Published on: December 11, 2024 / Update from: December 11, 2024 - Author: Konrad Wolfenstein
Avoid sales errors - Why sales figures alone are not enough in the manufacturing industry - Image: Xpert.Digital
Short-term successes, long-term slumps: Which mistakes sales must avoid
Sustainable sales: Why sales figures alone in the manufacturing industry are not enough
“Sales in the manufacturing industry should not only think about sales figures, but above all about long-term customer relationships and a solid infrastructure that includes advice, support, training and maintenance.” This maxim applies in particular to products that require explanation, such as interactive displays, touchscreens or other highly developed ones Technologies that cannot simply be sold through a pure product presentation. Instead, it is necessary to build a network of trained employees, competent sales partners and reliable service staff in order to offer customers real added value. This is the only way to convert short-term success into sustainable market success without causing painful sales declines later because customers turn away from inadequately supported solutions.
The importance of a long-term strategy is particularly evident in the fact that many companies today operate in markets in which technological progress is advancing rapidly. Customers have high expectations of products, and these expectations go beyond pure functionality. You want comprehensive support – from the first demonstration through targeted training to ongoing maintenance and support during ongoing operations. Especially in the area of interactive technologies, it is not enough to just sell a product. You also have to make sure that users understand the product, use it optimally and can derive real benefit from it. If support is not provided or is inadequate, the customer is at risk of turning to other providers who better respond to their needs.
Suitable for:
Long-term perspectives instead of short-term sales goals
“If you only look at the next quarterly number, you lose sight of the big picture.” This statement is particularly true in the manufacturing industry, where complex technologies often form the basis of the business. Achieving short-term sales goals is certainly tempting, but the real potential lies in sustainable customer loyalty. If you want to retain customers in the long term, you have to offer them more than a purely functional product. A comprehensive infrastructure for advice and support is essential. Otherwise, an initial success story could quickly become a problem when end customers realize that they are being left alone with their questions, problems and individual requirements. This leads them to look for alternatives, which leads to a decline in sales in the medium and long term that is difficult to correct.
Especially in highly competitive markets in which different manufacturers compete for customers' favor, the overall package of product quality, service and sales support is often decisive. Companies that take care of holistic customer service at an early stage lay the foundation for sustainable success. This is not just about avoiding risks, but also about actively shaping a stable market position. A well-trained team and a resilient partner network ensure that your product always appears in an optimal light - a decisive competitive advantage.
Challenges and requirements when selling products that require explanation
Products that require explanation, such as interactive displays, touchscreens or complex systems, require intensive knowledge transfer. Customers need to know not only what a product can do, but also why it is suitable for their specific needs. This requires sound technical know-how on the part of sales. Only those who understand the product itself down to the last detail are able to convincingly convey its benefits.
“An informed customer is a satisfied customer.” This truth is particularly true for products that require explanation. The more complex the technology, the more important it is that the customer recognizes its possible applications. If this knowledge transfer is neglected, often only a superficial understanding remains. The result: The customer does not use the product to its full extent, may become dissatisfied and is more willing to switch to another provider that gives them better insight.
Important measures for sustainable sales
1. Product training for internal and external sales channels
Sales employees, service personnel and external partners must be intensively trained. This is the only way they are able to clearly communicate the technical details, application scenarios and sales arguments. “Well-trained employees are the backbone of successful sales.” Such an investment in the team’s knowledge pays off in the long term: customers feel better advised, understand the added value of the solution offered and develop greater trust in the company.
2. Individual customer advice and tailor-made solutions
Analyzing the target group is a crucial step in understanding their needs precisely. Every company and every user has different requirements. Customer-specific advice that addresses previous knowledge, industry, area of application and existing infrastructure increases the likelihood that customers will recognize the advantages of the product. An individually tailored approach underlines the customer's appreciation and signals to them that their concerns are taken seriously.
3. Sustainable support throughout the entire product life cycle
Professional after-sales service is essential. This includes regular maintenance, fast response times to problems, continuous updates and expansions, and reliable availability of support teams. “A good after-sales service is like a safety net that protects customers from disappointment.” If you want to retain customers in the long term, you should remain present even after the purchase. This consistent support not only strengthens customer trust, but also provides valuable feedback to continually improve products and services.
