Blecher
Páginas: 4 (930 palabras)
Publicado: 14 de noviembre de 2012
Abril, 2011
Sistemas Avanzados de Venta
Administración de Cuentas Clave
Case Study: Blecher Wire Company
Narrative 1.
Blecher Wire Company manufactures three products: bag ties(commonly known as twisties), floral wire (used by professional florists and craft hobbyists), and fencing (such as chicken wire) With more than 1000 customers, and almost $ 500 million in sales, tne37-year-old firm is well positioned to enter the global market.
“The internet is broadening our scope” explains CEO Jack Janson. “Up until three years ago, essentially all of our business was in the U.S.Now we´re shipping all three of our products internationally. But, with increased market opportunities come increased competition.”
Janson goes on to summarize the firm current dilemma. “We haveover 100 accounts, but about 40 percent of our revenue comes from just 13 of them. Of course we treat those important accounts well. We always have. One of the 13 was the company´s first customer:think about that – we’ve been doing business with them for 37 years.
“I’ve been thinking of starting a formal NAM program. One reason I’m thinking of formalizing our already, effective system ofproviding special treatment is that our major competitor – a Belgian firm – has just opened a New York office dedicated to NAM accounts”.
“We’re competitive with them on all key selling elements- price,delivery, quality, and customer support. And I’ll put our sales team up with anyone’s. I believe that our team is the best in the business. But since we have no obvious way to differentiateourselves from our chief competitor, the firm from Belgium, we need to match their NAM initiative. If we don’t, I’m afraid that we’ll soon lose market share, and maybe lose one or more of our top 13accounts”.
“The problem is cost. It costs a lot of money to fund a dedicated NAM department. I figure with 13 qualified accounts, we’ll need a manager and 3 salespeople, plus two assistants and a...
Sistemas Avanzados de Venta
Administración de Cuentas Clave
Case Study: Blecher Wire Company
Narrative 1.
Blecher Wire Company manufactures three products: bag ties(commonly known as twisties), floral wire (used by professional florists and craft hobbyists), and fencing (such as chicken wire) With more than 1000 customers, and almost $ 500 million in sales, tne37-year-old firm is well positioned to enter the global market.
“The internet is broadening our scope” explains CEO Jack Janson. “Up until three years ago, essentially all of our business was in the U.S.Now we´re shipping all three of our products internationally. But, with increased market opportunities come increased competition.”
Janson goes on to summarize the firm current dilemma. “We haveover 100 accounts, but about 40 percent of our revenue comes from just 13 of them. Of course we treat those important accounts well. We always have. One of the 13 was the company´s first customer:think about that – we’ve been doing business with them for 37 years.
“I’ve been thinking of starting a formal NAM program. One reason I’m thinking of formalizing our already, effective system ofproviding special treatment is that our major competitor – a Belgian firm – has just opened a New York office dedicated to NAM accounts”.
“We’re competitive with them on all key selling elements- price,delivery, quality, and customer support. And I’ll put our sales team up with anyone’s. I believe that our team is the best in the business. But since we have no obvious way to differentiateourselves from our chief competitor, the firm from Belgium, we need to match their NAM initiative. If we don’t, I’m afraid that we’ll soon lose market share, and maybe lose one or more of our top 13accounts”.
“The problem is cost. It costs a lot of money to fund a dedicated NAM department. I figure with 13 qualified accounts, we’ll need a manager and 3 salespeople, plus two assistants and a...
Leer documento completo
Regístrate para leer el documento completo.