How to Succeed as a Sales Engineer-

Tips from a Seasoned Professional

Russell C. Pepe

Vice President
Advanced Technical Marketing (ATM)

IEEE North Jersey Section

Chair
 Agenda
• Background
• Basics
• Psychology
• Activity
• Strategy
• Accounts
• Account Identification
• Contact
• Network
• Styles
• Coach
• Investigate
• Resources
• Tools
• Database
• Funnel
• Remember You
• Price and Competition
• Etc.
 Background
Why should you be listening to the guy standing in front of the room?

• BSEE (Communications Systems) and MSEE (Fiber Optics Systems) from NJIT
• IEEE Member since 1973
– North Jersey Chair, Vice-Chair, Secretary, IMS Chair, SAC Chair, Industry Liaison,
MTT Exhibitor Chair
– 5-Years as an Applications Engineer-Sales Support
• More than 20-years Sales Experience
– 4-Years with Anritsu-Direct Sales
• Presidents Club 3 of 4 Years (Top Sales Engineer in Company)
• Exceeded Quota every Year
– 17-Years (12 Years as Owner) with ATM-Representative Sales
• Mentored by Agilent Sales Training Engineers
• Numerous Sales Training Seminars
• Numerous Sales Training Books
• Sales Experience with Test Equipment, Components and Engineering Services
– Fiber Optics, RF/Microwave, EMC, General Purpose
 Basics
• Confidence
– Know your Products and Customers
– Speak with Authority
• Be Prepared
– Elevator Speech
– Review Cards
• Comfortable
– “Where else can I get paid to hang out with my
friends?”
 Basics
• Consultative
– People Like to Buy, but do not Like to be Sold
– Explain, Suggest
• Honesty/Ethics
– Know Your Boundaries
– Feel Comfortable to Say “I do not know.”
– Never Make it up
• Stop Talking and Listen
– You have 2 Ears and 1 Mouth
 Basics
• Identify
• Meet
• Qualify
– Technical Need
– Funding
• Present
• Demonstrate
• Quote
• Follow Up
• Close
– Remember to Ask for the Order!!!
 Psychology
• 4 Quadrants of Personality
– Analytical
– Sensitive
– Driver
– Emotional
 Psychology

Analytical Driver
Emotion

Sensitive Emotional

Drive
 Activity
• 4 Visits per Day
– Long Introductory Meetings
– Short Follow-Up Meetings
– Presentations
– Demonstrations
• 4 Days per Week
• One Office Day
 Strategy
• Area
– Zip Code Range
– County
– Office Park
• Accounts
• Technology
• Product
 Accounts
• A Accounts
– 3 to 6 Key Accounts
– Account for 50% of Business
– Visit Weekly to Monthly
– Fully Understand Organization
– Stay Abreast of Company News
 Accounts
• B Accounts
– Approximately 12 Major Accounts
– Account for 30% of Business
– Visit Monthly to Quarterly
– Identify Major Departments, Personnel and
Projects
 Accounts
• C Accounts
– Remaining Accounts in Territory
– Account for 20% of Business
– Make Contact
 Account Identification
• Chain of Command
– Key Technical Contact
– Key Decision Maker
– Key Purchasing Contact
– Key Deal Breaker
• Know Who Will Support or Obstruct You
 Contact
• Try to Be Exposed to All Your Customers Once per
Month
• Visit
– Lunch, Dinner, Entertainment
• Call
– Try Different Days, Times
• E-Mail
• Mail
 Network
• Family
• Friends
• Neighbors
• Community and Church Groups
• Your Children
• Professional Societies-IEEE
– Meetings
– Seminars
– Conferences
• Current Customers
 Styles
• Be Yourself
– Find What Works for You
• Focus & Diversify
– If It Works, Continue Doing It
– Experiment with New Methods
– When in a Slump, Rethink Your Methods
 Coach
• Give and Take
• Favors
• Available for Visits in Emergency
• Information
• Try to Talk Away from Company
 Investigate
• Web
• Find one Contact, then Network
• Identify Products, Programs and Projects
• Identify Departments
• Go into Lab
• Ask Who Else
• Never Assume
 Resources
• Applications Engineers
• Account Managers
• Management
• Seminars
• Lunch & Learn
• Learn from Customer Presentations
 Tools
• pc
– Database
– Office
• Smart Phone
– Database
– Contacts
– Calendar
– Text
• Tablet
– I do not use-I still use paper
– Data Sheets
– Drop Box
• Car
– Look successful, but not like a crook
– Room for customers and equipment
 Database
• Electronic Database
– ACT
– SalesForce
• Contact Information
• Organizational Information
• Technology Information
• Product Information
• Notes
 Funnel (Forecast)
• Keep Track of Projects and Quotes
• Use for Follow Up
• Typically 20% to 67% Close
– I use 20% (To book $2M you need to forecast $10M)
• Probability Percentages
– 90%: Technically Approved, Funded and In Process
– 75%: Technically Approved and Funded
– 50%: Quoted and Likely to Occur
– 25%: Quoted, but Outcome Unknown
– 10%: Projected, but not Likely to Occur Soon
• Fill the Funnel
 Remember You
• Business Cards
• Name Labels
• Tokens
– Magnetic Business Cards
– Personalized Pens
– Personalized Note Pads
– Calendars
• Visit, Call, E-Mail, Mail
 Price and Competition
• Sell Features and Benefits (FAB)
• Use Fear and Doubt (FAD)
• Know Competitive Pricing
• Be Prepared
• Do not Engage in Negative Selling
• Understand the Application
• Highlight What you Offer Respective to the Requirement
• Do not Sell on Price
• Your Price is Based on Performance, Quality and Reliability
• Discount Now-Discount Forever
• Discount on Quantity
– Blanket PO
– Commitment Up-Front to Quantity
– Extend Delivery
 Etc.
• Follow Service Issues
• Make Something Good of Something Bad
• Capitalize on Success
• Learn from Mistakes
• Carry Forecast
• Follow Up Reminders in Database