Selling For Engineers

SELLING FOR ENGINEERS

Topics

A two and a half day programme for engineers presently involved in wireless and wireline hardware and software design.

Objective

* This programme is designed for engineers who wish to improve their internal and external selling and communication skills.
* Internal selling skills include the presentation of engineering and design project proposals to internal peer groups and to marketing and management colleagues.
* External selling includes the presentation of engineering design and project proposals to third party (ODM) partners, customers and potential end users.
* The programme is case study based and has the secondary objective of improving communication and co-operation between engineering and marketing, hardware and software, and design and system engineers.

Scope

Although this is a programme principally focused on sales and presentation techniques, we specifically look at the application of these techniques within the context of the telecoms industry and at a more detailed level suggest ways of identifying, measuring and presenting hardware and software component value as an integral part of the project proposition.

DAY 1

18.30 Registration and Welcome

19.00 - 21.00 Dinner

21.00 - 22.00 Industry Value
In this session, we analyse the telecoms industry value chain (with specific reference to the wireless industry) reviewing the present and likely future inter-relationships between silicon vendors, handset and network manufacturers, network operators and major end users. We differentiate ‘value’ and ‘risk’ and show how ‘risk’ can be part of the project value proposition.

DAY 2

08.00 - 09.00 Breakfast

09.00 - 10.30 Component Value
We identify how component value and component value distribution has changed over the past 3 to 5 years and how it will continue to change over the next 5 years. 2G and 3G cellular handsets and base stations are used as examples of RF component value, processor and peripheral component value, and hardware and software component value. We suggest ways in which component value can be expressed in a system context and how this can be built in to the project value proposition.

10.30 - 11.00 Coffee

11.00 - 12.30 Competitor Value
How to utilise competitor benchmarking in the project proposition, sizing and identifying competitor strengths and weaknesses, ‘time-line’ analysis of competition, how to predict how competition will change over a 3 to 5 year time scale.

12.30 - 13.30 Lunch

13.30 - 15.00 Personal Value
The different categories of value, the value of your company, your function, your role, ‘you’, identifying components of value within these categories, ‘sizing’ these and identifying your ‘strengths’ and unique factors. Positioning your value against the competition. The concept of ‘value in a box’. Determining the shape, size and content of your box.

15.00 - 15.30 Tea

15.30 - 17.00 Building the Value Story
The ‘attention’, ‘interest’ ,’engagement’,’commitment’ cycle, the Two Minute Message principle and structure, how to combine industry value, component value and personal value into a Two Minute MessageTM.

19.00 - 21.00 Dinner

21.00 - 22.00 Pre-Briefing for the Morning Workshop

DAY 3

08.00 - 09.00 Breakfast

09.00 - 10.30 The Morning Workshop
Delegates are given time to build their TMM’s into specific audience targeted messages.The audience can be internal or external and part of the brief will be to make the message work across a range of industry disciplines including engineering and marketing, hardware, software and system design, and finance.

10.30 - 11.00 Coffee

11.00 - 12.30 Selling Value
Identifying range of circumstances, proactive and reactive selling techniques, how to optimise a presentation for internal and external audiences, the ‘sales call model’ approach, how to avoid the ‘doctrine of the first lie’ problem (how to manage competitor claims), clarifying requirements.

12.30 - 13.30 Lunch

13.30 - 15.00 Presenting Value
Anatomy of a presentation, the importance of ‘purpose’, ‘content’,’ structure’ and‘style’.The verbal presentation (no/minimum visuals).

15.00 - 15.30 Tea

15.30 - 17.00 The Afternoon Workshop
Delegate presentations, feedback and personal style audit, summary of techniques discussed over the two days and suggestions for further development.

17.00 Summary and Close