The sale of machine tools and the purchasing behavior of our customers have changed fundamentally over the past 20 years. Anyone selling machines today is no longer just selling technology – they are selling trust, expertise and attitude. This is precisely why we decided to launch our own podcast last year.

Why? And why as a manufacturer of milling machines of all things?
To understand this, it is worth taking a brief look back.

What was it actually like in the past?

If you talk to the “old hands” in our industry, many of them quickly go into raptures. No websites, no internet, no smartphones. For me personally, it’s hard to imagine today how you could even get in touch with customers back then – let alone successfully sell machines.

But the answer is actually simple: measuring.

There were very few sources of information back then. Neither customers nor competitors had websites. If you wanted to get information, you had to travel. EMO, Metav and AMB were must-attend events for machine tool manufacturers and dealers.

One EMO lasted almost two weeks. Two weeks full of talks, full of new contacts, full of concrete inquiries. Every day of the trade fair was packed with potential customers. In the evening, business cards were sorted, inquiries were filed and the sales department had work for months – if not years.
quotations were sent by fax or post, perhaps a reference machine was inspected, and then the order was placed.

Sounds almost romantic.
And to be honest: in a way, those were probably good times too.

Not everything was better in the past – just simpler

To be honest, the machines were less complex back then. The customers’ requirements were more manageable. And if a machine had a fault, that was just the way it was. No remote access, no 24/7 availability, no immediate pressure of expectations.

Things are different today.
Machines are highly complex systems. Processes have to mesh perfectly. Downtime costs money immediately. Customers expect quick answers, transparency and solutions – preferably immediately.

And this is where the change begins.

Welcome to the here and now

Our world has become extremely transparent.
Today, every machine manufacturer and every company has a professional website, glossy brochures, image videos, social media channels and digital presentations. Information is available at all times – and that’s a good thing.

At the same time, traditional trade fairs have become less important, even if they are still important. Not because they are bad, but because they are no longer the only point of contact. The Internet has permanently changed our segment.

A prospective buyer rarely comes “cold” these days.
He has already researched, watched videos, read testimonials and formed an opinion – long before he speaks to the sales department for the first time.

And this is exactly where we come in.

So why a podcast?

We have had our own podcast since last year. Not because it’s fashionable at the moment. Not because “that’s just what you do”. But because we are convinced that a podcast is an extremely powerful tool for building trust.

When I personally buy something – whether privately or professionally – I use every opportunity to gather as much information as possible. I watch YouTube videos, read test reports, listen to testimonials and try to get as clear a picture as possible.

This is exactly what we want to enable our potential customers to do.

The podcast is another tool for us to get to know MTE – beyond data sheets, technical specifications and marketing phrases.

People, stories and real insights

Our podcast is not just about machines.
It’s about the people behind them.

Who are the brains behind MTE?
What drives us?
How do we think about technology, quality and customer relations?

We talk about what moves us in our everyday lives, what challenges we see and how we deal with them. We provide insights into developments, projects and decision-making processes – openly, honestly and comprehensibly.

And most importantly:
We want to and will also hold discussions with customers.

Because nothing is more valuable than real practical experience. How are projects created? What are the requirements today? What is going well – and what is perhaps not? It is precisely these perspectives that make our podcast lively and credible.

More than marketing

Our podcast is not a sales pitch.
It is intended to inform, inspire and provide insights. Anyone who listens to us should get a feel for what makes us tick – professionally and personally.

In the end, people buy from people.
And that is precisely why we firmly believe that a podcast not only makes sense for a manufacturer of milling machines, but is also in keeping with the times.

It is our digital extension of the trade fair meeting – only without a trade fair stand, without time pressure and available at any time.

And perhaps that is precisely the decisive difference today.