LG Electronics Refrigerator MBA 9120 User Manual

LG Electronics:  
Internet Refrigerator Sales Manual  
MBA 9120  
Capella University  
May 16, 2003  
by  
David A. Jecker  
 
3
 
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.  
4
 
     
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.  
5
 
         
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.  
6
 
           
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.  
7
 
 
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!  
8
 
               
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.  
9
 
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.  
10  
 
         
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.  
11  
 
   
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”  
12  
 
                 
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  
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  
13  
 
     
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”.  
14  
 
       
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  
Do  
“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.  
TV  
“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  
15  
 
                   
“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”  
16  
 
       
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  
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.  
17  
 
       
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.  
18  
 
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  
you will love this unit and find  
yourself using its features everyday,  
What if I find that I don’t need  
or use these features when I  
get it home?  
i
14 d  
i l  
i d
 
i  
19  
 
       
we give you a 14 day trial period in  
which you can return the product to  
us for any reason. Your money will  
be refunded with no questions  
asked.”  
Assumption  
“If you like I can check the  
availability of delivery to your area  
as well as get the financing  
approved, or did you say you were  
going to pay cash?”  
A couple takes a minute and  
gives a noticeable smile and  
show of excitement  
20  
 
SERVICING THE SALE  
Company Name: LG Electronics________  
Product Name: Internet refrigerator (IR)  
Method of Adding Value  
What Will I Say or Do for the  
Customer  
Post-sale Courtesy Contacts  
(Frequency, Items to  
discuss, New offerings)  
Suggestion Selling:  
“LG Electronics does offer a  
microwave that contains some  
impressive features. Would you like  
for me to show you a few models  
now?”  
Send customer a thank you card or  
email and let them know of any  
special offers or new products.  
Reassure them that if they have  
any questions and/or concerns,  
they can contact me.  
Suggest other products offered by  
LG Electronics  
Cross-Selling:  
“We offer some of the most advanced Keep the customer informed of any  
washers and dryers, as well as and all non-related products we  
combination units if space is critical; I offer if it coordinates with the  
Offer other products to customer  
would love to show you these very  
impressive machines at any time of  
your convenience.”  
customer’s data that we obtained  
throughout the entire process. May  
also want to get an update from the  
customer because their preferences  
and/or circumstances may have  
changed.  
Follow-Through:  
Call customer to make sure that the  
delivery and installation process was  
timely and cooperative.  
Call should be made on the day  
that the unit was being installed.  
Time of call depends on time of  
scheduled delivery and the  
customer’s schedule.  
Phone call  
Follow-Up:  
Send card thanking the customer for  
their purchase and include a few  
business cards for them to pass  
around. Make sure to include the  
website address.  
Thank you card need only be sent  
once, but other reminder cards can  
be sent when new products are  
released. Include a survey and/or a  
form asking if any one they know is  
interested in LG’s products and  
make sure it is okay to use their  
name when contacting the referrals.  
Card  
21  
 
               

KTM Motorcycle 3CF8403H0EN User Manual
Lasko Fan 2519 User Manual
Lightolier Work Light F7600 User Manual
Magic Chef Toaster MCST2ST User Manual
Makita Grinder 9523NB User Manual
Mattel Games K8820 User Manual
Maytag Range W10234650A User Manual
Melissa Styling Iron 635 086 User Manual
Melissa Vacuum Cleaner 740 110 User Manual
Middleby Cooking Systems Group Oven UB 4 2 8 User Manual