Airwide International 

The Airwide International Case shows the importance of key account selling strategies and how market fluctuation will continue to keep a company searching for solutions to persevere. The interaction between Mr. Zhang and Mr. Wei revealed the difficulties a business faces while struggling to grasp a customer's/market's reaction. Addressing the issues through insightful thinking enabled Airwide to dissect the dilemma(s) at their core. With a better understanding of the market Airwide can approach its customers with a greater knowledge of needs to sustain more lasting business relations.


Key Issues with Suggested Solutions

• Struggling performance of sales in the eastern region. Concentrating efforts to discover problems with accounts that have been growing over the past three years. Brainstorming different diagnoses to these problems and ranking potential profitable outcomes. 
• Sales representatives being worn too thin attempting to meet advanced quotas. Hiring more employees to help meet quotas and weeding out those who are under performing. Questioning sales reps as to what will keep them hungry to make more sales and what incentives will keep them driven.
• Shifting towards a market-driven mentality rather than the traditional sales-driven approach. More training sessions with sales representatives and staff can provide more efficient techniques to assure customers that their interests are the number one priority within transactions. Lowering prices just to make the deal sweeter is not what Airwide's customer's are looking for, they want to do business with a trusted ally rather than someone looking for another notch on their sales belt. 
• Keeping account information fresh to adhere to the changing needs of the customer. Using social media and the Internet can allow Airwide to maintain better business relationships. More research into the customer's necessities and an advancement of leads will allow Airwide to gain a competitive advantage. 

Seller's Viewpoint

Solving this "mystery" as to why customers are choosing to sign with competitor's has been quite confusing. Especially with customers who have been on the books for a number of years. Where do their loyalties lie? What, in their eyes, has changed with our methods of conducting business? A more strategic approach to winning bids must be implemented to conserve our brand name. Our sales force needs to work harder to keep business relationships current while continuing to find new clients to increase revenues. 

Buyer's Viewpoint

The Airwide brand is well-known and trusted, yet I'm finding my demands are being overlooked. It can't hurt to seek an alternative to find out what I may be missing out on even if it means acquiring a new contract. Some of Airwide's competitors may be willing to cut a deal that will work out better for my company in the long run. Severing ties with a reliable associate seems misguided but will their strategy become more in tune with today's ever changing market? It might not be worth the wait.