I Am The Best

 

CASE STUDY

I AM THE BEST

Submitted To

Submitted By

Dr.DD Swain

Jillam Parida

 

w hat advise will you give Mr 1.  What went wrong? If you are the sales manager of the company what Mehra? What kind of changes should have made in his presentation?

The conversation could not reach to a point where Mr.Mehra could have convinced Mr.Sinha to  buy his product. Mr. Mehra could not give the th e detail de tail value proposition of his products vis-à-vis competitors. The 15 % cost cutting was the main priority and that issue could h have ave addressed in a different way by emphasizing different add on facility what the company is giving. During the initial conversation between Mr Mehra and Mr Sinha, the manner in which Mr Mehra discussed about his  product and said said about its premiumness premiumness,, he was unable to justify the high high price of the product product and opened opened a debate regarding the benefits and sales persons hardship in conveying the message had gone wrong. I would have asked Mr Mehra to go for a competitor analysis, wherein he should have the details of the competitor’s offerings with the prices and should have gone in for a satisfaction survey wi th our current and previous buyers, so as to convey the positive aspect of the product and services vis-à-vis competitors offering and showed him directly that it is due to our constant effort in redesigning redesigning the products as per the  buyer’s needs, matching with their capabilities, providing them delivery and services in time has led to good outputs and low cost of procurement. As a Sales manager I would ask Mr.Mehra to show the  benefits to the customer customer vis-à-vis vis-à-vis pricing of other other competitors competitors

2.  What Kind of Changes he should have made? The changes that could have been made in his presentation using this below frame work .

The frame work suggests that all the efforts are tactics should be applied in sales making the customer as Sun in that solar system. The efforts should be given in highlighting about analyzing the needs of the customer which in this case is the cost cutting along with depicting the benefits provides by the product and service in alignment with customers need and that will create a scenario where the seller can gain the commitment of the buyer .

 

Analyzing the need: Future Goals- It is about depicting the buyer of the future goals of the seller to constantly innovate for its  buyer by providing providing technically technically proven proven highe higherr technology technology at affordable affordable cost. Blind Spots- Mostly showing what actually the buyers do not see while buying a product and how the advantage in the product offered by us has lead them to save money in terms of procurement, like

maintenance handling, safety, repairs and spare parts . Current Strategy- depicting about the steps being taken at the current situation to ensure the buyers requirement are met at a healthy price and without major increase in their cost of procurement in terms of  service and standards.

Current Product Benefits and services: Capabilities- Depicting the capabilities of product vis-a-vis competitors and the value offering that has  been made, made, which gives the organization organization an edge edge in saving saving money in short and long term. term. Benchmarking- Showing our products are bench marked and are prepared to withstand the roughness and wear and tear due to constant work in tensile situation and showing the service been offered to the

 buyer are exceptiona exceptionall while compared compared to competitors. competitors. Internal Engineering assessment- depicting the superiority of the product vis-a vis competitors product  by testing in Labs and showing its useful life and productivity by using method that is relevant to the  buyer and in terms terms giving a monetary monetary assessment assessment to the value offe offered. red.

Gaining the commitment: Field Value-in us assessment-through this method we can show the actual cost associated by using or   product and other marketing marketing offering, the value offered can be monetized monetized and the savings occurred by using our product in terms of procurement, in time deliv delivery ery of products and services services,, safety claims, claims, loss in break down can also be monetized. Mr Mehra can also show how much worth savings has been made can be made by virtue of using his product.It will directly show that the seller has clear cut knowledge of buyer’s requirement, buyer’s method of working, future problems that may arise and clear  understanding of competitor’s product.  product. 

The buyer would tend to incline towards our products by valuating all the above data and points described, as it clearly gives a picture of the huge savings they acquire by using our product and the cost of procurement has been quite low, compared to the savings we offer in terms of on time maintenance, replacements, spares and quick and efficient service.

 

Reference: 1.  Business Market Management (B2B) by James C Anderson, James A.Narus , Das Narayandas, D.V.R Seshadri 2.  ABC’s of relationship selling through services, Charles M. Futrell, Texas A&M University Mark Valvasori, Mohawk College