SellMed Online Pvt. Ltd (SellMed) was a technology company whose stated purpose was to provide every Indian access to the best possible health care. It aimed to be the pioneer health care hub in India that would bring all stakeholders on to a single platform to ensure a seamless health care experience for the customers. The company offered two services – lab testing and diagnostic services – in collaboration with healthcare partners and the home delivery of online Pharma orders via its app. Silvia John (Silvia), Head of Sales of SellMed, was charged with developing corporate accounts and entering into a tie up with pharmaceutical companies. She had put in place a standardized Corporate Outreach Program with clearly outlined procedures and an action plan to be followed by the sales team. The case looks at the challenges before Silvia as she sought to expand to newer areas, especially Tier 2 and 3 towns. She also wanted her sales team to be more productive and to improve the success rate of sales closure.
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The case is structured to achieve the following teaching objectives:
Understand the concept of sales force Management and how it relates to B2B Marketing.
Understand the steps and procedures to be followed for corporate outreach program-Prospecting to sales closing.
Understand the need to maximize the efficiency of sales calls especially in enrolling the corporate clients and enhance sales force productivity.
Understand the importance of SOP and exploring ways of exploring them.
Understand the role and importance of ‘Personal selling’ in B2B Marketing.