Aditya Gupta

Aditya Gupta

Deputy GM (Business Development & Product Marketing)
Schneider Electric India
Private Limited
PGEMP 88

Are IIoT sales strategies holding up adoption of Industry 4.0 in manufacturing?

Publication: Industrial Products Finder Online | Date: October 01, 2025

As Industry 4.0 matures, Industrial Internet of Things (IIoT) platforms are increasingly seen as the backbone of digital transformation in manufacturing, enabling predictive maintenance, energy optimisation, and resilient operations. Yet, adoption remains uneven—not because of technology limitations, but due to how IIoT is positioned and sold. Many providers still sell IIoT as abstract technology rather than business outcomes, making it harder for customers to connect capabilities with tangible ROI. Fragmented legacy systems, unclear digital ownership, and gaps in consultative sales skills further weaken buyer confidence. Research and market experience show that manufacturers respond more positively when IIoT engagements shift from product features to outcome-driven conversations, from RFPs to proof-of-concept pilots, and from transactional selling to strategic partnerships. To accelerate Industry 4.0 adoption, companies must reframe IIoT sales playbooks around measurable outcomes, customer transformation journeys, and consultative engagement rather than technical specifications alone.

Key insights for practitioners:

  • Focus on business outcomes rather than technology features: Position IIoT solutions around tangible benefits such as reduced downtime, energy savings, improved asset utilisation, and faster decision-making to help customers clearly see value.
  • Use proof-of-concepts to demonstrate ROI: Pilot implementations using real operational data build confidence, reduce perceived risk, and make the business case for scale-up more compelling.
  • Align solutions with digital readiness levels: Tailoring IIoT offerings to the customer’s maturity stage ensures relevance and avoids over-engineering solutions that organisations are not ready to absorb.
  • Strengthen consultative sales capabilities: Sales teams must combine technical understanding with strategic, value-based selling skills to engage senior manufacturing stakeholders effectively.
  • Leverage ecosystem partnerships: Collaborating with system integrators, consultants, and industry bodies can accelerate adoption and provide end-to-end implementation support.
  • Position IIoT as a long-term transformation enabler: Framing IIoT as a platform for continuous improvement, rather than a one-time technology purchase, helps build sustained customer relationships and long-term value

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