The mystery of the missing price tags
You know the game: You are looking for a specific industrial part, find the perfect MRO supplier, but the price? Nowhere to be found. "Price on request" is written where there should be a concrete figure. Why do successful MRO companies hide their prices, while every online store lists them transparently? The answer is more complex and strategic than you might think.
It's not about secrecy or fooling customers. It is based on a well thought-out system that benefits both suppliers and customers.
Complexity makes standard prices impossible
Industrial automation parts are not like consumer goods. A sensor is not just a sensor. Configuration, calibration, certification and integration can significantly influence its value. What is perfect for one application may be completely unsuitable for another.
Top MRO Suppliers know that a list price would often be misleading. The same Automation Parts may require different additional services depending on the application. Technical advice, customization or special qualifications drastically change the value.
Relationship-based pricing
Successful Industrial MRO Suppliers treat each customer individually. A new customer pays differently than a regular customer with millions in sales. An emergency order has different conditions than a planned order with a flexible delivery time.
This individualization is not unfair - it is efficient. Automation Parts Suppliers can serve loyal customers better and at the same time make optimum use of their resources. Online prices would destroy this flexibility and lump all customers together.
Competition protection through lack of transparency
Price transparency helps customers to compare - but it also helps competitors to copy. MRO supply companies invest heavily in market analysis and calculations. Why should they give this information to competitors for free?
Especially in the case of specialized industrial parts, public prices can betray the entire market strategy. Competitors could undercut prices or skim off the same margins without having borne the development costs.
Qualification instead of price comparison
Experienced international procurement companies understand this system. They are not looking for the cheapest price, but the best partner. A personal conversation with an MRO distributor delivers much more value than any online price comparison.
This involves availability, delivery times, technical support and problem-solving expertise. These factors cannot be summarized in a price tag, but they determine the success of a project.
Psychology of price perception
Studies show that customers often perceive products without visible prices as being of higher quality. "Price on request" signals exclusivity and individuality. This is particularly relevant for complex industrial automation parts, where quality is more important than cost.
This psychology works both ways: Customers expect better service with hidden prices, and MRO Companies deliver it. The lack of online prices creates higher quality expectations on both sides.
Consulting as added value
What looks more valuable? A catalog with a price list or a consultation appointment with experts? Top MRO Suppliers position themselves as problem solvers, not as a parts catalog. Sourcing MRO becomes a strategic partnership rather than a purchasing process.
This positioning justifies higher margins and creates long-term customer relationships. Automation suppliers who only focus on price transparency are competing in a commodity market with falling margins.
Technical complexity requires dialog
Many industrial parts require technical clarification before pricing. Voltage levels, environmental conditions, integration into existing systems - all these factors influence selection and price. An online configurator cannot map this complexity.
The dialog between customer and MRO company often leads to better solutions than originally planned. Alternative products, bundling or innovative approaches are developed through discussion, not by clicking through price lists.
Creating spaces for negotiation
Fixed online prices leave no room for negotiation. However, flexible pricing models are crucial for large projects or long-term partnerships. Volume discounts, service packages or innovative financing models require individual agreements.
The system works
Despite all the criticism about the lack of online prices, the MRO sector is booming. Successful Industrial MRO Suppliers are growing continuously and their customers remain loyal. That proves it: The system of individual pricing works for everyone involved.
The future does not lie in more price transparency, but in more intelligent advice and customized solutions. Those who understand this will benefit from this proven business model.