Sales Account Management - Job Shadow Report

Job Shadow Report
Presented to: Keith Barnwell
Course: Sales Account Management
Date: November 5, 2015
By: Joshua Favaro

Job Shadow Report Sales Account Management Page 1 of 20
TABLE OF CONTENTS
1 Salesperson Contact Information ...................................................................................................................................2
2 Invitation to Connect......................................................................................................................................................3
3 Company Background Research .....................................................................................................................................5
4 Observations & Reflection..............................................................................................................................................8
Interview Questions........................................................................................................................................................8
Job Shadow Experience ................................................................................................................................................13
Customer Information ..................................................................................................................................................17
Reflection......................................................................................................................................................................18
5 Thank you letter............................................................................................................................................................19
6 ReferencES....................................................................................................................................................................20

1 SALESPERSON CONTACT INFORMATION
Salesperson Name Ken Pollock
Contact Email ken@tntworld.com (sales person); Janine@tntworld.com (Vice-
President)
Contact Number 905-629-2666 ext. 223 (Ken); ext. 222 (Janine)
Location 1200 Aerowood Drive Unit 8 Mississauga, ON L4W 2S7
Date & Time of Interview Thursday, October 15, 2015
Any other pertinent information Interview will be done prior to sales meeting with client
Customer Name Richard

2 INVITATION TO CONNECT
Initially, I called the office and discussed the job shadow assignment with the secretary, Brenda O’Hara. I then
sent her an email with further details about the project, which was forwarded to the Vice-President, Janine
Taylor. A phone interview was arranged where I clarified some details and she confirmed that she would set
me up with one of the sales representatives at TNT Designs.
Once Janine notified me that I would shadow Ken Pollock for the job shadow, I emailed him some details using
the contact information Janine provided. The following email is shown in Figure 1 below.
Figure 1

After some emails back and forth, Ken replied with a confirmation on the date and time. This email is shown in
Figure 2 below.
Figure 2
I agreed to that time and asked him about the proper attire and other details. After a few more emails, all the
plans for the sales meeting were confirmed.

3 COMPANY BACKGROUND RESEARCH
The Next Trend (TNT) Designs is a professional brand management company, which began in 1992. TNT
Designs’ core business involves manufacturing various promotional products customized with the client’s
brand logo. (The Next Trend Designs, 2014) However, this involves more than simply placing an order and
manufacturing the brand designs on the items. The sales representatives at TNT Designs have to provide
structural solutions for clients looking to build brand awareness.
The company’s Mississauga location is comprised of offices for the sales representatives along with a
production room where the orders are finalized. There is also a storage room for inventory, a work area for
production of small orders, and two showrooms (a main and smaller secondary room) with the variety of
promotional products on display.
TNT Designs’ Mission Statement: “Since 1992 we have been focused on helping all our clients grow their
brands and business with creative, unique and cost effective promotional products. We are dedicated to grow
our presence internationally and with our solid infrastructure, committed and knowledgeable team we are
dedicated to reaching this goal!” (The Next Trend Designs, 2014)
Some duties required of the sales force at TNT Designs include:
 Helping the customer select a promotional product for the logo and the number of items needed to be
produced
 Helping the customer decide which areas the logo will appear on the promotional product
 Contact manufacturing companies to acquire quotes for possible purchase orders
 Process and finalize orders with customers and then send the information to the production department
Financials:
 2014 Estimated Revenue: $9,900,000 (Profit Guide, 2015)
 Estimated 3 Year Revenue Growth: 52% (Profit Guide, 2015)
 Estimated Revenue from Exports: 30% (Profit Guide, 2015)
 Employees: 19 (Profit Guide, 2015)
Promotional Products Offered:
 Apparel
 Automotive (key rings, key holders, ice scrapers)
 Bags
 Sporting goods (most popular items in this category are golfing equipment)
 Food (lunch bags, dog bowls, coolers)
 Technology
 Headwear
 Pens
 Business gifts
Service Offered:
 Custom clothing and other custom products
 Corporate gifts
 Online ecommerce programs
 Awards

