Caselet 1: Killebrew Manufacturing When Harry Killebrew was killed in a small plane crash, his widow, Francine, took over the company. A maker of plastic patio products (chairs, tables, etc.), the...

Caselet 1: Killebrew Manufacturing

When Harry Killebrew was killed in a small plane crash, his widow, Francine, took over the company. A maker of plastic patio products (chairs, tables, etc.), the company had provided the Killebrews with a comfortable living. But its annual growth rate was only about 5 percent for the past ten years. With the Killebrew’s three children now grown and entering the company, Francine was worried that the company needed to grow in order to provide a good living for all three children. To try to fuel the growth of the company, Francine authorized a 10 percent introductory discount that salespeople could use to gain new accounts. That put Killebrew’s prices at the same level as their biggest competitor. The quality of Killebrew’s products, though, is much better. The idea was that stores would see the better quality and want to enter into long-term contracts with the company. The problem was that few of the new accounts were reordering. Francine wondered if salespeople were too quick to sell price and not sell quality. If so, she knew that customers wouldn’t see the quality; it had to be demonstrated and sold. So what sales process or approach should she consider?