MIS Executive Development

Sales & Marketing Strategies for Engineers – Aligning Product Development to Customer Needs

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Why You Should Attend 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 Outcome:


  • 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 4 Ps
  • 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


Sales Negotiation & Tactics

  • 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


Trainer’s Profile:


Tina McDowell has been a trainer and consultant for the past 23 years. She has helped hundreds of people realise their potential as employees for their organisations. By making her courses highly participative, she instils a certain flavour of excitement in participants to improve at their jobs. In 1997, she inspired a group of people in Union Carbide to win the Chairman’s award for winning behaviours, productivity and costs saving.

Her experience includes conducting presentation skills, selling skills, sales & negotiations for sales executives & procurement executives. She has worked with sales executives and engineers in Nokia, Schlumberger & Texas Instrument Philippines to analyse their sales strategies to enhance partnership and engagement with the customers.


Important Notes:


  • Fees are inclusive of course materials, certificate of participation, lunch & tea breaks.
  • Corporate and Individual Members of MIS are entitled to 20% discount.
  • Companies are entitled to 5% discount for sending 3 or more participants to the same course on the same date.
  • All courses will be held at the Marketing Institute of Singapore, 410 North Bridge Road Singapore 188726 unless otherwise stated.
  • SDF Training Grant (for SDF-Approved Courses)
  • Marketing Institute of Singapore reserves the right to change or cancel the course due to unforeseen circumstances.
  • Courses can be custom-designed to suit your department/organisation’s unique training requirements.


For any withdrawals or cancellation, participants will be subjected to the following charges:


  • Notice Period Withdrawal / Cancellation Charge
  • More than 14 days No charge
  • Less than 14 days 25% of course fee
  • Less than 3 working days or No-Show 100% of course fee
  • Replacements from the same company are allowed.

Entry Requirements

  • Nil

Delivery methods

  • Classroom

Assesment Methods

  • Nil

Graduation and Degree

  • Certificate of Completion-  Sales & Marketing Strategies for Engineers, Aligning Product Development to Customer Needs

Commencement date

29 May

Full/part time

Full Time

Length of course

2 Days

Course Price

$ 680.00

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