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Question
NARRBEGIN: Advanced BionicsAdvanced Bionics
Advanced Bionics is a global leader in the development of implantable, high-tech neurostimulation devices used to treat deafness and chronic pain. Just two-and-a- half years after introducing its new stimulators, the firm is doing $200 million in domestic sales.
How has Advanced Bionics been so successful? Its success can be attributed to its outstanding products and to three aspects of its sales approach. First, Advanced Bionics hired the right talent for its sales force. Companies tend to use experienced sales repsoften hired away from competing companiesto sell new medical devices. This can be very expensive since experienced reps generally expect as much as $200,000 in annual income. So when Advanced Bionics brought its medical device to market, it hired people with no experience selling medical devices and turned them into sales reps. Hiring inexperienced salespeople created some problems, however, and the company experienced high turnover rates during its first two years in operation. Second, Advanced Bionics provided salespeople with a rigorous training program. Third, Advanced Bionics allowed salespeople to plan their own activities while managers monitored their progress and pushed them to improve. In short, the company has been able to succeed by selecting good salespeople, training them well, and managing them carefully.
NARREND
Refer to Advanced Bionics. Advanced Bionics' technology is cutting-edge and their customers are very sophisticated. Salespeople need to persuade physicians, neurosurgeons, and orthopedic doctors to use Advanced Bionics' products. All of the following statements are advantages personal selling offers the company in comparison to other techniques EXCEPT:
a. It can tailor the message to the customer needs.
b. It is good for explaining the merits of complex products.
c. It is inexpensive on a per contact basis.
d. It can be specifically directed to the different types of accounts.
e. It is effective in convincing a prospective client.
Answer
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