Key Competitors:
 JB Promotions & Print Marketing Group – Like TNT Designs, this Mississauga-based business
helps clients build brand awareness by designing custom promotional products with the company logo.
The company focuses on the cost-leadership strategy where they attempt to offer their services at the
lowest price. (JB Media Corporation, 2015) However, their product categories, which include bags, t-
shirts, trade-show displays, golf shirts and pens, are not as diverse as TNT Designs’. (JB Media
Corporation, 2015)
 Cotton Candy Incorporated – Similar to TNT Designs and JB Marketing Group, Cotton Candy
specializes in providing tangible marketing solutions as clients look to grow their brand through
customized promotional products. (Cotton Candy Incorporated, 2014) Cotton Candy is recognized in
the industry for their emphasis on social accountability and environmental responsibility as an
organization. (Cotton Candy Incorporated, 2014) While their company is more geographically diverse
than TNT Designs, their product categories are not as extensive.
 Universal Recognition Incorporated – Universal Recognition, also a Mississauga-based company, is
primarily an online company designing customized promotional products and rewards for international
clients. (Universal Recognition Incorporated, 2014) Universal Recognition is recognized for their
efficient inventory system which allows for an expedient turnaround time. (Universal Recognition
Incorporated, 2014)
Other Competitors Include:
 A2Z Branding Incorporated
 Promo Marketing Incorporated
 BrandAlliance
SWOT Analysis:
The following is a SWOT analysis of The Next Trend Designs along with important external trends that affect
the professional brand management industry.
Strengths:
 TNT Designs maintains an evident competitive advantage over the competition as a result of their
industry leading, diverse product line. (The Next Trend Designs, 2014)
 TNT Designs offers their own products which can be used by clients for customization. Most brand
management corporations order materials from existing brands. This small competitive advantage
creates loyal customer relationships with clients who like the material designed by TNT because other
companies do not offer that same option. (Pollock, 2015)
 TNT Designs’ employees cover a wide variety of companies across different industries because this
company is structured so that each sales representative creates their own niche, where they focus on
companies in one industry. This market structure approach works well in this case because each
representative is an expert in their industry. (Pollock, 2015)
 The modern feel and strategies implemented by TNT Designs draws a younger client base. This target
market fits TNT Designs’ strengths because young, start-up companies are looking to promote their
brand, which moves them to entrust an expert brand management company to handle this area of the
client’s company. (Pollock, 2015)
 TNT Designs treats its employees very well with generous benefits and flexible work schedules,
according to a current member of the company. (Pollock, 2015)
 TNT Designs offers competitive incentives for employees, motivating each rep to reach sales goals in
order to achieve greater commission percentages. (Pollock, 2015)
 TNT has two showrooms with a variety of product samples which give customers ideas for their brands
and helps showcase all the promotional items TNT offers to clients. (Pollock, 2015)
 Unlike several brand management companies in the GTA, TNT offers a production facility at their
location where they can produce small quantities of orders, which is very convenient and cost effective

Weaknesses:
 Compared to some brand management companies, TNT Designs does not have the financial resources
to take on tall purchase orders from large, multi-national corporations. (Pollock, 2015)
 TNT Designs’ minimal number of employees limits the amount of profitable clients that the company
can service. (Pollock, 2015)
Opportunities:
 A large number of marketing/advertising departments do not have the expertise or the resources to
manufacture promotional products with customized logos, which moves companies to look to brand
management businesses like TNT Designs to handle their requests. (Media Miser, 2015)
 Emergence of email, telecommunication advancements and smartphone capabilities have made the
process of ordering customer requests faster, resulting in increased productivity. (Media Miser, 2015)
 Global trade has become very prevalent in business dealings which makes manufacturing and shipping
processes more efficient since there are been a greater focus on making these areas more productive.
(Collins, 2015)
 The promotional market is growing steadily and there is a constant need for brand management
companies, which allows TNT Designs to continue expanding their business. (Media Miser, 2015)
 With the upgraded capabilities of smartphones and laptops as well as the increased use of video
conferencing for businesses, TNT Designs is able to service customers in different geographical areas
through various telecommunication methods. (Collins, 2015)
Threats:
 Recent developments in China and other foreign countries where ships are being held at the docks until
they reach full capacity has resulted in inconsistent delivery times. This has caused many purchase
order issues as well as frustrated clients who blame the brand management companies for this
inconvenience. (Pollock, 2015)
 The decreasing value of the Canadian dollar negatively impacts the cost of doing business overseas,
which plays a vital role for a brand management company because they would normally look to
manufacturing organizations overseas which produce large quantities of items for lower prices. (The
Canadian Press, 2015)
 An increase in legal regulations of health and safety for factories overseas has resulted in rise in
production costs. (Pollock, 2015)
 Large corporations with financial resources are able to handle manufacturing and designing customized
promotional material on their own, without the need for a professional brand management company to
handle their business. (Media Miser, 2015)
 There are numerous brand management companies in Mississauga alone which makes it difficult to
differentiate from the other competitors. (Pollock, 2015)

