Over a century ago, Henry Ford revolutionized manufacturing by introducing the first moving assembly line, giving birth to mass production. Since then, the manufacturing industry has been on an unrelenting quest for efficiency, resulting in remarkable advancements in processes. Automation, computer technology, and continuous improvements in quality management have enabled manufacturers to create products with unparalleled precision, quality, and speed. Today, we stand on the threshold of the fourth industrial revolution, known as “Industry 4.0,” which is characterized by machine learning, autonomous systems, the Internet of Things (IoT), and the advent of the Smart Factory.
Manufacturing has come a long way, yet one aspect remains stubbornly resistant to change—the sales process and its often protracted cycle. Despite the industry’s embrace of modern technology, sales cycles in the B2B industrial sector can drag on for months or even years. While we’ve developed more efficient methods for sharing information, reviewing proposals, and calculating return on investment (ROI), these enhancements alone haven’t fully addressed the core challenge: the buyer’s need to “see it and understand it” before making a decision.
The Traditional Sales Process: Challenges and Limitations
As manufacturing processes and products become increasingly complex, conveying their value to potential buyers has become more challenging. Even relatively simple products can be difficult or expensive to demonstrate effectively. Large or intricate products often require specialized inputs or environments to operate, making it impractical to showcase them to clients. In some cases, potential buyers must travel to specific locations to witness products in action, which can be time-consuming, costly, and logistically challenging.
These hurdles only compound the complexity of an already lengthy sales process. In the industrial manufacturing sector, where sales cycles can extend over several months or even years, reducing costs, inefficiencies, and waste is paramount. Quick decision-making is essential not only to close deals sooner but also to mitigate the risks posed by external factors such as economic shifts or technological advancements. For instance, the global uncertainties brought about by the COVID-19 pandemic have underscored the need for more agile and efficient sales processes.
Virtual Reality: The Game-Changing Solution
Virtual Reality (VR) has emerged as a transformative tool in industrial sales, offering a unique way to bridge the gap between complex products and potential buyers. Companies that have embraced VR early on are leveraging it as a “secret weapon” to differentiate themselves from competitors. By creating exact, interactive replicas of their products, businesses can offer immersive experiences during trade shows, sales meetings, or even employee training sessions.
VR allows companies to showcase products in any conceivable scenario, highlighting their capabilities and features in a way that is both engaging and memorable. Stakeholders from around the world can participate in these experiences simultaneously, eliminating the need for costly and inconvenient travel. Moreover, VR enables manufacturers to simulate dangerous or impractical situations safely, demonstrating products’ real-world performance without any risk.
Perhaps one of the most compelling aspects of VR is its impact on memory retention. According to Dr. Narendra Kini, CEO of Miami’s Children Health System, VR training can lead to a retention rate of up to 80% one year after the training, compared to just 20% one week after traditional training methods. This enhanced retention underscores the potential of VR to leave a lasting impression on buyers, ultimately helping to shorten the sales cycle.
Practical Applications of Virtual Reality in Industrial Manufacturing
To truly appreciate the potential of VR in industrial manufacturing, let’s explore a few specific use cases that illustrate how this technology can be leveraged to accelerate the sales process.
Electrical Manufacturing
ASCO, a global leader in electrical switch manufacturing, produces large switches weighing between 2,000 and 3,000 pounds. These switches play a crucial role in ensuring that buildings or critical areas experience no downtime during power failures, thanks to their hot-swappable parts and other unique features. In the past, prospective buyers had to visit ASCO’s manufacturing facility to view these devices in person. However, with VR app development technology, ASCO can now create an exact working replica of the switch, allowing potential buyers and stakeholders to experience the product virtually from anywhere in the world. This capability enables the sales team to present the product more conveniently to a broader audience, speeding up the decision-making process.
Aerospace
In the aerospace industry, safety is a top priority when evaluating new products. A recent breakthrough in jet engine design, which reduces fuel consumption by up to 15%, required rigorous safety reviews before market introduction. Through VR, manufacturers were able to create a detailed replica of the jet engine’s inner workings, complete with guided explanations of the technology. Furthermore, VR allowed them to simulate an in-flight engine failure scenario, demonstrating the engine’s safety features in a way that would be impossible in real life. These immersive experiences provided stakeholders with a deeper understanding of the product’s capabilities, facilitating faster and more confident decision-making.
Automotive
A major automotive brand that manufactures commercial vans for transporting goods and passengers leveraged VR to enhance the purchasing experience for fleet managers. These vans come in various configurations, with different lengths and heights to suit specific needs. Through a VR experience, fleet managers could test different cargo configurations and preview customizations from within the virtual van. This interactive experience enabled them to gather feedback and approval from multiple stakeholders before placing an order, ensuring that the final product met all requirements. As a result, the sales process became more efficient, with fewer surprises and delays.
Custom Manufacturing
In custom manufacturing, building physical prototypes can be prohibitively expensive and time-consuming. VR offers a cost-effective alternative by allowing manufacturers to create virtual prototypes that buyers can manipulate and interact with. This approach not only reduces the need for costly physical models but also accelerates the decision-making process. Buyers and stakeholders can collaborate on design and review iterations in real-time, enabling them to move quickly from concept to final product and ultimately to a closed deal.
Key Considerations for Implementing Virtual Reality
While the potential applications of VR in industrial manufacturing are vast, it’s essential to consider whether this technology is the right fit for your company’s specific needs. Here are some factors to consider:
- Product Size: Is your product too large to transport easily to client offices or trade shows?
- Complexity: Is your product difficult to explain or demonstrate without hands-on interaction?
- Safety: Does your product involve potentially dangerous or hazardous use cases that are challenging to showcase?
- Geographical Constraints: Is your product located in specific regions, requiring buyers to travel for demonstrations?
- Customization: Does your product offer numerous configurations that are challenging to present comprehensively?
As immersive technology continues to evolve, industry analysts predict that VR will become as ubiquitous as smartphones over the next decade. While VR is still an emerging technology, companies that adopt it now can not only leverage its effectiveness but also capitalize on the novelty and interest it generates as the next wave of innovation.
Conclusion
Virtual Reality represents a powerful tool for modernizing the sales process in industrial manufacturing. By offering immersive, interactive experiences that allow potential buyers to “see it and understand it,” VR can significantly shorten the sales cycle. Whether used to showcase large, complex products, simulate dangerous scenarios, or streamline the customization process, VR has the potential to transform how manufacturers engage with their clients. As the technology continues to advance, its adoption will likely become a critical factor in maintaining a competitive edge in the industrial manufacturing sector.