Selling Complex Technical Solutions and Capital Equipment: Building a Funnel Based on Expert Consulting and Value Creation

Tigran Kazaryan

Citation: Tigran Kazaryan, "Selling Complex Technical Solutions and Capital Equipment: Building a Funnel Based on Expert Consulting and Value Creation", Universal Library of Business and Economics, Volume 02, Issue 04.

Copyright: This is an open access article distributed under the Creative Commons Attribution License, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.

Abstract

This article explores the specifics of designing and managing a sales funnel for complex technical solutions and capital equipment, where traditional transactional models show low effectiveness. The goal of the work is to develop a methodology for constructing a funnel based on integrating expert consulting and a co-creation of value process with the client at every stage. The methodology includes an analysis of the theoretical foundations of consultative selling, systematization of the stages of an adapted funnel, and examination of practices from international industrial companies. The results demonstrate that an effective funnel for complex solutions shifts the focus from opportunity qualification to problem diagnosis, and from product presentation to joint solution design and justification of economic impact. The practical significance of the study lies in providing a structured funnel model, containing specific objectives, interaction methods, and criteria for stage transitions, which allows the commercialization process in high-tech industries to be systematized.


Keywords: Complex Technical Solutions, Equipment Sales, Sales Funnel, Expert Consulting, Value Creation, Value-Based Selling, Sales Cycle.

Download doi https://doi.org/10.70315/uloap.ulbec.2025.0204014