The problem…
The role of a sales engineer nowadays is more complex than any time in the past. Various sales techniques have been implemented over last decades. The main characteristic of them was that the approach was product and price oriented emphasizing on the promotion of the most profitable products of each company. Clients used to trust sales people and blindly follow their suggestions which were according to the trade policy of each company. As a result, many of the projects weren’t equipped with the most efficient and appropriate units. More specifically over-sized or wrong selected units have been encountered in various applications in recent years. If we add also the unstable economic environment and the financial crisis which affects many countries around the world and constitutes a factor for selecting low cost and dubious quality products, we can easily understand the wrong approach of sales strategy.
The solution…
One good idea in order to solve these problems and reposition the sales strategy to healthy and bilaterally profitable orbit would be the conversion of the sales engineers from product providers to solution consultants. To be more specific, market needs expertized and highly analytical professionals who will act responsibly. These people must have as top priority the proposal of sustainable, efficient and customized solutions according client’s needs. This must be not only a personal decision of each sales person but a general sales direction from the top management of each company.
The conclusion…
The above described policy for sure will negatively affect some daily sales but will help companies build long-term strong relationships between sales consultants and clients. Furthermore, will differentiate the companies who care about their client’s needs from others that just promote their products and services. It is very important to understand that the sustainability and the profitability of the companies depend on such kind of company transformations.
Chrysostomos I. Bouras