Vending and Water Dispensers: What I Saw in Germany Could Revolutionize Your Sales Approach
In the vending and water dispenser sector, there are sales approaches that are completely different from traditional ones. Some time ago, I attended an event in Germany organized by Servomat, the German subsidiary of the Reavendors group, and what I saw could change the way you work.
Let me tell you right away: it wasn’t your typical trade fair.
No noisy booths. No competitors side by side. No distracted customers walking past without stopping.
It was something completely different.
It was a private trade fair, built around a single brand. Three full days in which selected customers could experience products, organization, and company vision up close.
And here’s already a fundamental first lesson for those operating in the vending and water dispenser sector.
It’s not just important what you sell. It’s fundamental how you let customers experience your brand.
Why This Model Is Powerful in the Water Dispenser and Vending Market
In the water purifier and dispenser rental sector, most companies always use the same channels: website, some social media, maybe traditional trade fairs.
The problem is that in these contexts the customer is continuously exposed to competition.
They compare. They evaluate. They only look at price.
Instead, at a private event like the one I saw in Germany, something completely different happens.
The customer enters your world.
They have no distractions. No competitors nearby. No immediate alternatives.
And this completely changes the sales dynamic.
The Strategic Shift: From Coffee to Water
Servomat started in the coffee business. For years it built its business around coffee machines.
Then it made a very interesting strategic choice: entering the water market.
And not by chance.
It integrated water dispensers as part of a broader offering, creating complete packages for offices and companies.
This is a key passage for anyone operating in water treatment.
Because it helps you understand that a dispenser shouldn’t be seen as an isolated product.
It can become a lever to increase customer lifetime value. It can become an entry point to sell something else. It can become the center of a system.
Water as a Commercial Lever in Vending
One of the most interesting things I observed is precisely this: in vending, water is used as a “hook”.
Not just as a product, but as an element that opens the door to more complete solutions.
In the office context, combining water dispensers and coffee machines creates a much stronger offering.
You’re no longer selling a device. You’re selling an experience. You’re selling a complete service.
And this automatically increases the perceived value.
The Real Advantage: Controlling the Customer Experience
One of the most powerful aspects of the event was total control over the experience.
Customers were invited. Selected. Involved in a precise journey.
It wasn’t a casual visit. It was a designed experience.
Every detail contributed to strengthening brand perception: from displayed products to organization, to demonstration of the company structure. Support, logistics, spare parts… everything was shown strategically.
This is a fundamental point for those selling water dispensers in the vending sector.
The customer doesn’t just buy the product. They buy the security that there’s a solid company behind it.
Differentiating Not Just the Product, but the Sales Process
Many try to differentiate only on the product. But the real breakthrough happens when you start to differentiate also in how you sell.
The event in Germany wasn’t open to everyone. It was by invitation only.
This choice automatically creates a perception of exclusivity. And exclusivity increases value.
It’s the same principle used in the luxury market.
Not everyone can access it. And precisely because of this, it becomes desirable.
The Role of Video in Marketing Water Dispensers and Vending
Another key element is the strategic use of video.
The event wasn’t just designed for those present. It was also designed to be told.
Every moment became content: videos, behind-the-scenes, interviews.
This allows you to amplify the event’s impact well beyond the three days.
Today it’s not enough to do things. You also need to show them.
Why This Model Works (and You Can Apply It Too)
At this point you might think: “Yes, but I can’t organize an event like that.”
And it’s true. But that’s not the point.
You don’t need to copy the format. You need to understand the principle.
👉 The more time the customer spends with your brand, the more trust increases
👉 The more you control the experience, the less price matters
👉 The more you’re perceived as different, the less you get compared
You can apply this even on a small scale: through local events, private demonstrations, video content.
The Real Lesson for Those in Vending and Water Dispensers
In the end, there’s only one most important lesson.
It’s not enough to have good products.
What matters is how you present them. What matters is how you differentiate yourself. What matters is how much time you can give your brand to live with customers.
Because that’s where perception is created. And perception is what drives the sale.
If today you find yourself competing on price in the water purifier market, the problem is probably not the product. It’s the way it’s perceived.
What I saw in Germany proves that there’s another way, based on experience, positioning, and controlling the sales process.
And the interesting thing is that you can start applying it to your business too.
Watch the full video on YouTube — discover the behind-the-scenes of the event and get inspiration to improve your sales approach
