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Royal Sales Corporation
Group 7
Question 1
What three products/services are sold by the RCC?
Who is the decision maker for each of these product/services?
Products/Service Sold By RCCCorporate Copy Center
• Customer Centric Printing “Solution”• Customized Equipment • Well trained RCC personnel• Reproduction Contract• Guaranteed output
Functions• Microfilming• Sorting and Collating• Binding and Covering• Color Copying• High Volume Copying
Decision Makers
• Strategic : High level Management, requires significant financial investment
• Operations : People who know the technicalities and requirements
• Finance : Depending on how much the customized solution costs
Products/Service Sold By RCCRoyal Reproduction Centre
• High quality, quick turnaround copying• Duplicating, printing• Provided as a service
• Contract for reproduction and Specified Time• Specified Output and Externally Provided
• Sales reps sold Royal 750 colour copier and CCC program• Sales organisation: Generalist specialisation
Functions
• Routine Reproduction Jobs• Duplicating Engineering documents• Microfilming• Colour copying• Overhead transparencies
Decision Makers • Department needs may be different, Low price, Short Tenure Low and Mid Level Employees across functions
Products/Service Sold By RCC
Royal 750 Colour Copier•Specialized machinery for color copying•Not very successful but high in quality •Specialized final consumer•Low Volumes
Functions•Presentations of advertising and marketing plans•Quick copying•Enlargement, reduction•Straight duplication
Decision Makers •User/person who understand the technical expertise and can communicate its relevance to higher management
Question 2
What are the benefits to the user of each of these three product/services?
Benefits To The UserParticulars CCC RC 750 Colour
CopierRRC
Equipment Customised Standard Equipment
Contractual
Supplies and Paper
Included in Contract
Client Purchase Included
Labor Expense Included Borne by Client Included
Benefits of the program
Guaranteed output, qualified operators
Allows for quick copying and experimentation with copies
Short turnaround time for high volume orders
Question 3
Examine Mary Jones’ efforts at Acme Computers, Bickford Publishing and General Hospital.
What are the similarities of each of these situations?
AcmeMary’s efforts•Customized solution and effort
Acme’s Concern•Concerned with external operator at the workplace•Concerned with high capital investment
Prospecting
Pre approach
Approach
Needs Identification
Presentation
Handling Objections
Closing the sale
Implementation & follow up
Acme Computers
• Did not pursue the client for 6 months• Successful in scheduling a meeting• Opening statement was on target
Poor•No questioning• Just focused on cost
Did not get an opportunity
PoorDid not address the concerns of• Cost being high in the first 2 yrs• Concentrated on product features rather than concerns• Outsider working in the company’s premises
Needs Identification
Presentation
Handling Objections
Closing the sale
Acme Computers
Bickford Publishing
Prospecting
Pre approach
Approach
Needs Identification
Presentation
Handling Objections
Closing the sale
Implementation & follow up
Jones knew a lot about Bickford primarily because it was a long time client.
•Scheduled a meeting with Smith• Planning to meet Tony Perry- VP Corp. Ser
No opportunity. Dropped the CCC Info earlier and again pushing for it
Failed to identify objections & concerns of Bickford. They had concerns like :• CCC was not cost effective• CCC was inappropriate as a current purchase for Bickford
Prospecting
Pre approach
Approach
Needs Identification
Presentation
Handling Objections
Closing the sale
Implementation & follow up
General Hospital was a good prospect as they had:•M oney to buy,•A uthority to buy•D esire to buy
Not too good. Jones was Surprised to find 3 executives in the meeting. However presentation was good
Had knowledge about General Hospital’s requirements. Had prepared a ppt to show cost savings
No questioning, identificationOr pre commitment
Client agreed to the merits/demerits And the financial savings thru CCC
Did not handle the objections of• Hiring an outsider • Firing the internal employees
General Hospital
Question 4
Should Mary Jones directly contact Tom Perry of Bickford Publishing? Why or why not?
Mary Jones should contact Perry:Smith already against CCC
Perry was interested, and if the approach is well executed he may show interest
Perry higher in authority and can understand the strategic advantage and benefit
Perry can negate Smiths decision
Question 5
Evaluate the General Hospital proposal
Cost Saving CalculationHence, the cost saving figure of $30,995 is incorrect as the costs have not been discounted in the time frame considered.
Question 6
What could Mary Jones have done differently to sell the CCC to General Hospital?
ObjectionHandling
Objections•Firing of Experienced employees
Her response•Emphasized on efficiency and cost benefit
Question 7
What actions should Tom Stein (Mary’s Sales Manager) take regarding Mary Jones?
Voluntarily chosen mentor
Should not exert too much pressure - hamper her morale
Suggest higher management about her performance evaluation
If possible, Provide her flexibility on the product