Reference no: EM133035973

CASE STUDY: BETA SIGMA MANUFACTURING COMPANY

John Andrews arrived promptly for his 10 am meeting with Martha Gillespie, the buyer for Beta Sigma Manufacturing. At 10:15, when she hadn't arrived, John asked her secretary if she was out of the office for the morning. The secretary smiled and said, "She'll probably be a few minutes late."

John resented this delay and was convinced that Martha had forgotten the appointment.

Finally, at 10:20, Martha entered her office, walked over to John, said hello, and promptly excused herself to talk to the secretary about a tennis game scheduled for that afternoon. Ten minutes later, Martha led John into her office. At the same time, a competing salesperson entered the office for a 10:30 appointment. With the door open, Martha asked John, "What's new today?" 

As John began to talk, Martha began reading letters on her desk and signing them. Shortly after that, the telephone began to ring, whereupon Martha talked to her husband for 10 minutes.

As she hung up, Martha looked at John and suddenly realized his frustration. She promptly buzzed her secretary and said, "Hold all calls." She got up and shut the door. John again began his presentation when Martha leaned backward in her chair, pulled her golf shoes out of a desk drawer, and began to brush them.

About that time, the secretary entered the office and said, "Martha, your 10:30 appointment is about to leave. 

What should I tell him" "Tell him to wait; I need to see him." 

Then she said, "John, I wish we had more time. Look, I think I have enough of your product to last until your next visit. I'll see you then. Thanks for coming by."

John quickly rose to his feet, did not shake hands, said "OK," and left.

QUESTIONS:

1. What nonverbal cues did the salesperson, John Alvez, experience when contacting Martha Gillespie?  (30 points)
2. If you were John Alvez,  how would you have handled the situation?  (20 points)