Sales Management and Personal Selling for Dego Company: A Case Study

This case study discusses how Raj from Dego Company influenced a buyer from Australian bank to purchase PCs for their business through effective sales management and personal selling techniques. The conversation between Raj and the buyer is presented, along with details about the quality of Dego Company's products, their warranty scheme, and the discounts offered for bulk orders. The article also highlights the importance of long-term customer satisfaction in pricing strategies.

Sales management and personal selling

SALES MANAGEMENT 1
Scenario
Australia bank is recently established which requires the Desktop PC to operate the business.
Dego company offers the PCs to the bank for operating the business. Buyer flies down from
Sydney to Hobart to buy PCs. Raj has to influence the buyer by providing the satisfaction
services to the seller (Cummins, Peltierand, Dixon, 2016).
Raj- Hello, Welcome. Please come in and have a seat.
Buyer- Sure. Thank you. I’m buyer from Australian bank.
Raj- Okay! How was your journey?
Buyer- It is pretty well. How are you?
Raj- I’m pretty good. What about you?
Buyer- I’m good thanks.
Raj- I’m really glad to have a conversation with you.
Buyer- I’ m glad too. Let see how it goes?
Raj- Yeah. I got an email of your company in last week that you are interested to buy PCs
for your bank. Please tell me what kind and quality of PCs you are looking for your and
banks (Rodriguez, Dixon, and Peltier, 2014).
Buyer - Yeah, I am looking for best quality in a preferable budget.
I’m already visited many companies everyone provide heaps of programming and qualities in
a good price.

SALES MANAGEMENT 2
Raj- Alright, I will ensure that our company is best for your bank because we are very glad to
tell you that our company received an award of best quality PCs in 2017 by Australian
furniture design award. We have more than 20 PCs with the different features and the good
quality of product. All the PCs have different features as per the requirement and we also
have a consultant which helps you in choosing the perfect PCs for your bank. This feature has
no cost (Ingram, LaForge, Schwepker, and Williams, 2015).
Yes, you are right about the low prices of the other companies but I want to show the reason
behind these low prices (Nagle, and Müller, 2017). The reason behind is the long life cycle of
our products. Our old customer has the same issues with the prices but now they are happy
with our product and their decision to but PCs from Dego Company. We also provide the
Warranty scheme for the long time cycle of product.
Buyer- It is a good deal but as I mentioned that I would like to place a big order. So, I want
to know your discounts schemes?
Raj- Yes, we have great deals, and as you came first time and placed a big order than on 100
pieces, you will get 40% discount.
Buyer- That is a great deal but I just wondering how much time you will take to prepare the
order.
Raj- We have a good amount of stock but as you placed a big order so one you signed the
deal, the process of manufacturing will start. Normally, for 50 peicies we get it done by 3
days but the entire product will be ready in 2 weeks.
Buyer- Thank you. I will ready to sign the deal. But please as soon as possible. Please start
the manufacturing process.

SALES MANAGEMENT 3
Raj- Sure. Thank you for the contract. I will make sure you will be happy with our company
services.

SALES MANAGEMENT 4
References
Cummins, S., Peltier, J.W. and Dixon, A., 2016. Omni-channel research framework in the
context of personal selling and sales management: A review and research extensions. Journal
of Research in Interactive Marketing, 10(1), pp.2-16.
Ingram, T.N., LaForge, R.W., Schwepker, C.H. and Williams, M.R., 2015. Sales Leadership,
Management, and Supervision. In Sales Management (pp. 227-250). Routledge.
Nagle, T.T. and Müller, G., 2017. The strategy and tactics of pricing: A guide to growing
more profitably. Routledge.
Rodriguez, M., L. Dixon, A. and Peltier, J W.., 2014. A review of the interactive marketing
literature in the context of personal selling and sales management: a research agenda. Journal
of Research in Interactive Marketing, 8(4), pp.294-308.