Listening to Learn
A leading global manufacturer of products for the sporting goods market wanted to understand how their dealer base viewed their products and services. They are a leading brand in their industry, and they go to market in a unique way. They deliver high quality product in a timely manner. They asked NineRuns to help them gain insight into how their dealers perceive them, and how they benchmark to other manufacturers as well as other suppliers that service the dealers. And most importantly which factors are the most important for the relationship with their dealers.
To ensure that our client gained the valuable information, we executed on three steps:
1. Setting up a series of hypothesis about the dealers the market.
2. Identifying variables that are important among the dealers when dealing with manufacturers and other suppliers through face-to-face interviews.
3. Quantify findings using a web survey.
After capturing the data, NineRuns analyzed the data, made recommendations for actions, and presented it to the client. The client implemented the top two recommendations and a follow up survey in 2018 showed the changes were successful in that the dealers are utilizing their portal and customer service has improved their satisfaction ratings substantially.
People pay for differentiation. Without differentiation you are a commodity.
Profitability is hurt by becoming a commodity.
A manufacturer of building products asked NineRuns to help them compete with lower priced competitors in a market that has a low barrier to entry. After extensive field work, calling on and surveying their dealer network and the end users of their product we reported back to the client our findings. In asking their customers why they purchased from our client we found an interesting answer that surprised the client.
The client offered their customers a lifetime warranty. When we shared with the client that specific finding, they said everyone offers a lifetime warranty. We shared that they had been in business for 40 years, and their competition was in business for 2 years. Their warranty meant something and was valued by the end customer. They built that into their marketing materials and selling conversations and differentiated.
The findings from the work NineRuns did allowed them to take a price increase on their product that was accepted in the market