Final Sale Project-Dung Huynh

Running head: Sale Project

Sale Project

Dung Huynh

St. Petersburg College

Sale, Negotiating, and Customer Relationship Management

MAR4413-4112

Professor: Dr. Amy Sauers

1

INDIVIDUAL PROJECT- DEUCES LIVE ORGANIZATION SALE PROJECT 2

Table of ContentsExecutive Summary...............................................................................................3

Customer Paint Point.............................................................................................4

Relationship Strategies..........................................................................................5

Personal Selling Philosophy..................................................................................6

Product Strategy....................................................................................................8

Customer Strategy...............................................................................................10

Presentation Strategy..........................................................................................11

Closing Sale........................................................................................................13

References..........................................................................................................15

Appendices..........................................................................................................16


Executive Summary

Deuces Live has been Florida Main Street non-profit organization located in 22nd

South Street of St Petersburg and supported African-American community with many

charitable programs since 2011. Yet, the neighborhood of Deuces Live has been the home

of African-American generations since 1950s and Deuces Live non-profit organization

wants to host many events, programs to promote, develop the community while providing

the mutual benefits to both community and local businesses. The organization is looking

the marketing ideas to attract more supports from local entrepreneurs in order to develop

a sustainable environment for local citizens such as fair markets, food events, and social

events frequently. Local citizens, on the other hand, expect that Deuces Live will provide

them the weekly entertainment place for their children and relatives with safe

environment, low cost without leaving town. Deuces Live will ask for St Petersburg

Times to run weekly articles on their events and Bay News 9 broadcasting in the form of

philanthropy. Deuces Live organization also wants to encourage the local citizens to

freely participate on playing music, dances or whatsoever art talents that they could bring

to the events. Deuces Live events will be the fabulous combination treat of souls and

bodies. Deuces Live will provide all the food /vendor carts and wonderful location, yet

the organization needs supports with event planning, marketing strategies, and varieties

of local businesses and contributions of communities.


Customer Pain Points

Deuces Live has been successful in hosting many events since 2011 such as

Sunday Market, Feet on the Street, and Deuces Out Loud…etc. The organization staffs

want to continue the mission of developing this neighborhood as a safe place to nurture

traditional values, histories of African-American generations. Moreover, Deuces Live

focuses on teaching young generations about arts, religions, educations…etc so they can

self-promote and change the image of Deuces Live neighborhood in the eyes of other

communities. They are in need of marketing strategies, supports from local businesses

and entrepreneurs. Because of the non-profit organization, the staffs are worrying about

the limit of budget on running any marketing plans to reach their target customers. The

organization is also looking for music bands performing at the neighborhood for donation

purpose. Through the selling tickets profit, the events could earn both financial and

marketing goals.

Customer Interview (Name/Date)

Major Pain Points/Needs Other Customer Comments/Ideas/ Suggestions

Interviewer Comment

Anonymous The safe environment with reputation of race discrimination

Using the referrals from famous professional in African-American society to promote the events

Anonymous The cost of transporting foods and serving staffs

Details on application for food vendors

Anonymous What kinds of arts that interest the Deuces Live community and how to run

Details on African-American interest music and arts


the live concerts

Anonymous Will the community accept the new bands without much of experiences?

Please give the details on how to contribute music; we could give performance with premium fees to cover the transportation and basic needs.

Anonymous The website is temporary down, so which is the online place to update the upcoming events for Deuces Live?

Need to know the procedure to apply and deadlines, any legal agreements in case of emergencies.

Total #: 5


Relationship Strategies

These are the sale project for non-profit organization, so we focus mainly on

mutual trust and integrity. We are asking for the supports from all local businesses and

volunteered individuals, youth centers…etc. to develop the community on south St

Petersburg. We want to advertise the friendly attitude and ask for the empathy from target

customers. Because of the limit on offering back the financial fees, the organization

understands the difficulties on reaching out many levels of target customers such as

customers, secondary decision makers, company support staffs, and management

personnel. The persistence for paying visit to potential customers has to be handled with

politeness and caution to avoid the counterproductive of persuasion on philanthropy.

