MOD3_MKT225

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3-2 Short Paper: The Buying Process, Prospecting, and Qualifying Sales Leads Cassie Mendoza MKT 225 SNHU 1/27/24

Part One 1. The Buying Company The buying company is C & S Wholesale Grocers. C& S Wholesale Grocers is an “indus- try leader in supply chain solutions.” (Zippia) C& S Wholesale grocers was founded in 1918 with the intent of being independent to other grocery stores. C & S Wholesale Grocers is also mentioned 2023/2024 Equality Index in regard to LGBTQ rights. 2. The Selling Company The selling company is SNHU Conference services and they provide a fair price point, along with a wide range of services and the client’s choice of location. The most important factors while planning this event is the budget, the type of event and the number of attendees. The most competetive benefit of SNHU Conference services in the unique capability of full service event planning along with the venue and food services. The food is chef quality, with the added benefit of respect to any dietary restrictions that may be required by the client. 3. The Problem or Opportunity C&S Wholesale Grocers is planning a large-scale corporate event to bring together key stakeholders, suppliers, and executives. SNHU Conference Services sees an

opportunity to provide comprehensive event management services, including venue and catering. 4. How the Seller Plans to Influence the Buyer during each of the Eight Steps The most important part of selling a service is developing a relationship that is based on trust and respect. Each of the eights steps of the buying process are an opportunity for the company to caplitalize in a way that benefits both the seller and the buyer. In the initial step of the business buying process, SNHU Conference Services showcases its talents by organizing corporate events and highlighting its successful track record in similar ventures. Moving on to the second step, SNHU Conference Services provides consultations with C&S Wholesale Grocers to define the specific requirements of the upcoming event and tailors its services accordingly. As the process progresses to the third step, SNHU Conference Services works closely with C&S Gro- cers to develop detailed product specifications, ensuring that the event planning aligns seam- lessly with the objectives and expectations of the buying company. In the subsequent step, SNHU Conference Services strategically positions itself as a premier event management service provider, underlining its expertise and competitive pricing to appeal to C&S Wholesale Grocers as they search for potential suppliers. As the evaluation phase continues, SNHU Conference Ser- vices presents a comprehensive proposal, emphasizing not only cost-effectiveness but flexibilty aswell. Streamlining the ordering process becomes a priority in the sixth step, with SNHU Con- ference Services offering customization options and the flexibility to accommodate any changes or possible additions to the event planning process. Moving into the implementation phase, SNHU Conference Services leverages its project management capabilities in the seventh step,

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ensuring the seamless execution of the corporate event, meeting deadlines, and surpassing expec- tations. Finally, in the eighth step, SNHU Conference Services conducts a post-event evaluation, actively seeking feedback from C&S Wholesale Grocers, the goal would be to promptly address any concerns to fortify the long-term partnership between the two. 5. Buying Center Involvement In the decision-making process for the corporate event organized by SNHU Conference Services, the key roles within the buying center are clearly defined by trust and honesty. The Marketing Manager acts as the initiator, taking the lead in recognizing the need for a positive event to en- hance the company's image as well as stakeholder relations. Event Coordinators and attendees serve as users, anticipating a well-organized and enjoyable event experience. The influencers, in- cluding Senior Management and the Procurement Team, play a crucial role in shaping the deci- sion of C&S Grocers. Senior Management provides strategic guidance, while the Procurement Team influences decisions related to cost-effectiveness, reliability, and alignment with organiza- tional goals. The ultimate decision-maker, or decider, is the Procurement Manager, who is re- sponsible for prioritizing factors such as reputation, quality of services, and adherence to budget constraints. The final approval rests with the CEO, who evaluates the long-term value, positive outcomes, and strategic alignment of the event within the broader organizational objectives. 6. What criteria the buyer will use to evaluate sellers?

