How AR Can Help Manufacturers Sell More Built-to-Order Products

Written by: Greg Kaminsky

Companies that sell engineered-to-order products often have a tough time keeping their customers engaged during complicated sales cycles. It can be incredibly challenging to communicate the features and benefits of complex products while guiding customers towards making a purchase in an increasingly competitive market. Sales teams must provide effective demos while personalizing the experience enough to maintain the buyer’s interest.

Today’s manufacturers are staying competitive by incorporating augmented reality (AR) technology into the selling process, and they are increasing revenue as a result. Here are three ways that AR can help manufacturers of built-to-order products like industrial equipment make more sales.

Accelerate sales cycles

The sales cycle for built-to-order products is a lengthy process that typically involves multiple rounds of re-configurations and quotes before a deal is made. Any speed bumps along the way can impact the customer’s eagerness to buy and potentially derail a sale altogether.

Manufacturers can accelerate the sales cycle by using AR to provide full-scale digital renditions of built-to-order products that buyers can conjure on their own turf. Product demonstrations that use AR technology give customers a better feel for the product and the impact it will have on their business, faster than ever before.

Sales teams can quickly edit a digital AR experience when customers ask for design updates or re-configurations, speeding what was previously a slower process. Additionally, with shorter cycles, sales teams will have more bandwidth to make additional deals that further increase revenue.

Improve customer engagement

Chances are that buyers of expensive built-to-order industrial products are comparison shopping during their search and may be talking to other providers throughout the sales process. Keeping them engaged with the product they’ve expressed interest in is critical—particularly in the early stages of the buyer’s journey.

AR authoring software allows manufacturers to quickly and easily provide highly personalized demonstrations that not only keep leads warm, but also increases their confidence in making a purchase. In today’s global marketplace, interactive AR experiences are a scalable and affordable option for driving better customer engagement, which leads to more sales.

Differentiate products

Lastly, the use of AR technology can be a unique differentiator for built-to-order product manufacturers in a fiercely competitive market. As buyers navigate what can be an overwhelming purchase journey, they will welcome any leading-edge technology or features that make products stand out.

AR experiences are beneficial to both buyers and sellers, as they make the sales cycle smoother, faster, and more affordable. Customers take notice of brands that are using innovative technology because they know they are also bringing that same passion, focus, and energy to their products. Manufacturers that differentiate themselves with technology like AR get more leads and make more sales as a result.

Learn more

If you enjoyed reading about how AR can help industrial equipment manufacturers increase revenue, check out this complementary infographic breaking down several AR use cases for industrial sales and marketing.

Industrial AR for sales and marketing

Tags: Augmented Reality Industrial Equipment Digital Transformation

About the Author

Greg Kaminsky Greg Kaminsky is a Senior Brand Marketing Manager at PTC based in Boston, Massachusetts. He focuses on sharing customer innovation stories and exploring how digital transformation helps product companies become more sustainable and efficient. With a background in marketing, video, and content creation, Greg is inspired by examples of people and technology that are pushing the boundaries of cutting edge. Outside of the office, Greg also enjoys volunteering and finding ways to positively impact the community as part of PTC's global ambassador group, Green at PTC.

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