When Good Results Are Met with No New Business

Billy Christense
Revised by: Nancy J. Rabolt , Judy K. Miler

Business Case
Source: Bloomsbury Fashion Business Cases
DOI: 10.5040/9781474208796.0033
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A sales manager for a manufacturer of a unique high-quality men’s shirt line was able to product test his shirts in two locations of a large better specialty-store chain. He and the designer also arranged to do guest appearances in both stores in order to help build brand awareness. The initial test order sell-through was better than the department averages, so the sales manager discussed the possibility with the buyer of a roll-out reorder in the tested stores, as well as in some new stores. The buyer for some reason, however, decided not to move forward with the shirts and reorder. Frustrated, the sales manager kept trying to convince or get a reason from the buyer to communicate why she would not purchase more shirts, to no avail. He thought about going over the buyer’s head to her boss, but didn’t, and didn’t know what else he should do.

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