12/15/2014

Section H , PGP 2014-16, Group 1

Abhishek Kumar (2014PGP007)
Ashish Tomar (2014PGP067)
Dev Aravind (2014PGP104)
Garima Sharma (2011IPM029)
Kirubakaran M (2014PGP442)
Manpreet Singh (2014PGP194)
Ramasubramaniyam S (2014PGP291)

Water Chromatography
Division : U.S. Field Sales (A)

12/15/2014

Customers
Pharmaceuticals (large and mature business base)
Life Sciences/Bio technology (New and rapidly growing)
Others:
-Polymers
-Industrial Chemicals
-food/agriculture
-Electronics
Four Broad Application Areas:
Analytical Labs
Research Labs
Clinical Labs
Quality Control Labs

Water Chromatography Division : U.S. Field

Sales (A)

12/15/2014

Marketing Objective:
Target 20% annual growth
Maintaing current markets and
Developing new markets
Marketing Strategy:
Aggressive Marketing of Existing Products
Timely Introduction of new products
Broaden application Emphasis

Water Chromatography Division : U.S. Field

Sales (A)

12/15/2014

U.S. Field Operations

Divided

into 3 areas:

Midwest
West/South
East

Area

general managers governed each

areas and reported directly to VP
Compensated with $75K + stock benefits
8 Regional Managers, 57 Sales Reps, 53
service reps and 26 sales support reps
Each RM managed 7-8 Sales Reps
Water Chromatography Division : U.S. Field
Sales (A)

12/15/2014

Organization and Management

Functional

departments:

Manufacturing
Human Resources
Marketing
Research & Development
Headquarters Milford, Massachussetts

President

Bill Shippey
Vice President Chane Graziano
Responsible for domestic and foreign field
operations as well as governing 3
divisional headquarter staff groups
Water Chromatography Division : U.S. Field
Sales (A)

12/15/2014

Headquarter Staffs
National Accounts Manager

Manages 40 accounts accounting to 45% of the

sales dollar volume

Worldwide sales training

Planning and implementing standardized training

programmes

Customer Support

Staff of 31 people involved in

1.) Telephone support

2.) Response to customer requests
3.) Telephone order-taking

75-80% of the instruments and all of chemical

orders placed over telephone
Water Chromatography Division : U.S. Field
Sales (A)

12/15/2014

The Regional Manager (RM)

Front

line managers managing the sales

force - working directly with sales force
60% of the time Administrative work
Territorial plan for sales representatives at
the beginning of the year and quarterly
and annual performance review
Authorized to discount prices upto 8.8%
Compensation of $40 - $50K plus $10 $20K commission linked to regional sales
volume growth
Service and technical support managed
internally by regional service manager
Water Chromatography Division : U.S. Field
Sales (A)

12/15/2014

The Sales Representatives

Made

all sales to all customers in the

assigned geography
Dollar-Volume target
Average of 40 accounts and $1.3mn sales
20-30 years old with 2-3 years lab
experience
Hired from screening group, Waters
application lab or customers
Trained for First month, given territorial
plan and call schedule
Water Chromatography Division : U.S. Field
Sales (A)

12/15/2014

Sales Representatives Compensation

Base

Salary, Sales Incentive, expense

account and company car
Average of $34000

Incentives Plan
Annual

plan linked linked to 12 mth quota

by adding $300000 to territory business
Quarterly plan linked to quarterly goals
93% chose to remain in sales or left the
company
Sales turnover at 10-20% and loss of $260000
per order
Water Chromatography Division : U.S. Field
Sales (A)

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12/15/2014

Water Chromatography Division : U.S. Field

Sales (A)