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Case
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Reference no. 9B04A015
Subject category: Marketing
Published by: Ivey Publishing
Originally published in: 2004
Version: 2004-10-07
Length: 17 pages
Data source: Field research

Abstract

The top sales person for Alchemy Training Firm has visited three potential clients, an existing customer, a ''warm'' call referral and a cold call, to sell a new offering from the company. While the company was well-known for providing top quality sales management training programs, the owners have decided to branch out with a new offer of supply chain management/purchasing training courses. The sales person must prepare a report of these sales calls for a planning session, and is concerned that the outcome may not be successful. He wonders what he could have done differently. The case highlights the difficulties in selling a new intangible service when firm reputation, trainer reputation, and course customization opportunities compete with cost as main buyer priorities. The differing opinions of the owners on the firm''s growth strategy are an issue, as well.
Location:
Size:
Small
Other setting(s):
2003

About

Abstract

The top sales person for Alchemy Training Firm has visited three potential clients, an existing customer, a ''warm'' call referral and a cold call, to sell a new offering from the company. While the company was well-known for providing top quality sales management training programs, the owners have decided to branch out with a new offer of supply chain management/purchasing training courses. The sales person must prepare a report of these sales calls for a planning session, and is concerned that the outcome may not be successful. He wonders what he could have done differently. The case highlights the difficulties in selling a new intangible service when firm reputation, trainer reputation, and course customization opportunities compete with cost as main buyer priorities. The differing opinions of the owners on the firm''s growth strategy are an issue, as well.

Settings

Location:
Size:
Small
Other setting(s):
2003

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