Chronicles a day in the life of a Royal Corp. Seller, Mary Jones, part of the Royal Reproduction Center (RRC) Division. The RRC specializes in high-quality copying and printing turnaround. Department Sellers are not responsible for the sales copy / print services, Royal 750 color copier and copy the Corporate Center (CCC) concept, which features a client company with a staff and a copier, an on-premise reproduction operation is working. Focuses on Jones’ difficult … Read more »

Chronicles a day in the life of a Royal Corp. Seller, Mary Jones, part of the Royal Reproduction Center (RRC) Division. The RRC specializes in high-quality copying and printing turnaround. Department Sellers are not responsible for the sales copy / print services, Royal 750 color copier and copy the Corporate Center (CCC) concept, which features a client company with a staff and a copier, an on-premise reproduction operation is working. Focuses on Jones’ difficulty in selling the CCC concept. Presents the daily sales activities of the business-to-business seller and the buyer behavior process of two different types of services (CCC and pressure) and a product (color copying). Also shows the difficulty of selling a new concept, typical problems that sellers encounter and the importance of understanding buyer behavior and the purchase process of a new product.
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H. David Hennessey,
Barbara Kalunian
Source: Babson College
23 pages.
Release Date: 1 January 2006. Prod #: BAB122-PDF-ENG
Royal Corp. HBR case solution