INTRODUCTION:

Kauflauff is a fast growing provider of subscription enterprise software headquartered in Heidelberg, Germany. It was founded in in early 2002 as one of the first organizations to offer software as a service. The company targeted mid-sized and top tier smaller firms that could benefit from cloud based subscription software and by its differentiation approach to serving this market with highly qualified sales representatives who offered consultant like services to its clients. Jess Westerley, the newly appointed assistant product owner of CRM applications for computer and office supply wholesalers and retailers at Kauflauf, noticed that a large amount of time was being spent by the field consultants on the small accounts which yielded lesser profit margins for the company. So, she brought forward a proposal to change the call pattern towards large customers . However, the field consultant were reluctant to accede to her proposal and some of did not even bothered to respond to it.

SUGGESTION FOR SMOOTHLY DRIVING THE CHANGE 1. Boost Awareness : a) Jess Westerly should communicate not only what to change like change focus from relatively small accounts to larger accounts but also how to implement the change. Detailed guidance to be given to the field consultants as to how they can drive the sales proposition for large clients with complex client bureaucracy . b) She should not restrict herself to formal channel of communication like : e-mails etc , as the culture of the company is more active on informal channels . She can conduct seminars , informal discussions with RSD and field consultants. 2. Communicating the Purpose : a) She should educate the field consultants why a switch in target segment is necessary backed with the segment analysis which she has done in simplified manner. b) She should try to relate the impact of the change with the increase in the companys bottom line and possible increase in their individual compensation. 3. Keeping the change flexible :

She should be open to incorporate certain changes in her proposal as per the need of the situation. a) She should incorporate variable component in the compensation of the sales force with higher weight given to roping in of big customers. This will naturally encourage the consultants to focus on larger customers . b) Along with the change in compensation system , there should be system for rewards and recognition at regular intervals for those who worked successfully towards her proposed change. c) She should deploy different segment of sales force for different levels of customer size viz. -> inexperienced field consultants for small and medium customers. -> experienced and senior consultants for larger reputed customers for they have better relationship with the program developers to convince them for change in product specification according to customer needs. 4. Build participation and engagement : a) Formal and informal meetings with RSDs and field consultants to understand their concerns and address them if relevant. b) Involve the program designers and developers in the discussion because their cooperation and support to sales force is very vital to bring about product customization as per the customers need.