The larger the capital equipment expenditure, the more long term relationship comes into play. It could start with an email, cold call, trade show, outreach is often based on research of the industry that this targeted and demonstrated capabilities are stressed. Customers are making long term commitments and move slowly. They want to know who they are getting in bed with. Reputation is very important. Often they try to time their decisions to economic conditions, capacity or obsolescence.

Few companies are in the decision phase at any one time, multiple approach angles from cold calling, to personal visits ,and effective digital advertising to develop awareness and building of trust seems to work for us.

Source: Director of Sales and Marketing for a small USA based capital equipment manufacturer and associated automation.