Statista reports that there will be over 2.8 million 3D printing devices worldwide by 2030. With major conglomerates and start-ups producing machines with increased speed, accuracy, and reliability, and manufacturers and design engineers willing to invest in this technology, what is the impact on the people buying and selling 3D printers? Here Adrian Painter, managing director of Tri-Tech 3D, UK provider of Stratasys, One-Click Metal, and XJet 3D printing solutions, shares his insight into how the additive manufacturing sales landscape has changed over the years.
Also read: Renishaw Central now offers improved additive manufacturing efficiency
Evolving Customer Queries
When I first entered the additive manufacturing (AM) sector 15 years ago, most of our inquiries were from early adopters interested in the technical aspects of machines and the science and technology behind 3D printing. Common questions were, “How does it print?” and “How does it work?” After answering these initial questions, we’d often print a test part, and the customer would then reflect internally about how/where they could adopt this new technology in their workplace.
At the time, we were predominantly dealing with those working in research and development (R&D) — designers and innovation managers, for example, rather than those involved in high-volume production. Unsurprisingly, many of these inquiries were about AM for rapid prototyping — proving fit, form, and function.
Mainstream Technology
In 2024, we’re being asked very different questions. AM has gained credibility, and customer queries nowadays are more application- rather than technology-led. With many of our customers already understanding additive technology, they are more interested in looking at case studies relevant to their sector to see what 3D printing could deliver for them.
This was apparent at MACH 2024, where we exhibited one printer alongside hundreds of printed models. While there is still merit in putting 3D printers in front of customers, for me, the important factor is the part coming off the machine — and that’s what suppliers should showcase. We can demonstrate the real benefits of industrial AM by benchmarking end-use parts to evidence the productivity, quality, and ROI that these machines can deliver.
Changing Users, Changing Uses
We’re also seeing a shift in the job roles of people who inquire with us. While we still talk to R&D engineers all the time, we’re now having more conversations with the C-suite. As well as discussions around applications for rapid prototyping and the production of end-use parts, we’re seeing AM involved in bigger conversations about reshoring, supply chain issues, and the skills gap — and how AM could be a possible solution to these challenges.
There is wide variation in how customers plan to use their machines. While some are late in adopting and simply require a plug-and-play system that will help them get to grips with additive, others want to lift the bonnet and test what’s possible with this technology. Suppliers must be knowledgeable enough to support both groups and flexible enough to meet customer needs. Offering advanced 3D printing training is a good way for suppliers to help the customer get started. We often find that once a company adopts its first system and receives the necessary training, it will invest in another soon after.
Building Supportive Sales Teams
The current environment requires salespeople to have an intimate knowledge not only of 3D printing and the products they are selling but also of their customers’ industries. For example, our dental specialist Amish Jani has sector-specific experience working for NHS hospitals and a dental studio following a degree in dental technology. Meanwhile, our 3D print specialist Joe Godfrey has a background in stereolithography (SL) technology.
Customers now expect a high level of technical knowledge from their supplier: they are looking for help certifying their parts, doing benchmarks and testing, as well as general advice and support. 3D printing suppliers can build teams of T-shaped specialists to ensure customers have access to the specialist insight needed to create a successful process.
Specialised Equipment and Trends
The hiring of vertical sector specialists into 3D printing sales roles complements the growing trend of machine manufacturers releasing sector-specific equipment. Stratasys, for example, offers a range of specialist printers including the J5 DentaJet and MediJet printer, as well as systems targeted to fabric or textile printing and aerospace applications.
Improving Process Speed and Quality
For manufacturers who are already familiar with additive manufacturing technology, many are interested in improving their process speed and product quality. The recent launch of the Stratasys F3330 at Formnext, which offers up to twice the speed and throughput compared with standard FDM printers, is further evidence of this trend. These new machines make it easier for suppliers to build a business case when conducting the ROI study.
The Future of Additive Manufacturing
Much has changed in the last 15 years, and we expect it will continue to. Working with an engineering-based supplier, with specialist vertical skills, can help manufacturers or R&D engineers to develop an optimal process, creating high-quality, reliable, productive processes and parts. Embracing additive manufacturing will be key to navigating the future landscape of production and innovation.
