Why Are Industrial Product Presentations Often So Dull?
Industrial products are technical and specification-heavy. Salespeople often present them in dry, functional ways that mirror catalogues. Buyers tune out because they don’t just buy specs—they buy confidence, trust, and belief.
Mini-summary: Specs alone don’t sell; buyers connect with confident, engaging salespeople.
How Can Salespeople Move Beyond Features?
Features are important, but benefits are what matter. A durable machine saves downtime and repairs. An easy-to-install product reduces disruption and costs. Linking benefits directly to a client’s business creates relevance and excitement.
Mini-summary: Translate features into applied benefits that directly improve the client’s business.
Why Should Numbers Be Used Creatively?
Industrial products last years, which allows long-term savings calculations. But buyers also need to see short-term value. Breaking down savings into labour cuts, tax benefits, or immediate efficiencies ties the future to today’s bottom line.
Mini-summary: Frame long-term savings into immediate, bottom-line benefits.
How Can Visuals Increase Buyer Engagement?
Charts and graphs simplify comparisons. Videos showing installations or satisfied clients bring proof to life. With tablets and online tools, even technical evidence can be presented dynamically. Seeing is believing.
Mini-summary: Visuals—from graphs to videos—make industrial product benefits vivid and real.
What Lessons Can We Learn from Blendtec?
Blendtec turned the blender into a viral sensation in 2007 with “Will It Blend?” By blending iPhones and iPads, they showed even mundane products can become captivating when presented creatively.
Mini-summary: Creativity can transform the dullest product into a memorable story.
What’s the Key for Salespeople in This Market?
Specs are essential, but not enough. Salespeople must connect benefits to client needs and support claims with evidence. Competitors who do this will win if your team doesn’t.
Mini-summary: Salespeople who integrate benefits, creativity, and evidence outperform those who just recite specs.
Author CredentialsDr. Greg Story, Ph.D. in Japanese Decision-Making, is President of Dale Carnegie Tokyo Training and Adjunct Professor at Griffith University. He is a two-time winner of the Dale Carnegie “One Carnegie Award” (2018, 2021) and recipient of the Griffith University Business School Outstanding Alumnus Award (2012). As a Dale Carnegie Master Trainer, Greg is certified to deliver globally across all leadership, communication, sales, and presentation programs, including Leadership Training for Results.
He has written several books, including three best-sellers — Japan Business Mastery, Japan Sales Mastery, and Japan Presentations Mastery — along with Japan Leadership Mastery and How to Stop Wasting Money on Training. His works have also been translated into Japanese, including Za Eigyō (ザ営業), Purezen no Tatsujin (プレゼンの達人), Torēningu de Okane o Muda ni Suru no wa Yamemashō (トレーニングでお金を無駄にするのはやめましょう), and Gendaiban “Hito o Ugokasu” Rīdā (現代版「人を動かす」リーダー).
In addition to his books, Greg publishes daily blogs on LinkedIn, Facebook, and Twitter, offering practical insights on leadership, communication, and Japanese business culture. He is also the host of six weekly podcasts, including The Leadership Japan Series, The Sales Japan Series, The Presentations Japan Series, Japan Business Mastery, and Japan’s Top Business Interviews. On YouTube, he produces three weekly shows — The Cutting Edge Japan Business Show, Japan Business Mastery, and Japan’s Top Business Interviews — which have become leading resources for executives seeking strategies for success in Japan.
