Market and visibility
The invisible stage where most market share is decided: the 95-5 rule, invisible window, mental availability, brand and category authority.
The invisible window. How the industrial buyer decides the shortlist before the tender
Most of the industrial buying process happens without commercial presence from the supplier. Recognising that window is the precondition for influencing it.
The premium of technical authority in industrial markets
Suppliers recognised as authorities in their category systematically charge between 10 and 20 per cent more than peers with equivalent product. Building that authority is a strategic decision, not the result of chance.
The first-mover advantage in industrial B2B is not metaphorical. It is statistical.
Suppliers who reach the buyer first, before the formal search is activated, win half of the deals. The conclusion forces a redefinition of what is understood by industrial commercial development.
The industrial brand as a financial asset. Three points of ROIC between the visible and the invisible
The brand debate in industrial companies tends to get stuck in a false opposition between technical rigour and communication. Recent data places it, with precision, on the financial plane.
The 95 per cent of the industrial market that decides when nobody is selling
The 95-5 rule forces the commercial debate to be relocated to the executive committee. Next year's result is not played out in this quarter's pipeline, but in a silent conversation that is already taking place.