Control Techniques for Power Motion Sales
Manufacturing machinery ranging from gears and servos to motor drives and industrial computers fall under the umbrella of power motion products. If you are a company that specializes in power motion products, whether they're being used to build cars or assemble soft drink bottles, you need to have a sales strategy and control in place. Control techniques help ensure that your business stays steady and you can maneuver customers in ways that help your business.
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Control Technique
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It is not possible for a salesperson to make the customer do anything the customer doesn't consent to do. A sales control technique is something that's meant to guide the behavior of the customer, at times leaving them with no other viable option than to purchase your product. However, even in cases where the customer has no other viable option, the customer can still just refuse to make a purchase, which will still hurt your sales. As such, control techniques have to be used carefully.
Planned Obsolescence
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Planned obsolescence is when a company makes a product knowing full well the time frame in which it will fail. Say that you have a light bulb that could, theoretically, last for 10 years. However, if you use much cheaper parts to save on costs, the light bulb will last for three years. Many companies will take the latter option because it's a cost savings on manufacturing and since the light bulbs are going out, it ensures a constant need, ensuring future sales of the product. If you know your product will fail, the customer will need a replacement. They may not choose buy that replacement from you, however, if they are dissatisfied with the product, perhaps because of its short useful life.
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Marketing
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Part of your control technique is how you market your power motion products. For instance, if you are emphasizing the cost value of your servos, you need to show how customers could save money by switching to your product when the time is necessary. Alternatively, if you're banking on quality, durability or brand recognition over price, you need to show and convince clients that these qualities are more valuable than what they already have. Once you have the clients through your marketing, you need to try and guide their decisions through the options you offer, fees you charge and how often the product needs to be updated.
Backlash
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While there are dozens of ways to control the decisions your customers make, from having sales people coach them to cornering a particular product market so that your company is the best option, customers don't like to be controlled. As such, if you're using a control technique, be sure that customers don't catch on. For instance, building a cell phone with parts that only last for five years is alright, since who's going to use a phone longer than that? But if you did that with a car so that the car would completely fail in five years' time, customers would be upset once they figured out it was deliberate and a way to ensure that business demand remained. This backlash can lead to customers leaving and going to competitors.
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