About this Course

Many organisations 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.

Learning Outcomes:

• 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
  
• Recognise and improve their handling of difficult customer situations
  
• Overcome objections and close successful sales
  
• Develop a close business relationship with clients
  

Course Outline:

Day 1

Role of Engineers in Sales & Marketing

• Icebreaker: The Impact of Integrating Technical role with Sales & Marketing role
  
• 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
  
• Group Exercise: Who Markets and How
  
• BCG Growth-Share Matrix: Mapping your Product Life Cycle
  
• Ansoff Business Unit Strategy Model
  
• Managing Product Life Cycle
  
• Hard vs. soft products and services
  
• Bowman Strategic Pricing Clock
  
• Group work: Mapping out our marketing strategy from a technical perspective
  

The World of Selling

• The Sales Cycle & Process: Perspective, Territory Management, 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
  

Day 2

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 Behaviour

• Role of an Engineer during a New Account Sales Presentation
  
• Slide Presentation: Body Language (30mins)
  
• Understand the buying behaviour of your customer
  
• Understand different behaviours & expectation
  
• Listening for opportunities to support sales executives with technical solutions & information
  

Objections are Good

• How to minimise objections and propose creative technical solutions
  
• How to handle objections
  
• Workshop: Video Role-play with playback critic session
  

• What are your key decision criteria?
  
• Process of Making Decision/Decision-maker
  
• The negotiation process
  
• Pressure Tactics
  
• Tactics used in negotiation
  

Closing: When and How

• The Buying Milestones
  
• How to identify closing signals
  
• 7 powerful closing techniques that work
  
• Key Learning Points & Post-workshop Account Project
  

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