09 Dialogues and lost-deal cases | Robot Industry Sales Basics

Dialogues and lost-deal cases

Use these cases to test the rules above: spot which rule was broken, then rewrite the statement into something that can go into a contract.

All dialogues and cases in this chapter are illustrative examples based on common industry situations, written for practice; they do not describe specific companies.

Dialogue A: injection-moulding machine tending

Customer

We need a robot for injection machine tending, about 12 seconds cycle.

Sales

Got it. To size payload and reach: what's the part weight plus EOAT mass, and the distance from the mounting base to the pick and place points? Also, any oil mist or heat near the mold?

Customer

Part is 2.5 kg, gripper maybe 3 kg. Reach roughly 1.4 m. Some mold release spray.

Sales

Thanks. We'll shortlist an industrial 6-axis arm with a suitable IP rating and a dedicated EOAT. Cycle time must be proven with your part—I'll note payload as subject to engineering review and send a question list on interference and changeover SKUs.

Analysis: pin down payload, reach and environment before naming a model, and leave cycle time and payload to engineering. The release-agent spray means IP rating and protection must be checked; don't just hear “12 seconds”. Follow-ups: injection machine brand and interface signals; side-entry or top-entry robot.

Dialogue B: is a cobot the right choice?

Customer

Can a cobot assemble these connectors next to operators?

Sales

Possibly, if cycle time and payload fit and the application passes a risk assessment. What's the target CT, the connector mass, and the insertion force or tolerance window? Do you already require force control or vision guidance?

Customer

CT about 8 s, light parts, tight tolerance. Operators share the cell.

Sales

Eight seconds may be close to a cobot's limit, depending on the motion. We'll compare a cobot with force/vision against a fenced industrial arm on CT, safety and incoming-part consistency—then propose a scope with a clear RACI.

Analysis: a cobot is not the default answer; 8 seconds may be near its cycle-time ceiling, and a tight tolerance calls for force control or vision. The RACI stops the customer from reading “shared workspace” as “whole line and safety included”.

Case 1: vacuum palletising failure

What happenedA food plant palletising cartons. Sales sized the vacuum gripper and robot on carton weight alone, without checking that the cartons deform and are film-wrapped. In the trial run, carton tops caved in, suction leaked and the cycle time was missed.

WhyThe vacuum design depends on surface and stiffness, not just weight. Palletising also requires the stack pattern, whether marks are allowed and the number of SKUs. The vacuum source and cups are EOAT risks and should have been flagged as unknowns in discovery, with a sample trial.

FixMake “sample test passed” a precondition for acceptance; state who supplies the sample cartons, how many test rounds, and what happens if it fails.

Case 2: a verbal turnkey promise

What happenedAn overseas distributor asked for a turnkey arc-welding cell. Sales said “turnkey” verbally, but the contract annex covered only the robot and the torch interface, with no responsibility for fixtures or safety assessment. When integration ran late, both sides disputed it.

WhyUnclear value-chain roles and scope. Arc welding involves the process window, fixtures, fencing and PLC interlocks, mostly SI work packages. Promising everything verbally while the contract covers only the robot is the classic dispute set-up.

FixUse a RACI to assign the torch package, fixtures, weld process window, safety fence and PLC interlocks. Say “We partner with certified SIs for turnkey” rather than claiming to do everything yourselves.

Case 3: the wrong voltage

What happenedA US customer was quoted a standard Chinese 380 V / 50 Hz control cabinet. Just before shipping, it turned out the site was 480 V / 60 Hz and required UL-listed electrical components.

WhySite power and local certification were never asked about in discovery, leading to an added transformer, a rebuilt cabinet, delays and lost margin.

FixPut “site voltage / frequency / certification requirements” on the first-inquiry checklist (Chapter 11, question 9) and state the cabinet specification in the quote's technical annex.