Reference no: EM133090366

Case Study: Washburn Guitar:

Part 1 THE FIRST MEET

Washburn Guitar (WG) is a USA company that manufactures mass produced musical instruments for beginning and intermediate musicians. WG specializes in guitars, wants to enter the Canadian market, and you are the new Vice President of sales. Through your amazing prospecting methods, you have been given 30 minutes with the Jenny Jensen, head buyer of the Music City Miracle Company (MCMC), a large music retailer in Canada with 50 stores and growing. MCMC sells a variety of brands and instruments, but sells more guitars than any other retailer in Canada. They pride themselves on their guitar selection. It would be a huge win if you could get your WG guitars in to MCMC.

You've done some research, and you have learned that in MCMC's most recent financial report, sales missed expectations. MCMC has been losing share to the competitors, particularly in the entry level guitar category, and they have publicly stated they want to regain this lost share. You think you may be able to help because your A1 guitar, your leading seller, is made especially for the beginner. It has a great price, and better quality than any other entry level guitar you've seen in Canada.

Your Action Objective for this first meeting is to better understand what priorities Jenny Jensen has, particularly in the guitar category, and generate enough interest from Jenny that she invites you to a second meeting for a presentation and demonstration of the A1 guitar.

1) After you ask a question, you want to ensure Jenny recognizes that you are paying attention to her. Define Active Listening, and provide an example to demonstrate your active listening skills

2) Provide an example of a probing question you'd ask Jenny. What is the difference between a probing question and a confirmation question. Which type of question typically comes first, and why?

3) In this first meeting, who do you think would do most of the talking, and why?