Problem: Geiger presented Theorem with several burning questions they were unable to answer. At the top of that list was, “why are we losing clients during our busy season only to have them return later because the job was botched by a competitor?” Geiger’s theory was their price per yard was potentially too high - being they are the price leader in Kansas City.

Solution: The result of the emotional resonance study revealed Geiger’s customers are primarily interested in “accuracy.” Theorem discovered that Geiger clients wanted the correct mix, on-time delivery, accurate ordering taking, quick order taking, and no onsite problems. These were the top 5 concepts for the Geiger. The study proved that Geiger is the best in town at all 5 of these concepts. So why were they losing bids? Concern about the price was virtually irrelevant. In fact, Geiger could have raised its price and not have any adverse effects. The reason they consistently lost bids was because of logistics at peak times. At these peak times, it was not the client that was saying no, it was Geiger saying no by virtue of the fact their resources were not meeting peak time needs. When a foreman calls to order mud he needs it when he needs it. Geiger recalibrated their overall resources to meet that need. In addition to knowing what the problem was, the CEO of the company now also has irrefutable truth for what the problem was NOT.