Thaldorf Case Study Essay

I believe that Thaldorf’s position as a sales engineer clearly displays his technical orientation. This is definitely a personal strength because he can provide more detailed knowledge about the technology involved with the product and be able to sell to the people who have more experience with the technicality of the machine. Another one of Thaldorf’s strengths is it’s brand credibility and also technical global reputation as noted by their “worldwide reputation for advanced technology and competent after-sales service”, Lastly, another strength of Thaldorf’s is the organizational support of product specialists who help and work with the sales force. These strengths help make Thaldorf have an initial impression that makes his technical explanations …show more content…
After receiving the first call from Professor Steinborn, Thaldorf should have looked deeper into what previous CT scanner they used to get a more in depth background profile of the client. Consequently, when Thaldorf met with Dr. Rufer, he only stated that Mediquip met the required specifications and did not pitch Mediquip’s safety or differentiating benefits immediately. . While with Hartmann, Thaldorf barely explained the price with the technology of the product, instead of going through the differences of the technology and the extra costs related to …show more content…
Hartmann’s role is to approve of all the things associated with the hospital budgets. One of his main concerns in the hospital is the amount of revenues an investment can create and also the lifetime of the hospitals equipment. Hartmann holds the highest position of power because he is the key to the final financial gate and he is motivated by the value of the investment that the hospital can receive back and also whether the equipment can be upgraded to avoid becoming obsolete. Hartmann is not concerned by the operating aspects or the technical aspects of the