Dressing code should be one of the main focuses in selling the project since we do not

want the white community so look down on Deuces Live organization. We want the

salespersons maintain the moderate speech speed while offering the project to customers.

We want our customers to really understand the deep meaning of our organization so they

are willing to support and maintain the long-term relationship.

Personal Selling Philosophy


ASSESSMENT FORM 1RELATIONSHIP STRATEGY

Salesperson’s Name: Dung HuynhDate: 04/04/2014

Assessment Item Excellent Average Poor Did not Do

Conducted good verbal introduction 9

Made good nonverbal introduction 9

Communicated call objectives 8

Verbalized effective comments and compliments 8

Keep conversation focused on customer topics 9

Took effective non-distractive notes 7

Attractively showed material on convention center 6

Made specific benefit statement 8

Effectively inquired about convention needs 8

Effectively thanked customer 10



The satisfaction of the customers are from the products, company and

salespersons, but the vital key is from the salesperson’s relationships (Manning, Ahearne,

& Reece, 2012). How to make the first effective impression and maintain long-term

relationship is the selling strategy of salespersons. The salespersons have to understand

the wants and needs of their prospects and these are obtained by “listening”. Deuces

Lives Organization is the non-profit company and certainly the salesperson have to keep

in mind that they have to prepare the assumption of philanthropy and might be rejected as

the first visit. Thus, we want to focus on the “empathy” and “integrity” selling

philosophy. We have to do our homework thoroughly meaning understanding the

background of our prospect before approaching them for value proposition. The

salesperson of Deuces Lives Organization must put themselves in the customers’ position

to see what they can be offered back for partnering with Deuces Lives, not just asking

them to support us since we comprehend the limit budget. Moreover, we hope for their

long-term partnership not one time only. We have to be willing to listen and patient

during the meetings. Even though our company is a non-profit organization, we have to

present ourselves in professional business manners. We might be unsuccessful in the first

visit, but we still have to sincerely thank our prospects for their valued time, which might

counter the results. We learn that we couldn’t offer the financial term for our prospect but

we can offer them the referrals to new markets or promoting their company’s reputations,

so we have to pinpoint these values to them at the first meeting. Additionally, we will let

them know that we could give them as much support as they want such as labors,

marketing materials, markets to sell and doing any researches, surveys for their new

products…etc.


Product Strategy

Deuces Live offers the place for events to attract customers for local businesses

and entrepreneurs. In return, Deuces Live organization hopes to have sufficient funds to

sustain the organization and change the Main Street environment without drugs and

crimes. The values we offer here for contributed businesses are customer pool, referrals,

and marketing effects via St Petersburg Times, Tampa Bay Times. Deuces Live wants to

target new and small businesses because they might lack sources of customers and budget

on marketing. A small required fee for renting vendors and tents is affordable to them

while guaranteeing the profit for their business every participated event. Deuces Live will

have the flea markets every week and Music festivals every end of the month. Deuces

Live will ask for Tampa Bay Times and St Petersburg Times to support us on each event

to attract more customers to come to the event with low prices on flea markets,

entertainments on music festival. Safety and clean environment might be the most

concerns for potential customers so we hope for the support of police department on

Main Street. We will look for Chinese fast food restaurants to provide the food services

such as Panda Express, Sam Woo, Magic Wok…etc. or Food Truck businesses locally.

These foods are a little cheaper to the community and favorites for African Americans

community recently. Moreover, these food service businesses are easy to prepare and

serve with low costs than other chains. They are also willing to expand their businesses

into African American communities than other ethnic communities.


We have implied that Deuces Live is a non-profit organization, so the return or

profit on future sales for investors might not be guaranteed. Thus, we must present the

products by asking support from successful philanthropists in African American

community. Those philanthropists, on the other hand, might be sources of referrals for the

anticipated businesses or entrepreneurs. In the future, those restaurants could increase

their sale by offering long-term lunch, dinner meals for schools, hospitals, museums…

etc.

Sales Contact Name

Contact info Job Description and Company

Their Need

Value Proposition/USP

Means of communication

Date start

Date end

Project status – green, yellow, red.

