Presented by:

GROUP 11

Kaushik Gopal Bhattacharya (7082)

Marimuthu P. (7088)

Ramanujan A.S. (7098)

Sonika Sharma (7106)

Sumit Kumar Jangid (7113)

Introduction about GE Healthcare Product categories Organization structure of GE Healthcare Strategic Accounts (specific chosen for discussion)

Sales cycle – steps involved Processes and People (covers in depth the step by step approach,

people involved in buying cycle & their roles, decision makers, objection handling, sales closing, payment terms and post sales service aspects)

Responsibilities of Key Account Managers Challenges for a Sales person

2GROUP 5 - GE Healthcare

GE Healthcare - a joint venture between GE and Wipro Corporation.

Headquartered in the United Kingdom $17 billion unit of GE Its business activities include:

Design and manufacture of ultrasound scanners, cardiology products like ECG and fetal monitors

Sales and service of the full line of medical imaging and IT products Software services and technology solutions for GE Healthcare products,

parts and service logistics Specializing in the design, sourcing and manufacture of diagnostic

imaging systems like X-ray, CT and MRI

3GROUP 5 - GE Healthcare

http://www.gehealthcare.com/usen/products.html

4GROUP 5 - GE Healthcare

5GROUP 5 - GE Healthcare

Selling to Private institutions Escorts Heart Institute Apollo hospitals Pvt. Ltd. Eco Diagnostics Pvt. Ltd. (contributes over 40% of revenues

in the Eastern zone in India)

Tata Memorial Hospital Kothari Hospital

Selling to Government institutions

6GROUP 5 - GE Healthcare

7GROUP 5 - GE Healthcare

Buying situations for the Customers of GE Healthcare are of two categories – Modified Rebuy New Task

Buying Process discussed with respect to MRI machine worth Rs.2 to 3 Crores

Sales cycle lasts around 1 ½ to 2 months

8GROUP 5 - GE Healthcare

Problem recognition: The Sales Executive identifies customer with help of Key

Accounts Manager Meets Technical Dept. mainly Radiology Dept.(User and

Technical buyers)Requirement/ Needs – Convenience, More Information

that the machine can generate to make work easier.Sales person recognizes the need along with technical

requirements Relationship plays a dominant role here getting information

9GROUP 5 - GE Healthcare

General Need Description & Product Specification: Meeting with Director of the Hospital (Economic buyer)

Cost of the machineBreak even pointEfficiency of the machine

Discuss the need based on the information obtained from Radiology dept.

Relate the need with the FAB of the Instrument that satisfies the issue/need

10GROUP 5 - GE Healthcare

Supplier Search: Competitors (like Philips, Siemens) also pitches for their

product Director discuss the requirement with his/her team Team comprises of-

Radiology Dept. HeadBio-Medical Engineers IT Dept.Finance Dept.Legal Dept.

11GROUP 5 - GE Healthcare

Proposal Solicitation & Supplier selection: Sales Reps. make 4-5 calls/visits from the day of meeting with

director till the Final team Presentation Financial data along with technical details is prepared for final

presentation Narrowing down to 1 or 2 products for final presentation from a

choice of many that suits their requirement The GE team gives presentation to the Director along with

his/her team (Decision makers)

12GROUP 5 - GE Healthcare

GE Team consists of -Sales ExecutivesKey Account ManagerService Executives and Service ManagerApplication Specialist (crucial person)GE Finance Team member

Competitors also make their final presentations Technical aspects are of priority than Relationships Buyback prices/policies also plays an important role

13GROUP 5 - GE Healthcare

Order Routine Specification & Delivery: Takes around 30-45 days to place the order Down payment is paid along with Post dated cheques

during placing the order Extra payment for extended warranty Delivery takes place within 2 months Installation takes place within 1 month Post Sales training period is about 7 days (depends on the

complexity of the Instrument) Annual maintenance contract enforced

14GROUP 5 - GE Healthcare

Common Objection faced by GE Healthcare is Price Objections handled in most cases –

Considerable Decrease in Downtime – the most important factor for medical instruments

Unmatched Quality Support of GE Finance team (Unique Competitive

advantage of GE Healthcare)

15GROUP 5 - GE Healthcare

Prospecting for new clients, business and getting new leads Maintaining satisfactory after-sale relationships and

development of long-term customer relationships Develop account penetration strategies for key target and

competitive accounts Providing development/execution of strategies and action

plans to drive product sales Updating clients and sales team about new products and

enhancements

16GROUP 5 - GE Healthcare

Maintain existing customer portfolio and qualify new leads Generating proposals and preparing sales quotations Sales negotiation and deal closure at the customer Interfacing with all key buying influencers such as direct

users and department heads or CXO level personnel Expected to sell point of sale service contracts Develop and maintain a high level of product knowledge of

GE and competitor products Feedback to the technical heads along with field concerns,

issues and requirements

17GROUP 5 - GE Healthcare

Sales force use “Tacton Configurator” to design customized systems

Each sales person has the configurator installed on their laptop

Requirements/input can be entered in any order and the flowchart is automatically updated

Sales person can complete the entire configuration right at the point of sale

Leads to Increased sales Sales cycle shortened from several months to weeks

18GROUP 5 - GE Healthcare