Tech-Powered Growth: A new sales playbook for kiwi manufacturers

For many Australian and New Zealand manufacturers, the traditional sales funnel is no longer delivering the results it used to. Buyer behaviour has changed and so have the tools and tactics needed to reach and convert them. 

That’s because today’s B2B buyers are doing things differently. Nearly all of them (93%) start their buying journey online, and most would prefer not to speak to a salesperson until late in the process, if at all. For manufacturers still relying on spreadsheets, gut feel, and the occasional trade show, this shift is creating serious friction.

Instead of relying solely on trade shows, word of mouth, and cold calls, successful manufacturers are now embracing smarter digital sales strategies that reflect how people actually research and buy.

At Concentrate, we’ve worked with innovative manufacturing companies in New Zealand and Australia and have seen firsthand how technology can help them scale smarter, without needing to grow headcount or burn out their sales teams.

That’s why we created The new sales playbook for manufacturers — a practical guide to building a modern sales process that leverages tools like HubSpot and aligns your sales, marketing, and service teams around the customer.

• Why the traditional funnel fails manufacturers, especially those who rely on repeat customers and long-term relationships.
• How the flywheel model works — and why it’s a better fit for manufacturing sales, focusing on Attract → Engage → Delight.
• The role of platforms like HubSpot — to unify your CRM, sales, marketing, service, and operations in one scalable system.
• How AI is already reshaping manufacturing sales — through automation, smarter lead qualification, and enhanced customer experience.
• Real-world examples from local manufacturers — including how Chelsea Sugar and Techlam are using digital tools to drive efficiency and results.

This isn’t about adding more software or patching broken systems. It’s about adopting a scalable, customer-centric approach that reflects how people actually buy today and setting your team up for long-term success.

Whether you’re starting from spreadsheets or looking to take your CRM to the next level, this guide will help you plan your next move with confidence.

If you're ready to rethink your sales approach and grow more efficiently, download the playbook now.