Selling & Customer Experience Role-Play at Harvey Norman Outlet

This report outlines the preparation for a selling and customer experience role-play set in a Harvey Norman store in Brisbane, Australia. The role assumed is that of an electronics sales representative, focusing on selling a Haier French door refrigerator to a fictitious couple, Tom and Lorrain Thomas. The report details the company background, the customer profile, the problem the customer is trying to solve (needing a new refrigerator), and the features and benefits of the Haier refrigerator being offered. Key selling points include its automatic ice maker, water dispenser, energy efficiency, and design for convenience. The report also includes key questions to ensure customer satisfaction and provides a reference list.

Running head: SELLING AND CONSUMER EXPERIENCE
Selling and Customer Experience
Name of the Student
Name of the University
Author Note

1SELLING AND CONSUMER EXPERIENCE
Task 1: Detail the role (position) of a sales employee that you plan to assume for the role-
plays
Chart 1
The Company that has been chosen in order to proceed with the role play includes
Harvey Norman. The mentioned company is a highly popular Australian based, multinational
retailer of bedding, furniture, computers, consumer electronic goods and communication. The
job role of the employee to be discussed here is Electronics sales representative. Electronic sales
representatives are the retail salespersons who sell electronic equipment to consumers. I will be
playing the role of the sales representative. Me, as an employee have specializes in selling
consumers electronics products to the consumers. The Consumer electronics are referred to those
electronic equipments that are intended for every day usage. The electronics goods that are sold
by the mentioned sales representative include devices used for entertainment that includes
televisions, DVD players, video games, remote control cars. I also sell communication devices
like laptops, telephones and housekeeping devices like refrigerator and washing machine. The
chief skill that is need for the job position of a sales representative includes excellent consumer
service skills as well as knowledge of the product that they are selling. The minimum educational
qualification needed for the above mentioned job role includes a high school diploma. Along
with that, the mentioned organization provides its employee an on job training session so that
they can effectively provide the consumers with information associated with the goods that they
want to purchase. Besides that, they also need to have proper communicational skills so that they
can pursue the consumers the products of their choice.
Task 2: Detail the company you will be working for (an actual company).

2SELLING AND CONSUMER EXPERIENCE
The role play will be taking place at Brisbane, Australia. I, as the sales representative will
be working at the Brisbane outlet of Harvey Norman. The primary competitor the store includes
othersaless executives. The total number of employees in the store is 36. The company that has
been chosen for the role play includes Harvey Norman. The mentioned company is an Australian
based, multi-national retailer of furniture, computers, bedding, consumer electronic goods and
communication. The organization chiefly operates as a franchise. Harvey Norman was founded
in the year 1982 and the headquarter of the organization is located at Homebush, New South
Wales. The founders of the company are Ian Norman and Gerry Harvey. The company was
initially named Norman Ross and within 4 years the company became one of the largest
appliance retail chains in Australia (Harvey Norman, 2018). Even in this era, Harvey Norman is
considered to one of the most popular brick and mortar electronic as well as gadget stores in the
nation. However, the mentioned organization lacks online presence. The yearly revenue of the
company is approximately 523 million USD and the company is still expanding. Considering the
fact that the consumer electronics producing industry of Australia Is highly saturated, the Harvey
Norman Company posses a good number of competitors in Australia. One of the major
competitors of the company includes the Bing Lee Company. The mentioned company sells
consumer electronic goods to the consumers. Other competitors of the Harvey Norman company
includes the Kogan.com, which is a online electronic goods selling company, the Jb-hifi & tHe
Good Guys and the Jaycar Electronics.
Task 3: Detail the client or a prospect you will be meeting with—you are making up a
fictitious customer.
The name of the client who will be visiting the outlet of Harvey Norman at Homebush is
Tom Thomas and his wife Lorrain Thomas. Tom is a middle aged man of 52 years and he works

3SELLING AND CONSUMER EXPERIENCE
as an assistant operational manager at ABC Company. His wife, Lorrain is a house wife. Both
Tom and Lorrain reside at Homebush. They belong to the upper middle class population. Both of
them are non-indigenous Australians. The yearly income of Tom is 118,797 Australian dollars.
The couple has 2 offspring, a 19 years old boy and a 13 years old girl. John, Tom’s son has
completed graduation and is currently perusing job in a multinational organization. The couple
has visited the organization in order to purchase a brand new refrigerator. I, the consumer
electronics sales executive have been appointed by the management of the company in order to
show the mentioned clients the product they want to purchase. The additional that will be
required by me in order to provide the consumers with their specific requirements id the price
range of the product they want to purchase. Not only that, I will also need to know the consumers
have any special preferences. This additional information will help tom to meet the requirements
of the consumers in an effective way. The price range of the consumer is 3000 yo 5000 USD.
Being the house keeper, the chief decision maker of the family when it comes to buying
electronics goods for regular usage is Mrs. Thomas. According to Mrs. Thomas, she prefers to
buy a French door refrigerator since she had been told that these types of refrigerator contain lots
of space inside. In order to satisfy the preference and need of the consumer, the refrigerator will
be sold by me. The role play will include only Mr. Thomas and Mrs. Thomas.
Task 4: Detail the problem you will be attempting to solve for the client and the
product/service you will be attempting to sell to solve the problem.
The electronic goods that will fulfill the requirement of the consumers who have visited the
Harvey Norman outlet is a brand new refrigerator. Keeping the specific requirements and the
price range of the consumers in mind, the refrigerator that should be suggested by me includes
Haer French door refrigerator. The price of the mentioned product is 4699 dollars which easily

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fits the budget of the consumers. The key feature of the mentioned refrigerator includes
Automatic ice maker, Water dispenser and External electronic controls on LED display. Besides
that, another benefit of the refrigerator includes 2 years pat and labor warranty. This will be
highly help full for the consumers since within the time span, any dispute in the product will be
repaired by the company free of cost. Finally, the product is eco friendly R600a Refrigerant,
which means the product will consume less electricity and thus the consumers will be able to
save on electric bills. The major benefits of the product includes it has been designed for
convenience. No needs to bend down in order take out or put food items in the freezer.
Secondly, it will make the space of the kitchen looks bigger since narrow doors that don't swing
as far into the kitchen as a full-width door. While selling the product I will be using a brochure.
The chief three questions that will help me to ensure that my consumers are fully satisfied
include:
1. What are your specific needs from the product you are looking for?
2. Are you specific about any brand?
3. Is the product shown to you within the budget you have decided to go for?

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Reference List
Harvey Norman (2018). Harvey Norman | Shop Online for Computers, Electrical, Furniture,
Bedding, Bathrooms & Flooring | Harvey Norman Australia. [online] Harvey Norman Australia.
Available at: https://www.harveynorman.com.au/ [Accessed 17 Oct. 2018].
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