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Understanding Sales and Marketing for Engineers

Introduction

You’ve been in the technical field for most of your career until the movement to management. Now the expectations and business drivers have shifted and no longer are you building the products – now you’ve been tasked to sell them.

Many times, engineers and technical people find themselves assuming this type of role after some years and for some the transition is smooth. Yet for other’s they find the bevy of new soft silks, demand to drive revenue, expand the customer base and be more market centric sometimes overwhelming; and not something they enjoy.

This course is designed specifically to help engineers or technical personnel make the transition from a technical role to a sales and marketing role. Participants will be fully grounded in the all the latest principles in sales and marketing from an Asian perspective. After this course, participants will be able to fully converse with marketing departments, speak the same lingo and be versed in different selling techniques that will allow them to go out into the market and generate leads resulting in sales, and more importantly come to accept their new role and enjoy the challenges.

Course Objectives

• To understand the fundamentals of sales and marketing
• How to use the techniques in a practical environment
• To identify and apply traits of successful salespeople
• To develop your own marketing and product briefs
• Learn the role of marketing agencies

Course Outline

The Professional salesperson
- Understanding the key value attributed to successful selling such as Business knowledge, Industry, Company, Product, Sales Skills and personal attitude.

Features, Advantages and Benefits
- Understand how to clearly differential the feature from the benefits and understand how customer view value in products and services.

Preventing and Handling Objections
- Handling price concerns and other comman ojections and more importantly what you can do to prevent customers raising objections in the first place. Knowing what questions to ask and how to listen to customers needs.

Finding Business and Generating Leads
- Learn how to source for new business opportunities from the basic searching to governement tenders. Including the methods of sourcing such as cold calling, emails, appointments and more.

Sales Presentations
- Know how to properly sell yourself, the company, and the benefits to properly make a compelling message to the clients.

Marketing Fundamentals and Concepts
- Get to grips with the basic marketing processes such as developing the marketing mix, analysis, segmentation the 4P’s and really understanding the needs of the customer. After the facts are gathered, it’s now time to put into plan an effective marketing plan for approval.

What does your marketing do?
- Find out from an everyday perspective what your marketing does in the company (both large and small) and how it interacts with external agencies.

22 Immutable Laws of Marketing
Understanding some fundamental rules to marketing when marketing a product or service.

Branding
- Know how branding connects customers with the company at an emotional level and not at the surface level by having new advertising campaigns. Long term branding and customers emotional tie-in build great companies.

Trainer(s)

Mr Normand, Mark James

Mark is an international trainer that has traversed much of Asia to deliver meaningful training experiences. Born in Chelmsford, England, he has since lived and worked almost two decades in Singapore. Spanning more than 10 years he has worked in the areas of Sales, Marketing, Product Development, Business Development, Education, and Corporate Training.

He holds an Honours degree in Business Studies and Information Technology in addition to studying Postgraduate qualifications in Training and Development. Since then he has started two firms, one in training and consultancy and the other in marketing and design. He also practices graphic design and amateur digital photography as part of his outside interests. He has also authored an ebook entitled "PowerPoint Design Mechanics".

He has trained for medium size and multinational companies at different levels of management including such companies as AIG, SingTel, Singapore Tourism Board, CISCO Security, DBS, Siemens, Panasonic, PSA International, Sunningdale Technologies, Sampoerna Organisation, Singapore Technologies, Nanyang Technological University, National University of Singapore, Singapore Management University, Civil Service College, Workforce Development Authority of Singapore, and many more.

Who Should Attend

This course is specifically designed for engineers, technical persons or anyone interested in learning more about the fundamentals of sales and marketing or are about to enter into this role.

Methodology
The course content is delivered in a highly participative manner to engage participants including role-play, questions, and media examples. In addition participants will be given exercises, discussion and Asian-based case studies of sales and marketing issues.

Course Details

Date:

14 to 15 September 2009

Time:

9:00am to 5:00pm

Venue:

NTU@one-north campus, Executive Centre

Closing Date:

31 August 2009

Fee:

Standard: SGD$590 Alumni: SGD$472 Group (3 & Above): SGD$531

Registration fees inclusive of:

Course materials
Light refreshments
Lunch
Complimentary parking (1 entry/day) - applicable at NTU@one-north campus only.
Prevailing GST

Online Registration

>> CLICK HERE to Register Online

Methods of Payment

1. Credit Card (Visa and Mastercard only)

2. Cheque made payable to Nanyang Technological University

3. Invoice to Company (for Company Sponsored Participants)

4. E-invoice (for Government Organizations)

Cancellation & Refund Policy

Written notification to cce@ntu.edu.sg or fax: (+65) 6774 2911 at least 10 days before course commencement	No cancellation charges (Full refund)
Written notification within 4 – 9 days before course commencement	50% of course fees (50% refund)
Written notification within 3 days before course commencement	100% of course fees (No refund)