4 OBSERVATIONS & REFLECTION
INTERVIEW QUESTIONS
Interview Questions Salesperson’s Answers
How did you get into sales?  He has been in sales all his life; started in retail
 Handled sales for a number of salons
 Started working for TNT Designs for 4 years, then left to
work for a company which sold uniforms to catholic
schools; helped the company improve from $8 million
generated in sales to $32 million
 He then left that company and returned to TNT Designs
 When you are on a salary, the company works you hard;
but when your income is commission-based only, and you
have a good clientele, you have more flexibility
What are essential skills in sales?  People skills are essential
 You have to really listen and then customize
 There were 2 people from Western hired recently, but they
did not last long because they did not have the people skills
for the job
 Interpersonal skills are necessary; more than just a degree
is needed
How do you prepare for sales calls
with new customers?
 Find out everything about the company and the person; go
on the website, as well as check the client’s Facebook and
LinkedIn profiles
 When he talks to them, he wants to understand what
worked in the past (so he knows what they are looking for
from a sales representative) and understand what did not
work before (what they want to avoid)
 Sell what is easier for you – he will make a product more
appealing to the customer if it’s easier and more cost-
effective to do so than other slightly different options
 For the initial visit, Ken likes to go to the client’s office to
see what the buyer is all about to determine their current
business situation
 For the next visit, he prefers that the client comes to TNT
Designs so that Ken can show them what TNT is about
 This process instills confidence in the buyer and builds a
partnership based on trust
 For existing customers who have purchased something
previously, he will contact them by email, letting them know
that they purchased an order from TNT Designs last year
and Ken will ask if they would be interested in doing so
again
How many hours do you work per
week and what kind of flexibility do
you have with your work schedule?
 He starts at either 9 or 9:30 until 5:30
 Sometimes, he will stay as late as 6:30
 He views his daily schedule as fairly flexible

How often do you work with other
employees?
 He will daily work with all employees
 There are 7 sales representatives, 2 assistants and the vice
president at that location
 Regular communication is crucial with this job
 Transparency is very important so that all the sales
representatives are on the same page
Do you take work home?  He does not take any physical work home with him
because most of the information is on his phone or laptop
 He is available to clients in the evening when the matter is
urgent
 He tries to keep his work duties at work, in the office
Do employees receive raises? Are
there certain quotas that determine
bonuses?
 There are always sales goals
 He mentioned that the more sales you make, the more say
you receive in negotiating distribution of the profits
 House accounts provide the sales rep with 30%
commission
 Call-in accounts provide the sales rep with 40%
commission
 The sales rep’s own accounts result in 50% commission
 He emphasized the importance of setting your own
personal goals as a sales representative, which gives a
person more motivation to achieve those objectives
Is there opportunity for
advancement at TNT Designs?
 He said advancement at TNT Designs is always possible
 “You will always be rewarded for your effort at this firm”
 With the proper effort, it is very possible for a sales
assistant to become a sales representative and eventually
an executive sales representative
What are the changes in technology
(telecommunications, social media)
that have impacted the sales
industry over the years?
 With emails, smartphone and advancement in IT, artwork
decisions are quicker and easier
 It is also easier to build up a clientele
 Emergence of email and smartphone/laptop devices has
made a sales job much more convenient for the sales rep
because they can complete the order process and
establish a quote from home
 Consumers are smarter due to the accessibility of
information on the internet
 He mentioned that due to the design of social networks,
there is a need to be brief and not provide lengthy
explanations
 The world is smaller as a result of advancements in the
telecommunications industry and arranging business with
companies overseas is becoming more common than ever
 There is more attention put on CRM strategies and
servicing a customer, even after the sale

What do you like best about working
at TNT Designs?
 He is a people person so this job fits his skills
 He values the importance of being the right fit for the
company and vice versa
 He enjoys the younger feel of TNT Designs and its modern
approach to sales strategies
 He said he is always dealing with younger buyers (all under
35), which is an aspect of the job which he likes
What do you dislike about working
at TNT Designs?
 His answers were more along the lines of what he dislikes
about a sales job in general
 As a result of the world being smaller due to
telecommunication advancements, deadlines are shorter
 Due to tighter deadlines, there is more pressure on the
sales rep, resulting in higher costs to ship products faster
and rush production
 Clients think that everything can be done faster and easier
with the emergence of smartphone capabilities, which leads
clients to procrastinating on orders
What are the weekly sales meetings
like?
 There is a sales meeting every Tuesday
 All employees will go over sales and profit goals as well as
assess progress over time
 They will discuss any problems with suppliers or any
internal issues
 They may at times discuss the production schedule
 They may also coordinate efforts to handle larger client
accounts
Does your job require a lot of
driving?
 Not very much
 Travelling has become less prevalent over the years
 He will only travel to meet with clients, although most of the
time, they will come to TNT Designs’ office
 Email as well as skype has taken away the need for many
meetings
 Face-to-face meetings will happen, on average, twice to
three times in a month
 He plans to scale down his work in the next five years so
that he can handle some clients all from his house in
Florida
Brief background of the client for
the sales meeting.
 12 Monkeys ordered a large quantity of t-shirts customized
with their logo to give away as promotional items
 The original salesperson (who no longer works at TNT
Designs) involved ordered the shirts from Mexico to be
produced at nearly $12 per shirt, which appealed to the
buying representative of 12 Monkeys who desired the
lowest cost available.
 A sample was not ordered by the salesperson and when
the client tried washing the material, the logo fabric on the
front of the shirt peeled off

