The 2024 International Manufacturing Technology Show had the most advanced robots. These robots on show proved one thing that robotics technology is going to change B2B sales and distribution methods. No B2B companies are selling robots these days. They are changing how businesses interact with their customers.
Bhavik Thaker with more than 15 years of international experience in technology-driven business development and having received the 2024 Lifetime Achievement in Business Award at the European Business and Finance Awards, is a key figure. He is driving the on-going change in the robotics industry. He is best in transforming complex robotics and automation technologies into scalable commercial and distribution models. As the Country Director of JAKA Robotics in the US and Canada, Thaker is taking the initiative to combine automation technology with evolving market demands.
“This sale of robotics solutions is a shift to solution-based selling,” says Thaker. “In a standard equipment sale, customers know what they buy. Here, customers need to be consulted extensively, and they have to be shown how to make our equipment work,” Thaker adds.
Consultation First
Thaker’s background exposed him to the complexities involved in technology-enabled B2B domains. The experience he acquired during his time at Haizol, during which he managed to increase revenue to above $5 million from $700,000, showed him that to succeed in B2B sales, one needs to understand business operations intimately.
Thaker says. “The sales of robots needs understanding of the overall manufacturing processes, quality, and limitations of customers. We are not just selling robots.”
This consultative approach was also realized during the launch of Haizol OSS in the U.S. because Thaker localized Haizol to cater to the U.S. market, partnered with U.S. SMEs to increase Haizol’s reach, and realized immediate results concerning procurement time and quality. Clients could immediately get quotes and order custom parts.
Thaker is implementing consultation strategy at JAKA Robotics, where the sales cycle revolves around operational evaluations rather than product demonstrations.
Creating Partnership Networks
The problems in robotics technology has created new demands. Thaker is well suited for this scenario. His experience in Asia and North America has helped him figure out how digital change can impact sales.
” Ones that thrived during the cloud transition became technical consultants rather than just representatives,” he says “We’re seeing that same scenario in robotics, you need both smart business tactics and technical expertise to succeed.”
To this effect, Thaker has implemented this understanding into structured partner development initiatives at JAKA Robotics, which incorporate sales enablement training and technical training.
Demonstrations and Proof-of-Concept
According to Thaker “software can be shown via screen sharing and online meetings but robotics requires hands-on experience, and integration with manufacturing materials.”
To solve this issue, JAKA Robotics has made demo centers where customers can test robots with their manufacturing resources. Similar thing was carried out at Haizol OSS.
Data-Driven Sales Intelligence
Thaker’s experience in profit and loss management improved his skills on the basis of analytics and data. At MFG.COM, he realized how analytics could improve selling efficiency and customer satisfaction. The same philosophy works for robotics solutions.
Thaker’s team implemented technologies at JAKA that include analytical tools which enable monitoring of application demands, implementation results, and feedback from customers. Likewise, Haizol OSS utilized a digital platform that handled client requests immediately, which increased trust and ease of procurement on the part of their customers.
The increasing complexity of robotics sales has also led to increased use of digital technology, which enables consultation, demonstrations, and collaborative design over distances. Thaker’s knowledge and experience within digital ecosystems, which he developed during his early years with Microsoft, make it easy to incorporate these technologies into human-centric sales approaches.
“Digital platforms allow us to offer a strong support system during long sales cycles,” he points out. “We can share specifications, do integration, and offer troubleshooting services to build trust with our customers.”
The Future of Technical B2B Sales
Thaker says “The principles developed by us is based on consultation, technical development, real engagement. The same principles are being used in other industries”
With evolving automation technology, Thaker aid is helping clients to transform from product suppliers to long-term solution providers. Thaker’s work at Haizol OSS shows how a technology-enabled platform can easily help in market adaptation, partnership.
The shift from sales to integrated robotic system is a shift that will define how B2B sales can succeed in this new age.
