Heavy Equipment doesn’t have to mean a heavy sales workload.

In News by Command.app

In construction and heavy equipment, most often seeing is believing. New work tools, more efficient operations and enhanced safety features are always being brought to job sites around the world.  But when selling products and services in heavy equipment how are you supposed to put your customer in the cab of a wheel loader or excavator when you’re sitting in their office? Whether you’re selling new designs, efficiency or operating expenses, as a salesperson you need to present the right information and content in front of your buyer as quickly as possible.

Construction worker with tablet

We’ll cover how to engage with your customers using situational sales techniques and help build stories around your presentation, in turn transforming your meetings into engaging conversations. The key here is to focus on asking questions and leading to your products or solutions rather than with them.

The landscape of machinery and heavy equipment is always evolving. According to Allied Market Research, the global heavy construction equipment market is projected to reach $273.5 billion by 2030.  New attachments, work tools and operator designs are helping businesses accomplish more, with less. The hard part is cutting through the clutter of what a competitor might challenge you with in your exact market space. Specifications and cold, hard data always help build a case, but you need to also frame your features WITH your benefits. B2B buyers are looking for a way to prove the value of a purchase, you can help them do this with effective customer content.  89% of buyers believe that the companies they’ve successfully purchased from “provided content that made it easier to show ROI and/or build a business case for the purchase.”

At Command.App, we know that there is a lot of research and development that goes into bringing a new product or solution to market. From rock crushers to trench boxes, we have worked with countless equipment manufacturers in elevating their sales processes and new product launches into dynamic, high-impact interactive sales solutions. We also know that you’re going to sell to everyone in the business including the person writing the checks all the way over to the operator behind the controls of the new product. The number of decision makers and influencers involved in a deal continues to increase, you need to be prepared to situationally adapt. Along with presenting, we offer toolsets like real-time cost calculators, forms to submit engineering requests or fuel comparison estimators to go from presenting to capturing data.

Identify your buyer

Two construction men using tablet

Start with finding out what type of buyer you are talking to. Someone who is interested in a new, cutting-edge solution or a battle-tested upgrade on what they already know? Do they want to know what’s under the hood or how efficient your product can make their business financially? Brochures, specification sheets, even videos help tell the story but you have to ask the right questions to get to the right content. Customers don’t want to hear another one-size-fits-all sale pitch, they want to get their information they need and move on. With situational selling, you can do just that. Depending on their situation and what industry they’re in, you need to be prepared and be able to change topic or context in an instant. Digital mobile sales tools can offer this. Every image, every brochure, every video or every field data spreadsheet can be available to use during your meetings on the devices you already use everyday, your laptop or phone.

The ability to sell based on your situation helps shorten sales cycles and proves the credibility of not only your products but you as a salesperson.

Building the story

Build your story in an environment your customer is used to. Whether you are in an office or laced up and in the dirt and dust of a job site, you can construct your narrative around real-world experiences. When you’re selling to the actual purchaser, you can show the hard numbers… the total cost of ownership. Explaining the engine hours or hydraulic pressure right in front of the equipment you’re there to enhance or replace. What’s the price? How is this better than what we’re currently doing? What’s the warranty?

All of these important pieces of information can easily be outlined in a PDF. But if you offer different accessories or protection plans, you need to be able to pivot and have every piece of information available now to show how things can get even better. Buyers are often misconstrued as having all of the information they can pull from websites or mailers. That’s simply not true. Research shows that they’re deeply uncertain and stressed on what is the right decision when making a purchase.

Share vital information

Information is readily available, but how much will data you release for anyone to consume? Of course, as a buyer it’s part of their job to do research and make the best purchase possible. The first place they look is a web page. But websites are often outdated, not updated and we all know there are new studies and new data available the more hours your products have been in operation in the field. You’re also not going to put proprietary information out there for anyone to copy. That’s why you’re meeting with the customer, one-on-one.

Boring website man sighing

Up-to-date information helps build your case while outdated, poorly branded material is simply put, ineffective. And how are you leaving that content with your buyer? Do you leave a 40 page brochure of everything you sell on their desk or can you send exactly what they’re interested in to their inbox? That extremely important information you covered in your meeting needs to be accessible and tracked to see their interest. If you meet with tons of new customers, being able to follow up on the specific information each customer is interested in shortens the sales cycle and shows you know their needs and you are worthy of their valuable time.

The Customer Experience is a top sales benchmark according to SalesForce. Rightfully so. Buyers don’t react well to or want to be engaged with the pushy sales tactics of the past. Each experience can be customized based on the situational sales journey. According to SalesForce, the top two process challenges that sales organizations face are meeting customer expectations and dealing with competitive concerns. Having the right collateral and specification information on-hand during your meetings can cover both of those. 

Wrap up

Sales in the heavy construction industry doesn’t need to be rigid. Every job is different and so is every customer. You need a flexible sales solution that can assist in your meetings and give you these three advantages:

  1. Identifying what type of buyer you are selling to
  2. Build a story for their specific needs
  3. Deliver sales collateral and up-to-date data effectively

With the rise of on-demand information, companies are questioning if they are making the right decision, right this second. There are a lot of options and a lot of differences in information available when making a purchase. But with a high-impact mobile sales solution like Command.App, reps can use their new digital briefcase to guide a buyer through the entire sales journey. Today’s buyers are doing their homework and expect salespeople to be prepared when they are ready to engage.

For an actionable assessment on how we can enhance your sales outreach, fill out our quick client assessment form here and learn how to engage the modern buyer more effectively.