As cost pressures intensify, Combilift is differentiating itself through customised engineering, safety-focused innovation and a long-term approach. While purchase price often dominates procurement discussions, Martin McVicar, managing director of Combilift, believes the real conversation should focus on long-term operational value. Building long-term customer partnershipsCombilift’s focus on long-term value is perhaps best demonstrated through the longevity of its customer relationships and equipment. It is balancing upfront cost against long-term operational value. He also points to factors such as local service support, spare parts availability, research and development investment and product durability when assessing long-term value.