What kind of time management
skills do you require for your job?
 Prioritizing is huge
 It comes with experience as you learn how long it will
approximately take to complete a certain task
 Being able to determine the profitable customers from the
unprofitable customers is essential to using time wisely and
focusing efforts on the profitable clients
 Checking emails can waste time if you do not use this tool
effectively
 He discussed how he reads the subject line and if it is not
urgent, he will not read it until he allots some time later on
in the day to go over the rest of the messages
What are the problems with ordering
products overseas?
 Years ago, China manufactured everything and the quality
was decent
 Factories now have to meet certain legal regulations of
health and safety, which has changed production costs as
well as quantity and efficiency
 Better quality means higher costs, so overseas products
are not as cost-effective as many believe they are
 With the change of the Canadian dollar, overseas
production is not always the best option
 A recent development in overseas shipping is that ships in
other parts of the world (like China) are being held at the
docks until they have reached full capacity
 In times past, ships would leave the docks even if they
were 75% full so that products will be delivered expediently
 This results in inconsistent deliveries and could delay an
order for several weeks
What is the process you go through
when you receive an order?
 Ken went through the order process that takes place with a
customer
 Apex Graphics made a request through email for t-shirts
with a customized logo
 They ordered some products last year and would like a
similar order this year
 He checks the TNT Designs system to find the order they
had made
 He changes the quantity based on the request they have
made and provides a quote on the new price
 According to the database, Ken will check which
manufacturer was used last time
 He will then look on the supplier’s website or contact them
to find the exact shirt the customer is looking for and
receive a quote on the new order

The following comments are
conversation that resulted from
certain questions:
 The ideal relationship with a customer is a “partnership”,
and if you do not feel that a certain client can give you that,
then it is necessary to walk away
 Clients need dependability from a sales person so you
need to show that through actions
 Every customer is very different in preferences and ways of
conducting business so it is crucial to understand those
differences and adapt quickly
 There is a saying at TNT Designs: “it takes as much time to
pick up a $5 bill as it does to pick up a $100 bill”. This
means that while it is fine to manage a client who wants
their brand logo on a large quantity of small items (cups,
shirts), servicing a customer who wants their logo on more
expensive items (such as speakers) with less quantity is
great (more expensive per item)
 The more you work (changes made, extra costs), the more
you charge; you cannot be afraid to charge the customer
for the time and effort you put in; if you are there for them
and develop a partnership based on trust, they will not
complain about extra charges
 Sales reps at TNT Design have their own niche market
(Ken’s clients are mostly marketing companies, another
salesman only handles beer companies, etc.); it is
important to find your niche as a sales rep and be good at it
Advice from Ken during the
interview
 Do not be afraid to walk away from unprofitable customers
because at times it will be necessary in order to manage
your time effectively
 Absorb as much as you can
 Listen to customers, listen to employer
 Every company has extensive company regulations and
procedures, so you have to listen and ask questions in
order to understand the company and the requirements for
each task
 If you are on a commission-based salary alone, then your
sales job is controlled by how much you want to put into it;
you manage your clientele, you determine how many
customers you want to have and how much time and effort
you are able to put forth
 Don’t be afraid to ask for the order and do not forget about
that important step
 Open communication with the client is essential, along with
transparency
 Do not call the customer about a problem if you don’t have
a solution

