There is not really such a thing as ‘the industry’, because this is a name that covers all kinds of high-quality technical companies that serve as many sectors and markets. The commercial challenges of a petrochemical supplier differ quite a lot from those who serve the food industry.
There are, however, similarities. All suppliers to the industry have to deal with customers who use expensive assets to make an advanced technical product for often an international market. And that technical sophistication means you won’t succeed in this market with a simple sales pitch. It is important to look closely at what the customer wants: different customers have different purchasing needs
Multiple layers in the decision making unit
The purchase of industrial systems, production lines, etc. involves expensive equipment that is purchased for a long term. The procurement process is a joint effort of several people, including production leaders, technical service heads, engineers and management; the decision making unit (DMU). And the final purchase must enable the client to be technically leading and competitive again in the coming years.
This requires a commercial approach that addresses the different decision-makers in the DMU at the right time, at their own arguments and level of knowledge. That is far from simple!
Fortunately, we have a team of experienced people who know this market well, with a sense of technique and who speak the language of the target group, also if that language is not Dutch.
We identify the market
Techniques such as the Internet of things (IoT) and remote reading sensors make it possible to better estimate the time of replacement, component supply or maintenance. Where this information is not available, we can arrange for it to be collected with personal contacts to create a prospect database for you, with information about equipment: present and expected replacement time, from existing and new markets.
Relationship management/installed base
Relationship management (within your installed base) is critical. The trap in many technical organizations is that this is aimed solely at ‘the product’. No attempt is made to identify the customer need. Customers are no longer really looking for a
product, especially the big customers are not. They want solutions, chain optimization etc.
You have the knowledge
We fully realize that, when it comes to technical knowledge and knowledge of specialized markets and production techniques, you have the best people. Put them in the place and the moment they most value for you. Our Industry Team explores the market for them and makes arrangements for a presentation when the commercial opportunities are greatest. With this strategic partnership, we make sure your commercial people are most effective and you can grow faster.