Selling into Traditional Industries: Challenges, Tips, and Building Credibility

Navigating the traditional industry landscape with new tech solutions demands an understanding of unique challenges and a commitment to building trust. At a recent BC Tech ScaleUp Academy Webinar session, experts shared valuable insights on understanding the unique needs of these industries, top strategies for selling effectively, and ways to build trust and credibility. Here’s a look at how businesses can succeed with traditional industry customers.

Key Challenges with Traditional Industry Customers

Traditional industries often face barriers to technology adoption due to the critical nature of their operations. As Gary Agnew from Ideon observed, “Mining operates in decades, not in years or months, and while the industry is open to tech, the complexity and risk implications make changes challenging.” For these sectors, any potential disruptions to safety or productivity can be major deterrents to embracing new solutions. High-stakes environments like mining prioritize safety above all, which means that tech providers must be prepared to clear substantial hurdles to gain approval.

Sonia Hobbs of LandSure further highlighted the difficulties of pushing change through in public sectors, which serve various stakeholders. “Change is hard, right? We have to go through a series of consultations to ensure we’re listening to customers and solving their pain points.” Implementing tech in public-facing industries requires balancing innovation with consultation to gain broad support and align with the public interest.

Top Tips for Selling into Traditional Industries

Understanding and respecting the expectations of traditional industry clients is essential. Here are several strategies recommended by the experts:

1. Address Specific Pain Points: Start with a deep understanding of your potential customer’s challenges. Gary Agnew stressed the importance of deep listening: “The customer can help you understand the problem in granular detail. That’s part of the value we bring—understanding the problem and offering expert-driven solutions.” By tailoring your technology to address these specific pain points, you demonstrate that you’re invested in their success.
2. Design for User Simplicity: Since traditional industry workers may be new to advanced tech, simplicity and intuitiveness are crucial. Eric Tam from This Fish pointed out, “We had to focus on user experience, ensuring the software is intuitive even for workers in fast-paced or harsh conditions.” Making technology easy to use reduces resistance and increases the likelihood of successful implementation.
3. Highlight ROI and Practical Benefits: Catherine Chick from Semios noted that demonstrating return on investment (ROI) is critical: “All solutions must assist with an ROI conversation; otherwise, there is no real value.” Focusing on measurable benefits like cost savings or increased productivity helps traditional industry clients see the practical, immediate value of your solution.
4. Use Social Proof and Case Studies: Establish credibility by showcasing case studies within the same industry. Eric Tam shared how videos helped overcome skepticism, saying, “We produced videos showing workers in similar settings using the technology, which helped break down initial doubts.” Visual proof reassures prospective clients that your solution is trusted by peers facing similar challenges.

Establishing Credibility with Traditional Industry Customers

Trust is the foundation of successful relationships in traditional industries. Establishing credibility from the outset is essential, and BC Tech experts offered strategies to build that trust effectively:

• Speak the Language of the Industry: Familiarity with industry-specific terminology and challenges shows you’re not an outsider. Eric Tam noted the importance of speaking to customers in their language. “In a traditional industry, I have about five or 10 minutes to establish that I know what I’m talking about, that I’m from the industry.” Developing a deep understanding of the field and engaging with its unique context is essential to credibility.
• Be Transparent and Honest: Gary Agnew recommended transparency as a cornerstone of building trust, saying, “Transparency builds confidence and trust. We always focus on convincing the technical audience first, showing clearly what our technology does and doesn’t do.” A straightforward approach can reassure customers that you prioritize their needs over making a sale.
• Use a Challenger Sales Approach: Traditional customers often appreciate a partner willing to challenge their status quo thoughtfully. “We use the Challenger sales model to establish expertise and guide clients toward recognizing the value of our solution,” Eric said. By positioning your company as a knowledgeable advisor, you can establish yourself as a valuable resource, not just a vendor.

Selling tech solutions to traditional industries requires patience, adaptability, and a strong focus on relationship-building. By understanding key challenges, tailoring your approach, and leveraging BC Tech’s resources, your company can succeed in bringing innovation to industries that are both demanding and ripe for transformation.

About BC Tech

BC Tech is the leading non-profit association supporting tech companies in British Columbia. Our Scaleup Academy provides exclusive access to curated courses and resources to help startups scale and professionals thrive. Learn more about BC Tech.

This blog is part of our ongoing educational series through BC Tech’s Scaleup Academy. To explore more about leveraging AI and other essential business topics, visit BC Tech Scaleup Academy.

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