TECHNOLOGY
shift from a technical , product-centric sales approach to a value-based , customer-centric one . It involves a change in mind-set and sales skills but it ’ s not impossible . The examples above are a case in point , the production manager immediately can see the value of a longer MTBF , the buyer needs more information to see value that they can relate to , in that case a cost saving . However , that is a little too simplistic and only tells part of the story . Let ’ s consider it in more detail .
A longer time between maintenance shutdowns can help a business , and the individuals within it , in many ways .
For the production manager it means longer runs , and hence more production . It may mean the manager hits a target , and earns a bonus , sooner and more readily . It can perhaps reduce the disruption that a shut-down brings , resolving issues like how to make up for lost production , how to utilise the line operators whilst a line is down or the physical disruption a shutdown brings .
For the buyer there are a different set of benefits ; maintenance costs are reduced , helping the buyer hit spending targets ( and maybe triggering their bonus too ), the money saved can be reinvested in other areas of the business – which could in return generate additional revenue or savings , and the reduced disruption may allow other productivity improvements .
And it doesn ’ t stop there , the value created by more efficient , less costly production rolls on – orders fulfilled more quickly , keener pricing , happy customers , more market share , increased competitiveness , more profit , company growth - the list is endless .
And all from a simple technical advantage .
The key is to get the sales people comfortable and skilled at communicating to their customers the value a technical advantage can bring . It ’ s not simply a case of telling the customer , you have to get them to work it out for themselves . “ I can save you € X ” isn ’ t persuasive . “ What does a 10 percent improvement in MTBF mean for you ?” is . It makes the customer work out what the benefit is , and what it means for them personally , for themselves . Skilled salespeople , across all B2B disciplines , use effective
18 February 2016