Courtney Alfery  

Effective Selling 
Case 9.1 ​Cascade Soap Company 
Ethical Dilemma  
11/17/16 
 
1. The type of sales presentation that Mike Bowers is using would be the unstructured, 
needs-satisfaction technique. The characteristics of the salesperson’s presentation that 
led me to believe it was needs-satisfaction was his flexibility regarding the interaction, his 
initial probing question, his restating of questions, and his ability to develop off the 
customer’s needs, be aware of them, and fulfill them.   
 
2. The salesperson uses trial closes at the end of each time he speaks, and whenever he was 
making sure he had the customer’s needs identified correctly. 
 
3. The FAB’s that are relevant in this Case would be the various ways Cascade 10 could save 
the customer money. It is evident that the salesperson has proper knowledge on his 
product, but even more knowledge regarding the exact ways he will save the customer 
money as well as the amounts of money they will save. 
 
4. In order to ensure a “win-win” for both Mike and Bill, Mike could have said he was ready to 
get the ball rolling in regards to getting Cascade 10 on the shelves immediately for Bill, 
instead of giving Bill the opportunity to either go through someone else (the head stock 
clerk) or wait until Mike’s next call (when the customer may lose interest in the meantime).  
 
5. If I were Bill, I would tell Mike that his proposal about Cascade 10 sounds awesome 
regarding increasing sales and profits, but I would ask how the product would sell, or if the 
product would leave my customers happy with their purchase. He did not tell Bill many 
product features in regards to how it will payoff for the customers in their homes.  
  
 
Ethical Dilemma: A University Sets a Condition, p. 373 
 
1. Choices from least to most desirable: 3,21 
2. 1: risks would include your other schools finding out about this sale and being frustrated that 
they did not receive the same treatment 
2: Risk would be that your boss could get mad at you for calling her out on her unethical 
proposal 
3: You could get in trouble by your company and other schools could find out and be angry with 
you. 
 
3. Moral Development: 
1: ​This option would show Conventional moral development. This means you would be 
upholding legal laws and that’s it. 
 
2: ​This option would show Principled moral development, which occurs when you are 
going by your own code of ethical standards. 
 
3- This option would portray Preconventional moral development. This means you would 
only be acting in your own best interest, which is definitely not the right thing to do in this case.  
 
 
4. Based on the options available, I would most likely choose option 1 if this were me. It may not be 
the most ethical, but if every business decision were completely ethical I’m sure there would be a 
lot of opportunities lost.