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Case Study

Arun Lal makes 30 calls per day including 4 presentations through cold calling by randomly visiting buildings and chatting with secretaries. He has been successful due to his alertness and ensuring prospects are decision-makers. Madan Mohan makes unsolicited phone calls using marketing tactics to sell products, with qualifiers then evaluating interested prospects. A group of 20 telemarketers made 900 initial contacts and opened 35 accounts in 4 days through unsolicited calls. New regulations have restricted unsolicited phone calls due to customer complaints, particularly to hospitals and other institutions.

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Rezel Funtilar
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1K views2 pages

Case Study

Arun Lal makes 30 calls per day including 4 presentations through cold calling by randomly visiting buildings and chatting with secretaries. He has been successful due to his alertness and ensuring prospects are decision-makers. Madan Mohan makes unsolicited phone calls using marketing tactics to sell products, with qualifiers then evaluating interested prospects. A group of 20 telemarketers made 900 initial contacts and opened 35 accounts in 4 days through unsolicited calls. New regulations have restricted unsolicited phone calls due to customer complaints, particularly to hospitals and other institutions.

Uploaded by

Rezel Funtilar
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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Name: ____________________________ _____________________________

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Personal Selling

Arun Lal, a sales representative of a progressive company was doing brisk business by cold calling.
He would randomly pick any building and start chatting with secretaries collecting information
which provided him with valuable names and designations which made his calls less cold.
Arun Lal would make around 30 calls per day which includes about 4 presentations. He has been
a salesman for over 15 years and has made about 1500 calls in his career. His secret of success in
cold calling was alertness and fast thinking. He would assure that every prospect was a decision
maker and could give him business.
In contrast to this, Madan Mohan working for a telemarketing company would make unsolicited
telephone calls with potential customers. He would use various marketing tactics to persuade
these customers to buy or at least be interested in the product. If calls seemed interested they
were transferred to another section of employees as qualifiers.
These qualifiers evaluated the prospect's investment objectives, willingness to accept following
calls and financial ability.
A set of 20 telemarketers made about 900 initial contacts and opened about 35 accounts in a 4
days’ period.
The Government has passed a regulation and put restrictions on unsolicited telephone calls to
customers. This was done on the instance of many complaints received from customers who did
not want to receive telemarketing calls and are critical about this procedure.
Auto dialing by computers to hospitals and other institutions were a great distraction as these
organizations needed open lines. Some rule makers are also of the opinion that unsolicited sales
calls be banned where the caller has to sort the bill in case of phones, others want to ban calls at
homes.
Cold calling is often unpopular but it can be effective if there is some benefit to the customer in
case of information about some schemes or discounts.
Arun Lal is trying to get sales by dynamic personal selling which requires positive bent of mind.
In case of Madan Mohan, the focus is organized modern technology. Both sales person are for
the time being engaged in cold calling, showing that cold calling is very much alive at the moment.

Questions
1. Compare and contrast cold calling between the 2 salesmen.

2. Which of the two companies is going to be affected by new rules?

3. Which of the patterns of cold calling would you prefer?

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