Consulting: The
Salesforce
Dilemma
Group-4
Debashish Hota H018
Gaurav Kumar H030
Logarajan H032
Akshay Mathur H035
Namarta Narang H038
Market
Potential
Long term
growth
potential
Market
Accessibility
Scalability
Single
Speciality
No. of Beds
30 100
100 300
>300
30 100
Multi Speciality
100 300
>300
30 100
Nursing Homes
Market Size
>300
Competitive Rivalry
Threat from
Competitors
Barriers to
entry
Threat from
Substitute
products
100 300
Suppliers/Retai
lers Power
Corporate
Chains
Day Care
Centres
30 100
100 300
>300
30 100
100 300
>300
30 100
100 300
>300
HIGH
MEDIUM
LOW
Current Position
Day-Care(100-300,
>300)
Good
Average
Day-Care(30-100)
Nursing
Homes(>300, 30100, 100-300)
Charitable
Hospital(30-100,
100-300, >300)
Single Specialty
(100-300)
Weak
Multi-Specialty
(100-300)
Multispecialty
(>300)
Child Care(30-100,
100-300, >300)
Multi Specialty(30100, >300)
DMU
Top Management
Specialised
Departments, Labs
& Pharmacy
Administration &
Internal IT team
Evaluation
Basis
Total expenditure
Benefits of process optimization
Significant improvements in the quality of
care offered
Daily utility of the product
Ease & convenience of use
Need recognition
Evaluation of
choices
Buying Decision
Implementation of
contract
Post-purchase
evaluation
Purchasing Behaviour
30<100
Hospitals with
limited IT
knowledge
Corporate chains
Extensive buying
centre
Go To Market
A full-fledged team of outbound salespeople
Pros
Full time employees better accountability
They would be in charge of the entire sales process
Working at specified locations better accessibility to the clients and better route map to generate
leads
They would report directly to the National Sales Head
Cons
They would draw huge salaries and would need office space which means more cost to the company
To meet the cost they would have to generate a sizable amount of revenue
Pros
Low cost/ Better reach and so more leads
Major portion of the incentives were covered by the Annual Maintenance Contracts
After installation they became the face of Asclepius
Cons
Not equipped enough to handle complex queries of the client
Usually a senior manager from Asclepius was called upon to close the deal/ they couldnt sell the
product on their own
Lower average deal size
For every 10 reseller the company still needed to provide the sales support of one inside salesperson
In-house
Sales
Exec
Resellers
Inside
Salesperso
n
Existing Scenario
20
Breakeven - Resellers
17
3 in-house sales execs or 17 resellers are needed for breakeven sales when the average
revenue earned per sales exec per deal is taken INR 10,00,000
Case
In-house
Sales
Exec
Resellers
Inside
Salesperso
n
4372
442
1093
1093 in-house sales execs or 4372 resellers are needed to cover a market of
INR 4.372 billion
Appendix- Calculations
Estimates