Sales Report

3 Pages 833 Words

Sales Case Analysis #1


Overview

Case 1.4 provides a comprehensive portrayal of the competitive nature of sales, and the nerve-racking aspects a company encounters while attempting to establish beneficial product superiority. Specifically, the case revolves around “Mediquip S.A’s” attempt and failure to sell a piece of medical equipment called, the computer tomography (CT) scanner. Moreover, the case focuses on Kurt Thaldorf; a sales engineer for Mediquip S.A., and his unsuccessful effort to finalize a deal with the buyer; Lohmann University Hospital. In addition, the other major contenders in the CT scanner market are FNC, Eldora, Magna, and Piper. From a sales management standpoint, it is apparent that the essential problem in Medquip S.A.’s inevitable loss, derives from its inability to distinctively present a beneficially competitive, comparative, and lucrative offer.
Recommendations
Mediquip, S.A.’s failure to close a deal stems from their elemental inadequacies. Consequently, this refers to their deficiency in planning and preparing for possible issues prior and during the sales process. This goes hand-in-hand with the three interrelated sets of the effective management process being; formulation, implementation and evaluation of a sales program. It was obvious when they initially presented their sales price was unacceptable if they wanted to compete with the other contenders. Realistically speaking, if they had developed a plan and researched the external and internal environmental influences on the sale, they would have been better prepared. For example: If they had researched the possible offers of other competitors, they might’ve rethought their price and approach of their sale.
Rationale
If I was managing sales I would simply rationalize every decision and alt...