Imaging Goa’s B2B Sales Dilemma: Provoke or Justify

Pravat Surya Kar, Meeta Dasgupta

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In the past two decades, imaging Goa (IG) and Azim Shaikh had weathered many business crises. However, as the COVID 19 pandemic unfolded, he became aware of critical fault lines in his B2B selling model. IG offered customised digital display solutions, but its primary source of revenue was B2B selling of interactive flat panel display (IFPD) devices. It, respectively, controlled about 35% and 3% of the market share of IFPD sales, respectively, in Goa and western India. IG’s success in the B2B segment was because of Shaikh’s ability to build strong relationships and customised solutions in an emerging market context. To deal with the COVID pandemic, the Indian Government had imposed a country-wide lockdown, which forced organisations to adopt work from home. This, in turn, created a pull for IFPDs. Yet, very soon Shaikh realised, in the new normal, there was a growing mismatch between his selling efforts and outcomes. Though overall revenue had not fallen much, but the veteran seller had started doubting his tried and tested relational solution selling model. Case dilemma involves the selection of appropriate selling approaches e.g. solution, insight or tiebreaker selling for different situations. This case also offers an opportunity to discuss, how to use online channels to complement B2B selling.

Subjek

DIGITAL MARKETING
 

Katalog

Imaging Goa’s B2B Sales Dilemma: Provoke or Justify
ISSN: 2045-0621
20p.: pdf file.; 94 KB
English

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Pengarang

Pravat Surya Kar, Meeta Dasgupta
Perorangan
 
 

Penerbit

Emerald
New York
2021

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