Mediquip sales failure analysis

1
Mediquip sales failure analysis

• AJ, Ameet, Andy, Steven, Chuck

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Situation

• Mediquip sells CT scanners
• Recently lost a sale
• What happened?

3
Problems

• Price
• Competition
• Contact engagement

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Price

• Premium on (unnecessary?) technology
• Greater throughput
• Free upgrades

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Competition

• Pre-existing customer relationship
• Meets baseline requirements
• Lower price

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Steinborn - Radiologist

• Liked the product
• On committee
• Should have used for leverage

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Rufer - Physicist

• Not excited
• On committee?
• Should have flown him out

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Hartmann - Administrator

• Price driven
• On committee
• Should have pushed value proposition

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Secretary - Secretary

• Provided useful information
• Not on committee
• Should have sweet talked for more info

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Proposals

• Strategic focus on contact engagement
• Research needs and push value
• Question value of bells and whistles

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Contact engagement timeline

• Prof. Steinborn Radiologist
• May 5 called asking about scanner
• May 9 expresses interest/refers us to Rufer
• May 19 seems impressed/refers us to Hartmann
• June 23 flabbergasted about price silence, Sigma
  DM2.1M, sailing/greek food
• Aug 14 asked about lowered price, and delivery
  speed (6mos)
• Oct 20 last thing I want to talk about
• Dr. Rufer Physicist
• May 15 not impressed with system
• June 20 not much to say about capability
• Hartmann Administrator
• June 1 unhappy with high price quote of DM2.9M,
  dont tell Steinborn
• July 30 pressured to lower price to DM2.61M
• Sept 3 asked for final off by Oct 1
• Sept 29 delivered final offer of DM2.37M
• Nov 5 indicated offer within range
• Dec 18 receive rejection
• Secretary
• June 3 competition with Sigma FNC, deciding
  committee Hartman, Steinborn, 1