Hybrid sales process: interaction between online configurator and personal consultation in agricultural machinery

In modern agricultural technology, the purchasing process is becoming increasingly digital. But despite all the online tools, personal advice remains a key success factor. A hybrid sales process that combines an online configurator with a personal consultation offers agricultural machinery dealers and customers the perfect blend of efficiency and individuality.

1. The advantages of an online configurator in agricultural engineering

Online configurators are familiar from the automotive industry, but they also offer some major advantages in agricultural engineering. Online configurators offer customers the opportunity to obtain information in advance, particularly before talking to an employee, so that they go into the consultation appointment with clear ideas. This has numerous advantages for agricultural machinery dealers and customers:

• Time savings: Informed customers can communicate their wishes more clearly and need less consultation time.
• Transparency: Prices, functions and technical details are immediately apparent to customers and ensure trust and informed decisions.
• Error minimization: Automatic plausibility checks prevent inappropriate or technically unfeasible combinations when customers are planning machines.
• 24/7 availability: Customers can obtain information regardless of store opening hours and save or adjust their configuration at any time.
• Simple comparison options: Different variants can be compared directly with each other to make the best choice.
• Optimized pricing: Customers can immediately see which features fit their budget and can make specific adjustments.

An online configurator can therefore efficiently support the first important phase of the purchasing decision.

2. Why personal advice remains irreplaceable

Despite all the digital tools, personal contact is still essential. Not only does it ensure that customers build a closer relationship with a company and thus remain loyal to it in the long term - in agricultural machinery in particular, comprehensive advice from the salesperson brings numerous advantages for customers and the company. In fact, personal advice is almost indispensable when selling agricultural machinery for various reasons:

• Complexity of the machines: Agricultural machinery is a highly specialized capital good, so expert personnel should support the customer in forming an opinion and making a decision for an optimal result.
• Individual adaptations: Not all add-on parts or technical modifications can be mapped in the configurator. A personal discussion about individual solutions can be useful here.
• Customer loyalty: Direct contact strengthens trust and promotes long-term business relationships.
• Personal experience: Consultants have often already gained experience with machines from other customers. This enables them to pass on long-term forecasts and informed advice to the customer.
• Opportunity for on-site inspection: Customers can see, touch and test machines in the real world.
• Financing support: Consultants can discuss suitable financing models or leasing options directly with the customer.
• After-sales service: Customers receive important information on maintenance, spare parts and long-term support.

3. The perfect combination: hybrid instead of either-or

An efficient hybrid sales process combines the advantages of an online configurator and personal advice. This allows both customers and the company to receive the best possible sales experience. A successful hybrid strategy in the agricultural machinery sector can look like this, for example:

1. First contact online: The customer configures their machine from the comfort of their own home and receives an initial price overview.
2. Automatic lead generation: The customer's data flows into the CRM system and an advisor can respond specifically to their needs.
3. Personal consultation: The ideal machine is put together based on the configuration, open questions are clarified and individual adjustments are discussed.
4. Finalization and conclusion of purchase: The customer makes an informed decision, supported by digital and personal advice.

4. Conclusion: More efficiency and better customer experiences

A hybrid sales process that combines an online configurator and personal advice optimizes the sale of agricultural machinery. Customers benefit from a quick, informative pre-selection and at the same time from individual specialist advice. This allows agricultural machinery dealers to work more efficiently and increase their closing rate. Those who cleverly combine digital and personal sales strategies remain competitive and increase customer satisfaction in the long term.

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