
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English (U.S.)
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Konica Minolta Business Solutions: A Professional Approach to Selling (B)

Case Study Instructions:

Role play

Konica Minolta Business Systems (B)
In this three-part case, KMBS describes how a newly appointed sales rep, Bill Swanson, received details about NYCG as a prospect and the responsibility to try to win this account away from competitors. 
In KMBS (B), Swanson meets with the Global Procurement Director at NYCG, Bob Benedict, to understand NYCG’s needs. He also meets with Peter Daniel to discuss how they should continue to identify NYCG’s needs.  
Learning Objectives
1. Understand how to approach a prospect and request the first appointment. (See Question 1, below.)
2. Understand the advantages and disadvantages of using teams in professional selling (See Question 2, below.)
3. Summarize the needs of the customer. (See Question 3, below.)
4. Plan the next steps during a long sales cycle. (Question 4, below.)
Discussion Questions
1. Bill Swanson is required to leave a one-minute introductory voice mail. Prepare a voice mail to introduce yourself. What should it include?
2. Can Bill Swanson qualify the NYCG prospect? Apply the BANT technique discussed in class and determine whether or not Swanson is capable of qualifying the prospect. 
3. Bill Swanson went alone to meet Bob Benedict. Should he have taken another colleague with him to the meeting? Why or why not?
4. Based on Swanson’s discussion with Benedict, compare and contrast the benefits desired by NYCG’s Central Print Services (CPS) and Distributed Print Services. 
5. Based on Swanson’s discussion with Benedict, identify the top two to three goals for CPS and DPS. 
6. What should Bill Swanson’s next steps be and why? Prepare a thank you email to Benedict and request further information about the team. What information are you still missing that you need to clarify? What is the key priority for Swanson?
What You Need to Submit
Organize your responses to the Discussion Questions. Key points:
• Use proper formatting. Organize your information so that it’s easy to follow For this exercise, it’s helpful to create tables and organize your information using them. 
• Be concise. You can use bullet points to organize your thoughts. 
• The main things to submit are the Voice Mail and the Thank You. Make sure these are well-done and use information pulled from other areas of the Discussion Questions.

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Discussion Questions
1 Bill Swanson is required to leave a one-minute introductory voice mail. Prepare a voice mail to introduce yourself. What should it include?
Hello there! My name is Bill Swanson, the Sales Director at Konita Minolta Business Solutions- A top US business solutions provider. As a company we have worked with numerous companies providing with the best copying and printing solutions. So I understand that as NYCG, you are in the process of sourcing for the copying and printing machines. I just wanted to let you know that as a company we can help you source the best printing machines after understanding your goals. I kindly request for an appointment so that I would get to know your business goals and the standards of the printing and copying machines you would want. Please reach out to me through [email protected] or call me on +16087775536. Thank you.
2 Can Bill Swanson qualify the NYCG prospect? Apply the BANT technique discussed in class and determine whether or not Swanson is capable of qualifying the prospect.
A further analysis using the BANT technique can help tell whether NYCG will be a good prospect.
* Budget - In terms of budget NYCG already qualifies. The company has over 92 locations and there is a high probability that they are having a good budget for this particular purchase. Besides, the company that is KMBS already has an idea about the charges for this particular product.
* Authority- Through this case study, we come to realize that the purchase decision making at NYCG involves a group. Swanson ought to have conducted a further research on this aspect so that maybe Benedict would invite other decision makers to the meeting. One of the members in the ‘great team’ would have probably been invited to the meeting. So on this aspect, Swanson made a slight mistake by failing to understand the buying decision making process at NYCG.
* Need- NYCG has a great need. The company is looking for the printing and copying solutions so that it is well-prepared to serve its customers. The company has outlined the criterion they will use to make sure they get the best printing and copying machines. Such include reliability, security and consistency. This means that they have taken their time to think about this need and they are doing their best to get the appropriate solution.
* Timing- The timing is right. NYCG has already conducted research and they are in the process of evaluating the possible alternatives. Swanson has made the right approach of making his intentions known at the b...
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