Case 1.2 Effective Law Office Solutions, Inc. (ELOS)

Assess the current strategy of ELOS toward its most critical target market (midsized offices). Can you offer any suggestions on how ELOS can improve its relationships with existing customers and develop new business opportunities more effectively? There are some suggestions that I would offer to the company so they can solve these problems. First, the sales force was hired in base of their experience with operations of a doctor’s office and the company only trained them on the products and services that ELOS offered. But more important that been instructed on the products that they have to sell, they should be trained so they know all about the market and the sales strategies that they must apply with each of their costumers. Also I think Braver should hire people that have sales skills. It doesn’t matter that they have experience or not, Braver should define the sales force objectives, mission and strategies and train them based on these points. Another suggestion that I would recommend to the company is that they should have an in-house sales support staff. This way, this staff should be in contact with the clients before and after a sale. It is very important to track every sale considering that the sale’s representatives will not have time for this process. This will guarantee that the costumer complaints will decrease. At the same time, they should have a CRM system that allows them to analyze customer communications and this way they could improve their relationships with them. Likewise, I think that the company should decide on what legal specialties should their products be focus on. Consequently, Braver should create a different structure of the sales force and he should organize them by costumer type, hiring a sales manager for each costumer specialization and dividing the salespeople in each