Driving commercial success in Hardware, Semiconductors & Networking Equipment

Hardware manufacturers are stuck in a commoditisation spiral where sophisticated engineering gets reduced to price-per-spec comparisons.

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What’s not working for commercial teams in the Hardware, Semiconductors & Networking Equipment sector?

As procurement teams turn complex infrastructure decisions into checkbox exercises and organisations delay refresh cycles indefinitely, sales conversations get trapped at the technical and pricing level. The challenge isn't just competing on features – it's breaking through a buying process designed to treat hardware as interchangeable commodities while supply chain uncertainty makes every deal harder to close.

Commoditisation pressure

Commoditisation
pressure

Hardware increasingly viewed as interchangeable commodities.

Long refresh cycles

Long refresh
cycles

Organisations delay hardware upgrades, extending sales cycles.

Specification-based buying

Specification-based buying

Procurement focuses on specs and price rather than business value.

Service and support differentiation

Service and support differentiation

Difficulty articulating value beyond the physical product.

Supply chain concerns

Supply chain
concerns

Buyers worry about availability, lead times, and geopolitical risks.

These challenges not only weaken your competitive advantage but also make it harder to build long-term customer relationships.

Ready to improve your skills?


The telecommunications tech trap

Learn how to prevent customer enthusiasm from evaporating and why the right marketing content is crucial to support successful sales

How Huthwaite solutions address these challenges

Our solutions help hardware sales teams escape commoditisation by uncovering business problems that specifications alone don't address. Through strategic questioning, sales professionals reveal the hidden costs of outdated infrastructure and delayed upgrades.

Focus on strategic outcomes

Elevate conversations from specifications to business impact and strategic outcomes.

Focus on strategic outcomes

Quantify the cost of bottlenecks

Quantify the cost of performance bottlenecks, downtime, and operational inefficiencies.

Quantify the cost of bottlenecks

Create urgency

Create urgency for hardware refresh by exploring implications of continued delays.

Create urgency

Differentiate through services

Differentiate through services, support, and lifecycle management value.

Differentiate through services

Build new stakeholder relationships

Build relationships with business stakeholders beyond IT procurement.

Build new stakeholder relationships

Solutions for the Hardware, Semiconductors & Networking Equipment industry

With 50 years' research guiding our understanding of consumer behaviour, our Academy has evolved beyond traditional sales. Discover our comprehensive range of courses below.

SPIN Selling

SPIN Selling

Generate more sales and reach higher levels of customer satisfaction

Complex Negotiation

Complex Negotiation

Learn proven techniques that deliver measurable results in real-world complex scenarios

Sales Opportunity Management

Opportunity Management

Unlock the psychology behind successful decision making and manage complex sales

Why choose Huthwaite?

Fifty years of research

Research-proven behavioural science for real world sales, negotiation and communication results

Fifty years of research

Global reach

Trusted by businesses in over 100 countries

Global reach

Behaviour change that lasts

We don’t just train skills – we help you embed them for sustainable success

Behavioural change that lasts

Ready to improve your commercial skills?

Complete the form below to find out how we can help your business reach its commercial potential.