Sales obstacle no. 1: Missing material data

Many companies in the rail industry are familiar with the situation: warehouses are filled with components, spare parts and the like that are no longer needed – some of which even retain a significant residual value. The willingness to sell is there, and the demand presumably is too. And yet… nothing happens.

 

The most common reason for this is surprisingly simple: the right data is missing. 

 

Because in the B2B environment, particularly in a safety-critical sector such as the rail industry, companies do not buy ‘on a hunch’. Without clear, reliable and complete information, uncertainty arises – and uncertainty is, when in doubt, always a ‘deal-breaker’. 

 

A potential buyer asks themselves some very simple questions: Will the part fit into my system? Does it meet the requirements? Can I use it without risk? If these questions cannot be answered immediately, the buyer will not investigate further – but simply scroll on. 

 

This is particularly evident on digital marketplaces: an offer described simply as ‘relay, used’ goes unnoticed – whilst an identical component with the full manufacturer’s name, part number and, ideally, even a datasheet, receives concrete enquiries within a short time. 

Whilst emotion or price often tip the balance in the B2C consumer goods sector, something else dominates in the industrial sector: trust built on information. 

 

For the buyer, missing or unclear data means: 

 

• additional verification work
• internal consultations with various specialist colleagues
• technical risk 
• in the worst case, regulatory issues  

And it is precisely this extra effort that leads to offers being ignored – even if the material would actually be a perfect fit. 

In digital sales in particular, the rule is: the fewer queries an offer generates, the quicker the transaction is completed. 

 

A typical real-world example: A supplier lists a bogie component set without precise specifications. Several interested parties click on the offer but leave the page again because it remains unclear for which series the part is approved. The result: no enquiry – despite a genuine need in the market. 

The good news is that, in most cases, a sale fails not because of complex requirements, but because of a lack of the basics. If you provide these clearly, you can immediately stand out from other offers. 

 

The following are particularly crucial: 

 

• Clear identification
  The manufacturer, exact description and item or part number are essential. Internal abbreviations are rarely helpful outside your own company.
• Technical classification
  Dimensions, performance data, material properties or relevant standards give the buyer the necessary confidence to classify the component correctly.
• Condition and history
  Whether new, used or reconditioned – this information should be communicated clearly and honestly, together with details of storage duration or usage. In addition, images are particularly helpful in better assessing the condition of the part.
• Documentation
  Test reports, certificates or maintenance records are not merely ‘nice to have’, but are often crucial for the part’s actual usability.  

In the rail industry in particular, a component without traceable documentation is, in many cases, practically unsellable. Structured data on the part being offered not only increases the chances of a sale, but also ensures that listings on platforms can be found easily and categorised correctly. 

Particularly stringent requirements apply to safety-critical components – such as braking systems, control systems or signalling technology. 

 

A general description is not sufficient here. Buyers expect: 

 

• full traceability
• original documents and certificates 
• clear and unambiguous condition details  

In this sector, missing information not only hinders sales but can also entail significant liability risks. Buyers therefore act with particular caution, and the standards for data quality are correspondingly high. 

In many companies, the necessary data has long been available – it is simply not consolidated or accessible. 

 

Typical sources include: 

 

• ERP and merchandise management systems (e.g. legacy master data)
• Manufacturers and suppliers, who can often provide data sheets or specifications
• Internal specialist departments such as maintenance or engineering
• Archives and project documentation, particularly for older components  

Often, it is sufficient to bring this information together in a structured manner just once to create a fully marketable offer.  

In practice, it is often the case that a brief coordination process between the warehouse, purchasing and technical departments is enough to turn ‘unsellable stock’ into a concrete, in-demand offer. Many successful sellers use precisely this approach to make their stock efficiently visible digitally and generate additional revenue. 

Alongside the data, the question of price is a second critical point. Many suppliers are unsure of the value their equipment still holds – particularly in the case of older or rare components. 

 

The price depends on several factors: 

 

• Condition and usability
• Market availability 
• Current demand 
• Original purchase price 
• Degree of obsolescence  

In practice, a pragmatic approach often proves effective: 

A realistic estimate based on comparable offers or a deliberately open negotiating position (‘price on enquiry’). However, it is always preferable to state an asking price. If no price is given, potential customers have no point of reference and often refrain from making an enquiry or set lower asking prices themselves – out of concern that they might pay too much. 

Tip: Even a brief consultation with Controlling, Product Management or Procurement can provide helpful pointers for realistic pricing. 

 

Particularly with specialist railway components, the actual market value often only becomes apparent through direct dialogue with interested buyers. Digital marketplaces also offer valuable guidance, as they provide a transparent overview of supply and demand.  

 

An example: A rare spare part for an older vehicle series may only have a ‘residual book value’ internally, but commands a significantly higher price on the market because it is in short supply. Without visibility, this potential would remain untapped.

Good data should not be seen as a burden, but as a clear sales lever. What many underestimate is that preparing product data is not a tedious chore, but the key to successful sales. 

 

Those who do this properly: 

 

• increase the visibility of their offers
• reduce the number of queries 
• speed up sales processes 
• and generally achieve better prices  

Or to put it another way: 

It is not the material alone that determines sales success, but also the quality of the information provided. Companies that organise their data in a structured manner and market it specifically via digital channels systematically convert their stock into cash. The extra effort therefore pays off in every case.