Mediquip case
1. Going into this situation, what were Thaldorf’s major strengths and weaknesses as a
representative of Mediquip?
Strengths:
• “Our equipment is at least two years ahead of our most advanced competition” —
Reason why they can sell on the upper end of a 1.8-3.7-million-dollar price tag.
• The CT scanner was state-of-the-art equipment.
• Had fliers and a lot of product information on hand to leave with hospital DMU.
Weakness:
• Unsuccessful at showing the major distinctions of why their scanner was better
• Did not have price estimates on hand during their first meet
• Not a lot of straightforward message. Most of the communication came through the
secretary and not direct word-of-mouth
• Most Important— huge gaps between sales calls and visits. If you want to effectively sell
you need to constantly communicate, even if some meets are non-business related.
• Seems that Thaldorf is over involved in the whole selling process. Needs to sell, have
product information, quotes, and specs all in line.
2. Identify each member of Lohmann Hospital’s decision– making unit (DMU).
a. Medial Staff- Professor Steinborn and Dr. Rufer one is a radiology and other is a
