Selling complex B2B products requires effective management of an ecosystem of experts, consultants and customers. Firms who understand this system will see better results.
How to successfully sell complex equipment
In order for air-conditioning manufacturer Trane to sell their systems, specialist mechanical engineers must outline specifications for clients. However, engineers were too often overlooking Trane’s products because they were not familiar with the range. Trane needed to find better ways to engage engineers.
Help partners do their job effectively
We worked with Trane to map out engineers’ role in the larger manufacturing process. This helped them realise that engineers consider themselves partners, rather than customers. They do not want Trane to sell to them, but rather to inform and support them in doing their jobs quicker and better.
A more effective sales processes through service
In order to successfully sell their products, air-conditioning manufacturer Trane needed to re-engage their engineers and introduce a solution that keeps them knowledgeable about their product range.
We developed a new approach to working with engineers, including an online tool that enabled them to design specifications using the Trane product set. This allows engineers to easily match Trane’s products to their clients’ requirements. It also prevents the sales force at Trane from having to manually provide information, therefore being more focused on selling.