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    Case Study

    Value selling at SKF Service (B): Facing a tough buyer

    By Kamran Kashani and Aimee DuBrule
    1 pages
    November 2009
    Order this case study
    Reference: IMD-5-0752

    This case is the follow up to Value Selling at SKF (A) and updates the students on important decisions and events. The President of the Service division has decided not to participate in Steelcorp’s reverse auction. But the company’s distributor has managed to arrange a meeting between Steelcorp and an SKF sales executive. This could be a last chance for SKF to win Steelcorp’s tough procurement manager over to its total cost pricing. But there is also a significant chance that value selling may backfire. The student is to devise a negotiation strategy for the upcoming meeting. At least $4 million rides on the success or failure of the negotiation. The video supplement informs the student what actually happened in the meeting and how the sales executive succeeded in closing a deal and having the reverse auction cancelled.

    Learning Objective

    The case and its video supplement can be used for the following learning objectives: Practice role play and negotiation with a key customer.

    Keywords
    Value Pricing, Industrial Selling, Industrial Distribution, Channel Conflict, Commoditization, Negotiation, Reverse Auction, Industrial Marketing, Key Account Management, Marketing, Business to Business
    Settings
    World/global, United States of America
    Manufacturing
    Contemporary
    Type
    Field Research
    Copyright
    © 2009
    Available Languages
    English, Spanish
    Related material
    Video
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    This case study is part of a series
    • Value selling at SKF Service (A): Tough buyer confronts strategy
    • Value selling at SKF Service (B): Facing a tough buyer
    • Value selling at SKF Service (C): Meeting John Elliot
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    This case study is part of a series
    • Value selling at SKF Service (A): Tough buyer confronts strategy
    • Value selling at SKF Service (B): Facing a tough buyer
    • Value selling at SKF Service (C): Meeting John Elliot
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    Value selling at SKF Service (A): Tough buyer confronts strategy
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