Kyle Mach

[email protected]

Panda Express/ Restaurant Manager

Sale increase & Attract new customers

Email 03/15 04/31 green

Dr. Carter G.

https://www.facebook.com/pages/Dr-Carter-G-Woodson-African-American-Museum/116551169863

Woodson African American Museum

Facebook red

Lisa Buie

Tampa Bay Times

Website red

http://theweeklychallenger.com/

The weekly Challenger Newspaper

Website red

Jon Wilson

St Petersburg Times

Website Jon Wilson

red


ASSESSMENT FORM 2RELATIONSHIP STRATEGY

Salesperson’s Name: Dung HuynhDate: 04/04/2014

Assessment Item Excellent Average Poor Did not Do

Effectively reestablished relationship 8

Communicated positive body language 9

Communicated positive verbal language 8

Used customers name effectively 9

Asked general survey questions to secure facts 9

Verified customers needs with good confirmation questions

7

Asked specific survey questions to discover special problems

6

Appeared to take effective notes 8

Effectively set up next appointment 6

Effectively thanked customer 10

Customer Strategy

In the sale of non-profit organization industry, we should prepare for the frequent

rejection from our prospects and we have to put ourselves in the shoes of the prospects to

“understand what motivates them and what beliefs they hold” (Koenig M., 2014). The

approached prospects that our salespersons contact with are concerned about finding the new


target segmentation to increase their quota such as Panda Express and advertising their

businesses with low costs on marketing budgets. Additionally, potential prospects are concerned

about giving supports to local community and hope to receive the good reputations, tax-

exemptions, faith-based values in community. Some of the prospects are looking for the sources

of labor on our volunteering staffs to help them during each event that they partner with us to

save them the costs of capital.

Presentation Strategy

We categorized our prospects with mentors, funders and volunteers (Marshall K.,2010) .

Our sale forces clarify and ensure prospects with promise to dedicate our time and will produce

the best results with the time we invest if they partner with Deuces Live Organization. It is vital

to market our image that Deuces Live is doing business of changing people and developing the

environments, mentoring youths to encourage them to continue studying pass high school level.

We are not in traditional sale services, but we persuade and negotiate to ask for their valuable

time in return of good images on philanthropy, future evolving market segmentations, and faith-

based values.

We come up with some general questions to discover our customers’ needs:

1. What do you think about partnering with non-profit organization?

2. How often does your company practice fundraising and philanthropy acts?

3. How do you see the profits/ benefits of attending events prepared by non-profit

organizations?


4. What is the budget your financial department could set out to partner with non-profit

organization monthly?

5. What is the cost of marketing and what are your target segments?

6. What are you looking for the contribution/ reciprocation from non-profit organizations

(Deuces Live, specifically) if you want to partner with us?

Creating Sale Presentation

Since we have limit budget on presenting and demonstrating the sale plan to our potential

customers, we present our sale plans via Twitter, Facebook and Emails or personally visiting our

prospects with appointments during lunch times, or invitations to participate in any existing

events such as Sunday markets. We show them the size and space of their rent vendors, numbers

of volunteers. The customers are optional on creating any marketing materials, but we need to

work on the prices of the offered products to meet standard budgets of Deuces Live Main Street

customers’ incomes.

Sale Resistance

We’ve encountered some of rejections due to the gap of cultures on Asian and African-

American. Moreover, some of the prospects are reluctant to partner with Deuces Live because of

the possible loss with cutting price for each product or service. We attempt to make many calls

and visits as frequently as we could to show them the proofs of supporting from local papers

reports such as Saint Petersburg Times, The Tampa Bay Times, The weekly Challenger

Newspaper, and St Petersburg Tribune…etc. These mentors and volunteers will help to market

the good reputation and future sales for their companies. We give them some examples of


successful stories when doing events with schools and government organizations from some of

food vendors previously and their sales had been increased after 6 months. With the help of

many local volunteering entrepreneurs and businesses, we intend to promote the South Saint

Petersburg local market with fresh groceries daily in the future (Killette T., 2014). With this

picture, we think that partnering with us will give them the chance to boost their sale in the

future not to African-American community but to all Saint Petersburg and Tampa Bay

community.

