This case study highlights two issues pertaining to sales management: (a) While building and nurturing relationships is important, can reliance only on the relationship supplant a professional approach? and (b) A salesperson who is responsible for both institutional and individual sales in an area often faces the dilemma on whether he should go after one big ticket order or focus on small regular dealer orders. The dilemma gets sharpened when a big potential order, which requires lots of nurturing in terms of time, looks like slipping out of one's grasp.

This case study draws upon the experiences in the working lives of the two authors, who were both sales professionals before they joined the academic fraternity. However, the company and the individuals referred to are not meant to represent any actual company or persons in particular. The case has been drafted for the purpose of classroom discussion to drive home and discuss simulated business situations.

Ashok Joshi, the General Man ager (Marketing), Galaxy Sleepcare Limited at last settled in Bangalore during May 2007. After enjoying the cool salubrious atmosphere of Ooty, even the usually pleasant city of Bangalore seemed warm. Joshi and his sales team had just spent four days at Ooty strategizing for the ensuing five years - a move which was occasioned by their Director, Trehan's insistence that Galaxy should double its turnover to reach Rs. 26 cr by the end of 2012.

Galaxy Sleepcare Limited, a leader in latex foam mattresses, pillows and cushions was a 20 year old company. Its head office was located at Bangalore. (Refer Exhibit 1). To supplement its ability to meet the market demand, it also outsourced the same products from two other units i.e., at Chennai and coir mattresses from a company at Sonepat, near Delhi. It was a public limited, professionally-managed company, promoted by one of the eminent Indian business families with interests in many rubber-based industries. The company was always seen as a great place to work keeping in mind its value-based functioning.

Galaxy Sleepcare Limited, Sales management, Rubber Based Industries, Dormant Organization, Systematic Territory Design, Scientific Target Fixation, Polyurethane Foam, Supply Chain Management, SCM.