Industrial Gases Excellence : From Push to Pull

The traditional sales model in the industrial gases sector has primarily been a “push” strategy, where companies actively promote and sell their products and services to customers.
However, as market dynamics shift and customer preferences evolve, there’s an increasing need for a “pull” model where customer demand drives the offerings. This transition aims to enhance customer engagement, improve service delivery, and increase overall market competitiveness.
In this framework, we will discuss framing and re-framing strategies, actionable steps, relevant case studies, and a conclusive overview of this shift.

Framing and Re-Framing

Framing: Understanding Push vs. Pull

• Push Strategy: Traditional approach where companies promote their gases and technologies based on manufacturer schedules rather than actual consumer needs. This often results in overproduction and stockpiling.
• Pull Strategy: Focuses on responding to actual customer demand and needs. It involves understanding the customer’s pain points, preferences, and industry trends to shape offerings accordingly.

Re-framing: The Shift towards a Customer-Centric Model

• Empowerment of Customers: Re-frame your mindset to invest in customer education and awareness, allowing customers to articulate their needs and driving demand for specific gas solutions.
• Integration of Technology: Utilization of digital platforms and analytics to anticipate customer requirements better and adapt offerings in real-time to match demand.
• Collaborative Solutions: Building partnerships with customers to co-create solutions tailored to their specific applications and operational challenges, thereby fostering loyalty and engagement.

Action Steps

Customer Insights and Data Analysis

• Invest in data analytics to gather insights on customer usage patterns, preferences, and trends. Utilize surveys, interviews, and feedback mechanisms to inform product development.

Agile Product Development

• Create a flexible product development process that allows for quick adaptation to market changes and customer requests. This might involve refining existing products or developing new ones based on feedback.

Enhancing Customer Relationships

• Focus on building long-term relationships with customers through consistent engagement, support, and education. Utilize CRM systems to manage interactions and anticipate future needs.

Marketing Communications Strategy

• Shift marketing strategies from promotional-heavy campaigns to value-based storytelling that highlights customer success cases and underscores the benefits of tailored industrial gas solutions.

Training and Support Systems

• Establish comprehensive training and support initiatives to educate customers on product applications, safety measures, and innovations that meet their specific needs.

Case Studies

Case Study 1: Air Liquide – Customer-Centric Approach

Background: Air Liquide embraced the pull model by focusing on customer-driven innovation and solutions.

Implementation:

• Engaged customers through regular feedback sessions to understand their specific gas usage and requirements.
• Developed tailored solutions based on the insights gained, leading to better alignment with customer needs.

Outcomes:

• Increased customer satisfaction and loyalty, resulting in a 15% growth in contract renewals and new business from existing customers.

Case Study 2: Praxair – Use of Digital Tools

Background: Praxair redefined its approach by leveraging digital tools and analytics to anticipate customer demand.

Implementation:

• Implemented IoT and data analytics to monitor customer usage and predict demand, enhancing the supply chain’s responsiveness.
• Provided customers with online platforms for real-time monitoring and ordering of gas products.

Outcomes:

• Improved operational efficiencies, reduced waste, and a marked rise in customer engagement levels.

Case Study 3: Linde – Collaborative Partnerships

Background: Linde focused on creating value for customers through collaborative partnerships, thereby shifting towards a pull model.

Implementation:

• Worked closely with clients, particularly in specialized industries like healthcare and manufacturing, to co-create gas solutions tailored to their operational needs.
• Offered joint development programs to innovate and solve specific challenges, enhancing overall service delivery.

Outcomes:

• Strengthened market position and driving significant growth in specialized segments, leading to a considerable increase in market share.

Conclusion

The shift from a “push” to a “pull” model in the industrial gases sector represents a significant transformation in how companies interact with their customers.
By reframing the approach to focus on customer needs and leveraging technology to anticipate and respond to those needs, businesses can enhance customer loyalty, operational efficiency, and overall market competitiveness.
The actionable steps outlined provide a roadmap for this transition, while the case studies illustrate its practicality and benefits in real-world scenarios.
As the industry continues to evolve, embracing customer-centric strategies will be paramount for sustained excellence in the industrial gases market.