Exploring the building blocks of effective consultative selling process : Bridging the gap between niche technologies and potential customer applications
Hanhijoki, Valtteri (2024)
2024
Tuotantotalouden DI-ohjelma - Master's Programme in Industrial Engineering and Management
Johtamisen ja talouden tiedekunta - Faculty of Management and Business
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Hyväksymispäivämäärä
2024-12-10
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:tuni-2024112610513
https://urn.fi/URN:NBN:fi:tuni-2024112610513
Tiivistelmä
This study examines the complexities and solutions related to the sales of niche technologies, with a particular focus on thermal spray coatings. The sales of niche technologies often face challenges in the market due to their unfamiliarity, which leads to high perceived risks, as well as uncertainties regarding the value and applicability of the technology. These challenges are particularly significant in industries where new technology disrupts established solutions. Thus, this study addresses two key questions: (1) What are the prerequisites and building blocks for an effective sales approach of niche technology when the potential customer applications are unclear? and (2) How can the sales process of niche technology be structured to enable mutual value creation for both suppliers and customers?
The research adopted a qualitative approach, combining action research and case study methodologies. Primary data was collected through semi-structured thematic interviews, involving both suppliers and customers from various industries. This was complemented by secondary data, such as internal reports and prior interview notes from the researcher’s employing company. A total of six interviews were conducted: three with suppliers using niche technologies (specifically thermal spray coatings and other novel surface treatment technologies), and three with customers purchasing products from these suppliers.
The results highlighted four key themes: nurturing supplier-customer relationships, demonstrating value, facilitating technology adoption, and co-creating value. Based on these themes, a comprehensive framework was developed to help technology providers overcome the barriers associated with selling niche technologies. The framework emphasizes the importance of building trust, fostering collaboration, and iteratively demonstrating both tangible and intangible benefits of the technology. Additionally, a seven-step sales process was constructed to support mutual value creation. This process can be utilized by sales managers to establish operational mechanisms and define performance indicators (KPIs) for their sales teams.
The findings of the study complement existing literature by providing concrete recommendations for companies utilizing niche technologies to advance their sales efforts. The results are particularly relevant for industries seeking to bridge the gap between niche-technologies and practical customer applications. To gain a broader understanding, further research could explore different customer groups and industries, as well as investigate how the type of niche technology influences the behaviour of these customer groups.
The research adopted a qualitative approach, combining action research and case study methodologies. Primary data was collected through semi-structured thematic interviews, involving both suppliers and customers from various industries. This was complemented by secondary data, such as internal reports and prior interview notes from the researcher’s employing company. A total of six interviews were conducted: three with suppliers using niche technologies (specifically thermal spray coatings and other novel surface treatment technologies), and three with customers purchasing products from these suppliers.
The results highlighted four key themes: nurturing supplier-customer relationships, demonstrating value, facilitating technology adoption, and co-creating value. Based on these themes, a comprehensive framework was developed to help technology providers overcome the barriers associated with selling niche technologies. The framework emphasizes the importance of building trust, fostering collaboration, and iteratively demonstrating both tangible and intangible benefits of the technology. Additionally, a seven-step sales process was constructed to support mutual value creation. This process can be utilized by sales managers to establish operational mechanisms and define performance indicators (KPIs) for their sales teams.
The findings of the study complement existing literature by providing concrete recommendations for companies utilizing niche technologies to advance their sales efforts. The results are particularly relevant for industries seeking to bridge the gap between niche-technologies and practical customer applications. To gain a broader understanding, further research could explore different customer groups and industries, as well as investigate how the type of niche technology influences the behaviour of these customer groups.