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Course overview
The semiconductor sales environment is one where the potential customers are well defined, decisions are often made by committees, the sales cycle is frequently long, and competition can be fierce. Such an environment can be an enormous challenge for those who are unaware.
This powerful three-day workshop takes you inside the sales process within the semiconductor industry. You will gain critical industry knowledge, along with the skills necessary to execute sales to semiconductor companies in a highly successful manner. Experienced industry instructors, each with a successful record of sales to the semiconductor industry, present a step-by-step program of valuable tools you can immediately use in the field. Filled with realistic case studies, exercises and "real world" examples, the workshop puts the sales function into manageable perspective.
What you will learn
- Learn about semiconductor and OEM company personnel
- Use product messages that are persuasive to fabs and OEMs
- Gain "mind share" during the elongated sales cycle
- Develop a meaningful sales plan
- Create industry-effective sales aids
- Make best use of SEMICON expositions
- Play to the "buying styles" of major semiconductor companies
- Use the proposal as a selling tool
- Successfully Negotiate in the Semiconductor Industry Environment
- Develop more accurate forecasts
Who should participate
Technical and non-technical industry professionals who are relatively new to sales or never had formal training in sales;
or non-sales team members who closely support the sales process. This includes product marketing, applications and field engineering. The program is also and excellent refresher for the experienced account manager or the sales manager looking for better ways to develop the sales staff.
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Course outline
The Industry
Industry overview
Operating sales environment
The future
Getting Started
The image you convey
Knowledge of your product and your competitors
Capitalize on this incestuous industry
Customer knowledge
Presentation skills
Setting up files
The Typical Industry Process Sale
The Sales Process Within The Process Sale-a science
Constructing persuasive industry messages
Controlling the fab and OEM sale
Gaining commitments, even with committees
Interpersonal Side Of The Industry Sale
Understanding fab and OEM personnel
Reading people from available clues
Adjusting approaches for effectiveness
Insight into your own style
Gaining Critical Information
Securing appointments and preparing for impact
Setting the stage
Conducting probing interviews
Listening – the art of selling
Write it down now! (call reports)
Sales Aids For The Industry
Successful and unsuccessful sales aids
Using Cost of Ownership model to sell
Getting and using references
Collateral materials
Your own data sheets
Help – Where to Get It And How To Use It
The difficult-to-see customer
Industry networking
Technology selling/team selling
Handling Typical Industry Objections
Real and imaginary
Objection handling techniques
Preparation for success
Proposals and Forecasting
Using the quote as a selling document
Developing an accurate projection
Watching your customer’s customers
Adjusting for reps
Conducting Successful Industry Negotiations With Device Manufacturers
Understanding the Industry process
Be wary of supply chain management techniques
Gaining concessions
The role of win-win and win-lose in the industry
Introduction To Key Account Selling
Determining account dynamics
Roadmap for penetration
Managing large, key accounts
Expositions
Use of SEMICON expositions
Exposition etiquette
How to get customers to your booth
Follow-up
Ethics
Moral/legal issues
References
Intelligence gathering
Selling what you do not have
Over-committing
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