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Course overview
For those who support the sales process, being a productive sales team member is often a difficult task. Yet, selling to semiconductor companies and OEMs is a complex process that today demands a team effort. The sales professional, responsible for the account, is the team coach, but successful outcomes are dependent upon each team member. For the "non-sales" member, what is happening during the process— the techniques being used, the adjustments required, and the roles of each sales team member in building and maintaining account relationships—can mean the difference between team failure and success in a highly competitive environment.
This high-density, two-day workshop brings you inside the process of selling to the semiconductor industry, from the perspective of an informed sales team member. You will gain an understanding of the industry as seen by salespeople, roles of the sales professional and other team members, persuasion and information gathering tools that work, and other concepts that help you to be a productive, contributing member to your company's sales processes.
The instructors have over 50 combined years of selling to the industry. They also have trained and developed industry sales teams in North America, Asia and Europe. Over one-fourth of the world's semiconductor equipment and materials companies have sent participants to presentations of these instructors. Increased sales team synergy will result from this workshop.
What you will learn
- Work as an effective contributor to sales team efforts
- Understand what is happening throughout the various stages of the complex sale
- Adapt to the needs of fab and OEM personnel
- Use messages that motivate and gain commitments from fab and OEM customers
- Obtain and bring back information that is critical to your sales team's objectives
- Avoid damaging statements and actions
- Build solid customer relationships
Who should participate
The workshop is designed for professional and management level people who are responsible for fulfilling a customer interaction role during the sales process to semiconductor companies. This specifically includes engineering, marketing, field service and managers who currently are, or who plan to be, a part of their company's sales team.
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Course outline
The Industry From A Sales Viewpoint
An overview of industry dynamics
A changing global perspective
The critical role of team selling
Matching opportunities with company capabilities
Working As A Sales Team Member
Different roles for different members
Being part of the plan
Knowing what and what not to do
Capitalizing on opportunities
Understanding The Sales Process
Recognize the steps in the process
The semiconductor industry sales cycle
The sales process vs. the process sale
Providing meaningful information to your team
Adjusting to fab and OEM Personnel
Understanding the mindset
The clues that tell you how to adjust
Predetermining motivations for fab & OEM contacts
Gaining cooperation and commitment
Effective Customer Interviews And Meetings
Controlling the interview
Proper approaches for asking questions
Disclosure - a powerful tool for opening up the customer
Techniques for surfacing needs and issues
Speaking The Language Of Persuasion
Proper format and sequence for industry messages
Communicating value and differentiation
Avoid creating handicaps for your team
Turning FAB and OEM objections into leverage
Building And Maintaining Account Relationships
Ensuring balance between customer and vendor payoffs
Paying attention to needs
Any team member can break the relationship
Ethics - a crucial element
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