Fujitsu Siemens Computers - Build bridges dialogue

Fujitsu won dealers’ trust via credible, receptive dialogue

The challenge
As one of Denmark’s five largest IT producers, Fujitsu Siemens Computers had always concentrated primarily on distributors and large dealers when offering product and sales solutions. As a result:

• The small- and medium-sized dealers felt overlooked
• There was large growth potential in specifically this segment
• There was a deep divide between producers and dealers

The strategy
Dealer trust had to be won through reliable and receptive dialogue, and the campaign Build Bridges Dialogue had to build positive relationships with the small- and medium-sized dealers so they would develop a preference for Fujitsu Siemens Computers in the segment and the company could achieve more sales. In this way, Fujitsu Siemens Computers would redefine the way producers and dealers interacted:

• In a personal letter, sales and marketing director Erik Søe recognized Fujitsu Siemens Computer’s role and responsibility as an IT producer and invited the dealers to enter into a dialogue
• A survey among dealers provided individual responses that created a common frame of reference and determined each individual dealer’s need for constructive dialogue
• The results of this investigation were compiled into a report that generated attention in the market and was the basis for fruitful PR
• The dealers were invited to participate in the prioritization of future common goals
• Strategic decisions were made based on the knowledge gathered through the dialogue

Results
Bridges were built between Fujitsu Siemens Computers and the dealers – with great success:

• Combined sales rose by 33% within the first 6 months
• Number of dealers on the sales list grew by 57%
• A third of the branch’s small- and medium-sized dealers participated in the dialogue, and more than half downloaded the report
• Considerable press coverage – 15 articles in trade and other publications