SDM – Batch 1

CASE

on ASSIGNMENT - 2
“LAKSHMI
SUBMITTED BY
PROJECTS: SALE Group 6
STRUCTURE • Aaditya Verma - 19PGDM071
• Aastha Khanna - 19PGDM072
DILEMMA” • Devesh Kumar Singh - 19PGDM090
• Gaurav Gupta - 19PGDM094
• Kumar Kartik Jain - 19PGDM104
• Rajiv Gusain - 19PGDM117
 • Sales force automation to overcome the long chain of
Q. 1 command that could hinder the smooth decentralized sales
experience

• The responsibility of identifying and initiating a sales process

How could Lakshmi project
drive
its sales force to meet the
objectives?
rested on shoulders of sales rep, which could result in leaving
many potential customers unattended, so a CRM should be
brought in
• Rewarding the exceptional performance in teams and
incentivizing target based achievements could be a major
driving force for the sales teams

• They faced challenges in customer retention at a stage due to

lack of communication between teams in sales process, so a
centralized system for smooth sales process needed to be
introduced
 • They needed “master of all trades” sales rep for commanding
Q. 1 their sales and such sales representatives were hard to come by.
So, at Lakshmi projects, they could have tried to develop a team
with right mix of young and energetic sales rep, along with
experienced professionals who could work in resonance with
them so as to offer a right mix of passion, ambition along with
How could Lakshmi project knowledge & experience
drive
its sales force to meet the • They needed extraordinary team based selling so as to facilitate
objectives? flawless customer experience which was their main motto.

• New product development along with appropriate marketing of

the same, to stay relevant in times of evolving technology was
the need of the hour for Lakshmi projects
 • Instead of randomly assigning quality team and after sales teams to a
sales representative, Lakshmi Projects should incorporate team-
Q. 2 based selling.

• Team should comprise of elevator system sales expert, conveyor

How should the system sales expert, After sales representative and Quality
structure of the sales representative.
team, after sales team
and quality teams be • To improve product detailing based on client requirement either both
to perform the sales representatives of a team can present or if a sudden query for
dynamic roles? What another product comes up, a video conference can be set up and
should be the sales salesperson can answer the client doubts.
strategy to reduce the
friction between the • After sales and quality members can be shared among the teams.
sales and after sales As Lakshmi Projects is operational in 16 states, there is a need of
teams? more employees in After Sales and Quality department for efficiently
handling the workload.

• Video conference meeting can be organised between team members

and their customers for getting their feedback.
 Major source of friction between sales and after sales team was
delayed or mis communication of information. To reduce this:
Q. 2 • Team based selling where a team has members from all sales
and quality department which will be kept in loop with all
information that comes and goes to the client.
How should the
structure of the sales • Deploying a software like Sales Force Automation or CRM
team, after sales team which will help in information sharing, customer management,
and quality teams be order processing, contact management etc.
to perform the
dynamic roles? What • Before any out of the box offering is given to the client a
should be the sales consensus must exist between POCs of sales and after sales team
strategy to reduce the so that no clashes happen. This can easily be removed by team-
friction between the
based selling.
sales and after sales
teams?
• Timely information sharing and acknowledgements must
happen in recorded manner between teams so that no pinpointing
can be done in future.
 Sales Strategy: Dumb Waiter
Sales Goals
Improve the present efficiency of the sales model
Q. 3 of the company and improve the declining profit
margins

Target Market

Cater to the rising real estate and infrastructural

requirements of the growing Indian population
What should be
the strategy for Timing of Launch
new product? .The company’s current growth was below
industry average and hence launching of a
new product within next four months could
be an important turning point

New Product Force

Deploy a new product force for the new
product to be launched in all the three
departments – Sales, Quality and After-Sales
which possess the required expertise and
sales orientation.

Team Based Selling Approach

Collaborative selling approach wherein specialist
from another department to address specific
concern of client with respect to manufacturing,
customer service etc. ensuring better in-house
communication.
 • Since the product is going to be cheaper than competitors’ and
company got back on the right track, it would be a smart
Q. 3 choice to increase product portfolio of Lakshmi Projects.

• They should not be patenting and selling dumb waiter to third

parties, as this product has a great future with its price
competitiveness. Thus, selling by themselves gives them
greater control over product, customer response and higher
What should be the margins.
strategy for new product?
• With selling this dumb waiters, Lakshmi Projects would
obtain significant product diversification and it could open
doors for company to enter some new markets.

• Since the new product is expected to be successful and is

slightly different than the other company’s products, company
will probably have to hire a new sales force specified for this
product.