Plant engineering is of great importance in Austria and represents a significant portion of the industrial goods market. Consequently, effective and targeted offer management in technical sales is essential for plant engineering companies to maintain a competitive economic position. Plant engineering companies, especially in Upper Austria, face a double challenge: they must maintain traditional sales processes based on personal interaction in order to nurture existing relationships, while at the same time introducing digital and AI-based tools to keep pace with the speed and complexity of modern markets. The practical relevance of the topic lies in the fact that companies are often faced with the question of how these two approaches can be optimally combined to ensure both efficiency and customer proximity. This thesis provides a basis for making strategic decisions about the integration of technologies into the sales process. The primary focus of this thesis is to identify best practices that combine the strengths of both approaches—classic analog and digitally supported. The following methods are used to answer the research questions: (1) Literature review: First, a comprehensive analysis of relevant scientific literature is conducted to establish the theoretical framework and identify existing research gaps. (2) Qualitative interviews: Semi-structured interviews with experts from the field form the core of the data collection. This method allows us to gain specific, practical insights and take industry-specific characteristics into account. The results of this thesis show that the combination of analog and digital sales tools is essential in plant engineering to effectively acquire customers. The most effective strategy is therefore a hybrid approach in which digital tools specifically reinforce analog sales work. Industry-specific characteristics in plant engineering—above all long and complex project cycles, politically influenced large customer structures, and the immense importance of personal networks—significantly influence the selection and use of sales leadership tools.
Das Beste aus beiden Welten: klassische, analoge und digitale, KI basierte Sales Leadership Tools zur Kundengewinnung im Einsatz im Neuanlagen-
vertrieb bei Anlagenbauunternehmen in Oberösterreich.
Roithmeier, T. (Author). 2025
Student thesis: Master's Thesis