Kurt Thaldorf worked as a sales engineer in one of the subsidiaries of Mediquip, S.A., which specialized in providing technologies and equipment for healthcare organizations. On May 5, Thaldorf received a note that Lohmann University Hospital, which was located in Stuttgart, decided to purchase a CT scanner. However, in spite of Thaldorf’s participation in the competition for the deal, the sales engineer could not convince the decision-makers at Lohmann University Hospital that Mediquip’s product was the best option for them. It is important to analyze the aspects of Thaldorf’s marketing strategy and identify the major decision-makers at Lohmann University Hospital, as well as determine when Thaldorf lost the sale. Decision Makers at Lohmann University Hospital It is possible to identify the key decision-makers in healthcare organizations who usually influence sales. They include administrators, radiologists, physicists, and representatives of supporting agencies. At Lohmann University Hospital, the key actors who participated in the discussion of Mediquip’s offer were Professor Steinborn, the radiologist, and the head of the radiology department of the hospital, Dr. Rufer, the physicist at the hospital, and Carl Hartmann, the general director at this hospital. Professor Steinborn, as the head of the team of radiologists, demonstrated his interest in buying the CT scanner proposed by Mediquip. Still, Dr. Rufer did not distinguish Mediquip’s CT scanner, among other offers, because of its specifications. However, the key decision-maker was Hartmann, who was interested in buying the cheapest product with good features among the proposed alternatives. As the general director at Lohmann University Hospital, Hartmann was responsible for making the final decision about the purchase, and it was important for Thaldorf to influence this player’s position and opinion regarding Mediquip’s CT scanner. Although the CT scanner proposed by Mediquip could have more advanced features than other scanners proposed by competitors, including Sigma, Thaldorf failed to convince Hartmann as the key decision-maker that the higher price for the product was reasonable. Furthermore, Thaldorf seemed to lose the support of Professor Steinborn in discussing the price for the product because of worsening interactions with this decision-maker. The Date When Thaldorf Lost His Sale The analysis of the communication between Thaldorf and the major decision-makers at Lohmann University Hospital demonstrates that the sales engineer finally lost the sale on July 30. It is possible to admit that Thaldorf lost the sale even earlier, on June 1, but it seems that the turning point was Thaldorf’s interaction with Hartmann on July 30 because the sales engineer had two months to improve the situation after June 1, but he did not use his chance. Thus, the sale was lost on July 30, and it is necessary to discuss the details of Thaldorf’s weak communication with the hospital’s decision-makers that led to the failure. It is important to pay attention to the fact that the first inappropriate steps were made by Thaldorf on June 1, when he was unable to provide Hartmann with the convincing justification regarding the price that was high