JOB SHADOW EXPERIENCE
At the sales meeting, Ken met with a promotion manager at 12 Monkeys, Richard as well as his associate who
did not really contribute to the meeting. As a result, for simplicity, in the following description of the sales
meeting, only Richard will be discussed in the answers.
Call Observations Salesperson Observations
Pre-call Preparation
Prior to the meeting, Ken ensured he had all the
necessary information for the client, such as all the
quotes for the different promotional items. Before
meeting with me, Ken had ordered a sample of one
of the purchase orders that was already approved by
12 Monkeys.
General approach used
Ken was very straightforward about any ideas
Richard had. Richard did not always know what he
wanted and would go in many different directions
throughout the meeting. Ken always brought him
back to the topic at hand, but allowed Richard to
continue his creative thinking process because he
understood that this buyer has a different way of
analyzing situations.
Whenever Richard had an idea, Ken never shot it
down, but if he knew he was not going to work, he
politely discouraged this direction and explained
why. As the meeting went on, it seemed like Richard
trusted Ken to the point that whatever Ken proposed
was the better idea.
Objective of the call
The objective of this sales call was to provide the
buyer with quotes for some promotional items that 12
Monkeys showed interest in when Ken first met with
them.
Ken also wanted to provide the buyer with a variety
of alternative promotional products that Richard (the
buyer) would consider purchasing.
Ken had to address the issue with the logo peeling
off the original t-shirts and come up with a solution
for the next shipment.
Personal characteristics
Ken has excellent interpersonal skills because he is
very conversational and down-to-earth.
Ken shows personal interest to help the customer
understand that this salesperson is here for them.
Ken is very laid back and displays a quiet confidence
that there is no problem that cannot be solved. When
an issue arises, Ken always seemed to have an
answer. There was no time throughout the interview
or sales meeting where someone could sense panic
from Ken. This is crucial because customers want to
feel like their salesperson has everything under
control.
Type of opening used
The first statement Ken made after introductions was
asking about Richard’s trip to France for a 12
Monkeys event. I thought that was brilliant as it
showed Richard that Ken was listening the last time
they discussed this topic and he genuinely wanted to
know how it went.
Afterwards, he brought everyone into the showroom
where he had all the information laid out on the
conference table. The next statement Ken made was
an inquiry about 12 Monkeys’ new product line that
was being released and how that was going.
In this case, Ken did an excellent job of showing
personal interest.
Handling of objections
At times, Richard wanted his products to be
manufactured in Mexico or overseas. However, Ken
explained why manufacturing using his supplier in
California would be the best option. Ken did so in a
way that reassured Richard that this salesperson
understands the best direction for this purchase
order.
Richard’s age (late 20’s) is a contributing factor to
the lack of strong objections. Richard understood
that coming into this meeting, he knows that Ken has
much more knowledge about this field. So Richard
was willing to yield to Ken’s ideas because Richard
never had any strong feelings about a certain topic.
Throughout the discussion, he was looking for
advice, rather than trying to shoot down Ken’s
proposition.

Demonstration of Needs
Ken did an excellent job in this regard.
First, probably the biggest concern on Richard’s
mind was how the t-shirt logo issue would be solved.
Ken addressed that within the first 5 minutes of the
presentation. He explained that the manufacturer he
would use is not in Mexico (like the previous one),
but in California. Ken provided Richard with some
background information on the quality of the
manufacturer. Ken explained why this time, that error
will not happen. Also, Ken told Richard that he
ordered a sample t-shirt which would arrive soon, so
that Richard could test out the material before the
entire order was produced.
This was brilliant because the way it was delivered
was logical, helping Richard to see that Ken
considered all possibilities and chose the most
effective one that would cost the least and solve all
the previous issues.
Another area where a need was addressed was
when Richard discussed an issue the company was
facing. While 12 Monkeys is building awareness by
offering promotional giveaways at international
events, customers are interested in purchasing some
of those items. 12 Monkeys wants to sell them to
these customers, but they do not have the stock or
shipping resources to service individual customers.
Ken’s answer was “You should do what you do best.
We handle stock and shipping all the time, that’s
what we do. We can do that, while you focus on what
you do best.”
While in Ken’s office, he showed Richard a real-life
example of how TNT Designs helped a company
similar to 12 Monkeys solve this problem. TNT
Designs handled that company’s webpage for them
as well as inventory and shipping. That company
offers 4 products on their sit and they have sold a lot
of those clothing materials. Ken explained how this
process will solve the issue and that it will take 2
months to set up.
This was such an impressive solution as Ken
explained the process very clearly, while showing a
success story (he opened the webpage and showed
Richard in his office). Richard loved the idea and
they discussed the details for quite a while.
Customer focus
Ken was always focused on the customer. Right
from the start when he showed personal interest by
asking about Richard’s business trip to France, Ken
made it clear that he was there for the customer.
Ken would always link his propositions back to how it
would benefit Richard. Ken never discussed any
inconveniences on his end of the deal.
There was definitely manipulation involved because
there were times where Richard thought about going
in a direction that would not be beneficial for Ken and
TNT Designs. Ken would find reasons to discourage
that idea, but throughout the entire time, he never
gave Richard the indication that 12 Monkeys was not
the number 1 priority.
Ken never made Richard feel inferior, even though
Ken understood this area of business better.

