blog19 2


The construction and mining industry is highly competitive, and making the right equipment purchasing decisions is crucial for businesses to thrive. In this guide, we’ll take a closer look at the buying journey in this industry, what kind of information clients look for during the purchase process, and how CXOs can use this knowledge to improve their sales and marketing strategies.

The Buying Journey in the Construction & Mining Industry:

The buying journey in the construction and mining industry is a complex process that involves several touchpoints. It starts with identifying a need for new equipment, followed by research and evaluation of available options, selection of the right equipment, and finally, post-purchase activities such as maintenance and training.

Importance of Every Touchpoint in the Buying Journey:

Every touchpoint in the buying journey is important for companies as it directly impacts the decision-making process of clients. For instance, the first touchpoint is usually when a client becomes aware of their need for new equipment.

At this stage, they may not have any specific equipment in mind, but they are aware of their problem. Therefore, it’s important for companies to create brand awareness and establish their credibility in the industry to attract potential clients.

Information Clients Look for During Purchase:

Clients look for a wide range of information during the purchase process, including equipment features and specifications, pricing, delivery times, after-sales service, and financing options. They also look for case studies, product demonstrations, and customer reviews to make an informed decision.

Different Stakeholders Involved:

There are several stakeholders involved in the purchase process, including end-users, purchasing managers, finance departments, and decision-makers. It’s important for companies to understand the needs and requirements of each stakeholder and provide them with the necessary information and support throughout the process.

Challenges and Setbacks in the Current Process:

The current equipment purchasing process in the construction and mining industry has several challenges and setbacks. These include long purchase cycles, lack of transparency, complex financing options, and difficulty in evaluating equipment performance before purchase.

How AR/VR Technology Can Improve the Buying Journey:

Augmented and virtual reality (AR/VR) technology can help improve the buying journey in the construction and mining industry by providing clients with an immersive experience of the equipment.

Clients can visualize the equipment in a virtual environment, explore its features and specifications, and even operate it virtually to get a better understanding of its performance. AR/VR technology can also help companies in providing remote training to clients, reducing the need for on-site training.


The buying journey in the construction and mining industry is a complex process that requires companies to understand the needs and requirements of clients at every touchpoint.

By providing clients with the necessary information and support and leveraging AR/VR technology, companies can improve the buying journey and enhance the overall client experience. As CXOs, it’s important to stay updated on industry trends and technological advancements to stay ahead of the competition and drive business growth.