The distributors were frustrated, and it was as if my calls had ripped the plaster off a weeping wound.
We had been commissioned to write website copy and I had insisted on chatting to a few of our client’s distributors. To hear their side of the story. Why they did business with ACME Co*, what they valued, what more could ACME Co do?
After all, a website is never about you.
It is always about the visitors, and how their lives will be better with you and your business in it.
And distributors were one of their key audiences.
Instead, I got a lashing about:
- being ignored and on the outer
- poor service
- no support
- the business more focussed on growing its direct sales than helping its distributors grow theirs
- better competitive offerings in the market.
I called Mark* the MD, told him about the troubles, and offered to create a research report.
Two months later it was presented to the Board, and to their credit they took our findings on board.
It lead to a complete strategic overhaul, with the distributors recognised as the major engine of future growth.
Fast forward three years and the business turnover has grown 273%.
It is winning awards for service, and its distributor network is growing through word-of-mouth referrals.
- All because we asked, listened, and then responded.
* Names have been changed to protect the company's identity. They are happy with their successes; they just want to keep quiet about how it came about, preferring the line of strategic brilliance.
Research – a deep dive
At delivering Results we place a very high emphasis on research – actually talking to the customers and other key audiences of businesses.
We interview your audiences, probing to uncover what they really value. We then distil our understanding of why they buy, into your unique value proposition – with messages that will have real cut-through in your market.
This in-depth process also yields additional benefits: feedback on your current services, opportunities for improvement, opportunities for doing more with existing clients, potential referrals, and powerful testimonials.
Read Do you know what your customers really think?