4. Continuous development and innovation
As technologies evolve rapidly, it is essential to stay ahead of the curve. Regular product improvements, new features or additional services help ensure that customers are satisfied in the long term and do not feel the need to change providers. Innovation creates excitement and gives the feeling that the manufacturer is not just selling a product but is offering an ongoing solution.
5. Building a resilient partner network
A strong network of partners, dealers and service providers helps you expand your market presence and provide customers with competent advice on site. Joint training, uniform quality standards and coordinated sales strategies ensure that external partners also convey the company's philosophy. This contributes significantly to offering customers a consistent experience - regardless of which sales channel they use to come into contact with the product.
Risks of a sales decline and how to address them
If there is too much focus on short-term sales and neglecting long-term customer loyalty, there are serious consequences. One risk is that important investments in training, networks, service capacities and support structures are not made. The immediate consequences can be:
Growing competition from better trained competitors
Companies that invest in training and consulting early on can better respond to customer requests. Not only do they have a more sophisticated sales model, but they also have a deeper understanding of customer needs. This sets standards in the market by which others must be measured. Anyone who fails to follow suit in time will lose connection.
Migration to more innovative solutions
Technological developments are almost commonplace in the area of interactive displays and touchscreens. Customers expect regular updates, new possible uses and constant further development of the product. If a provider falls short of expectations, the likelihood that customers will choose a solution from a competitor who offers more in terms of innovation and support increases.
Loss of brand image and credibility
A company that stands out due to a lack of support and training offers suffers from an image problem in the long term. Customers who don't feel well looked after will perpetuate that feeling. Bad word of mouth or negative reviews in specialist forums or networks can spread quickly and deter potential new customers. A solid, long-term sales and service strategy is therefore also a foundation for maintaining your own brand image.
Future-oriented strategies for long-term market success
“Only those who invest in the future will be able to help shape it.” This statement applies particularly to manufacturing companies. Anyone who limits themselves today to bringing a technologically sophisticated product onto the market without accompanying measures runs the risk of not only not expanding their customer base, but even losing existing customers. Instead, it is advisable to pursue a well-thought-out strategy right from the start that includes the following aspects:
1. Design holistic customer journeys
Not just the purchase itself, but the entire customer journey from first contact through installation to ongoing operation and expansion should be planned and optimized. A holistic customer journey characterized by interaction, training, service events and regular communication strengthens the feeling of being in good hands. Customers who recognize that they are not just buyers but long-term partners develop a positive brand understanding.
2. Build internal knowledge management systems
Knowledge management is a key to success when dealing with complex products that require explanation. Well-structured internal databases, training programs, e-learning offers, video tutorials and regular workshops for sales teams and service technicians ensure that specialist knowledge remains within the company and is constantly expanded. Giving your employees access to comprehensive know-how not only strengthens their competence, but also their motivation.
3. Proactive communication with the customer
Customers want to be informed. Proactive communication measures, such as sending newsletters with tips on how to use the product better, invitations to online seminars, on-site training or online forums where questions can be asked, are valuable tools. Anyone who proactively approaches customers signals that they are not only interested in their money, but also in their success.
4. Long-term investments in staff training and development
Employees are the interface between product and customer. Anyone who invests in the training of their staff will secure a long-term competitive advantage. A team that has both technical know-how and communication skills is able to explain complex issues in an understandable way and address customer concerns. This directly contributes to strengthening customer loyalty.
5. Cultivate flexibility and adaptability
In order to be successful in the market in the long term, companies must remain flexible. Technological trends, changing customer requirements and new competitive strategies require constant adjustments. Those who actively address these changes, recognize new opportunities and take appropriate action will remain relevant. “Flexibility is the foundation for long-term success in the technology market.”
More than just selling products
Sales in the manufacturing industry must move away from a purely sales-oriented approach. Instead of simply selling products, it is essential to build a reliable infrastructure of advice, training, support and support. Customers who feel understood and supported reward this with long-term loyalty. In this way, a short-term sales success becomes a stable, lasting success in an increasingly demanding, innovation-driven market.
Companies that invest in the development of knowledge structures, training offerings, service concepts and partner networks create a foundation on which they can continue to exist in the future. They strengthen their position compared to the competition, increase customer satisfaction and reduce the risk of sales declines. A holistic sales perspective that goes beyond mere sales figures is worthwhile in the long term - for the company, for its customers and ultimately for the entire industry.
Suitable for: