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It’s clear that not all manufacturers of capital equipment get the fact that there’s a lucrative opportunity for continued relationships and revenues after the sale. To some extent this can be understood – the ticket value of a significant piece of capital equipment tends to steal the glamour and the focus of sales personnel. In many capital equipment manufacturers, the big items tend to command the attention of the product management teams and the sales management. After all, without the big sales there would be no aftermarket opportunity in the first place.

But it’s ironic that so many manufacturers just leave money and future relationships just sitting on the table long after the difficult bit is over. Because the nature of the relationship is pretty much defined after the sale given the strategic importance of the equipment to the customer.

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