Case Study: a large energy provider improves industrial buyer engagement with Greenbook

a large energy provider uncovers barriers with Greenbook in 28 interviews

A large energy provider was struggling to sell more to its large industrial accounts after acquiring a retail electricity supplier and not achieving its anticipated success. The customer engaged Greenbook to understand the marketplace barriers and identify what drives selection decisions beyond just price. The challenge was to uncover the desired value-added services, obtain feedback, and explore unmet needs.

Greenbook conducted 28 qualitative in-depth telephone interviews with energy buyers and influencers. The solution delivered a detailed report that broke down major barriers, revealing that decision-makers were difficult to identify and engage. The results provided critical insights into the most important decision drivers and led to recommendations for a more consultative sales approach and a customized value proposition. Greenbook's research advised the client to focus on its largest prospects and improve its online tools to meet industrial customer needs.