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Eureka Forbes Ltd. Managing the Selling Effort (A) - Notes 1. Should Goklaney roll out the new “Bettering the Best” program through the entire sales organization? What changes would you recommend (if any) to the current plan? Why? What risks do you see? 2. Define the role of the EuroChamp. What are the sales tasks that the firm wants the EuroChamp to undertake? 3. What are the qualities of a good EuroChamp? Compare and contrast the EuroChamp with other examples of sales representatives. 4. Explain the reasons for the sales process failures that Goklaney observed in the field. What are the reasons for the current situation? 5. Do you agree with the firm’s current approach to compensation? How does the new program change this approach? 6. Assess the other aspects of the sales management practices at Eureka Forbes Ltd. What changes would you recommend (if any) to the firm’s approach to recruitment, training, supervision, evaluation, and compensation?
Important Facts of the Case 1. Eureka Forbes Ltd. (EFL), a joint venture between Forbes Group and Electrolux formed in 1982, is the leading company in India in consumer durable products like vacuum cleaner and water purifier. 2. Over the years, EFL has effectively utilized the direct selling approach by setting up the largest field sales force in Asia comprising of 5,000+ sales representatives called ‘Eurochamps’ for its two main products, EuroClean vacuum cleaner and AquaGuard water purifier. The image of a Eurochamp, wearing a white shirt and a dark tie, with a demo kit in his bag, going from door to door, has been ingrained in the minds of Indian consumers permanently. This goes with the motto of the company to consider the customer as “A Friend for Life”. 3. By late 2003, however, the company was faced with multiple issues like declining sales volumes, falling sales closure rates

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