3D Systems Projet 3500 HD Max 3D printer.
As interest in 3-D printing gains momentum, the debate on whether it even belongs in the print solution space remains in question. However, one dealer says its profit potential in the production arena can easily reach the million dollar mark, especially if the salesperson knows how to speak like an engineer.
“3-D printers have proven to be successful, but the tremendous growth is really with 3-D production printers,” says Daniel Fraser, new business development-technology at Fraser-AIS in West Reading, PA. “These printers can cost as much as a home, ranging at about $200,000 to $1 million, but I only need to sell three machines to meet my yearly quota.”
As a rookie this year, Fraser was already well on his way to reaching his $1.2 million quota in 3-D printers since his first sale of a ProJet 3500HD Max from 3D Systems last July, but the company is now moving towards a production line where a system could start at a cost of $200,000 to $300,000.
The key to selling 3-D printers and reaching Fraser’s goal is similar to copier sales strategies except for a few points. For instance, the 3-D consumer already knows exactly what he needs in a 3-D printer because he has a specific design in mind, but needs the right machine with the right materials to produce it. His main goal is to explore every avenue possible before making a final decision. That’s where Fraser comes in. His job is to help the consumer make the right decision, much like a consultant, based on the client’s applications.
It is important for a salesperson to understand the chemical and physical properties of the consumables when selling a 3-D Printer. Knowledgeable clients are interested in tensile strength, heat deflection, elongation at break, Young’s modulus, etc., and a salesperson should know how to speak this language, otherwise you can lose credibility during a sale real fast if you aren’t up on your materials, Fraser says.
Nevertheless, no one really needs a 3-D printer, he admits, but those interested in 3-D are researching the latest technology to improve the output of their product. For this reason, 3-D printers add tremendous value primarily in the engineering fields.
“I always deal with an engineer of some type,” states Fraser. “The consumer is normally very educated and wants to learn about the latest technology to stay current. It could be a major aerospace company one week, then a toy company the next, but we really target engineers.”
You never know when the big deals come, but the best opportunities come from talking directly to engineering departments, Fraser explains. Forget about IT and purchasing; they are completely removed from making decisions. Engineers already have their samples and are only interested in the printer’s materials and in testing their samples to see if the printer can deliver a quality product to serve the unique application at hand.
“To be successful, you need to be an engineer and fake it as a sales person or a sales person faking it as an engineer,” he comments.
3-D printing fits into several different industries although each industry has a unique business management process. Part of the challenge is to know exactly what that process is in order to fill those needs. The medical industry, for example, might need mass production of custom components and 3-D is the only way to do it. Currently, one of Fraser’s clients is looking to manufacture dental implants, a sophisticated process.
Schools are another big market for Fraser, but the dynamics are different. Schools don’t necessarily need to know what they’re using their printers for since they are used for different projects. They only need to work within their budget.
In comparison, the difference between selling 3-D printers and copiers is that 3-D printers are graded on their material output. Clients don’t need to see the machine. They only need to see how their samples print out or need to see general output samples. Their parts are the main criteria and the resolution and accuracy of those parts come after. The business model is also similar to copiers and MFPs, but the sales process for a 3-D printer usually takes longer.
Regardless, both require service and support. Even though 3-D printers and traditional copiers use different technology, Fraser says technicians actually find 3-D printers easier to repair than color or high end copiers because they have fewer circuit boards. However, once you get into the higher end 3-D printers, it gets a lot more complicated. The average printer takes a day to be installed, but the higher end ones take 10 days to deliver, setup, calibrate, and to train the user.
3-D printers and copiers are both money-makers, according to Fraser, and even share similarities in sales and business strategies, but the minor differences are such that 3-D can actually be considered a completely different type of technology altogether.
Click here for more details on Fraser-AIS’s approach to 3-D printing.
