Mid Town Office Products Case Summary

Mid-Town Office Products is a competitive regional distributor of office supply products (Johnston & Marshall, 2009). The company has built a successful reputation and offers its customers next-day delivery, but not always at the cheapest price. In this situation, Ron has a customer considering a switch to an online supplier because they are cheaper and offer next day delivery. When reviewing the concerns of the buyer, Ron must first understand the basic points in negotiating win-win solutions. These points include: plan and prepare, anticipate customer objections, speak honestly, stay positive and keep emotions intact, listen and validate the concerns of the customer, and develop a strong value proposition. In this example, the main difference

For example, Mid-Town Office Products is a locally owned company. The company offers reasonable pricing, volume discounts, usage database, next-day delivery, and internet ordering. He should forge a question regarding the quality of their product, as well as respond to their concern of price by reiterating the advantages of his company. His focus should be to communicate in manner to the existing customer that the benefits of continuing the relationship with Mid-Town Office Products exceeds the small price differential of the online provider. Customers equate benefits to service and quality, but price is still a primary concern because often they are required to find the best price. Being a local company has its advantages over the online supplier because customer service is direct. We all are aware it is easier to keep existing customers over acquiring new customers; therefore, working to solidify this relationship is imperative (Burgess, 2005). By validating the customer concerns and placing focus back on the value of the product and the company, not only acknowledges the customer, but reinforces the service/product quality they have been receiving thus