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How Can Machine Manufacturers Embrace Sales Digitalization

Posted by Sabine Kempe on Aug 30, 2019 7:48:34 AM
Sabine Kempe
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Industrial Equipment and Machine Manufacturers today can no longer ignore the challenges they are facing: Incomplete views on their sales pipeline, lack of insight into highly variable cost factors, and the inability to accurately forecast demands and production are just some of the points on their list.

Incorrect prices and high cost of sales - just the average headache of machine manufacturers?

One of our customers is Satisloh, a member of the Essilor Luxottica group, and global leader in machine manufacturing for ophthalmic and precision optics lenses. They turned the goal of balancing customer requirements and target revenues into the main driver for digitalising their sales. 

"Every region of our sales used a different platform to provide customer quotation, which led to incorrect pricing and configurations as well as outdated terms & conditions", stated Will Daniels, Head of Global Aftermarket Operations of Satisloh. 

Non ideal product combinations, inaccurate business terms and the costs of extended sales cycles and not up-to-date prices added to missed revenue that Satisloh recorded over the years. 

Do you want to read the full story of our customer in the Machine Manufacturing Industry? Download the Customer Success Story now!

A machine manufacturer's trump card is called Aftermarket Sales

In today's globalized and highly competitive markets every deal counts. This is not limited to one-off-sales but must be seen in the context of the whole customer lifetime value including aftermarket opportunities

Satisloh recognized that optimizing their spare parts and consumables business promises additional growth and a competitive advantage. With the mission to promote a high level of customer satisfaction and at the same time to maximize revenue, Satisloh is now planning to digitalize and streamline their aftermarket sales


Pipeline forecasting applies to Sales AND Production

Another underestimated factor lies in forecasting capabilities. If Sales and Production don't go hand in hand, pipeline gaps on both ends may lead to either higher costs due to under-utilization of the production or competitiveness may be effected by increased lead times due to over-utilization. 

“Pipeline simulation and forecasting capabilities have given us the ability to fill in the gaps in sales and production pipelines. Before, our production floor used to have peaks and valleys, now we are able to balance sales performances and keep production stable," says Will Daniels. 

Business agility is key to long-term success 

So how can machine and industrial equipment manufacturers stay afloat in competitive markets? Innovation and business agility have always been quoted as the magic key. 

For Satisloh it is essential being able to bring new features, machines, parts or even service offerings to the market in practically zero time. (Read more about speed-to-market in manufacturing here.)

"Our product models are now being managed by the business side. This boosts our agility on the market to a maximum and reduces lead times significantly," explains Will Daniels.

Being able to produce manufacturing-ready quotes with the right combination of machines as well as accurate configuration and prices in a very short time makes all the difference for the company.

If you want to learn how Satisloh has been able to digitalize and globalize their sales, and therewith secure their market position as a leader in the industry, download our Customer Success Story!

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Sabine Kempe

Written by Sabine Kempe

Sabine - a manufacturing sales expert and cloud enthusiast at heart, she is dedicated to matching the challenges of manufacturing businesses with the opportunities of a digitalized world.

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