Features and Benefits
Ken consistently highlighted that the biggest benefit
from TNT Designs is their product variety. Ken was
always emphasizing the different products offered
and how this was unique to the industry. This feature
truly resonated with Richard as he took time touring
the showroom and analyzing different possibilities.
Social Styles
Ken was very relaxed, laid back, but still professional
throughout the meeting. He did not dominate the
conversation but allowed Richard to explain his
thoughts. When Ken spoke, it was with authority and
confidence.
Supporting material
Ken had printed out quotes of previous requests to
show Richard. Other than papers with purchase
order information, Ken did not have any other
supporting material. The focus was on the
demonstrations in the showroom.
Speaking skills
Ken spoke at a pace and tone that was easy to
understand. His tone was very relaxed which kept
Richard from feeling tense through the meeting.
Ken’s confidence was evident in his manner of
speaking which is another way to assure the
customer that everything will be handled effectively.
Demonstrations
For the first half hour of the sales meeting, everyone
was in the main showroom, surrounded by examples
of promotional products. Ken had some promotional
items laid out on the conference table that Richard
had mentioned he was interested in ordering from
their last meeting, such as some tuques, shirts and
gloves.
After they discussed the options Ken had on the
conference table, he started showing Richard
different types of clothing such as hoodies and winter
jackets. Then, Richard got a chance to look around
the showroom for other items that would work well
for events. He considered lanyards, gym bags,
posters, socks and other various objects.
The demonstrations provided in the showroom
played a major role in motivating Richard to place
several requests for products that he never
considered prior to this meeting, such as the gym
bags.
While these requests were not final because Ken
was going to provide Richard with quotes on the
orders, none of those options would have been
considered if Richard did not tour the showroom.
Listening ability
Ken had emphasized in the interview that listening is
essential to understanding the customer.
While Ken took very few notes (this point is
expanded on under the Organization Skills section of
this table), it was evident that he was listening to
Richard at all times. One strategy that Ken used
effectively is that he would rephrase a statement
made by Richard to make sure that they were both
on the same page.
Ken picked up on small details throughout the
meeting, like Richard’s specific preferences on
certain clothing. Ken would then mention that
observation later on in the meeting. For example,
Richard said he likes having the logo on the sleeve
of a jacket. Later on in the meeting, Ken was
discussing some options with jackets and he brought
up the fact that Richard likes the logo on the sleeve
so he will ensure that it would be included in the
quote. It was a small detail, but Ken picked up on it
and by bringing that point across later on in the
presentation, it made Richard feel comfortable
knowing that Ken understands him well.
Type of close used
After a long meeting covering a variety of topics, as
Richard was leaving the location, Ken reviewed
some of the actions he would take based on
Richard’s request during the meeting. Ken
established a schedule of when he would notify
Richard of all the quotes and when the sample of the
t-shirt would be ready to be picked up. He asked if
Richard had any questions.
Enthusiasm
Ken is not a very animated person, but at the same
time, his tone of voice and disposition displays a
sense of enthusiasm for his job. Ken provides a
healthy balance of enthusiasm because he is not
overly animated to the point that it seems fake. Yet,
he is not quiet, or reserved either.

This approach proved to Richard that Ken knew all
the important details of the meeting, his
responsibilities afterwards and that he wanted to
make sure Richard was comfortable with how they
were leaving off.
As Ken was walking Richard out, he gave the client a
drink from the machine in the lobby and just talked a
bit about the pop they were having. This was
effective because after all the discussion they had
about brand strategies and purchase orders, Ken
does not continue pushing business but relaxes the
customer through some small talk. This was a very
friendly approach which seemed to make Richard
feel comfortable after the meeting.
Type of sales presentation
The sales presentation was a semi-formal
conversation. It was formal in that professional
business language and conduct was used. With that
being said, there was not a real structure to the
presentation. Ken allowed the meeting to shape into
whatever necessary until the client was happy with
the outcome.
Professionalism and Personal Appearance
Ken was professional in his appearance (business
casual attire) and used appropriate language
throughout. However, he was still very down-to-earth
and comfortable to talk to from a customer’s
perspective.
Type of follow-up
Ken established a schedule of how they would
proceed after the meeting. Ken said he would notify
Richard when the sample was ready for pickup. Ken
also gave Richard a date for all the quotes to be sent
via email.
While a date for their next meeting was not
confirmed, Ken mentioned that he would email
Richard some opportunities to meet and Richard
would get back to him on his availability for those
dates.
Ken ensured that all future arrangements were taken
care of, which put both parties at ease when the
meeting concluded.
Organization Skills
Ken looked organized throughout the meeting
because he was prepared. He always seemed to
know all possible information about the customer
and what direction Richard wanted to take. He had
all the demonstrative items prepared on the
conference table along with the necessary papers. At
no time did Ken panic because he could not find a
piece of paper or an item he wanted to show
Richard.
It was puzzling that Ken did not take any notes
throughout the presentation. Near the end of the
meeting, Ken did jot down the orders that he would
have to make and which quotes were necessary.
Still, from a customer’s perspective, writing down
brief notes throughout a meeting is an indicator of
listening and understanding what has to be done.
Ken seemed to have understood all the information
discussed and everything that was required of him,
but without notes, there is the possibility that some
important parts of the meeting were missed.

