Marketing, especially that for capital equipment is one of our areas of expertise. Techniques used for the marketing of capital equipment are much different than those for marketing consumer goods.
For example:
As the offerings of the individual producers in many markets differ only slightly from each other, accompanying services become increasingly important for competitive differentiation purposes. Services like an explicit consulting agreement, preforming profitability calculations prior to the purchase to demonstrate value propositions, and support in planning the integration of the product / the capital machine into the production process of the customer are often required to attract customers. In addition, it is essential to provide measures for training on the new equipment and optimization of production lines are customer services required beyond the actual sale. This can be achieved by a skillful communications policy in order to satisfy the information requirements as well as by corporate visibility at trade fairs and exhibitions.