Sales Manager at Omnico, Inc Case Study Example | Topics and Well Written Essays - 750 words

Sales Manager at Omnico, Inc - Case Study Example From the report, Buddy identified that Omnico’s position was very low when compared to other industries. It indicated that the firm’s salespeople had not been maintaining a long-term relationship with their customers. Based on recent financial reports, Buddy concluded that acquisition of new potential customers would be more expensive. Hence, realizing the significance of customer retention, he tried to convince his sales people about this matter. However, some of the subordinates opposed to his opinion and argued that intense follow up activities would negatively affect the sustainability of the business. In addition, they added that customers would re-buy from Omnico only when they were satisfied with the company’s products and services; hence Omnico’s product lines would be the main factor that affects the sales volume. Buddy’s concepts seem outdated for it does not have much significance in modern industrial sectors. He conceptualizes business strategies on the ground of his 35 years’ experience. In the words of Fifield (1998, p. 290), market and marketing trends have recently changed a lot as compared to last two decades. In olden days, continuous follow-ups and salespersons’ potential determined the sales volume because customers did not have sufficient information regarding various products and services. Therefore, the marketer’s communication skill and customer relationship influenced the market to a large extent. In contrast; subsequent to the growth of high-tech communication facilities like internet, nowadays customers are well aware of the products and services offered by modern marketers.