Summary:
The case discussed a dilemma that Mr Carman faced in making a sale to Quick&Reilly on CRM systems. Quick &Reilly is an urgent and inspired customer who does not understand the full picture of the CRM industry and currently use a less effective CRM system from Bradley partners. Quick & Reilly looks to change the current status and get a better system. That is why they contacted Carman for the sale. Carman looks to make the sell. However, FleetBoston intends to veto the purchase for its own reasons. In order to finish his task, Carman looks to the core values of the Siebel systems, where he works. He refers to the history of the company and its core values described by the founder Tom Siebel. Tom Siebel argued that Customer satisfaction, professionalism, professional courtesy and bias for actions are the core values of the company. Carman is an experienced sales person who has his own set of selling strategies. He thinks that he needs to serve both the project team and senior management well in order to make a successful sale. After meeting with the persons from Quick & Reilly, he quickly realized that he needs to give proof of a superior product, convince the customer about collaboration work, and talk with the correct person in the management team. It is left for the student to discuss whether this will be a successful sale.
Key concerns:
1. Treating working with a customer as a privilege. Respect the customer
A key value of Siebel system is to always respect the opinions of the customer. By doing so, the company is able to help customers achieve long term goals and make long term friends with them. However, in this case, one customer asks to intervene the selling with another customer. Although it may hurt the sale of the company, working together with the past customer seems to be the best option.
2.Never place financial gain above ethics, lawful behaviors, and good corporate citizenship.
Siebel systems need to give up its immediate gains and think about the long term benefits and especially the core values of the company to make the correct decision. The ethics of the company urge the company to follow this pattern.
3. Lead the market through listening to custormer's needs
What does a customer truly need? Most of the time, a customer truly understand that before any selling company do. So, listening to the needs of a customer is the reason why Siebel Systems is successful. In this new selling case, Siebel System needs to make the same move.
Seller's point:
I am a salesman at Siebel Systems. Today I realized that we need to make a decision about what move to take about an customer. Should we satisfy the needs of two customers and lose a short term benefit? Or should we give up that benefit and instead win the respect of our customers? The core values of our company prefer the second way. But is it still the best way??
Buyer's point:
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