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Case
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Reference no. IMD-5-0395
Subject category: Marketing
Authors: Kamran Kashani
Published by: Institute for Management Development (IMD)
Originally published in: 1998
Version: 16.09.2009
Length: 9 pages
Data source: Field research

Abstract

The case describes the selling activities of a sales engineer with respect to a key account. The loss of the order for a CT-Scanner provides the background for analyzing the dynamics of the buying situation and the salesman''s handling of it. The issues raised are: Who are the cast of characters influencing the buying decision? What seems to motivate them? What sales strategy would be appropriate.

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Abstract

The case describes the selling activities of a sales engineer with respect to a key account. The loss of the order for a CT-Scanner provides the background for analyzing the dynamics of the buying situation and the salesman''s handling of it. The issues raised are: Who are the cast of characters influencing the buying decision? What seems to motivate them? What sales strategy would be appropriate.

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