Why$can$upgrades$create$a$conflict?$

Service'Innova,on'–'defending'products'with'service''''|'Dr'Shaun'West'

Service'business'

OEM'business'

Customer'

RFQ:''

New'or'upgrade'on'

exis,ng'equipment'

Hidden'budget'3M'

CHF'

Service'offer:''

2M'CHF'

20%'ROS'

3'month'lead',me'

The'service'business'is'

‘stealing'my'sale’''

Solu,on:'The'customer'cannot'afford'the'new'equipment'as'budget'is'only'3M'CHF.''

Service'business'sells'the'upgrade.''Deliver'good'service.''Provide'great'customer'

experience'and'technology'performance.'Expecta,on'is'that'when'new'equipment'RFQ'

issues'the'OEM'is'well'placed'to'sell'new'unit.'

Risk'of'conflict'between'OEM'

and'service'parts'of'the'

business!'OEM'offer:''

10M'CHF'

5%'ROS'

12'month'lead',me'