Promotions in the industry: when do they make sense… and when don’t they?

Today we bring you a different article, more of an opinion piece. We want to comment on how promotions are really experienced in the industry and how they differ from the typical retail approach.

In the industrial environment, purchasing decisions are not made on impulse nor do they respond to massive campaigns like Black Friday, Cyber Monday or seasonal promotions. Here we’re not talking about a consumer taking advantage of a one-off discount: we’re talking about strategic investments, budget cycles, technical validations, ROI analysis and decisions that directly impact a company’s productivity and operational continuity.

However, this does not mean that promotions don’t exist in the industry. They simply follow a different logic. Much more rational, planned and aligned with real needs, not with emotional or commercial triggers typical of retail.

When promotions DO make sense in the industry

There are situations in which an incentive can facilitate decision-making or add value for the customer. It’s not about aggressive discounts, but about actions that make sense within the operational context of the sector.

✓ Fiscal year-end closings

Many companies adjust investments at the end of the fiscal year. At that moment, a special proposal may fit because it aligns with a natural decision process, not because “it’s time for an offer”.

✓ Launch of new models or technical upgrades

When an improved version of a piece of equipment appears, it may be logical to offer a bridge promotion that eases the transition between models or accelerates adoption of the new system.

✓ Immediate stock availability

In a market where manufacturing and delivery lead times are often long, having machinery available for quick delivery can be more valuable than any general-purpose discount. It’s a real competitive advantage.

✓ Promotions that add real value

Warranty extensions, included training, preventive maintenance, installation improvements or special logistical conditions are incentives that align much better with industrial logic than a simple price reduction.

When promotions DO NOT work in the industry

Just as there are cases where they make sense, there are also situations where an offer can create noise, mistrust or simply be out of place.

✗ Dates unrelated to the sector

Black Friday, Valentine’s Day or mass-consumption campaigns have no connection with industrial cycles. Forcing a promotion on those dates sends a message that doesn’t align with the seriousness and technical rigor of the sector.

✗ Discounts that create justified doubts

In the industry, everything has a rationale: costs, specifications, timelines. An aggressive discount can trigger warning signs:

“Are they trying to get rid of something that doesn’t sell?”

“Is there a technical problem?”

“Why now?”

Industrial customers prefer clarity over flashy discounts.

✗ Promotions that don’t match investment cycles

If the customer is in the analysis, planning or budget-approval phase, a temporary offer won’t accelerate the decision. It simply falls outside their real schedule.

Industrial value is not based on price, but on the decision

In the industrial sector, price matters… but it is rarely decisive. What truly drives the decision is:

the supplier’s reliability,
delivery deadlines,
equipment performance,
technical support,
and the ability to support the customer long-term.

This is why the promotions that work are those that solve a specific customer need, not those that try to replicate retail-style tactics.

An open conversation

This topic sparks debate because every industrial company has its own timing, processes and decision-making structure.

So let me ask you:

👉 In your experience, what kind of promotions do you think really work in the industrial sector?
Do date-based offers make sense, or are they simply two worlds that don’t fit together?