Jindi Enterprise
Question 1: Consider the sales process in each market (low-end residential, high-end residential and industrial). How effective Jindi’s sales and sales management practices are in the first two markets? What should they do to be effective in the industrial market?
Jindi’s sales and sales management practices are more effective on the Low-end residential market than on the High-end. This is due to several reasons, mostly in terms of the approach on how to obtain sales leads. We can clearly see that the firm does mostly “Direct Walk-ins” instead of “Targeted Promotions”. While all sales engineers patrol the streets looking for construction sites to “walk-in”, Ma is the only person assigned to do the 80% of the “targeted promotions”.
The method of “walk-in” is best suited for the low-end market, and this is the most important reason why Jindi has been doing well in there but not on the High-end.
On the Low-end market, the accessibility is much easier, since projects are executed by small firms or individuals, whose main concern is price, delivery time and proximity (because it’s a regional market), making these the Key Success Factors (KSF). Besides, these contractors are free to choose the HVAC vendors, often still during construction or almost near its end.
However, on the High-end market, it’s usually the architectural design firms that choose the HVAC vendors, when designing projects, way before actual construction. These are usually large companies that are well-known in the market. HVAC products had to be decided to be included on the design from the beginning, so delivery time is not a big issue, since there is much time to schedule the manufacture. The KSF here are the connections and credibility, which Jindi lacks, rendering this market very difficult to access.
Given the characteristics of these markets it is clear to see why Jindi just does well in the Low-end. Since Jindi’s sales leads are mostly “walk-ins”, these will represent mostly
Jindi’s sales and sales management practices are more effective on the Low-end residential market than on the High-end. This is due to several reasons, mostly in terms of the approach on how to obtain sales leads. We can clearly see that the firm does mostly “Direct Walk-ins” instead of “Targeted Promotions”. While all sales engineers patrol the streets looking for construction sites to “walk-in”, Ma is the only person assigned to do the 80% of the “targeted promotions”.
The method of “walk-in” is best suited for the low-end market, and this is the most important reason why Jindi has been doing well in there but not on the High-end.
On the Low-end market, the accessibility is much easier, since projects are executed by small firms or individuals, whose main concern is price, delivery time and proximity (because it’s a regional market), making these the Key Success Factors (KSF). Besides, these contractors are free to choose the HVAC vendors, often still during construction or almost near its end.
However, on the High-end market, it’s usually the architectural design firms that choose the HVAC vendors, when designing projects, way before actual construction. These are usually large companies that are well-known in the market. HVAC products had to be decided to be included on the design from the beginning, so delivery time is not a big issue, since there is much time to schedule the manufacture. The KSF here are the connections and credibility, which Jindi lacks, rendering this market very difficult to access.
Given the characteristics of these markets it is clear to see why Jindi just does well in the Low-end. Since Jindi’s sales leads are mostly “walk-ins”, these will represent mostly