Trinity Finance’s Sales Organization and Sales Approach (D): Sales Management Process
Synopsis
This caselet, 4th in the series of seven caselets, draws attention to the sales management process of a sales organization such as Trinity Finance Ltd. (Trinity). Trinity, which has been a market leader in Automobile financing in rural and sub-urban areas of India, gradually lost its market share from 82% to 60% during the last few years. The growing prospects of the industry as well as the rural economy attracted new players into the market, which ate into Trinity’s market share. The caselet deliberates on the drawbacks of the existing sales management process. It also suggests an effective market-oriented approach for an efficient sales management process to meet Trinity’s organizational mandate of ‘RACE’ (Radical Approach to Customer Engagement).
Prerequisite Conceptual Understanding/Before the Classroom Discussion
- • Richard Hofmaier, “Marketing, Sales and Customer Management (MSC): An Integrated Overall B2B Management”, Walter de Gruyter GmbH & Co KG, May 19th 2015 – To understand the concepts of Customer Relationship Management (CRM) and Key Account Management (KAM)
- • Alex Rawson, et al., “The Truth About Customer Experience”, https://hbr.org/2013/09/the-truthabout-customer-experience, September 2013 (accessed date: November 25th 2016)
Case Positioning and Setting
The caselet can be suitably used for any of the following:
- • Management Program in Sales Management – To understand the critical elements of sales management process
- • MBA Program in Marketing Management – To understand how to integrate marketing and sales functions for the growth and development of sales organizations
- • MBA program in Customer Relationship Management – To understand concept of Customer Life Cycle and Relationship Building
Preamble to the Case Analysis
This caselet provides an effective medium to understand the dynamics of a sales management process operating in a financial services industry. The discussion focused on revising the existing sales management process and evolve with a revised efficient sales process with necessary critical elements. Thereafter, the discussion was navigated to the various initiatives that were proposed for Trinity to emerge as a market driven sales organization. The classroom discussion for caselet is given in Exhibit (TN)-I..............