Selling technology today takes a great deal
of time, patience and most of all knowledge
of the product. There was a time when a salesperson
was just that, a salesperson. Now, with
the onset of all the new technologies, from RF
and metal backed boards to flex and rigid-flex
boards, to HDI and microvia boards and heavy
copper boards, a salesperson must know what
he’s talking about.
To be successful today, a PCB salesperson
should be educated in these technologies and
have at least a working knowledge of how they
work. He or she must know how these boards
are fabricated as well as what they are used in.
I work for a company that produces a wide
range of PCB technologies including all of those
I mentioned above and more. When I joined
American Standard a few years ago, I quickly
came to realize that I was going to have to assume
the role of applications engineer as well as
salesperson. I had to go into the shop and learn
as much as I could about what we did, what it
was for and who would want it.
I also had to learn when to answer a customer’s
technology question myself and when
to defer to one of our experts. One lesson that
was difficult to learn was that being a salesperson
trying to talk technology made my customer
wary if not downright suspicious. They often
thought that the advice I was giving them was
suspect because I was driven to make the sale
rather than consult with them impartially and
giving them the best solution regardless of winning
the order or not.
Even though I have worked in PCB houses
as an engineer, customers now looked at me differently—even
the ones who had known me as
an engineer in my previous life. Now, although
they did listen to me, they often wanted a second
opinion from one of our company experts.
That took some getting used to at first, but now
it is something I’ve gotten used to.
This is what I would advise salespeople who
are in my position, selling for a PCB fabricator
that sells a wide range of technologies as my
company does:
1. Always be helpful and courteous, even
when you know more than the customer.
2. Do not be offended if customers who once
turned to you for technical advice now defer
to one of your company’s experts because you
have the word “sales” on your card. Handle it.
3. But don’t be afraid to show your experience
and knowledge when the customer asks for
your advice. Be ready to step up and help them
out. Always remember that a technical sale is a
consultative sale. Your job is to make it as easy
as possible for customers to buy from you.
4. Make sure you help your company experts.
Let them know what your customers are
up to. Inform your management of any upcoming
changes in your customer’s technology. You
are literally the scout for your company. You are
out there on the front lines seeing, hearing and
talking to your customers about what they are
doing today and where they will be going in
the future. It is your responsibility to help your
company be prepared to handle your customers’
future technology needs.
5. And finally, just because you are now in
sales is no reason to stop being an engineer. The
more you know about technology the better
salesperson you will be. The more you can learn
and relay your customers’ technology needs,
the more value you will bring to your customers
and your company.
I believe that the future is bright for people
with my background. Because of the rise in
technology levels, more companies are looking
to bring PCB engineers onto their sales team.
And with our customers needing our technical
help this will be a good thing