How do you follow up and nurture your capital equipment prospects until they are ready to buy?

1 Understand your buyers

Before you can train your sales team on the features and benefits of your capital equipment, you need to understand who your buyers are and what they are looking for. Capital equipment buyers are typically decision-makers in large organizations, such as hospitals, factories, or universities, who have specific needs, goals, and challenges. They are also influenced by various stakeholders, such as end-users, technicians, regulators, or financiers. To understand your buyers, you need to conduct thorough research, create buyer personas, and map out their buyer journey.

2 Align your features and benefits with your buyers' needs

Once you have a clear picture of your buyers, you can align your features and benefits with their needs. Features are the attributes or characteristics of your capital equipment, such as size, speed, capacity, or functionality. Benefits are the outcomes or results that your features provide to your buyers, such as cost savings, improved efficiency, enhanced quality, or reduced risk. To align your features and benefits with your buyers' needs, you need to identify the pain points, goals, and motivations of each buyer persona, and match them with the relevant features and benefits of your capital equipment.

4 Provide hands-on training and coaching

Another important way to train your sales team on capital equipment features and benefits is to provide hands-on training and coaching. Hands-on training and coaching can help your sales team gain confidence, competence, and experience in presenting and demonstrating your capital equipment to your buyers. Hands-on training and coaching can also help your sales team overcome objections, answer questions, and handle technical issues that may arise during the sales process. To provide hands-on training and coaching, you need to create and implement a training plan, provide feedback and guidance, and monitor and measure performance.

5 Follow up and nurture your leads

The last step to train your sales team on capital equipment features and benefits is to follow up and nurture your leads. Capital equipment sales cycles are typically long and complex, and require multiple touchpoints and interactions with your buyers. To follow up and nurture your leads, you need to maintain regular communication, provide valuable information, address concerns, and build relationships. To follow up and nurture your leads, you need to use a CRM system , create and execute a follow-up strategy, and track and optimize your results.