How online catalogs & configurators are changing the agricultural machinery industry

The sale of agricultural machinery in particular presents dealers with ever greater challenges: Not only are machines constantly evolving - customer demands are also increasing. For high-priced machines in particular, it is no longer enough for customers to listen blindly to the words of a sales representative. Instead, the majority of farmers state that they inform themselves in detail on the Internet beforehand and only then make a decision. But what tools can you use to take advantage of this new buying behavior? We explain it to you.

1. Why online catalogs are becoming increasingly important

More information, more transparency - that is the current zeitgeist when it comes to purchasing decisions in the agricultural machinery sector. And this is exactly where the online catalog comes into play: farmers want to find out more about an agricultural machine before making a purchase and learn about its technical details and special features. It is also important to compare it with other agricultural machinery, as customers want to be sure that the machine they have selected is the best choice for their requirements.

But wouldn't that also work with the familiar paper brochures of the past? In contrast to digital catalogs, printed catalogs not only have disadvantages in terms of timeliness and extent - they also no longer correspond to the current purchasing behavior of customers. Hardly any customers bother to pick up or order a printed catalog from the retailer anymore. It is much easier and quicker for them to search the Internet for the desired content. It doesn't matter whether the customer is sitting comfortably on the sofa or actively searching for machines in the office - the online catalog picks them up exactly where they are when they make their purchase decision.

2. Configuration: The key to the sales decision

There are more and more configuration options, especially in the agricultural machinery sector: Whether engine or cab, tires or color - almost everything on a machine can be individually determined by the customer. This poses problems for customers and dealers alike. Customers are not prepared to pay more money for configurations selected in advance by the dealer if they do not need them. At the same time, they are also unwilling to buy non-configured machines, as these are not optimally adapted to the requirements of their business. For companies in the agricultural machinery sector, this means long consultation times during sales talks and cumbersome ordering processes.

An ideal solution for customers and dealers, however, is to offer a machine configurator on their website. This gives customers the opportunity to try out the various configuration options in advance and think about which options are important for them and their business. This not only satisfies the customer's desire for transparency and information, but also facilitates the subsequent consultation with the dealer. As the customer can select their configuration in advance, they come to the consultation with specific ideas or questions, which significantly shortens the consultation time.

3. Time saving as an important factor

Not only dealers can save time with shorter consultation times thanks to an online catalog with configurator: This is also an important factor for farmers in the customer journey. Time is money, especially in the stressful day-to-day life on the farm, and long consultation appointments or even sales representatives coming to the farm for a cup of coffee tend to have a deterrent and sales-promoting effect, especially for the younger generation. It is therefore important to approach farmers when they have time. A successful online presence with a machine catalog is ideal here. Whether during a short lunch break or in the evening on the sofa - the customer has the opportunity to deal with the machines and the purchase when they have the time.

But another component also plays a role in saving time: Long delivery periods. Especially when it comes to buying new machines, the industry often has to contend with long delivery times. If a farmer needs a new machine at short notice, he often has no choice but to call the agricultural machinery dealers in the area (or even drive around) to find out whether there is a stock machine that meets his requirements. An effort that not everyone is prepared to make.
In contrast, it is easier and more customer-friendly if the website already shows which storage machines are currently available. This allows the customer to quickly get an overview and select the right machine without having to call the competition in advance - a crucial advantage when it comes to winning over customers.

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