TCO, export terms and objection handling
Once the technical fit is there, winning depends on how clearly you explain risk and cost structure. Customers rarely compare robot unit prices; they compare the whole bill.
Total cost of ownership: the iceberg
A value story usually rests on: higher throughput, first pass yield (FPY), changeover time, labour productivity, consistent quality and safety compliance. When comparing competitors, look beyond specs (payload / reach / accuracy / IP / ecosystem) to the tooling library, vision partners, local service radius and spare-parts lead time. Overseas customers care a lot about time to recover from a breakdown.
Quick payback (ROI) estimate
The usual simplified formula: payback (years) = total investment ÷ (annual labour savings + other annual gains − added annual running costs). Use this calculator only for ballpark figures in early conversations; formal proposals follow the customer's finance rules.
Currency follows your inputs (the example uses US dollars). Ignores discounting, tax and residual value.
Example: breaking down a quote
Below is an example quote structure for a machine-tending cell (illustrative figures). The robot itself is only about a third of the total; grippers, integration, guarding and services add up to more. When the customer compares your robot price with a competitor's, use this breakdown to bring the conversation back to the whole solution.
Illustrative data; projects vary widely. In a simple palletising cell the robot's share is higher, in a complex welding line lower.
Some costs never appear on the quote but the customer still counts them: lost output from downtime, site work (foundations, air, power), internal engineering time, and capacity lost to changeovers. Raising these in your value story shows the customer you are helping them do the sums, not just selling equipment.
Diagnose before responding in negotiation
When a customer says “too expensive”, find out whether they are comparing the robot alone or a cell with tooling, integration and service. When they ask for turnkey delivery, clarify the acceptance outcome and site owners. Treat objections as missing information; that usually works better than arguing back.
After a negotiation, send a short recap: confirmed needs, data to verify, owners on both sides and the next date. This turns a conversation into a project that can move forward.
Export delivery essentials
A deal can go wrong on delivery terms even when the technical solution is right. Confirm the following before quoting and write them into the quote or a contract annex.
Site power
China commonly uses 380 V / 50 Hz, Europe mostly 400 V / 50 Hz, North America 480 V or 208 V / 60 Hz, Japan 200 V. A mismatch means a transformer or a different cabinet specification.
Certificates and documents
CE, UL and similar requirements; manuals, wiring diagrams and declarations in English or the local language. Be clear who counts as the “manufacturer” of the integrated machine.
Trade terms
EXW, FCA, FOB, CIF, DAP and DDP decide freight, insurance, customs clearance and where risk passes. Always state the term and place, e.g. FOB Shanghai.
Two acceptance tests
The FAT (Factory Acceptance Test) takes place at the supplier's factory before shipping; the SAT (Site Acceptance Test) at the customer's site after installation. Agree criteria, location and costs for both in advance.
Service and spare parts
Does the warranty start at shipment, arrival or SAT? Who provides overseas field service, and who pays travel? What spare-parts list and lead time do you recommend? Is remote diagnosis supported?
Packing and shipping
Robot shipping pose and transport brackets, moisture-proof packing, ISPM 15 fumigated wooden crates, restrictions on shipping batteries.
Contracts and acceptance
Acceptance criteria must be measurable: cycle time, accuracy, continuous run (e.g. “8 hours without a fault”), yield. “Runs normally” is not an acceptance clause. Part redesigns and fixture changes go through a priced change order. Clear limits on training and warranty cut after-sales disputes.
Handling objections
Order of play: get the numbers first, then discuss type and safety, and finally set out the delivery scope. Click to expand the suggested replies.
“Can a cobot do this?”
“It's too expensive.”
“Can you do turnkey?”
“Can you guarantee the cycle time?”
“Another supplier delivers faster.”
Key points
- TCO covers the whole bill beyond the robot price; put spare-parts lead time and downtime risk on the table.
- Write acceptance as measurable criteria; changes go through change orders.
- On export projects always ask about power, certification, Incoterms and FAT/SAT.
Exercises
- Role-play a discovery call in which the customer raises cobot, price and turnkey objections in a row.
- Rewrite the replies above to match your company's real scope and have pre-sales annotate them.