The manufacturing industry is faring very well, and businesses are reasonably positive about the near future. Reasonably because there are developments that industrial companies are monitoring closely. Take the lack of personnel, the pressure to become more sustainable, and the growing digitalization. This last matter also has major implications for commerce, such as the changing role of sales in the industry.
Changing Industrial Buying Process
With the transition to the digital age, major changes are underway in the industrial buying process. Just five years ago, the Sales Manager of a manufacturing company could still rely on loyal preferred customers. These customers were mostly won through traditional sales efforts and industrial marketing methods such as cold calling, advertising in trade magazines, or exhibiting the product at trade fairs.
But times are changing...
Prospects don't sit around and wait for your sales department to call them. Trade journals aren't even opened. And visiting trade fairs is too much effort.
With the evolution of the internet, potential clients are empowered to search for answers and solutions to their business problems and needs. By obtaining information online, they know more ... or think they know more. They are critical and, what's more, don't feel any need to listen to another general sales pitch.
The three biggest annoyances:
- Unsolicited cold calling;
- Aggressive sellers;
- Limited knowledge level of salespeople.