An analysis of 50+ customer genesis stories compiled over more than 10 years with leading construction, mining, and road construction companies shows that most believe all the leading mobile equipment manufacturers are essentially the same. Inevitably, the equipment differences presented by account managers, sales representatives, or account teams did not significantly influence a customer’s core buying decision.
Ironically, OEMs and Dealers continue to spend millions highlighting these ‘competitive’ manufacturer differences. This is remarkable since manufacturer differences were not considered a major influencer, according to these customers.
Many of the customers interviewed listed the following priorities as having the largest influence on their choice:
1. Trusting business partner relationship
The relationship which the customer has with the dealer and OEM is analogous to a personal one that is built on mutually understood behavioural expectations.
2. Understanding of customer’s specific industry, challenges, and job-site
Customers preferred industry-focused approaches by dealers or OEMs and noted that the technical depth provided by specific industry representatives provided better solutions.
3. Pricing of equipment & support package
Comparable packages also included any manufacturers that utilised aftermarket options to ‘shore up’ any gaps.
4. Timeframe of deliverables
The supply chain has been an ongoing challenge for customers and working with partners that build in contingencies ranked as a significant advantage.
5. Consistent and measurable support
For each customer, support was influenced by several factors, including industry, geographical location, customer maintenance capability and capacity, customer stock approach, political environment, dealer capacity, end-user criteria and management philosophy.
6. Exclusive technology
Upon deeper questioning regarding technology, most manufacturers were ranked similarly. It is on the list due to some notable exceptions when technology is exclusive and adds significant value to the customer’s jobsite.