Omnico Case Study
Omnico Inc Case Study Anne Floros Keller Graduate School
Table of Contents
Title Page………………………………………………………………………………1
Table of Contents………………………………………………………………………2
Statement of the Problem………………………………………………………………3
Summary of the Facts………………………………………………………………….3
Analysis………………………………………………………………………………..3-5
Recommendations……………………………………………………………………..5
Conclusion……………………………………………………………………………..5
Works Cited……………………………………………………………………………6
Statement of the Problem
Omnico Inc is well below industry average in customer retention. Knowing that it costs more to attract new customers than it does to retain existing customers how should Omnico go about facing this challenge?
Summary of the Facts
Buddy Towers is an experienced member of the sales field at Omnico Inc. He has been the top salesperson 20 out of the last 35 years; therefore, he knows how to interact with the customers. He currently holds the position of sales manager and wants his employees to build relationships with their clients to strengthen their bond and retain their loyalty. However, he is very adamant that his employees are going to have to do this type of relationship selling on a golf course where not everyone feels “at ease.” A successful sales representative Laura Kilburn, who has been with the company five years backed up this sentiment by stating, (Rich, Spiro, & Stanton 2008) Buddy you’re still old school. Today’s customers don’t come back to us because they’re our golfing buddy; in fact many of mine don’t even golf. Customers not re-buy from Omnico only when our products and service improve their bottom line. Follow-up is important, sure---but it involves a lot more than playing stupid games with the customer.
Analysis
Both Towers and Kilburn have substantial arguments. However, first Towers argument of relationship selling is going to be looked at first. According to Spiro, Rich & Stanton (2008) relationship selling involves trust, cooperation,
Table of Contents
Title Page………………………………………………………………………………1
Table of Contents………………………………………………………………………2
Statement of the Problem………………………………………………………………3
Summary of the Facts………………………………………………………………….3
Analysis………………………………………………………………………………..3-5
Recommendations……………………………………………………………………..5
Conclusion……………………………………………………………………………..5
Works Cited……………………………………………………………………………6
Statement of the Problem
Omnico Inc is well below industry average in customer retention. Knowing that it costs more to attract new customers than it does to retain existing customers how should Omnico go about facing this challenge?
Summary of the Facts
Buddy Towers is an experienced member of the sales field at Omnico Inc. He has been the top salesperson 20 out of the last 35 years; therefore, he knows how to interact with the customers. He currently holds the position of sales manager and wants his employees to build relationships with their clients to strengthen their bond and retain their loyalty. However, he is very adamant that his employees are going to have to do this type of relationship selling on a golf course where not everyone feels “at ease.” A successful sales representative Laura Kilburn, who has been with the company five years backed up this sentiment by stating, (Rich, Spiro, & Stanton 2008) Buddy you’re still old school. Today’s customers don’t come back to us because they’re our golfing buddy; in fact many of mine don’t even golf. Customers not re-buy from Omnico only when our products and service improve their bottom line. Follow-up is important, sure---but it involves a lot more than playing stupid games with the customer.
Analysis
Both Towers and Kilburn have substantial arguments. However, first Towers argument of relationship selling is going to be looked at first. According to Spiro, Rich & Stanton (2008) relationship selling involves trust, cooperation,
Cited: Abrams, R. (2009, March 25). Strategies: make customer retention priority no.1. Retrieved from http://www.usatoday.com/money/smallbusiness/columnist/abrams/2009-05-29-customer-retention_N.htm Spiro, Rich, Stanton, R.L, G.A., W.J. (2008). Management of a sales force. New York City, NY.: McGraw Hill.