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Abstract

Orwak is a company that has manufactured machines for waste compaction, mainly cardboard
and soft plastic, for over 30 years. They offer the customer a complete compression solution
which improves the efficiency and the total economy. In 2006, Orwak introduced a new
marketing concept called “Less is More” to improve their sales. In this concept, Orwak has
identified and presented ten important factors, which all influence the customers’ working
environment and total cost for waste handling. The ten different “Less is More”-arguments
don’t give any quantified saving to the customer, they only give arguments that clarify why a
customer would save if they invested in a machine from Orwak. To support the salesmen
when doing a sale, it would be an big advantage if the savings a customer makes can be
quantified and that the salesmen has knowledge about what the customer expects of the
product.
The purpose of this master’s thesis is to produce a sales tool which assists the salesmen and
makes the sale more efficient. The “Less is More”-arguments don’t illustrate the quantified
savings a customer makes when an investment is made in a machine from Orwak. It therefore
would be an advantage to receive this. A quantifying of the arguments is only providing a
general savings. If the salesmen instead have access to a calculating model, the customer can
get a more accurate approximation of the savings that can be received when investing in an
Orwak machine. To contribute a more efficient sale, a deeper analysis of the sale’s procedure
will be made in order to study how the whole sale process proceeds.
To produce the sales tool, three steps are necessary; quantifying, the creation of a calculating
model, and an analysis of the sale procedure. The main direction of the different steps that
will be made is explained and predictable. There will also be a describing direction to a small
extent. The strategy which will be used to gather the required information to compose the
quantifying is a case study. When the creation of the calculating model will be made, a survey
is going to be used to gather the necessary quantitative information. In the survey will also
provide the qualitative information that is required for the analysis of the sale procedure.
When the analysis was completed, a sales tool could then be created. The ten “Less is More”-
arguments could be quantified and therefore how much savings each of the arguments can
give to the customer could be presented. When the interviews there were finished, the
necessary information for the creation of the calculating model was gathered. A calculating
model for food retailers was created and the salesmen could easily use the information from
the customers to get an approximation of the saving that could be received. Calculating
models for the non-food retailers and the industry couldn’t be created since the interviews
showed that the difference between the companies in these branches were too big for making
a generalisation. To complete the sales tool, qualitative conclusions were made. These showed
that Orwak needed to focus on educating their salesmen to gain the trust of the customers.
Several respondents commented that they didn’t felt entirely confident in the salesmen’s
competence and therefore Orwak needed to change this. According to the product, every one
of the customers was pleased with Orwak’s service, which indicated a high quality to them.

• author: Jacobsson, Magnus
• supervisor: Ola Alexanderson
• organization: Production Management
• course: MIO920
• year: 2007
• type: M1 - University Diploma
• subject: Technology and Engineering
• other publication id: 07/5281
• language: Swedish
• id: 1981155
• date added to LUP: 2011-06-20 15:57:51
• date last changed: 2011-06-20 15:57:51