To be successful in selling services, managers must be prepared to undergo a significant change in their sales strategy. Sales cycles for services are usually much longer than those for products, and the sales process is often more intricate and strategic, requiring decisions to be made up high in the customer’s organization. The best way to maximise profits and win over customers is by adapting to these new challenges, and by training their sales force accordingly.

Customers are increasingly looking to outsource the management of their assets to the original equipment provider or third party service providers. This is particularly true in today’s digital and Industry 4.0 landscape, where new opportunities to offer more services and establish outcome-based business models (e.g. pay for performance, availability) are creating lucrative opportunities for companies.