Description
Sales Management
Dec 2026 Examination
Q1 A mid-sized SaaS company, TechNova, is experiencing a decline in client renewals despite high initial sales. The sales team excels at presenting product features, but feedback suggests clients lose trust when objections or unique needs aren’t addressed empathetically. The Sales Director notices the team relies on a generic script, leading to missed opportunities for building rapport and resolving doubts. She wants to redesign the sales approach to focus on personal credibility, adaptive selling, and objection handling. Using your understanding of salesmanship techniques, how should TechNova’s sales team apply adaptive selling and the ‘feel, felt, found’ objection-handling model to build lasting trust with clients and improve renewal rates? Illustrate your recommendations with examples relevant to the SaaS industry. (10 Marks)
Ans 1.
Introduction
TechNova’s renewal problem is not a product problem. Its product already earns the first sale. What breaks down afterward is trust, specifically the trust clients need to feel before they renew rather than switch to a competitor at the next contract cycle. A sales team that recites the same script to every prospect cannot adapt to a client’s specific doubts, and clients notice when their concerns are brushed aside with a rehearsed answer. Two tools address this directly. Adaptive selling trains reps to read each client’s situation and adjust their approach instead of repeating one fixed pitch. The feel, felt, found model gives reps a structured, empathetic way to handle
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Q2 (A) A mid-sized retail enterprise has recently adopted a CRM system to address declining customer retention rates. The management must decide whether to prioritize automating sales follow-ups or investing in more personalized post-purchase communication, as resources are limited. Different departments advocate for automation to save time versus high-touch interactions believed to drive loyalty. The leadership team needs a strategic way forward that balances efficiency and customer satisfaction. Critically evaluate the competing approaches of CRM-driven automation versus personalized customer communication in the context of the described retail enterprise. Which strategy would you recommend to maximize customer retention, and how would you justify your choice to multiple stakeholders concerned with operational efficiency and customer loyalty? (5 Marks)
Ans 2(A).
Introduction
Automation and personal touch are not really opposites here. The real question is which deserves scarce resources first, and which can wait until the system proves itself.
Concept and Application
The Case for CRM-Driven Automation
Automated follow-ups ensure no customer is forgotten, which matters most when the retail enterprise’s current problem is inconsistent, dropped communication. Automation also scales
Q2 (B) Techwave is debating how best to position its new smart home devices in the market. The team is considering three distribution approaches: intensive distribution for maximum visibility and sales (as used by Coca-Cola), selective distribution for greater control and brand alignment (as practiced by Apple), and exclusive distribution to reinforce prestige and maximize margins (similar to Rolex). Each strategy presents unique advantages and limitations, and the company must align its choice with both current brand standing and future strategic objectives. With reference to the examples of intensive, selective, and exclusive distribution (as used by Coca-Cola, Apple, and Rolex), critically assess which strategy would be most appropriate for Techwave’s smart home devices. Justify your selection by considering product positioning, brand goals, and operational constraints, and evaluate how your chosen approach might need to evolve as the product matures. (5 Marks)
Ans 2(B).
Introduction
Techwave is choosing not just a distribution channel, but a brand identity. Coca-Cola, Apple, and Rolex each picked a strategy that matches what they are selling, and Techwave needs to do the same.
Concept and Application
Intensive Distribution Fits Volume, Not This Product Yet
