Entering an industrial account means understanding how the customer makes a change. The starting point may be an existing production process, a new application or a need for an additional source of supply. Each situation creates different requirements.
At SICAM, conversations about new applications and technical advice brought me back to this question: what would make changing supplier worthwhile for the customer?
This guide develops the practical side of that discussion. It connects the customer’s objective with technical assessment, economic evaluation and the arrangements needed to proceed.
Establish why the customer is considering an alternative
A request for a quotation gives us a reason to talk. It does not necessarily explain the intended decision. I would clarify the objective before developing the proposal.
| Customer objective | Question to clarify | Evidence to develop |
|---|---|---|
| Improve an existing process | Which result needs to improve? | Application assessment and comparison |
| Develop a new application | What must the solution enable? | Agreed requirements and development work |
| Qualify an additional supplier | What must another source provide? | Product qualification, supply capability and support |
| Reduce operating costs | Which costs influence the decision? | Comparable consumption and process data |
| Address a recurring difficulty | Under which conditions does it occur? | Technical investigation and appropriate trials |
Improve an existing process
- Question to clarify
- Which result needs to improve?
- Evidence to develop
- Application assessment and comparison
Develop a new application
- Question to clarify
- What must the solution enable?
- Evidence to develop
- Agreed requirements and development work
Qualify an additional supplier
- Question to clarify
- What must another source provide?
- Evidence to develop
- Product qualification, supply capability and support
Reduce operating costs
- Question to clarify
- Which costs influence the decision?
- Evidence to develop
- Comparable consumption and process data
Address a recurring difficulty
- Question to clarify
- Under which conditions does it occur?
- Evidence to develop
- Technical investigation and appropriate trials
These objectives can overlap. Making them explicit helps the team prepare a relevant response.
Understand the people involved
Production understands operating conditions. Technical and quality teams assess suitability. Purchasing considers terms and supply arrangements. Management may need to approve resources or changes to established processes.
The distributor can help identify these relationships and facilitate the discussion. The commercial lead should establish who needs to participate, which information they require and how the evaluation will be reviewed.
Agree on the evaluation
Before committing to a trial, record the application, customer objective, confirmed conditions, open questions, responsibilities and expected review date. Technical specialists and the customer determine the appropriate methods, requirements and limits.
From a commercial perspective, three questions matter: which requirement will the trial assess, who will review the result, and what decision could follow? A positive result may justify further testing rather than immediate purchasing approval.
Make local support part of the proposal
The distributor needs enough knowledge to discuss the application, gather useful information and recognize when specialist involvement is required. The manufacturer needs to provide an accessible route to that expertise.
| Activity | Coordination to agree |
|---|---|
| Initial discussion | Who gathers application information and clarifies the request |
| Technical assessment | Who reviews the information and communicates recommendations |
| Trial preparation | Who coordinates samples, access and the agreed support |
| Results review | Who obtains feedback and involves the necessary specialists |
| Commercial development | Who prepares the proposal and confirms the next customer decision |
| Adoption | Who manages agreed local supply and application support |
Initial discussion
- Coordination to agree
- Who gathers application information and clarifies the request
Technical assessment
- Coordination to agree
- Who reviews the information and communicates recommendations
Trial preparation
- Coordination to agree
- Who coordinates samples, access and the agreed support
Results review
- Coordination to agree
- Who obtains feedback and involves the necessary specialists
Commercial development
- Coordination to agree
- Who prepares the proposal and confirms the next customer decision
Adoption
- Coordination to agree
- Who manages agreed local supply and application support
In China, training for distributors’ technicians formed part of our broader work to develop the network. The experience reinforced my view that application knowledge needs to develop alongside commercial relationships.
Compare the relevant economics
Purchase price belongs in the comparison, together with the factors relevant to the application: consumption, saleable output, waste, rework, interruptions, qualification costs and supply arrangements.
Use comparable output and operating conditions. Avoid counting the same benefit twice: reduced waste and increased saleable output may partly describe the same improvement. Keep forecast savings distinguishable from measured results, and retain the operating context of trial findings.
Maintain a useful pipeline
Sending samples records an action by the supplier. Receiving the customer’s assessment provides different evidence about the project. Recording those distinctions helps colleagues coordinate and makes the forecast more understandable.
- What has the customer confirmed since the last discussion?
- Which technical or commercial questions remain open?
- What action has been agreed, by whom and for when?
- Has the expected timing changed?
Industrial customers assess both the proposed solution and the organization behind it. Relevant application work, competent local support and clear follow-through allow them to evaluate both.
Read about my work developing the business and distribution network in China, or get in touch to discuss international commercial development.
Sources and further reading
The framework above reflects my commercial interpretation and experience. These manufacturer sources provide examples of application support, rather than evidence of a guaranteed commercial return.
- Henkel: upgraded Packaging Competence Center, 11 May 2026 — application testing, industrial validation and training.
- H.B. Fuller: Innovation in Adhesives & Sealants — technical consultation and application testing; consulted 27 October 2026.