Machinery and plants
A Machine Sells Once in a While, and the Right Client Doesn’t Know You Exist
Those who build machines and plants sell few units a year at a high price. Every deal lasts months and involves engineers, production and management. Many Italian manufacturers still entrust everything to EMO, BI-MU or a network of agents who work when they feel like it.
The starting point
The challenges we meet most often
Challenges 1
Expensive trade fairs, uncertain return
Stands, travel and setup weigh on the year’s budget, and the contacts collected then have to be called back by someone who has no time.
Challenges 2
Agents who only follow people they know
The sales network covers regular clients well and new territories poorly. Nobody works on those who don't know you.
Challenges 3
The buying moment is narrow
A company replaces a line when it has an approved budget or an expansion under way. If you are not there at that moment, you wait for the next round.
The method in the industry
How we work in this industry
We build a closed list of companies with processes compatible with your machines, often a few hundred, and study them one by one. We look for investment signals: expansions, new warehouses, tenders won, hiring in production. We write first to the technical department with a message about a bottleneck in their process, then involve general management when the conversation is open. Before trade fairs we use the same work to book meetings at the stand with companies that are already qualified.
Who we talk to
Technical or Production Director
Wants capacity, reliability, footprint and service. He is the one who writes the specifications and invites you to see the plant.
Maintenance manager
Knows the limits of the current plant better than anyone. Is often the first to push for a replacement.
Chief executive officer or general manager
Approves the investment and looks at return, delivery times and available tax incentives. Joins the deal in the final stages.
CFO
Evaluates leasing, depreciation and tax credits for capital goods. A proposal that simplifies the numbers shortens the decision.
The objection we hear most often
«Our machines cost hundreds of thousands of euros, nobody buys them from an email.»
Nobody, in fact. The first technical conversation comes out of the email, and the machine is sold afterwards, with the plant visit and trials. We bring that conversation with whoever has the problem and the budget. For Dema, which makes industrial robotics, that meant going from 3 meetings a year to 49.
Case studies
The method in this industry
€2.47MIn advanced deals
Dema S.p.A.
From 3 meetings a year to 49: 70 opportunities and €2.47 million in deals.
Read the case study
€100,000In advanced deals
Automa Pantografi S.r.l.
€100,000 in advanced deals from just two calls, in a few weeks of campaigning.
Read the case study
303Opportunities
Tecsaving S.r.l.
303 opportunities and 111 meetings booked in industrial climate control in 12 months.
Read the case study
87Opportunities
Skylift S.r.l.
87 opportunities and 42 meetings with construction companies and general contractors.
Read the case study
Recommended services
The channels we use here
Account Based Marketing
Surgical targeting on a named list of companies you want to win. Multi-decision-maker, multichannel, zero waste.
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Multichannel Outbound
Three channels coordinated on the same person. A name already seen on LinkedIn makes the email expected, and the phone call comes when there is something to say. We multiply the opportunities, not the insistence.
Discover the service →
Frequently asked questions
Questions about the industry
Does outbound work for selling industrial machinery?
It works if the list is narrow and the message is technical. For high-ticket machines you don't need to contact thousands of companies: you need the few hundred that have the right process, reached in the right role. The result is measured in meetings with technical departments, not in replies.
How do I find companies that are about to invest in a new plant?
There are public signals: permits for expansions, announcements of new plants, hiring in production, grants and funding obtained. We cross-reference them with the list of compatible companies, and those showing one of these signals are contacted first.
Can Meetings Be Booked for a Trade Fair Like EMO or SPS Italia?
Yes, and it is one of the most effective uses. In the weeks before the fair we contact the companies on your list and propose a meeting at the stand at a set time. You arrive at the fair with an agenda already full instead of hoping for foot traffic.
Your market is in the industry machinery and plants? Let's talk.
In the Feasibility Study we tell you honestly whether it makes sense to get started in your industry, and how.