The value communication restructuring of an industrial automation solutions provider
This company specializes in automation production line solutions for the 3C electronics and new energy industries, offering end-to-end services from standalone machines to full-line integration. With annual revenue of RMB 310 million, their core technical team came from industry giants like Foxconn and BYD. Equipment performance and reliability were industry-leading, but the sales team faced one persistent headache — customers always thought they were "too expensive."
The equipment was genuinely good, but sales could only say "high precision, high stability" — customers couldn't perceive the essential difference from cheaper competitors, leading to price wars.
Automation line projects involve large amounts and long decision chains, averaging 9 months from contact to close. High customer "cooling-off" rates during the process.
The sales team still used traditional PPT + quotation sheets, lacking intelligent tools and content to help customers "instantly grasp the value."
Technical strength was on par with international brands, but brand recognition was virtually zero — unable to command any brand premium.
The core shift: from "selling equipment specs" to "selling return on investment." Built ROI calculation models for each product line — "Our equipment costs 30% more, but pays for itself in 6 months, then earns you extra XX million annually." Use data to tell the value story, not parameters to list features.
Created an ROI calculator (online tool), case video library, 3D production line demos, and customer testimonial videos. Upgraded sales from "presenting PPT" to "demonstrating value."
Built a bilingual brand website (CN/EN), presenting as "industry solutions" rather than a "product catalog." Every industry page follows: pain point analysis → solution → ROI case → customer testimonial.
Deployed marketing automation to unify and nurture leads from trade shows, website, and content downloads. Established content sequences based on customer industry and interest, enabling sales to engage at the optimal moment.
"Our equipment technology was leading, but customers always thought we were 'too expensive.' DAKAW helped us restructure our entire value communication approach — we're not selling equipment, we're selling ROI. When we use data and case studies to prove the equipment pays for itself in 6 months, customer acceptance is completely different. Now our salespeople don't go out 'begging customers to buy' — they go out 'helping customers do the math.' The entire quality of conversation has shifted."
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