omnico case 1
Prepared for Professor Schaumann
Sales Management MKTG577
Keller Graduate School of Management
January 24, 2014
Table of Contents
Statement of the problem – Current sales style conflict p. 3
Summary of the Facts – History of Omnico sales p. 3
Analysis – Detailed look at effective tools p. 4
Recommendations – What next? p. 5
References p. 6
Statement of the problem
The issue this company is dealing with is determining the most effective way to build customer retention in this current market. Sales are being generated, follow up is taking place, but customers are not returning which is forcing the company to constantly generate new clients in order to drive sales. One proven method for cultivating relationships has been to engage clients on the golf course, however not all employees fully agree with this method as effective when engaging their client base.
Summary of the Facts
Buddy is a veteran sales representative for Omnico with over 20 years of successful sales experience. He recently changed positions from a sales representative to sales management. Buddy was provided this opportunity because of how his long successful sales career supported the company. Buddy attributes all of his success to his ability to connect with customers while interacting on the golf course. Recently Buddy has realized the company is not retaining its customers and if the trend continues, new customer acquisition will jeopardize the financial stability of the company. As a solution, he strongly recommends that the sales team engages their customers through golf as a means to follow up and retain clients. His strong affinity to this tactic comes from the success it brought him as a representative. Some sales representatives are not enthusiastic about golfing with clients as a way to build relationships. They expressed their opposition at a recent sales meeting. They feel
Sales Management MKTG577
Keller Graduate School of Management
January 24, 2014
Table of Contents
Statement of the problem – Current sales style conflict p. 3
Summary of the Facts – History of Omnico sales p. 3
Analysis – Detailed look at effective tools p. 4
Recommendations – What next? p. 5
References p. 6
Statement of the problem
The issue this company is dealing with is determining the most effective way to build customer retention in this current market. Sales are being generated, follow up is taking place, but customers are not returning which is forcing the company to constantly generate new clients in order to drive sales. One proven method for cultivating relationships has been to engage clients on the golf course, however not all employees fully agree with this method as effective when engaging their client base.
Summary of the Facts
Buddy is a veteran sales representative for Omnico with over 20 years of successful sales experience. He recently changed positions from a sales representative to sales management. Buddy was provided this opportunity because of how his long successful sales career supported the company. Buddy attributes all of his success to his ability to connect with customers while interacting on the golf course. Recently Buddy has realized the company is not retaining its customers and if the trend continues, new customer acquisition will jeopardize the financial stability of the company. As a solution, he strongly recommends that the sales team engages their customers through golf as a means to follow up and retain clients. His strong affinity to this tactic comes from the success it brought him as a representative. Some sales representatives are not enthusiastic about golfing with clients as a way to build relationships. They expressed their opposition at a recent sales meeting. They feel