Every year, Hannover Messe is a vibrant showcase of industrial innovation—a parade of cutting-edge machinery, digital solutions, and automation technologies. But as I walked through the halls of this year’s fair, one particular contrast stood out starkly to me: the divide between companies that confidently spotlight their service offerings and those that don’t mention the word “service” at all.
Why is that?
It’s not about company size, geography, or even sector. Some medium-sized machine builders presented remarkably sophisticated service portfolios. Meanwhile, some large players relegated service to the sidelines, if it was visible at all. This observation prompted me to dig deeper—why do some companies proudly emphasize service, while others avoid it altogether?
Let’s start with those who don’t.
The Silent Majority: Why Some Companies Don’t Talk About Service
- It’s All About the Product (Still)
For many exhibitors, the fair is primarily a stage to unveil new hardware. Product managers, engineers, and R&D leads proudly present the latest machine generation, new components, or digital add-ons. Services—especially those not directly tied to the new hardware—often feel like an afterthought. They’re not shiny or photogenic, and that makes them harder to sell on the fair floor. - Service Is Still “Reactive”
There’s still a widespread perception that service equals problems. Maintenance, repair, complaints—none of these feel like topics you want to feature at a celebratory event. If the company culture views service primarily as cost and damage control, it’s no wonder it doesn’t make it into the booth visuals or the sales pitch. - No Clear Portfolio, No Clear Message
When a service offering is fragmented or poorly structured, it’s hard to communicate. If you don’t know what you’re selling, you certainly won’t be able to position it as a value driver. Without a clear service portfolio and related messaging, most companies opt to stay quiet rather than risk confusion. - Booth Teams Aren’t Trained on Service
Even if there are services worth mentioning, the people working the booths—often technical sales or product experts—aren’t always briefed on them. It’s not a lack of interest; it’s a lack of preparation. As a result, valuable service differentiators stay hidden in the background.
The Confident Few: Why Some Companies Lead with Service
In contrast, the companies that do communicate about service do so clearly and with purpose. They stand out not just because they talk about it—but because of how they integrate service into their core message.
- They Know Service Drives Differentiation
These companies understand that service is not a side act—it’s a strategic differentiator. When product features converge (as they often do), service becomes the battlefield for customer preference. Better uptime, faster delivery, smarter support—these things matter in buying decisions. - A Strategic Portfolio Makes It Real
A clearly structured service portfolio makes all the difference. When services are bundled into coherent categories—lifecycle support, digital solutions, training, consulting, performance management—it becomes easy to communicate them. The best companies not only name their services but give them recognizable identities and value propositions. - They Address the Process Chain
The most advanced exhibitors don’t just say “we offer service”—they explain how their services help customers achieve outcomes: faster commissioning, reduced downtime, optimized throughput, lower energy costs. In many cases, these gains more than offset a premium price on the hardware itself. - Service Has a Place in the Booth—And in the Sales Pitch
Where the portfolio is clear, it’s easier to design compelling trade fair displays around service. Whether it’s a digital twin demo, a predictive maintenance dashboard, or a lifecycle calculator, these tools make service tangible. Just as importantly, the sales teams are trained to speak about them confidently and fluently.
A Simple Matrix: Where Do You Stand?
To summarize, here’s a basic matrix I sketched during my time at Hannover Messe. Where does your business stand?
NOT Presenting Service | Actively Presenting Service | |
Cultural View | Service = Cost & Problems | Service = Value & Differentiation |
Portfolio | Fragmented or unclear | Structured into clear categories |
Messaging | Focused solely on hardware | Links services to customer outcomes |
Booth Crew | Technical experts, little service training | Sales team aligned and trained on service |
Fair Setup | Products center-stage | Services integrated and visualized in booth |
This matrix is not meant to pass judgment—but it does reflect a strategic choice. Choosing to ignore service at a trade fair is often a symptom of deeper organizational gaps. Meanwhile, companies that present service with clarity and confidence are usually those that have made the internal investments to treat service as a true business.
Final Thoughts
At Si2 “Service in Industries”, we often remind our clients: services don’t just support the product—they elevate it. Especially in uncertain global trade environments, services help industrial companies remain close to customers, differentiate in mature markets, and build resilient revenue streams.
Hannover Messe 2025 confirmed this perspective. The companies winning attention weren’t just showcasing smart machines—they were showing how those machines fit into smarter service systems. They weren’t just selling uptime—they were selling outcomes.
As we look ahead, I believe more companies will move from silence to service—not just because they have to, but because they realize they can. A strong service story is not just a fair talking point—it’s a strategy.