CUSTOMER INFORMATION
Customer: 12 Monkeys Vapor
12 Monkeys Vapor is an e-liquid manufacturer and distributor in the electronic cigarette and personal vaporizer
industry. (12 Monkeys Vapor, 2015) 12 Monkeys’ value proposition is that they offer “a premium e-liquid line at
a reasonable price”. (12 Monkeys Vapor, 2015) 12 Monkeys Vapor is known for their variety of innovative
flavoured ingredients, which appeal to different users.
When e-cigarettes started to gain momentum in the early 2010’s, many thought that stricter marketing
regulations and advertising laws would limit the potential of this new industry. (Goodman, 2015) However, the
electronic cigarette industry is continuing to grow steadily because traditional cigarette companies are
struggling to appeal to the target audience trying to quit smoking. That relatively large target segment is finding
e-cigarettes more effective than nicotine replacement options like patches or gum since e-cigarette industry
sales continue to rise while nicotine replacement revenues are gradually declining. (Davidson, 2015)
12 Monkeys is an existing customer of TNT Designs. 12 Monkeys ordered a large quantity of t-shirts
customized with the 12 Monkeys logo to give away as promotional items at global events. The original
salesperson (who no longer works at TNT Designs) involved ordered the shirts from Mexico to be produced at
nearly $12 per shirt, which appealed to the buying representative of 12 Monkeys who desired the lowest cost
available. A sample was not ordered by the salesperson and when the client tried washing the material, the
logo fabric on the front of the shirt peeled off. When Ken was given this account, his goal was to fulfill the order
for this event and fix the issue with the shirt material.
The buyer representative who met with TNT Designs is Richard, a promotions manager at 12 Monkeys.
(Pollock, 2015) Richard is a university graduate and in his late 20’s. (Pollock, 2015) The promotions team at 12
Monkeys has a limited budget for these global events so they are relatively price sensitive when it comes to
purchasing promotional materials for free distribution. With that being said, 12 Monkeys desires a partnership
with a professional brand management company to help them in building awareness of their brand among the
general public. Essentially, while they prefer cheaper materials, they are not requiring TNT Designs’ business
simply for cost-effective products, but rather the necessary expertise to build a successful brand image.

REFLECTION
Interviewing and shadowing a TNT Designs executive sales representative on a client meeting was definitely a
positive experience. The interview provided me with a realistic and practical outlook on the sales industry. It
was very interesting to see how Ken effectively serviced a customer much younger than he was, and yet made
Richard feel in control the entire time.
There were some areas of the meeting that took me by surprise. For example, there was no definitive structure
of the meeting. Ken was very flexible in the way he allowed the meeting to flow naturally. Originally, we were in
the showroom and for a time, Richard was just looking at each promotional item offered by TNT Designs. Ken
handled it very well because when Richard discussed a problem he had with customer orders, Ken adapted his
presentation and focused on an internet service TNT Designs offers, which would solve that problem.
Throughout the meeting, it was evident that flexibility was essential to the success of the presentation because
Ken was able to offer additional services that interested Richard.
Another area of the meeting that surprised me was how much Ken had to educate Richard, the customer,
throughout the presentation. My expectation was that the customer knew what he or she wanted and that they
would stick to their vision. However, there were many instances where Richard did not even know which
direction he wanted to pursue. When it came to the choice of promotional items or colours, Richard took time
to think about what would be best. Ken was always there to give input without sounding like he knew
everything. Interestingly, a majority of the time, Richard listened to Ken’s advice about topics where I thought
Richard would be the expert. This showed me how much a salesperson has to understand to be completely
prepared for a meeting.
One lesson in class that I was reminded of when experiencing this meeting was week 1 of Sales Account
Management. In order to have a total sales solution, you have to have competitive intelligence, which is
knowing everything in anything about everything, anything and anyone to help you be more competitive. Ken
evidently demonstrated that he acquired competitive intelligence because he was able to assist Richard in any
area of business that arose during the meeting. Even if the conversation was about 12 Monkeys’ product line
and which colours would best represent the brand for that event, Ken had valuable input based on his
knowledge of the buying company.
I sincerely believe that Ken was so confident and at ease throughout the meeting because he knew that he had
all the competitive intelligence required to handle any issue that arose. I found that competitive intelligence
requires a mix of preparation and experience. While Ken prepared for the meeting by learning all about the 12
Monkeys brand and his client, his decades of expertise in the industry helped provide sound business advice
when Richard did not know which direction to take.
After the meeting, I felt a little overwhelmed. I did not know that so many characteristics are required of a sales
representative in order to effectively service a customer. However, I understand that most entry-level positions
in companies today are sales jobs. This was a great opportunity because this sales meeting will serve as a
reference for me as I continue my third year studies at Sheridan. I can always look back to the sales meeting I
shadowed and determine how I would apply what I’m learning in the situation with Richard and 12 Monkeys.
While this experience has not changed my view of my career path, I appreciate this opportunity and sincerely
believe that this practical experience will benefit me as I approach graduation and the workforce.

