Technical Sales Training

“A salesman, like the battery in your car, is constantly discharging energy. Unless he is recharged at frequent intervals he soon runs dry. This is one of the greatest responsibilities of sales leadership.”
R.H. Grant

TECHNICAL SALES & TECHNICAL SALES MANAGEMENT COURSES

Selling into a technical market can be very different from selling into any other market. Whether you’re an engineer or technician moving into a more commercial role or a sales executive selling to the technical industry communication can become a major issue. Complex processes, approvals, jargon and differences in culture often become barriers in the sales process, making it more difficult than it should be.

At Salient Sales & Training we have used our considerable experience in selling in technical markets to develop a ‘best practice’ training programme that helps you improve communication and remove the barriers to technical sales.

“Thank you for running an excellent Technical Sales training course, which was put together to meet my particular set of needs. The course flew by as I was fully engrossed and captivated by Andrew’s passion and detailed knowledge of the sales process. The course material was well structured and was easy to understand.” 
Mike Willis BSc MIEE CEng

On our Technical Sales course you will gain insight into the issues and barriers to selling in a technical market, and you will learn proven and effective skills and techniques including:

  • Marketing for sales – the ‘message’, the marketing mix; sowing the seeds ++
  • Planning – setting goals, objectives, targets; devising the best strategies ++
  • Prospecting – selecting targets and warming up the prospects ++
  • Contacting – grabbing attention and gaining interest; developing a relationship ++
  • Presenting – pitching and impressing; aiming for the close ++
  • Negotiating – the best deal for all; dealing with objections ++
  • Closing – the art and science of sales conversion; the ‘ultimate close’! ++
  • Account/Client Management – building a balanced customer base; the loyalty ladder ++

The course also addresses the specific issues of technical sales:

  • The different cultures of technical and commercially experienced people
    Different approaches to thought and decision making processes
  • Identifying and meeting their different needs and priorities
    The sales and technical funnels; converging objectives
  • The language, jargon and other communication barriers
    Not exactly ‘geek’ versus ‘spin’ but how to translate and interpret language differences between the two cultures
  • The hierarchy of decisions
    Identifying the true decision maker(s) and all possible influencers, in both cultures
  • Impressing both sides!
    Techniques to widen your contact base and achieve deeper customer loyalty, and more business

This course will help to focus and increase the drive and success of:

a)    Scientists, Technicians or Engineers moving into a more commercial role

b)    Commercial personnel needing to sell to, or work successfully within technical markets

c)    Sales individuals or teams needing to re-focus, re-enthuse and win more sales

The Salient Sales & Training Technical Sales course is bespoke and tailored to your specific needs. Depending on the breadth and depth of information you require, it takes place over 2 to 5 days depending on the range and depth required, and comprises both training and coaching. Follow-up and ongoing focus can be provided if and when required.

The course can be adapted for individuals or groups of any size.  With groups of three or more delegates, workshops are included covering specific sales issues or scenarios.

Case Studies

Technical Sales Course and Technical Sales Manager course:

Bicester:  The UK division of an Italian company selling fluid pumps and systems into key UK markets need to add apply some proven sales skills and techniques to their existing arsenal of offers.  The delegates of mixed age, ability and experience so some were learning this as a completely new discipline, while others suing the course as a refresher and to add to their sales skills and initiatives.  The course is taken in modules, presented at their bi-monthly sales meetings and so will continue through to the next year.  Pleased with the results so far, the company has commissioned Salient to coach the National Sales Manager with the Technical Sales Manager course.

Technical Sales:

Halifax:    A company involved in the manufacture of high specification industrial products and offering strong technical service selected Salient to provide Technical Sales training.  The team was 10 strong, comprising technical support engineers and sales managers, all of whom have direct contact with customer personnel. Ability ranged from 4 year engineers, to 27 year directors!  The technical team needed some commercial savvy and the sales team, while experienced, had, up to now, received no training.  10 engineers and directors learning about technical sales

I presented the Salient Sales Process in its simple jargon-free form and provided the platform for all ‘barriers to sales’ to be aired and solutions found.

The course covered a full week and by the end all claimed a much better understanding of dealing with buyers; selling; developing clients; identifying and winning every business opportunity.   I am pleased to say that their feedback was very flattering and their ‘Sales Improvement’ scores ranged from 8% to 55%, with an average improvement of over 21%.

They are now working to implement the new skills and techniques and I am looking forward to hearing of their future success.

Swindon:   A Technical Director who needed to take charge of sales development came to Salient Sales & Training because he knew all the features and benefits of his products, but was not at all familiar with commercial culture. He decided to work with us, against some stiff competition, because we had a similar background in technical sales which proved very useful when explaining the differences between engineering and commercial cultures, their different priorities, decision-making processes, approaches, processes and systems. The Director’s new understanding and the skills and techniques he acquired have helped him become very successful in his new role.

Bordeaux:   A French company required technical sales training for 8 delegates of mixed ability.  All were former technicians or engineers and while some were new to sales, others were senior personnel needing a refresher course.  The course was delivered successfully for all, over 2 days in Bordeaux.  The following are extracts from their feedback:

Salient in Bordeaux delivering Technical;Sales Training

Technical Sales Training in Bordeaux

  –       “ The delegates were from non-English speaking background with varying degrees of experience.   Each person found the training offered useful for our day-to-day sales programme.  We were also able to identify new marketing strategies to put into effect immediately.  Thank you!”

  –        “ A very enjoyable and fruitful experience to help us think more sales and less technical”

Netherlands:  A Dutch company relies on engineers to sell their high-tech pipelines.  The Senior Sales Engineer came to Royal Wootton Bassett for Technical Sales Coaching:

–          “The course was a real ‘eye-opener’ and everything fell into place”

Technical Sales Course and Technical Sales Manager course:

Bicester:  The UK division of an Italian company selling fluid pumps and systems into key UK markets need to add apply some proven sales skills and techniques to their existing arsenal of offers.  The delegates of mixed age, ability and experience so some were learning this as a completely new discipline, while others suing the course as a refresher and to add to their sales skills and initiatives.  The course is taken in modules, presented at their bi-monthly sales meetings and so will continue through to the next year.  Pleased with the results so far, the company has commissioned Salient to coach the National Sales Manager with the Technical Sales Manager course.

To find out more about the Technical Sales Programme call Andy today on 01793 843118 or email us.