Learn how to communicate the benefits and challenges of industrial automation to your stakeholders and overcome their barriers and objections.

A five-step framework for effectively communicating the AUTOMATION advantage: 1. Stop selling products. Learn customer problems & offer custom automation solutions. 2. Present data like ROI & indirect advantages using your solution. 3. Effective installation & execution of the first solution. 4. Measurement of the results with customer feedback & remarks. 5. Presenting success stories for similar applications in the industry. Your "customer solution" can now be deployed as a repeat business offering to multiple similar application users. Your customer's feedback will act as a stamp of authority over your benefits. Your benefits can be vetted with real benefits & changed as per real data.

Last updated on Jul 16, 2024

How can you effectively communicate the benefits of industrial automation to stakeholders?

Industrial automation is the use of technology and systems to control and optimize industrial processes, such as manufacturing, logistics, and energy. It can offer many benefits to plant engineers and their stakeholders, such as improved productivity, quality, safety, and sustainability. However, it can also pose some challenges, such as high costs, complex integration, and resistance to change. How can you effectively communicate the benefits of industrial automation to stakeholders and address their concerns? Here are some tips to help you.

1 Know your audience

The first step to communicate effectively is to know your audience and their needs, goals, expectations, and pain points. Different stakeholders may have different perspectives and interests in industrial automation. For example, plant managers may care more about operational efficiency and profitability, while workers may care more about job security and skills development. You should tailor your message and tone to suit each audience and use relevant examples and data to support your points.

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2 Highlight the value proposition

The next step is to highlight the value proposition of industrial automation and how it can help your stakeholders achieve their desired outcomes. You should focus on the benefits that matter most to them and show how industrial automation can provide solutions to their current and future challenges. For example, you can explain how industrial automation can reduce waste, errors, and downtime, increase output, quality, and flexibility, and enhance safety, compliance, and customer satisfaction.

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3 Address the barriers

The third step is to address the barriers and objections that your stakeholders may have about industrial automation and how you can overcome them. You should acknowledge their concerns and empathize with their feelings, but also provide facts and evidence to counter their misconceptions and fears. For example, you can show how industrial automation can create new opportunities and roles for workers, rather than replace them, and how you can provide training and support to help them adapt and thrive.

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Daniel Brant CMSE® MIET

Managing Director and Controls Engineer at Helical Automation
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One tip, when dealing with barriers, red lines, concerns and objections is to peel the onion. If a stakeholder is concerned about the cost, or the complexity, just say "apart from that, is there anything else?" Once they've run out of reasons, it's usually the last reason you really need to tackle. Objections on cost can be calmed with ROI figures. Objections on complexity can be calmed with the fact that complexity is just a mix of things you don't know (but the experts do). And any complex thing can be broken into many simple things.

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4 Use simple and clear language

The fourth step is to use simple and clear language to communicate your message and avoid jargon and technical terms that may confuse or alienate your stakeholders. You should also use visual aids, such as graphs, charts, diagrams, and videos, to illustrate your points and make them more engaging and memorable. You should also avoid information overload and prioritize the key points that you want your stakeholders to remember and act on.

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Arvind Dhanapal

Sustainability | Digitalization | IIoT | MOM | Industrial Automation | EAM
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In my experience, visual aids and videos helped a lot to communicate effectively to the stakeholders. But just the visual aids can be misleading sometimes, while communicating or presenting we need to clearly communicate on how to perceive the visual aid presented in front of the stakeholders.

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5 Invite feedback and collaboration

The fifth step is to invite feedback and collaboration from your stakeholders and listen to their opinions, suggestions, and questions. You should encourage dialogue and interaction and show that you value their input and involvement. You should also address any gaps or issues that they may raise and seek solutions together. By inviting feedback and collaboration, you can build trust and rapport with your stakeholders and foster a positive and supportive culture for industrial automation.

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6 Follow up and measure results

The final step is to follow up and measure the results of your communication and industrial automation efforts. You should keep your stakeholders informed and updated on the progress and outcomes of your projects and initiatives and celebrate the successes and achievements. You should also collect and analyze data and feedback to evaluate the impact and performance of industrial automation and identify areas for improvement and learning. By following up and measuring results, you can demonstrate the value and benefits of industrial automation and reinforce your message.

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Rohit Sinwer

Building Industry Pro for Industrial Automation Solutions, Services, Repairs | Energy Literate
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A five-step framework for effectively communicating the AUTOMATION advantage: 1. Stop selling products. Learn customer problems & offer custom automation solutions. 2. Present data like ROI & indirect advantages using your solution. 3. Effective installation & execution of the first solution. 4. Measurement of the results with customer feedback & remarks. 5. Presenting success stories for similar applications in the industry. Your "customer solution" can now be deployed as a repeat business offering to multiple similar application users. Your customer's feedback will act as a stamp of authority over your benefits. Your benefits can be vetted with real benefits & changed as per real data.

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How can you effectively communicate the benefits of industrial automation to stakeholders?

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1 Know your audience

2 Highlight the value proposition

3 Address the barriers

4 Use simple and clear language

5 Invite feedback and collaboration

6 Follow up and measure results

7 Here’s what else to consider

Plant Engineering

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