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Customer Profile & Planning Sheet
Company Name Best Buy
Company Address 3026 William St.
Cape Girardeau, MO 63701
Business Type Electronics Retail Store
Buyer’s name John Doe
Influencers None
Ideal Time for Buyer During office hours or make an appointment
Receptionist’s Name Not Applicable
Buyer’s Personality Type Intuitor
My client is very knowledgeable and future oriented. He sees
problems and seeks out solutions quickly. I will have to be
creative to keep his attention and stay realistic.
Buyer’s Needs More profitable, quality product, that meets customer’s needs
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Competitive Analysis
Apple’s SWOT – analysis
Strengths
Apple has strong and extensive distribution channels all over the United States. There is a
brand awareness and reputation that Apple upholds. With that, Apple has marketing and
advertising capabilities that most companies do not. Another strength is that Apple is constantly
improving and looking to meet customers’ needs.
Weaknesses
One of Apple’s biggest downfalls is that it has a lack of product breadth and offerings at
different prices points. The market has yet to see many of the smart watches and the product is
not known.
Opportunities
This opportunity would allow Best Buy to sell a product that little to no other companies
have on the market. The market for the smart watches are growing and there is expected to be a
large demand for the product. The appeal from other Apple products will increase credibility and
sales.
Threats
Competitors will try to come out with a product better and more improved. Due to this
the biggest threat will be the competitors.
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Competitive Analysis
Best Buy’s SWOT – analysis
Strengths
Best Buy is a well-known brand and has a global presence, not only in the United States
but also in China, Mexico, parts of Canada and Puerto Rico. They have a skilled workforce with
over 180,000 employees along with having a strong past performance. Best Buy can reach high
customers through online media.
Weaknesses
Best Buy has a high competition in the consumer durable category along with a lot of
competition in electronic goods. They also carry a large inventory with many other brands.
Opportunity
Best Buy has the opportunity to provide exclusives brands and prices to their customers.
Online purchasing is becoming more prevalent for purchasing.
Threats
Other companies pose a threat by offering them lower prices and better deals even if the
product is of lower quality. Cheaper retailers such as Walmart are moving in on the market.
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Customer Benefit Plan
Features Advantages Benefits
Conversation Button Allows you to start a
conversation with someone
by bring up your contacts
Uses minimal effort, don’t
always have to have your
phone
Lockable The wristwatch locks with an
anti-theft passcode whenever
it's taken off
Prevent theft and protect
privacy
Multiple wristbands Allows you to personalize
your watch
Easy fastening
Fitness Tool Measures heart rate, has an
accelerometer
Gamify working out and keep
you encouraged
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Marketing Plan
Mix Features Advantages Benefits
Product Wristwatch that helps
you stay on schedule,
in touch and headed
in the right direction
Quick interactions
with minimal effort
More accessible,
Don’t always need
your phone
Place Only in-story
location, Best Buy
Minimal competition Customers must go to
Best Buy to see and
purchase product
Promotion Advertise on
television and the
internet
Will reach broader
client base versus
magazines and radio
Cheaper and wider
client base
Price Starts at $349 Customers will be
more willing to buy
at this price
The product will sell
quickly because of its
quality and
convenience
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Business Proposition
Best Buy’s Cost Customer’s Cost Profit
Price Per Unit $175 $349 $174
Recommendations
Best Buy Customer Profit
Price per 50 $8,750 - -
Discount Large
Order: 10% per 50
units
$8,750 – 10% =
$7,875
- -
Cash Discount 5%
(Payment within 15
days)
$7,875 – 5% =
$7,481.25
- -
Price per Unit in
this Case
$149.63 $349 $199.37
Money Saved 25.37 - -
Bought For Sold For Profit
Normal Price $8,750 $17,450 $8,700
Discount Price $7,481.25 $17,450 $9,968.75
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Anticipated Objections
Objection 1
“Your price per unit is high for this product, much higher than some of your competitors.”
I will reply
“”
Objection 2
“There are already smart watches on the market, I don’t know if we need another.”
I will respond with the boomerang method.
“Walking around your store, I realized you carried quite a few different brands of smart watches
but none that have all the features the Apple watch carries. It features a lock with an anti-theft
passcode whenever it's taken off, a conversation button that allows you to start a conversation
with someone by bring up your contacts, a built in fitness tool that measures your heart rate and
has an accelerometer. Along with being a great product, Best Buy would be one of the few store
locations where consumers can purchase the watch. Thus, making the product in even more high
demand, increasing your sales and making the costumers coming back for more great products.”
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Close
Continuous-Yes Close
Salesperson: Mr. Doe, you stated that you liked the features of the watch, correct?
Mr. Doe: Yes, that’s right.
Salesperson: And you like the fast delivery and discounts offered?
Mr. Doe: Yes, I do.
Salesperson: You also like the profit margin and reasonable price?
Mr. Doe: That’s correct.
Salesperson: Well Mr. Doe, with our quality product, reasonable price, and fast delivery you are
sure to have a high profit margin. With the high number of customers coming into your store and
our expected sales, I suggest we start you off with 100 Apple watches. This will give you the
chance to see how consumers react to the product and how well they sell. Will you want to take
the delivery next week?
Summary of Benefit Close
Salesperson: Mr. Doe, would you like to have this product in your store?”
Mr. Doe: I don’t know.
Salesperson: Well Mr. Doe, I honestly do believe this watch will bring great success in Best
Buy. Not only is this product a new, high quality product but you will be one of the very few
companies carrying the product in store. With the two discounts offered, I would suggest starting
off with an order of 100 Apple watches. This will give you the chance to see how consumers
react to the product and how well they sell. If you are satisfied with the results then we can order
more for you and they can be delivered within a week of being ordered.
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Presentation Outline
Approach
Greet the client
Compliments
Use compliments to win over the client right away.
Product Approach
I will place the watch onto my client’s desk, give them a second to look at the product
and let them begin the conversation. Because the Apple watch is new, this approach
would be the most effective.
Presentation
Formula Method
With this method I will be able to discuss my product’s features, advantages, and
benefits. I will use the procedure AIDA, grab the client’s attention and interest, figure out
their desires, and take action.
Questions
After I give my presentation, I will give the client time to ask questions about the watch
and this is the time I will meet their objections. I will use the “rephrase an objection with
a question method” and “boomerang method” to meet their objections.
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Close
Continuous-Yes Close
Summary of Benefit Close
