6.

5 Market Testing

6.5.1 Speculative Sale Method

In this stage, we choose the Speculative Sale Approach (a type of Pseudo Sale
Method). This is a technique used primarily by firms in business-to-business
market. After make a pseudo sales call, we go to the customers and give them
the full pitch of the paper pallet product (a version close to ultimate marketing),
do a presentation by highly trained sales people, answer questions, negotiates
prices, and lead up the presentation to the closing question, “If we make this
product available as we have described it, would you buy it?.

This testing will done by our salespeople, using the paper pallet that are
developed and ready to go. They will make a sales calls, then presenting our
product as though it were available for purchased. The difference this time is
that the product is real, the price, selling presentation and so on. The target
customer is real, and the positioning is clear. Our customer just has little to do
except make a decision. The decision may be just to ask for some sample to try,
then we will give them a number of sample.

6.5.2 Justification to chose Speculative Sale Method.

The justification why we chose this method rather than the rest method, are:

a. This approach is the most suitable for business-to-business

products (According to Crawford and Benedetto, 2003) among the
rest.
b. The target customer is real and our product positioning is clear.
c. Sales people can do a selling presentation in the customer place.
d. After the presentation, the customer has little to do except make
decision.
e. Saving cost: no advertising in this market test approach.
f. Firms have very close downstream relationships with key buyers /
customer.