Episode #273: Presenting Manufactured Products
THE Leadership Japan Series
Industrial products aren’t glamorous.
They’re technical, specification-heavy, and often presented in thick catalogues.
Salespeople, in turn, deliver them in the same dull, functional style.
But here’s the problem—buyers don’t just buy the specs.
They buy confidence, belief, and trust.
And that means the salesperson, not the product list, makes the difference.
The trap is focusing only on features.
Measurements, weights, and capacities matter, but they don’t excite buyers.
What excites them are benefits—and more importantly, how those benefits apply to their business.
A long-lasting machine doesn’t just last—it saves on labour, downtime, and repairs.
An easy-to-install product doesn’t just go in smoothly—it minimises disruption and avoids costly specialists.
When we draw word pictures of how our solution integrates into their systems and delights their own customers, suddenly a dry subject comes alive.
Numbers can help too, if we use them creatively.
Industrial products often last for years, so we can calculate long-term savings.
But buyers also want to know, “What does this mean for me today?”
Breaking savings down into immediate labour reductions, lower inventory costs, or tax benefits translates the future into today’s bottom line.
And let’s not forget the presentation itself.
Charts and graphs turn abstract numbers into visible differences.
Video evidence—products installed, operating, and endorsed by happy clients—adds proof.
Seeing is believing, and in an age of iPads and YouTube, there’s no reason to restrict ourselves to spreadsheets and static photos.
In fact, look at Blendtec.
Back in 2007, they turned the humble blender into a viral sensation with their “Will It Blend?” series.
They blended iPhones, iPads, and even glow sticks.
Millions of views later, the company proved that even the most utilitarian product can become captivating with creativity.
So the real question is: are your salespeople doing more than reading specs?
Are they translating features into benefits, linking those benefits to client business needs, and proving it visually?
If not, and your competitors are, then prepare for a tough fight.
Because industrial products don’t have to be boring—but presenting them without imagination almost guarantees the buyer will find you forgettable.
They’re technical, specification-heavy, and often presented in thick catalogues.
Salespeople, in turn, deliver them in the same dull, functional style.
But here’s the problem—buyers don’t just buy the specs.
They buy confidence, belief, and trust.
And that means the salesperson, not the product list, makes the difference.
The trap is focusing only on features.
Measurements, weights, and capacities matter, but they don’t excite buyers.
What excites them are benefits—and more importantly, how those benefits apply to their business.
A long-lasting machine doesn’t just last—it saves on labour, downtime, and repairs.
An easy-to-install product doesn’t just go in smoothly—it minimises disruption and avoids costly specialists.
When we draw word pictures of how our solution integrates into their systems and delights their own customers, suddenly a dry subject comes alive.
Numbers can help too, if we use them creatively.
Industrial products often last for years, so we can calculate long-term savings.
But buyers also want to know, “What does this mean for me today?”
Breaking savings down into immediate labour reductions, lower inventory costs, or tax benefits translates the future into today’s bottom line.
And let’s not forget the presentation itself.
Charts and graphs turn abstract numbers into visible differences.
Video evidence—products installed, operating, and endorsed by happy clients—adds proof.
Seeing is believing, and in an age of iPads and YouTube, there’s no reason to restrict ourselves to spreadsheets and static photos.
In fact, look at Blendtec.
Back in 2007, they turned the humble blender into a viral sensation with their “Will It Blend?” series.
They blended iPhones, iPads, and even glow sticks.
Millions of views later, the company proved that even the most utilitarian product can become captivating with creativity.
So the real question is: are your salespeople doing more than reading specs?
Are they translating features into benefits, linking those benefits to client business needs, and proving it visually?
If not, and your competitors are, then prepare for a tough fight.
Because industrial products don’t have to be boring—but presenting them without imagination almost guarantees the buyer will find you forgettable.
About the Author:
Dr. Greg Story, Ph.D. in Japanese Decision-Making, is President of Dale Carnegie Tokyo Training and Adjunct Professor at Griffith University. He is a two-time winner of the Dale Carnegie “One Carnegie Award” (2018, 2021) and recipient of the Griffith University Business School Outstanding Alumnus Award (2012).
As a Dale Carnegie Master Trainer, Greg is certified to deliver globally across all leadership, communication, sales, and presentation programs, including Leadership Training for Results. He has written several books, including three best-sellers — Japan Business Mastery, Japan Sales Mastery, and Japan Presentations Mastery — along with Japan Leadership Mastery and How to Stop Wasting Money on Training. His works have also been translated into Japanese, including Za Eigyō (ザ営業), Purezen no Tatsujin (プレゼンの達人), Torēningu de Okane o Muda ni Suru no wa Yamemashō (トレーニングでお金を無駄にするのはやめましょう), and Gendaiban “Hito o Ugokasu” Rīdā (現代版「人を動かす」リーダー).