Digital Sales Transformation, with Middle East flavor

Having a conversation with a customer few weeks ago, we discussed the relatively fast change occurred in the machinery sector in Middle East, from being a market driven for demand, in just few years become a market of supply. Different reason for this phenomenon, maybe the most obvious are the slowdown of the construction sector as the result of the fact that main infrastructure has been already developed, less investment from central governments due to drop in oil prices and its impact on their balance sheet and a shifting demand from the African countries which used to buy in Middle East.

On the top of this, as a consequence of the 2008 crisis, machinery manufacturers aggressively reinforce or expand their presence in Middle East markets, during few years enjoyed the good times in the market, consolidating retails and dealer structures, as a perfect storm Covid19 crisis came, with retailers having some “extra stock” in a already depressed market.

Now is the time for crisis management, with huge pressure in the directive lines of the companies. More than ever manager must reduce operational costs, increase efficiencies, explore new sectors with less budget for trial and error and chase any single business opportunity.

Luckily for the managers, the path to follow is clear, DIGITAL SALES TRANSFORMATION (DST). Companies must evolve from the traditional way of selling their products to the use of technologies which help them to overcome the situational challenges in the New Normal time.

Many companies failed in the implementation of the DST, some even fail before start thinking that they don’t need it or don’t understand the importance and benefits of it. This is why finding professionals who can help them to align the objectives and implement the solutions gradually is the key element on the process.

SPT online, July 2020