Sales & Marketing Strategies for Engineers
Many organizations have restructured to have cross-departmental teams. Engineers must now interact and support sales executives in the area of marketing & sales, from pricing and promotion to distribution and customer satisfaction. By acquiring the basic skills in sales & marketing, engineers will become more proficient at innovation and acquire a better understanding of needs and demands in the marketplace to improve the process of design and innovation. This course has been designed to help engineers integrate their technical role with a sales and marketing role. They will be able to converse and support the marketing & sales executives during clients’ discussions and generate leads resulting in sales.
· Understand the fundamentals of marketing strategies & matrix
· Simplify technical strategy to match to sales & marketing processes
· Identify new marketing imperatives – intelligence, interfaces & integration
· Gain a clear understanding of their role in supporting the sales and marketing of company’s products and services
· Use the sales processes of identifying, developing and managing accounts
· Structure a sales call and use all available skills to give a professional image and improve success
· Recognize and improve their handling of difficult customer situations
· Overcome objections and close successful sales
· Develop a close business relationship with clients
Role of Engineers in Sales & Marketing
· The Impact of Integrating Technical role with Sales & Marketing
· Sales & Marketing Opportunities for an Engineer
· Service Situation
· Sales Presentation with a New Prospect
Understanding the Fundamentals of Marketing
· Differentiating marketing from sales
· The Basics of Marketing
· Marketing Planning – 3Cs and 4Ps
· Marketing Services and Intangibles – special considerations
· Ansoff Business Unit Strategy Model
· Managing Product Life Cycle
· Hard vs. soft products and services
· Bowman Strategic Pricing Clock
The World of Selling
· The Sales Cycle & Process: Perspective, Territory, Sales Calling & Closing
· Characteristics of an effective technical sales person
· Different models of selling: product vs. solution selling
Having a Positive Selling Attitude
· The Importance of PMA in selling
· What makes you negative
· How to develop a positive attitude
Prospecting Effectively During a Service Situation to Generate New Business
· The right prospecting approach during a service situation
· Value proposition vs. preventive measures
· Group work: Existing Customer Profile – creating strategy for suggesting an upgrade or cross-selling
Developing Effective Sales Communication
· Opening of Sales Conversation
· Questioning strategies & purpose to identify needs
· How to gain leverage and build confidence
· Talk about benefits not features
· Keeping the interest alive
· Finding a purpose to call back
Social Styles Influences Buying Behavior
· Role of an Engineer during a New Account Sales Presentation
· Slide Presentation: Body Language (30mins)
· Understand the buying behavior of your customer
· Understand different behaviors & expectation
Objections are Good
· How to minimize objections and propose creative technical solutions
· How to handle objections
Sales Negotiation & Tactics
· What are your key decision criteria?
· Process of Making Decision/Decision-maker
· The negotiation process
· Pressure Tactics
This workshop benefits Sales Managers, Sales Engineers, Sales Team Leaders, Sales Consultants and anyone involved in the sales function and technical sales.