Success Story 10

Background
The client's business was segmented into 3 largely autonomous divisions. In many cases, a customer maintained discrete relationships with each division. The client believed that it could better address the overall needs of its customers by consolidating the 3 divisions to promote a group sales and support concept.

Objectives
The objectives of this study were to uncover the following information about the market for compressor parts and service:

Unmet needs relative to compressor replacement parts and service
Criteria for selecting parts and service suppliers
Identification of current suppliers
Satisfaction with current suppliers
Perceived benefits of a supplier that can provide a "total solution" for all of a customer's compressor cylinder wear parts

Study Methodology
This study was conducted through in-depth interviews with engineers and purchasing managers at oil and gas refineries and pipelines.

Results
The study uncovered that a significant percentage of prospective customers had concerns about a single supplier presenting itself as a total solution vendor for compressor wear parts. These ranged from skepticism about the ability of one supplier to take on that role, to a desire to pick and choose suppliers based on their unique strengths and areas of specialization. The client used the study results to change the positioning of its group concept from a "total solution vendor" to "a family of experts," each with its unique area of expertise. The adjusted positioning enabled the client to present itself in a more appealing and believable way that respected customers' preferences "not to have all of their eggs in one basket."