Shraddha Repp is a young, successful sales area manager for a fast-moving consumer goods (FMCG) company in India. But she is faced with a problem with one of her leading customers, who is upset over a promotion of which he can’t take advantage. Worse yet, he also is an influential player in the FMCG industry in the area. How will Repp keep her customer happy while staying true to her company’s policies and goals? If she acquiesces to this customer, will her other customers expect the same treatment? If she stands too strong, will she risk losing this valuable customer?
Dilemma of an Area Manager
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After reading and discussing the material, students should:
- To balance the selling process with customer relationship management
- To develop negotiation skills to handle complex customer situations/interactions
- To identify the shortcomings of different sales promotion strategies and combat these faults with timely and relevant solutions