Franklin

The company that would not bid [electronic resource] : a small business using a high cost of customer acquisition approach / John H. Friar, Jay P. Mulki.

Author/Creator:
Friar, John H., author.
Publication:
London : SAGE Publications: SAGE Business Cases Originals, 2019.
Series:
SAGE Knowledge. Cases.
SAGE Knowledge. Cases.
SAGE Knowledge. Cases
Format/Description:
Book
1 online resource.
Subjects:
Selling -- Case studies.
Sales management -- Case studies.
Success in business -- Case studies.
Summary:
Al, a salesman for roofing contractor GF Smith & Co, was required to follow the company's time-intensive approach of solutions selling in order to create a bid. Solution selling was discovering customers' needs and proposing solutions rather than bidding on the customer request. For a solution selling proposal, the company required the presence of all decision-makers (typically a husband and a wife) in the household. Al and a colleague had spent several hours with a potential customer but had to cancel two follow-up meetings to give the bid because the customer's wife was too busy to attend. The customer had already received two other bids and was asking for Al's. Al knew he would lose the sale if his manager would not let him suspend the usual process in this case. Al was trying to determine what arguments he could make to the manager to convince him to suspend the process. The case exposes students to the cost of customer acquisition for small businesses and allows for discussion of point selling, solution selling, and upselling.
Notes:
Includes bibliographical references and index.
Description based on XML content.
Contributor:
Mulki, Jay P., author.
ISBN:
9781526464309 (ebook) :
OCLC:
1089141668
Access Restriction:
Restricted for use by site license.
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