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Unit 1. Industrial product sales - Coggle Diagram
Unit 1. Industrial product sales
Goals
● Analyze a sales speech from a product characteristics perspective.
● Analyze the industrial products’ seller profile.
● Analyze possible sources of search for industrial customers.
● Sort the various industrial and market products that target the sector.
● Identify the advantages of industrial output.
● Study the packaging, label, brand or safety within the product strategy.
● Analyze industrial buyer behavior.
The Industrial market
Differences in the industrial market with respect to consumer market depend
mainly on the following aspects:
● Longer negotiation.
● Less variation in price.
● Technical purchasing process.
● Communication. Advertising on specialized sites and with different
strategies.
● More direct relationship between client and vendor.
● Technical assistance. It is essential, although they are for a lasting
consumption.
● Fewer clients.
Industrial customers
● To be consumed in the course of its operations, although
not incorporated directly to the finished product.
● To sell them.
● For the subsequent incorporation into the production
process.
Classification of clients or industrial enterprises
● Businesses and agricultural, livestock and fisheries cooperatives.
● Industries (mining, energy production, manufacturing and
construction).
● Resellers (without making a physical transformation).
● Public administrations.
● Service companies (to carry out their services).
Characteristics of industrial customers
● Well defined portfolio of clients.
● Customers directly consuming.
● Customers with technical knowledge.
● Collective buying equipment.
● Highly qualified consumers about emerging technologies.
People involved in the purchasing process
❏ INITIATORS (People who sense the need to buy a product).
❏ DECISION MAKERS (Determine the choice of products).
❏ INFLUENTIAL (Technical).
❏ BUYERS (Purchasing agents).
❏ GATEKEEPERS. Control the flow of information in the purchasing department.
❏ USERS (Use the purchased product).
Stages in the purchase process:
Recognition of the problem.
Establishing product specifications.
Product search or alternative suppliers.
Evaluation of alternatives.
The order.
Evaluation of satisfaction with the product, service or supplier.
Market segmentation According to the needs of industrial customers:
Segment of capital goods
needs
Equipment and tools needs
Facilities needs
Segment of consumer
goods needs
Needs of parts and
components
Raw material needs
Segment of professional
services needs
Accessories and supplies
needs
Services needs
Industrial products
Industrial products
Industrial products are considered those used to produce and transform or
those used as equipment in production companies, distribution and service.
Classification of industrial products
Capital goods
Supplies
Materials and Incorporated sets
Services
Characteristics of industrial products
Technical order
Rational purchase, not sentimental.
Impact of price.
Influence on production.
Assessment service.
More technical information on some industrial products
Sales support system
Product Attributes
Product desing
Product features
Quality
Container or packaging
Brand
Certification
Security
The Industrial seller
Industrial Merchant Profile
•Possessing training in sales techniques.
companies products.
•Being industrial: extensive knowledge of the processes of their client
limitations.
•Being technological: depth product knowledge, capabilities and
listening skills.
•Extroverted: great communicator, creative, constant, quick thinking and
•Having projection capability (resolution, concreteness and closure).
•Possess empathy to interpret the needs and feelings of their customers.
market trends.
•Observe the industrial market and its products, and inform the company of
•Conduct training courses for the staff of the client company.
•Know the product to advise customers effectively.
•Provide adequate industrial product to customer needs.
Sales of industrial products
•adequate technical documentation (manuals, explanation,
brochures) must exist.
•Revenues from vendors typically handle commissions to
encourage sales.
•should not forget the four "P" (price, product, place,
promotion).
Sales speech structure for industrial products
The sales speech produces confidence and security to the
seller, helping to show the strengths of the product
offering.
Feedback - selfcheck