Read the global sales training case study 9 “High E Heating & Air Systems” and d
ID: 467567 • Letter: R
Question
Read the global sales training case study 9 “High E Heating & Air Systems” and discuss questions 1,2,4,5, and 6 at the end of the case. The questions are all the way at the end.
CASE STUDY 9 High E Heating & Air Systems Ron Johnson is vice president of sales For High EHeating & Air Systems, headquartered in San Diego, California. When Johnson joined High E as a territory salesperson in 1995, he was one of only 10 salespersons. As of January 1 this year, High E employed more than 105 salespersons in the United States, and had partnered with firms that employed more than 200 heating, ventilation, and air conditioning salespersons in Europe and Asia. He had earned a Bachelor's degree in marketing from San Diego State University, and then spent six years as a U.S. Naval officer who managed the installation and maintenance of heating and air conditioning systems-on ships and ashore. The myriad experiences he gained at sea and on bases in California, Hawaii, and the Philippines provided a solid technical knowledge of heating and air conditioning systems. Between 1998 and 2001, Johnson earned an M.B.A. in international marketing from Chapman University in Orange, California. He even completed an independent study course on cross-cultural marketing taught by a professor who specialized in this area. High E specializes in high-efficiency heating and air conditioning systems that are easy to install and do not employ chemicals or substances that are harmful to the environment. This innovative marketing strategy was conceived by the engineer- owners, Jim Miller and Gary Palin, when they founded the company in 1986. High E's rocus on environmentally friendly refrigerants was years ahead of the requirement:s set by the Environmental Protection Agency (EPA); the company gained a slow, but steady customer base in Southern California, and then expanded nation-wide High E designs and builds heating and air conditioning units that can be added to existing buildings by running small tubes from an outside condenser through the walls to a blower unit mounted high on a wall. The High E air conditioning unit's temperature and fan speeds are controllable by a handheld device. These units have become extremely popular for updating older homes and condominium units irn Hawaii, Arizona, Texas, and Florida, since there is no need for internal ductwork that would require demolishing walls and floors.Explanation / Answer
1. Benefits of conducting global sales training are:
2. It cannot be feasible to have a single training program for all location. The training can be conducted through video-conferencing for those technical modules but language will become barrier.
4. Product knowledge, company information and technical skill can be standardized. Technical skills and product knowledge can be taught by using technology.
5. Culture plays an important role in designing and implementing a sales training program. In this situation , we are focusing on providing training to cross-cultural people thus training material should be such that it fits with local culture and training methods should be designed in such a way that it support local culture as well as promote company culture. Method of Interaction during sales, how to approach a costumer etc. are different in different culture thus an effective training program will consider culture while designing and implementing a sales training program.
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