Buyer feedback can drive sales improvement

Challenge

• A Senior VP in the financial services industry wanted validation on what he already knew about his clients.

Solution

• Primary Intelligence’s programs put the client at arm’s length, provided a protected environment for the client’s comments, and allowed them to be more honest about the experience.
• Finding out why they lost an opportunity helped them change their approach so as to not lose the next one with that client.
• Working with PI allowed more of his people to see the results and understand exactly what happened and why the company won or lost a deal. If there were a lot of surprises in the win loss results, it indicated that his people were not close enough to the customer to truly understand the situation and win the deal.

Why Primary Intelligence

• On Buyer Feedback
  “I think what it does is allows us to put some sort of metric, or objective understanding, around what might be perceived. It also may gather a deeper level of comment from the client that they might not say directly to our face.”
• On Validation
  “I think it is because it puts an objective, arm’s length, protected commentary environment. I think it may give us a different perspective, or an unvarnished perspective, or allow the client to be honest in a safe environment. I think it allows them a little more of an objective environment to tell us what we may or may not be perceiving from them.”
• On Sales Improvement
  “The biggest thing is it does allow for more eyes, for those that are interested, to look in on the accounts. Maybe they don’t have the day-to-day, or even week-to-week, touch points with the clients, but it allows people outside the direct relationship to look at what the customer thinks. I think it is great for our IT counterparts, our product counterparts, or even our financial counterparts, who play a key role in supporting these relationships, but may not always understand how their efforts tie together to the overall relationship. It gives them an opportunity to look in and see how we are being evaluated.”
• On Why You Should Analyze Your Losses
  “Having a survey tell you why you lost, there is a good chance you live through that loss. It could allow you to course correct for the next one.”

“Maybe they don’t have the day-to-day, or even week-to-week, touch points with the clients, but [buyer feedback] allows people outside the direct relationship to look at what the customer thinks.”
—SVP, Payment Processing Provider