The Royal Corporation

Case Study
Sales Management
S.K Arjun
E030
Sriram D.S
D017
Tarun Gupta
D027
Kumar Krishnamoorthy
D034
Sujatha Gyanasekar
D018
Hemanth S
D049

Products/Services & Decision Makers
TYPE NAME FUNCTIONS DECISION MAKER
Product Royal
Reproduction
Center
Routine reproduction jobs
High quality copying
Duplicating and printing
Microfilming
Colour copying
Producing overhead transparencies
User
Head of Staff -->
Low & Mid-level
employees
Service Royal 750
Colour Copier
Enlarging & reducing advertising
slides
Straight duplication
Printing presentations for
advertising plans
User with
technical know-
how
Senior
management
Product Corporate
Copy Center
Microfilming, Sorting, Collating
Binding, Covering
Colour copying
High volume copying
Purchasing Head
Operations Head
Technical Head
Senior
management
Benefits of the products/services
Royal Reproduction Centre Royal 750 Colour Copier Corporate Copy Centre (CCC)
Quick turnaround service Quick colour copying Customized equipment
No overhead costs High quality Free supplies and paper
No fixed investment on
equipment
Cost savings in comparison
to printing services
No labour costs
Customized & Specialized
services
Easy editing Guaranteed output
Free material
Experimentation with
copies
Repro management
No labour cost Ease of operation No wastage
Savings in the long term
Customized program
Trained personnel
Question 3
Mary Joness effort at Acme
Pre-Approach
Spent several hours studying Acmes present reproduction costs
Approach
Meeting:
She got the meeting with the client scheduled at 9:00 a.m.
But she was late by 10 minutes which made her uncomfortable
Meeting with Betty in the lobby made her frustrating
Interest Statement:
She greeted and started the conversation about the previous meeting and the CCC in brief
Presentation
she gave the proposal to Betty in which White had little interest
Need Identification
There was no questioning to identify the current needs and no pre-commitment was
obtained
Handling Objections
White raised objections : 1) expensive 2) outsiders doing the printing
Jones instead of handling the objections skipped the question and focussed on other
features and benefits
Follow-up
White showed little interest and wrapped up the meeting
Jones just gave her the project figures for her to review
Meeting ended without next appointment date
Question 3
Mary Joness effort at Bickford Publishing
Approach
Meeting started as scheduled
No Interest statement was made
Presentation
She said that she wanted to share additional information regarding
the CCC idea
Smith interrupted her and rejected the idea right away
Need Identification/ Handling Objections
There was no questioning to identify the current needs or reason for
rejection was asked and hence no handling was done in this regard
Closing the sale/Follow-up
Even though the call closed with a straight NO, Smith suggested
that she can meet Mr.Perry, V.P. of Corporate Facilities, to present
the proposal
In spite of Smith suggesting for a presentation, Jones was not quick
enough to get a time/date for the presentation /meeting

Question 3
Mary Joness effort at General Hospital
Approach
Meeting started as scheduled
Jones was surprised to find V.P. of Operations, Director of Accounting & Chairman of the Board
there as she didnt make sure who all will be the attending the meeting
Presentation
She presented about the merits of the CCC and the financial calculations generated for General
Hospital
Need Identification/ Handling Objections
Concerns were raised regarding
1) Outsider Employment: Issue of Confidentiality
2) Loss of Employment: Skilled, efficient and loyal employees ; one was a relative of Chairman of the Board
Addressing the needs:
Jones emphasized about the efficiency of the new equipment and was not able to justify their concern
regarding loss of employment; She rather felt ill
Closing the Sale
When they were about the make the decision she tried to buy some more time but in vain
Handling Objections
The team preferred employee relations over an unproven program even though it provided cost
savings
Jones tried to get a commitment about buying the CCC in case of those two employees leaving
the company but got none
Implementation/Follow up
Even though the deal was rejected, Jones offered to visit the office for other related works and
left the place

Question 3
Sales Process Summary of Similarities
Approach
Appointment were fixed
No interest statements were made
Presentation
Features and Benefits were explained for General
Hospitals
No Evidence was provided in any of the three cases
Clients agreed that the product might be useful
Need
Identification
All three clients had MA Money and Authority;
but did not have the D-Desire to buy the CCC
Questioning to identify the needs did not happen
Closing
the Sale
All the three meetings ended with a NO
No appointment for further meetings were done
Handling
Objections
Root cause analysis for handling the objects was
not done
Issues raised were not addressed properly
Question 4
Should Mary Jones directly contact Tom Perry
of Bickford Publishing?
One of Jones best accounts
However, Joe Smith, Director seemed to have some problem with Jones
Joe Smith not very interested in CCC
Not keen on listening to her calculations in detail
Tom Perry, VP Corporate Facilities (Joes boss)had shown some interest
Although Joe has sent a mail to Tom Perry, Jones should contact Tom
Perry directly
If she doesnt contact Tom directly, there is no chance shell close a CCC
deal in the near future with Bickford
She should convey to Tom in her mail that she would like to discuss about
the CCC program which he was interested in . She should also convey the
fact that Joe was quite busy and did not have the time to review her
calculations


Question 5
The General Hospital proposal
Did not take into account the decision making process
General Hospital Copying Objectives more like CCC
benefits does not seem to be based on research
Eg. 89 day trial option period included in hospital
objectives

Does not take into account consideration for existing
staff imp. for hospital
Even though it is a repeated objection by prospects, no clear
justification prepared
One of the 2 printing staff is the Chairmans nephew

The benefit calculation was also in doubt
The rate of rise of hospital expenses in future might
be excessive
The values were not discounted to present values
The cost of supplies to hospital with CCC were
calculated to grow at the same rate as increase in
fixed rate of Royal CCC.

Taking over responsibility of printing
supervisors/heads
A threat?
Question 6
Alternate strategies to sell the CCC to General
Hospital

As General Hospital values its employee
relations the most, the obvious thing she
should have done was suggest to train the
employees of the hospital so that they can
work along with the operators in case they
dont have the expertise to replace them.
Question 7
What actions should Tom Stein (Marys Sales Manager)
take regarding Mary Jones?

She is a good sales person (given by the amount of
sales on other products she achieves), hence:
Give her the freedom (relieve pressure, could even be by
relaxing her sales targets for CCC)
Try to understand her problem by having more dialogues
with her. There has to be a root cause.
More motivation, Jones has mainly been self-motivated all
this while. A direction from her mentor may be what is
required to kick start her CCC sales.

Thank You