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Heavy Machinery Manufacturers Embrace 20% YoY Growth by Investing in Visual Commerce

By Zac Cooper | August 13, 2019

What's the problem? 

Heavy Machinery manufacturers typically go to market through dealer networks and the majority of those are stocking dealers (read: they function just like car dealerships - they have a certain amount of stock on site for purchase). But what if the customer needs something “custom”. Typically the dealer has a large catalog with pictures to show the customer some selections and will then generate a proposal. In today’s on demand buying landscape this really isn’t the best experience for your customers. 

Where is the market going?

Visualization. And it’s already here. Think about your b2c buying habits - you can now configure anything from furniture to home fixtures, to cars. And in some cases with one more click - purchase that item. Think about how easy and seamless that experience is as the buyer. Now put yourself in your b2b buying shoes. Why wouldn’t we apply the same experience there?

Let’s take a look at the numbers: 

  • Research says that as much as 95% of b2b buyers consider the commerce experience as a critical factor when selecting a product and 54% felt more confident in their purchases 
  • $2.4 Billion: The amount of money manufacturers will spend on new B2B commerce platforms in the next four years
  • According to research reports, the global heavy construction equipment market was valued at USD 145 billion in 2018 and is expected to reach USD 231.3 billion by 2025

Why is Visualization important? 

  1. Impactful Customer Experience: 86% of customers will pay more for a great experience
  2. Fast & Efficient Sales Process: 90% of the information the brain processes is Visual
  3. Accurate & Confident Buying: Visual confirmation ensures order accuracy, reducing impact from errors downstream
  4. Collaborative Engagements: Leveraging AR, teams can share and view configurations in real space, to scale
  5. Fastest Way to ROI: Front end impacts on experience coupled with backend efficiencies for a winning combination

So now the question is how to best capitalize on these changes happening in the market. 

What’s the solution? 

Visual Configuration. 

Imagine if instead of your sales reps being order takers they become product consultants. How? Simple. By adding visual configuration tools to your sales process. 

Offer a tool for your customers to configure your products through your website to then be routed to the dealer in their region. With capital equipment being such a large investment they are going to want to consult with a sales rep, but now the sales rep can talk through the customers selections and advise them on the best options. You not only get a more confident and loyal buyer you also get the visibility into what your dealer channels are quoting and selling. 

How can ATLATL help? 

Visual Commerce and Visual + CPQ. 

Let’s break those down. 

  • Visual Commerce is the only and best way to create personalized customer experiences through the web. Visual commerce is going to offer your client’s commerce sites a huge differentiator from the competition but also enable your client’s buyers the ability to configure the most complex products without any assistance. This will increase the qualification dramatically with the END customer closer to the purchasing finish line. This means more revenue for your clients and more wins for you! 
  • ATLATL Visual + CPQ enables your sales teams and customer dealer teams to leverage visual configuration at the office, at the job site, and with their end customers shoulder to shoulder with real-time pricing and quote generation…. with the bills of materials and drawings to deliver downstream efficiencies to B2B. Visual + CPQ offers incremental time savings for your client's internal teams, better customer experiences for the buyer and accelerated sales cycles with higher conversion rates.  This also means more revenue

How do I start my transformation to visual?  

Reach out to our expert visual strategists to dive into how Visual Configuration will change your business for the better! 

Download the full presentation here

 

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