Industrial OEMs are recognizing the untapped potential of service technicians in driving sales, particularly for aftermarket services. With sales teams facing reduced on-site access, technicians—often the primary customer contact—can identify sales opportunities during service visits. However, challenges include siloed organizations, limited technician bandwidth, and misaligned incentives. Companies can overcome these by providing sales training, leveraging analytics, and integrating service and sales functions, thereby transforming technicians into key contributors to sales growth.

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