Buyer enablement is transforming sales strategies for advanced manufacturing and engineering brands.
How? It focuses on assisting buyers – equipping sales teams with the tools they need to simplify complex concepts, problems or products when speaking to potential customers.
To give you a better idea, this article will look at three real-world examples of advanced manufacturing and engineering brands using buyer enablement to make selling easier.
GEA’s interactive touchscreens
As one of the world’s largest systems suppliers for the food, beverage and pharmaceutical sectors, GEA has a vast product portfolio including machinery, plants, process technology and components. Showcasing this to buyers can be difficult, not just in terms of scale, but also homing in on the specific features and benefits of every last product.
Rather than just talking through the products at length, GEA decided on an engaging touchscreen experience when visiting trade fairs and networking events. Touchscreens allowed potential customers to explore the different machines on display in more detail, navigating to the products and information that was relevant to them.
The technology was housed in a unique, branded truck, visiting 50 cities in 12 countries. This included everything from trade fairs and networking events to schools and universities. In every instance, buyers could learn more about what they wanted – with GEA representatives on hand once they were ready to find out even more.
JSP’s global sales tool
JSP is another brand with a vast and complex product portfolio. As Europe’s leading independent manufacturer of above-the-neck personal protective equipment, they offer over 300 products. The challenge? Each product can have up to 10 variations, each with its own specifications, health and safety standards, technical documentation, and accessories.
JSP needed a place to store, access and showcase all of the relevant models, images and videos for their products. Not only that, but they also wanted it to be multi-lingual, visually striking, intuitive to use and compatible with all devices.
We built a comprehensive sales tool that makes it easy for JSP customers to find the products and information they need to make an informed buying decision. It gives the customer the power to self-serve and provides the sales team access to the right materials to help customers make an informed decision.
Wienerberger’s enablement experience
As well as having a vast array of products, Wienerberger faced the unique challenge of a diverse customer base – comprising multi-national merchants, architects, developers and local building firms. They needed a way to engage each of those buyers while still providing consistent messaging and accurate information about their building and construction materials.
Working alongside key stakeholders from Wienerberger, we created an interactive sales tool within their Showpad environment. This tool provides their teams with instant access to detailed technical information on all products and projects, allowing them to cross-sell and upsell more effectively than ever before.
It enables more insightful conversations with customers, based on facts and data. Buyers benefit from seeing which projects certain products have been used on, and having the most up-to-date information, all in one place. That reduces the workload on their part, taking them one step closer to their buying decision.
Find out more about buyer enablement for advanced manufacturing
What do these engineering and advanced manufacturing examples have in common? They all use buyer enablement technology to make the complex simple for their customers.
But it’s not a case of one size fits all. For each, we’ve applied our Customer Success Blueprint to identify their needs, challenges and goals. This is vital for buyer enablement, as tools must start with buyer needs.
If you’d like to find out more about buyer enablement, take a look at our article ‘What is Buyer Enablement?’. Alternatively, book a demo with our friendly team to start working on your enablement project.
Help your buyers quickly make sense of complex products and information so they can make smarter, faster buying decisions.
Find out how you can use POPcomms interactive presentation software to support your buyers and sellers.
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