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Arrow Electronics Inc. Group 26: Karthik Sivaraman (224/39), Kishore Warrier (227/39), Rajadhyaksha Narayanan (322/39) 1) How do A/S sales people build their relationships with the customers? Specifically how do they leverage Arrow's product line B & S v/s VA products to add value to their customers? Transactional customers account for 25% of Arrow's sales and a majority of this is of the BAS type. Arrow was able to convert at least half of their transactional customers into relational customers in the long run. Customers want the convenience of submitting an entire bill of items for a quote, finding it more valuable to have a steady partner than rock bottom prices in the long run. At the same time they wished to get the best available prices. A/S provides this convenience and affordable prices. Arrow used the VA products as the first step to build a relationship, where the customers were provided with the...

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