“It is no longer possible to sell, it is necessary to market, that is, to create a desire that is satisfactory without committing too much to selling.”
Prof. Peter Ferdinand Drucker, economist
For millennia, fairs have been the most suitable place for meeting and selling. Participation involves preparation and participation costs. The sales process includes:
the preliminary marketing operations;
the training and the transfer of technical-commercial personnel;
the selection of the products to be exhibited and the creation of the related advertising and commercial supports;
the transport, installation and disassembly of the material to be exhibited;
energy procurement costs to make the products operational at the fair;
data tracking of new possible contacts.
Virtual reality answers “Yes!” to an apparently very pretentious question: is it possible to make the sales process simpler and less onerous always making costumer interact with products, gaining innovation and adding value also to other company activities apart from fairs? The ability of VR to immerse the user in a virtual environment that almost perfectly replicates the real one allows the answer to this question to be affirmative. Wearing a viewer, the user is dropped into a virtual scenario made up of tridimensional objects and people with which interaction is possible.
Companies producing industrial machinery are required to have a high level of organization to arrange their machinery and bear expensive costs of transport, installation and rental of exhibition spaces, especially while exhibiting in foreign or distant countries. So far we have limited the number of products to be exhibited to save money, making choices and leaving at home those that perhaps could have unexpectedly transformed us into Scrooge McDuck. But now we can reduce costs without giving up on anything: a virtual catalog of all our products occupies the space of a visor. “Okay, but our customer wants to touch and try the products, what do we do?”
No worries, virtual reality allows us to program user interactions with the product. By wearing a viewer, your potential customer will be able to activate the machines, see them in operation and “play” with them according to how we have chosen to customize the user experience.
In addition, by entrusting the virtual story both of our company and our products to a specially designed voiceover, the user will receive exactly the message you wanted to convey, no longer distorted by the reinterpretations of commercial figures not always prepared. This issue gives us the first case of extra-fair reuse of our virtual catalog. “What messages must be communicated to the customer?” In this way, virtual reality also becomes the “crutch” of an inexperienced salesperson who visits customers for the first time.
Secondly, our virtual catalog can become an after-sales support for the customer and a training tool for our installers. In this way we can both save on staff training costs and convey an innovative and reliable image of our company. Due to the current pandemic, the fairs have been suspended, canceled and postponed. So? The virtual catalog helps us. With or without trade fairs, we can always reach our established or potential customers around the world in at least two ways:
Simply by sending them a virtual reality viewer containing the catalog of our products, the use of which is easy and immediate;
Virtual reality experiences can be spread everywhere through specific platforms that users can access and from which they can download content through their viewer.
The surprise effect will always be guaranteed by VR, but the strategy of use and the ability to decline it will make it a new language of marketing and sharing with our customers, also making many of our company’s daily activities more efficient.