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

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 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

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

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 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

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 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

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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

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General Need Description & Product Specification:
 Meeting with Director of the Hospital (Economic buyer)
Cost of the machine
Break even point
Efficiency 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

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Supplier Search:
 Competitors (like Philips, Siemens) also pitches for their
product
 Director discuss the requirement with his/her team
 Team comprises of-
 Radiology Dept. Head
 Bio-Medical Engineers
 IT Dept.
 Finance Dept.
 Legal Dept.

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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)

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GE Team consists of -
Sales Executives
Key Account Manager
Service Executives and Service Manager
Application 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

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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

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 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)

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 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

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 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

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 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

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