Austin 2019 Construction Monthly

How Technology Has
Changed
INDUSTRIAL EQUIPMENT SALES
by Dale Harris
www.articlecity.com
OUR WORLD TODAY WOULDN’T BE THE
SAME WITHOUT INDUSTRIAL EQUIPMENT.
EVERY INDUSTRY FACED A CHANGE WHEN
EVERYTHING WENT DIGITAL, AND THE
INDUSTRIAL MARKET IS ONE OF THEM.
Industrial equipment is facing several updates, from the way
customers shop to the rising technology in equipment.
Some digital sales trends mean more responsibility for the company.
Personal interaction can be difficult because more customers
prefer tech-based interaction.
However, there are many benefits. Industrial equipment systems
are more connected to the customers. These systems collect
more data on customers to understand consuming trends.
The LAER Model
Traditional sales haven’t drastically changed. Rather, machinery
is introducing customers to a new buying experience.
What was then ‘make, sell and ship’ is also ‘own, operate, and
get an outcome.’
The best example is taking the classic LAER model. Let’s see
how the LAER model operates under the digital era.
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Land
This first step is the most important, even in the digital era: land
the sale.
Traditionally, performing the land step occurred face-to-face.
This ensured industrial equipment was properly built for the
right customer and for the specific reason of their industry.
Today, this step involves more analytics.
The customer needs to see the products are smart and connected
to prove reliability. When the customers trust in the equipment,
they’re more likely to share their data. This results in a
higher output of sales.
Adopt
You want to be sure your customers are happy with your equipment.
This goal hasn’t changed in the digital world.
Because of this, the emphasis has always been on the products.
This focus includes modernizing and improving products, as well
as training and educating the customer about the equipment.
This focus is still the same today. However, it’s implemented
differently. For example, services such as crane load testing are
available for customer safety and satisfaction. Digitalization
makes this training easy for the modern consumer.