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SM Case Study

- The document describes a case study involving Solex Digital Seller representative Marilyn Boldt negotiating a large yearly sale of $4 million with National Computer Company buyer Mr. Logan, who is demanding a 20% discount and promises of increased business. - Mr. Logan is described as aggressive, greedy, and nearing retirement, so he may cut back on service quality, threatening future sales. - Marilyn should negotiate to reduce the discount while maintaining the important customer relationship and focusing on maximizing future sales and goodwill rather than short-term profits.

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Ponni Molu
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244 views11 pages

SM Case Study

- The document describes a case study involving Solex Digital Seller representative Marilyn Boldt negotiating a large yearly sale of $4 million with National Computer Company buyer Mr. Logan, who is demanding a 20% discount and promises of increased business. - Mr. Logan is described as aggressive, greedy, and nearing retirement, so he may cut back on service quality, threatening future sales. - Marilyn should negotiate to reduce the discount while maintaining the important customer relationship and focusing on maximizing future sales and goodwill rather than short-term profits.

Uploaded by

Ponni Molu
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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Case Study

SUMMARY
Solex Digital Seller
National Computer Company Buyer
NCC Representative Mr. Logan (Aggressive,
Greedy, Nearing retirement)
Usually sales people cut back service quality
No repeated orders

Solex Representative Marilyn Boldt


NCC valuable customer, yearly sales of $4mil &
increasing 5%
Mr. Logans Assistant : Mr. Dale Mobley
(Reasonable , Does not have a say in
purchase)
Mr. Logan's demands : 20% discount on the
purchases, promise of business in a year.

Q1
Is it worthwhile for Marilyn to negotiate with
Mr. Logan when his demands are so
unreasonable and unprofitable if she agrees to
20% percent discount?

A1

Large Consumer
Increasing Revenue
Impressive client reference
Mr. Logan nearing retirement
Discount allotted for a year with the provision
for the renegotiation in the next year.

Q2
Should Marilyn cut back service and product
quality to make a little profit?

A2
Severely damage the goodwill of the company
Chance of future sales from NCC damaged
Future sales and customer relationship is the
objective

Q3
The sales managers advice to Marilyn when
she calls to ask if she can offer 20% discount?

A3

Negotiation to bring down the discount.


Customer relationship should be maintained.
Maximum sales.
Promise good after sales service.
Possibility of increased sales by next year.

Q4
Role of Customer relationship management
when dealing with difficult clients like Mr.
Logan?

A4
Measures to satisfy customers basic
requirements.
Losing of customer should be prevented.
Positive tone for the negotiation.
Goodwill of the company maintained.

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