We show them the history of Pinellas County on investment of re-developing Midtown St

Petersburg since 1999. The Economic Development Corporation has developed new electronic

assembly programs in 2002 at 22nd Street South, with vocational education facilities, recreation

center, administrative office, $2.4 million of renovation Manhattan Casino from the city since

2012 (Midtown St Petersburg, 2013)

Closing the sale

We attempt to make sale call plan via emails as the most courtesy way to approach our

customers. We see the supportive communication style during sale attempts and the salesperson

manages to provide them link on Facebook for reconsideration in future partnership and contact

information with vendors’ applications online. We genuinely ask for the permission to email

them with coming events so they can participate anytime they wish for to meet their

requirements.

Closing Worksheet

Closing Clues Closing Method Closing statements


Well, we don’t have the

intention to target our products

into African-American market

at this moment, but we will

contact you if we need in the

future

Assumptive close We are available anytime and

you can update our events via

Facebook or our website. Also

we have no contracts or

obligations during each

application, so feel free to

contact us if you change your

mind

How long does the event last

and how many customers you

expect to host each event?

Direct Appeal close We expect 2-3 hours packed

with 300-400 flows of

customers on weekly event

and 500 or more on monthly

event.

What kind of food vendors did

participate in your event

previously?

Direct Appeal close We have fast food vendors,

food truck vendors, ice

creams, and groceries in each

of events


References

Deuces Lives (2014). Retrieved from https://www.facebook.com/thedeuceslive

Jon Wilson (2002). The Deuces. Retrieved from

http://www.sptimes.com/2002/webspecials02/deuces/

Keep St Petersburg Local (2014). Retrieved from

http://www.keepsaintpetersburglocal.org/members/view/deuces-live

Killette T. (2014). South St. Pete Getting Local Market. Retrieved from http://tbo.com/pinellas-

county/south-st-pete-getting-local-market-20140405/

Koenig M. (2014). Dear Nonprofit Organizations, You are in Sales. Retrieved from

http://www.nonprofithub.org/featured/dear-nonprofit-organizations-you-are-in-sales/

Lisa Buie (April, 2014). Deuces Live Sunday Market brings new hope for business growth in St.

Petersburg’s Midtown. Retrieved from

http://www.tampabay.com/news/business/economicdevelopment/deuces-live-sunday-

market-brings-new-hope-for-business-growth-in-st/2173850

Manning G., Ahearne M., & Reece B. (2012). Selling Today, 12th Ed. Pearson Education Inc

Marshall K. (2010). Words Are Gift…You Better Have the Right One to Give. Retrieved from

http://www.mentoring.org/images/uploads/recruiting_mentors_and_donors.pdf

Midtown St. Petersburg (January, 2013). Retrieved from

http://www.stpete.org/economic_development_dept/redevelopment_initiatives/docs/

January_2013___Midtown_Overview_with_Map.pdf

http://www.stpete.org/economic_development_dept/redevelopment_initiatives/docs/January_2013___Midtown_Overview_with_Map.pdf

http://www.stpete.org/economic_development_dept/redevelopment_initiatives/docs/January_2013___Midtown_Overview_with_Map.pdf

http://www.mentoring.org/images/uploads/recruiting_mentors_and_donors.pdf

http://www.nonprofithub.org/featured/dear-nonprofit-organizations-you-are-in-sales/

http://tbo.com/pinellas-county/south-st-pete-getting-local-market-20140405/

http://tbo.com/pinellas-county/south-st-pete-getting-local-market-20140405/

http://www.keepsaintpetersburglocal.org/members/view/deuces-live

https://www.facebook.com/thedeuceslive


Sunday Market on Deuces (2014). Retrieved from http://theweeklychallenger.com/sunday-

market-on-the-deuces/

Appendices

10-PowerPoint Slide Pitch/Summary link

http://www.slideshare.net/dunghuynh2074696/sale-project-presentation-draft

Business

Final Sale Project-Dung Huynh