Alchemy Training Firm

Table of Contents

1. Introduction

2. SWOT Analysis.

3. Difficulties of selling intangibles

4. Making intangibles, tangible

5. Align Company Strategy with the sales force.

6. Conclusions.

Introduction

Andy Wong, the top sales person for Alchemy training firm has completed his busy day prospecting new customers. He has visited three potential clients, an existing customer, to sell a new product from the company. While the company was well-known for providing top quality sales management training programs, the owners have decided to branch out with a new offer of supply chain management/purchasing training courses. Now Mr. Wong must prepare a report of these sales calls for a planning session, and is concerned that the outcome may not be successful. He asked to himself what he could have done differently. The case highlights the difficulties in selling a new intangible service when firm reputation, trainer reputation, and course customization opportunities compete with cost as main buyer priorities. The different point of views and opinions of the owners on the firm's growth strategy seems to be an odd, as well.

SWOT Analysis

Strengths

1. Solid proven combine experience between the three founders.

2. One of the first local Chinese companies to move into this market.

3. Willing to provide tailor-made sales management training programs customized for their customers.

4. Flexibility in time and location for trainings.

5. Bargaining power.

6. The firm has built up a premium position in sales management training within the Shanghai area.

7. Great reputation.

Weaknesses

1. Difficulty to relatively quick shifting of hot topics and the shorter life cycle of topics.

Opportunities

1. Good training programs were recognized by more companies

2. Competition in the market forced companies to capitalized more on human resources.

3. Many small local training firms had to resort to contracting external...