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Analysis By
Aditya Nagrare (2014PGP453) | Akshay Kohade (2014PGP024) | Anantha Ranganathan (2014PGP035) | Kapil Kanungo (2011IPM038)|
K. Karunakar Reddy (2014PGP161) | Prakash Ramchiary (2014PGP257) | Ruthrakumar U (2014PGP313) | Saurav Maitra (2014PGP336)
Value proposition of Waters: Technical expertise combined with a strong customer support.
The company differentiated themselves by employing expert chemists with experience in
HPLC instead of typical sales reps for selling their products
They felt that salespeople with technical background are better equipped to sell the solutions
to problems and a technical background is needed to deal with customers problems
Moreover the competitive hires were only productive over the short term so the company
reverted back to their original policy of using expert chromatographers for field sales in 1980s
A typical salesperson with 2-3 three years of lab experience managed 2 to 100 accounts in
1984
The various selling tasks that the salesrep was involved in are: Direct selling, cold calling and
personal calls
Direct Selling:
Ray Burnett spent around 25-30% of his time on direct selling
He managed the remaining time between customer service and seminars
He planned and allocated his calls based on the percentage of business represented by
each account
Effectiveness:
Ray concentrated more on his existing customer base as 20% of his existing accounts
generated 80% of his territorys total business
Cold Calling:
Ray also allocated some time to develop new business by cold calling prospective customers
Spent around 2.25 hours for calling new customers daily
He visited the companies that were along his route and discussed the respective R&D or
quality control labs
He would explain the potential applications for HPLC in their labs and would get a sample for
a trial run at Waters laboratory
Effectiveness:
Though cold calling was a good way of getting new customers, Ray found little time to
pursue all of them due to a lack of time
This usually resulted in missing out on several prospective customers