Steero is an AI-powered deal and pricing guidance platform for industrial companies selling complex B2B offers. Steero directly impacts EBITDA by raising margin per deal and win rates, applying the company's own pricing strategy inside every live negotiation, without adding sales headcount or new training cycles.
What Steero does
Steero turns commercial strategy into a system that executes. It captures the pricing corridors, product knowledge and negotiation tactics that today live in HQ decks, Excel files and a few senior heads, then delivers them as guidance at the moment of decision: before a quote, before a negotiation, before a discount.
Every deal outcome feeds back into the model, so pricing intelligence improves continuously instead of surfacing after the deal closes and the margin is already lost. By standardizing how commercial decisions are made, Steero reduces performance variability between reps and makes margin outcomes predictable across the team.
Where it is used
Steero is used by industrial companies where each deal is configured, quoted case by case, and won on a number decided by one person, including:
- Elevators
- Power and electrical equipment
- Municipal equipment
- Specialized vehicles
Typical users are sales reps, tender teams, regional managers and commercial leadership in equipment manufacturers and installers, selling through public tenders, frameworks and direct negotiation. These companies share a common challenge: a consistent product strategy on paper, and inconsistent decisions on each deal.
What it changes on the ground
- With Steero, comparable deals stop being priced differently. Measured dispersion runs from 5 points between reps answering similar tenders to a 9% to 23% discount spread on comparable won deals, and 8 points between two regions quoting the same application.
- The margin leak closes at its three sources: oversizing and over-engineering, avoidable customisation, and inconsistent discounts. Recovering 2 points translates into EUR 2M of gross profit per EUR 100M of elevator installation revenue, EUR 5M per EUR 250M of equipment revenue, and EUR 10M on EUR 500M of tenders won.
