Please read the case “If at First, You Don’t Succeed, Try and Try Again? Negotiating Skeptical Customers and Bridging Cultural Differences as a Sales Rep” and answer questions 1, 2, 5 & 7 at the end of the case.
Source: Kniazeva, E., (2021). If at first you don’t succeed, try and try again? negotiating skeptical customers and bridging cultural differences as a sales rep. In SAGE Business Cases. SAGE Publications, Ltd., https://www-doi-org.centennial.idm.oclc.org/10.4135/9781529761221
Your answers should be written in a professional document double spaced using Times New Roman 12 pt font and include a cover page
If at First You Don’t Succeed, Try and Try Again?
Negotiating Skeptical Customers and Bridging Cultural
Differences as a Sales Rep
Author: Ekaterina Kniazeva
Online Pub Date: January 04, 2021 | Original Pub. Date: 2021
Subject: International Marketing, Sales Management, Asian Pacific Business
Level: | Type: Experience case | Length: 2863
Copyright: © Ekaterina Kniazeva 2021
Organization: fictional/disguised | Organization size:
Region: Northern America, Eastern Asia | State: Massachusetts
Industry: Other professional, scientific and technical activities| Professional, scientific and technical
Originally Published in:
Publisher: SAGE Publications: SAGE Business Cases Originals
DOI: https://dx.doi.org/10.4135/9781529761221 | Online ISBN: 9781529761221
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© Ekaterina Kniazeva 2021
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© Ekaterina Kniazeva 2021
SAGE Business Cases
Page 2 of 7
If at First You Don’t Succeed, Try and Try Again? Negotiating Skeptical
Customers and Bridging Cultural Differences as a Sales Rep
Michelle Tamura is a newly-minted sales representative at a U.S. biotechnology company
specializing in portable benchtop electronics. Hired to tackle a potential expansion into the
academic research market, she is given an opportunity to pursue a client with potential ties to
Japan, her home country. Michelle’s new boss trains her to approach academic researchers with
confidence and provides her with a number of strategies to connect with new clients. He warns
her that academics are difficult to establish contact with and can be reluctant customers. When
Michelle visits a university laboratory to promote a new product, she is only able to meet with
student researchers who seem too busy to talk to her and avoid any productive interactions.
After multiple unsuccessful attempts, Michelle is unable to make in-roads on a potential contract
or approach the elusive principal investigator who is the key decision maker in the lab. Finally,
she decides to put to use her knowledge of Japanese culture and negotiation strategies she
learned in college to tackle the challenge at hand.
By the end of this case study, students should be able to:
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