5 THANK YOU LETTER
Joshua Favaro
1162 Barleymow Street
Mississauga, ON L5V 1P2
Joshua.favaro@hotmail.com
October 21, 2015
Ken Pollock
Executive Sales Representative
The Next Trend Designs
1200 Aerowood Drive
Mississauga, ON L4W 2S7
Dear Ken,
I sincerely appreciate the time you took aside from your busy schedule to allow me to interview you and
shadow a sales meeting with your client. I did not expect to gain that much practical sales knowledge from one
afternoon.
Your answers during our interview were insightful, helping me to understand the skills required to build
meaningful partnerships with customers. I enjoyed the examples you provided, explaining how you handled
different customers, as well as the process you go through when you receive an order.
Since I have never been in a real business-to-business sales meeting, this experience was new to me. I was
surprised about how much you had to educate the customer regarding different aspects of the sale. It is
evident that as the sales representative, you really have to know everything about the customers’ situation to
be able to have a solution for any problem that arises.
I want to also thank Janine for giving me this opportunity as well as all the sales representatives I met on that
day who were very respectful and kind to me. The tour was great and the overall job shadow was awesome.
Thank you once again.
Sincerely,
Joshua Favaro

6 REFERENCES
12 Monkeys Vapor. (2015). Our Story. Retrieved from 12 Monkeys Vapor Co.:
http://www.12monkeysvapor.com/#!story/c2414
Collins, M. (2015, May 6). The Pros and Cons of Globalization. Retrieved from Forbes:
http://www.forbes.com/sites/mikecollins/2015/05/06/the-pros-and-cons-of-globalization/
Cotton Candy Incorporated. (2014). Cotton Candy. Retrieved from Cotton Candy Tangible Marketing Solutions:
http://cottoncandy.com/about-us/
Davidson, L. (2015, June 23). Vaping takes off as e-cigarette sales break through $6bn. Retrieved from The Telegraph:
http://www.telegraph.co.uk/finance/newsbysector/retailandconsumer/11692435/Vaping-takes-off-as-e-
cigarette-sales-break-through-6bn.html
Goodman, A. (2015, December 5). E-Cigarettes Are Smoking Hot - Four Ways To Invest In Them. Retrieved from Forbes:
http://www.forbes.com/sites/agoodman/2013/12/05/e-cigarettes-are-smoking-hot-4-ways-to-approach-them/
JB Media Corporation. (2015). Why Choose Us? Retrieved from JB Promotions & Print Marketing Group:
http://www.jbpromogroup.com/
Media Miser. (2015). Brand Management - Beyond Marketing. Retrieved from Media Miser:
https://www.mediamiser.com/blog/whitepaper/brand-management-beyond-marketing/
Pollock, K. (2015, October 15). Job Shadow Sales Meeting and Interview. (J. Favaro, Interviewer)
Profit Guide. (2015). Smart Business Solutions. Retrieved from Profitguide.com:
http://www.profitguide.com/microsite/profitw100/2015/ranking/56-the-next-trend-designs
The Canadian Press. (2015, July 22). Canadian dollar sinks to its lowest level in more than a decade. Retrieved from
Business News Network: http://www.bnn.ca/News/2015/7/22/Loonie-kiwi-lead-falling-currencies-as-
commodities-remain-under-pressure.aspx
The Next Trend Designs. (2014). About Us. Retrieved from The Next Trend Designs:
http://www.tntworld.com/en_CA/aboutus
Universal Recognition Incorporated. (2014). About Us. Retrieved from Universal Recognition Inc.:
http://unirec.ca/AboutUs/

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