As many as 57% of buyers have already completed the decision process of what they think they want in a materials handling solution before they engage with a salesperson By moving away from defined categories of basic, standard and premium lift trucks, the Series N offers a new customer experience that enables them to define their own truck specification,” says Robert O’Donoghue, Vice President Marketing and Solutions, EMEA at Yale.

“The way our customers are buying materials handling equipment has changed dramatically over the past five years. Our research has shown that customers are self-educating earlier in the buying process than ever before, so it’s important that Yale is there at the start of this journey to guide them to the solution they need. We discovered that 68% of primary research by our customers is happening online. For this reason, we launched a brand-new website in 2021. It is designed to be informative and inspiring, with a focus on industries and solutions.

Self-educating online

Yale needs to be involved in conversations as early as possible; after all, people want to buy from people. “We have developed the HYImpact sales process that engages high up within a customer’s organisation early in their buying journey. Today’s best practice is to fully understand the customer’s industries, their applications, needs and wants, and recognise how we might help the customer in ways that only we can. We’ve found what matters most to our customers is access to information: that’s knowledgeable salespeople and advice on suitability for their intended application. We’re transforming the availability and quality of what we provide so our sales team become trusted advisors,” adds Robert.

“We’re really rising to this challenge and embracing our new sales approach. Our dealers are also critical to our success and ensuring that we grow within the market, as is having the best partners with the best tools to deliver on that service.”

Single platform

The Series N marks a completely different way of providing products to customers. The entire range is based on a single platform, enabling clients to build a truck to meet their specific applications. They no longer have to settle for superfluous features and functionalities; they can define exactly what they need from a lift truck. With the Series N, customers can reject the status quo and set their own standard.

“Simplifying and streamlining our operations has improved on cost-efficiency, scalability and quality. We can now make any mix of product on the assembly lines, meaning we can react to customer needs rather than anticipating them. This helps us to supply products quicker to our customers and get our products integrated into their operations. Quality still remains a top priority, and our new processes incorporate automation to ensure consistency across multiple products,” Robert concludes.

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