Within the buying center of C&S Wholesale Grocers for the SNHU Conference Services event roles are assigned to various stakeholders. The users, consisting of those who experience the event directly, have a primary focus on seeking a well-organized and enjoyable experience for attendees. The influencers place significant emphasis on cost-effectiveness, reliability, and align- ment with the organizational goals. Moving to the deciders, the Procurement Manager takes the lead, giving priority to factors such as the reputation of SNHU Conference Services, the quality of their services, and strict adherence to budget constraints. 7. What individual needs must be met of the buying center members? When planning the SNHU Conference Services event for C&S Wholesale Grocers, different em- ployees will have specific jobs. The person who starts the planning, usually the Marketing Man- ager, wants the company to look good and improve relationships. The people who use the event, like the Event Coordinators and attendees, focus on making sure it's organized and fun for every- one. The influencers think about the cost, reliability, and if it fits with the company's goals when making decisions about the event. The decision-makers care a lot about SNHU Conference Ser- vices' reputation, the quality of their services, and sticking to the budget. The people who give the final approval, often led by the CEO, look at the event's long-term value, if it creates good re- sults, and if it fits with C&S Wholesale Grocers' big goals. 8. What, if anything, would change if this were a modified or straight rebuy?

In the context of planning the SNHU Conference Services event for C&S Wholesale Grocers, if it's a modified rebuy, there might be adjustments in the event's scale, theme, or specific services needed. This means tchanges could be made based on how big the event is, its theme, or the spe- cific services they want. On the other hand, if it's a straight rebuy, the main goal would be to keep everything the same as before, with the goal being to maintain the same level of service. In this case, they might focus on negotiating for better terms or finding ways to make it more cost- effective since they already have an established relationship with SNHU Conference Services. Part 2 Developing a robust lead generation and prospecting strategy is imperative for SNHU Confer- ence Services. This involves various digital marketing tactics, which includes content marketing through blog posts, social media engagement, and targeted email campaigns. Active participation in industry-specific events, trade shows, and networking gatherings is crucial for direct engage- ment with companies seeking event services. Customer relationship management (CRM) tools and data analytics further enhances the tracking and management of any possivle leads. Effective prospecting sources encompass industry-specific events where companies actively seek event so- lutions. Prospective leads will be qualified based on specific business characteristics such as company size, industry relevance, and the frequency and scale of events hosted. Companies demonstrating a commitment to quality events and possessing a substantial budget for event services will be considered strong prospects.

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Two exemplary companies that represent strong prospects for SNHU Conference Services are Timberland and Apogent Technologies. Timberland, a prominent footwear and outdoor apparel company, frequently engages in corporate events to showcase new products and foster brand en- gagement. Their commitment to sustainability aligns seamlessly with the values of SNHU Con- ference Services, making Timberland a strong prospect with a consistent need for comprehensive event management services. Apogent Technologies, operating in the biotechnology sector, orga- nizes conferences and symposiums to share insights and advancements in their industry. Their commitment to cutting-edge technology and scientific innovation aligns with SNHU Conference Services' capability to deliver high-quality and technologically enhanced events. Apogent Tech- nologies' global reach and emphasis on precision in events position them as strong prospects for a long-term partnership. The strength of Timberland and Apogent Technologies as prospects lies in their track record of organizing events aligned with SNHU Conference Services' capabilities. The high value their industries place on well-executed corporate events for brand image and networking, and their demonstrated financial capacity, allocates substantial budgets for event management services. The strategic alignment of SNHU Conference Services with the industries of these companies further positions Timberland and Apogent Technologies as strong prospects for mutu- ally beneficial collaborations.

Citations 1. 100 biggest companies in New Hampshire. (n.d.). Zippia. https://www.zippia.com/com- pany/best-biggest-companies-new-hampshire/ 2. C & S Wholesale Grocers. https://www.cswg.com/ 3. Davies, C. (2022, November 2). Sales Prospecting: 29 Tips, Techniques, Templates, & Tools to Succeed. https://blog.hubspot.com/sales/prospecting. https://blog.hubspot.com/ sales/prospecting 4. McLachlan, S. (2023, September 12). Social Media lead Generation: 13 proven tactics. Social Media Marketing & Management Dashboard. https://blog.hootsuite.com/social- media-lead-generation/

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