Large energy provider was interested in selling more to select large industrial buyer accounts

After a year of acquiring a retail electricity supplier, energy provider did not experience the level of success they anticipated and wanted understand the barriers in the marketplace.  Client needed to know what drives selection decisions above and beyond price, which value added services are desired and used, obtain feedback on services and explore unmet needs.

28 qualitative in-depth interviews with energy buyers/influencers at large organizations via telephone.

Delivery of a detailed report with a break down of major barriers.  The data collected revealed that decision makers were difficult to identify, engage and persuade.  Decisions to select an energy provider could be made by company officials of different rank and at different locations.  Companies could have multiple providers of energy depending on location.  Also identified in the report were the most important decision drivers when selecting an energy provider.  Each decision maker gave insights and impressions of current providers, service offerings, how they make decisions, unmet needs, perception of client and in some cases, why client was not selected as a provider.

Recommendations were made to deploy only super salespersons as the quality of the rep can positively or negatively impact a buyer’s perception.  Sales approach needed to be more of a consultative partnership. Client was advised to customize the value proposition for companies by industry, size, location, and type of operation, and type of decision maker.  Focus on largest and best prospects and do a ROI analysis to determine if they can provide a more competitive price.  Study each particular company’s business case, as larger buyers are interested in technological products and value-added services.  Client’s online dashboard/ monitoring tools should be geared to industrial customer needs and preferences. Findings suggest that current online tools were lacking in functionality and usability.