In industrial markets like medical devices, manufacturing, and chemicals, field sellers must balance deep product knowledge with the challenge of connecting to diverse stakeholders. Whether presenting in a hospital boardroom or troubleshooting on a factory floor, they need to adapt quickly while delivering tailored insights that build trust.
A strong seller understands these dynamics and knows that preparation is key. Having the right resources at their fingertips ensures they can confidently engage buyers, adapt to evolving conversations, and provide valuable insights that drive decisions. With the right enablement tools, sellers can seamlessly access relevant content, deliver impactful presentations, and refine their skills to stay ahead in competitive industries.
The challenges of field selling in industrial sectors
Field selling in industrial markets is defined by its complexity, requiring sellers to adapt to unique dynamics, such as:
- Limited access to stakeholders: Regulatory requirements and logistical hurdles limit direct access to buyers.
- Content overload and compliance challenges: Sellers sift through extensive content libraries while ensuring materials are up-to-date and tailored to buyers. Without a streamlined system, this leads to wasted time and inconsistent messaging.
- Large, diverse buying groups: Stakeholders range from engineers to executives, each with different priorities and decision-making roles.
To navigate these challenges, sellers need tools that simplify content access, ensure compliance, and support seamless customer collaboration — all the way through the often-arduous deal cycles common in industrial sales.
The power of Showpad in the field
Streamlining seller workflows
At the heart of Showpad’s platform is its centralized content repository, a single source of truth where all sales materials — from product specs to pitch decks — are organized and easily accessible. Sellers no longer need to waste time digging through scattered folders or relying on outdated documents.
Take HID Global, a global leader in secure identity solutions. By consolidating its sales materials into one unified platform with Showpad, HID Global streamlined workflows and ensured sellers could quickly locate and present the right materials. Whether in one-on-one client meetings or large-scale industry events, this efficiency empowered HID’s sellers to deliver impactful pitches that resonated with buyers.
Another key feature is Showpad’s offline access, which is vital for field sellers operating in remote or areas with limited Wi-Fi. For example, manufacturing teams rely on Showpad’s offline capabilities to deliver polished, up-to-date demos on the factory floor, without disruption.
Personalizing customer experiences
Buyers in complex industries expect tailored solutions, but personalization can be time-consuming and difficult due to compliance rules. According to Epsilon, 80% of buyers are more likely to do business with a company if it offers bespoke experiences. Showpad’s Automated Content Builder (ACB) simplifies this process, enabling sellers to create customized, compliant presentations in minutes.
Showpad also supports personalization by integrating advanced tools like augmented reality (AR) and 3D models. These features help sellers present products more effectively—whether demonstrating scaffolding integration on construction sites or illustrating how medical devices operate in clinical settings. Shared Spaces simplifies stakeholder alignment by centralizing key content, facilitating approvals, and providing visibility into engagement. This is especially valuable for Value Analysis Committees (VACs) in MedDev sales, where multiple stakeholders must review and approve products under strict compliance standards.
Elevating sellers into trusted advisors
Technical expertise builds buyer trust. Showpad’s training tools, including competency mapping and learning paths, help sellers rapidly develop the knowledge they need to succeed. Personalized recommendations guide sellers toward content and courses that address their unique growth areas.
In medical device sales, sales managers use Showpad’s training features to significantly shorten rep ramp time, equipping sellers with the skills to confidently navigate intricate offering portfolios. These competency frameworks ensure sellers aren’t just product experts — they’re also trained in the communication and problem-solving skills that resonate with decision-makers.
“Showpad’s competency frameworks ensure sellers aren’t just product experts; they’re problem-solvers.”
Strengthening buyer relationships with insights
Understanding buyer behavior is crucial to building stronger connections. Showpad’s analytics dashboard provides sellers with actionable insights, such as which materials buyers engage with most and how much time they spend on each piece of collateral. It also tracks what content is reshared within the buying group, helping sellers refine their follow-ups and address priorities with precision.
The scientific instrumentation firm Bruker Applied Mass Spectrometry used Showpad’s analytics to refine its sales strategy. By identifying which materials buyers resonated most and understanding how decision-makers interacted with content, sellers were able to tailor their outreach more effectively and optimize broader sales strategies to drive better engagement and conversion.
An example of Showpad’s Atom experience for MedDev sales.
Real results from the field
HID Global: Streamlining sales with a centralized platform
The security hardware firm HID Global faced challenges with fragmented sales materials that hindered seller workflows. Sales teams struggled to find and present the right content during client engagements, leading to inefficiencies and missed opportunities.
Solution: By consolidating its sales library into Showpad’s centralized repository, HID Global ensured sellers had quick access to accurate and up-to-date content. Additionally, Showpad’s offline access tools allowed sellers to deliver effective, high-quality presentations, even in environments with limited connectivity.
Results: The implementation of Showpad shortened sales cycles, improved client presentations, and empowered HID’s sellers to deliver more impactful pitches.
PERI: Driving engagement with immersive tools
PERI, one of the world’s largest manufacturers of formwork and scaffolding, needed a way to plan for diverse client meetings without spending excessive time on manual preparations. Their sellers often dealt with large stakeholder groups, making it crucial to deliver engaging, personalized presentations.
Solution: Showpad’s interactive tools, such as the Mapper and Atom experiences, allowed PERI to create presentations that captured client attention. With a single, organized content source at their hands, the selling team significantly reduced prep time.
Results: PERI achieved a 70% platform adoption rate among its sales teams. This led to higher productivity, more engaging client interactions, and improved win rates in competitive pitches.
Edwards Lifesciences: Enhancing medical sales with AR and VR
Edwards Lifesciences, a leader in medical devices, faced challenges in demonstrating the value of their complex products to clinicians and procurement teams. Explaining how devices integrated into clinical workflows and improved patient outcomes required a clear, engaging approach.
Solution: Showpad enabled Edwards Lifesciences to leverage AR and VR tools for virtual demos and immersive training. These features allowed sellers to visually demonstrate product functionality and integration, making it easier for stakeholders to understand the benefits.
Results: The use of AR and VR tools improved stakeholder alignment and increased deal closure rates, strengthening its position as a trusted advisor through sophisticated presentations.
Why Showpad is the right choice for industrial markets
Showpad’s platform provides field sellers in advanced industries with the distinct tools they need to win:
- Reliability: Whether in a hospital hallway, on a tradeshow floor, or inside a factory, sellers can confidently deliver demos without worrying about connectivity issues. Showpad’s offline access ensures they always have the latest materials at their fingertips, no matter the environment.
- Flexibility: Showpad’s platform is designed to support revenue teams of all sizes, whether they need a global strategy or a localized approach.
- Innovation: Intelligent tools help sellers create customized sales materials quickly, while AI-powered content management ensures sales and marketing teams stay on message and work more efficiently.
Field selling in advanced, industrial markets demands efficiency, expertise, and ingenuity. With Showpad, sellers can rise to these challenges and achieve exceptional results.
