seviour books

 

 

11 May 2005

 

Robert,

 

I recently downloaded your book Selling for Engineers, which I found very useful.

 

I'd like to get a copy of 'Sales Prospecting for Engineers' - how do I order that and what is the cost?

 

btw,  the collection of Engineer jokes is great!

Cheers,

 

IBM Software Group

Brisbane, Australia

 

  

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Sales training manuals
specific to engineering, scientific and technology companies

The 'Selling for Engineers' manual is a complete training course teaching you everything you need to be successful at winning orders for technical products and services.

New: The 'Prospecting for Engineers' manual is now available in downloadable form.  Details at the bottom of this page

For sales engineers and anyone in a business-development role supplying professional, technical services, major capital purchases or any technical products. Whether you are a one-man-band or a multi-national corporation, this is a treasure-trove of information.

The course is the complete contents of the Selling for Engineers seminar which the author has presented over 600 times worldwide

The manuals are intended for:

New recruits
People converting from other roles into sales
External sales representatives
Sales professionals
Business owners
Experienced sales people who need a refresher.
Sales managers.



An exercise in progress, Selling for Engineers Seminar, Birmingham, UK

The course is also presented 'in-house' for companies, worldwide

"You will be pleased to hear that using the Seviour method I had a selling success within 72 hours that can soley be put down to your methods!"       Ken Wright, Wright Associates.   

 

Table of Contents:

Introduction
  • The importance of sales
  • The symptoms of weak sales ability
  • Comparison of a 'sales-led' versus a 'product-led' company
  • An ethical approach to sales
  • A definition of selling
  • Should we hire a science graduate and train him/her to sell?

The reason that most 'techies' are not 'natural' sales people

  • What we really think about selling - the negative stereotype
  • Beliefs drive attitudes, attitudes drive behaviour.
  • The personality traits needed for sales.
  • Inter-personal skills

Sales basics for beginners

  • The 'Sell your watch' exercise - the instinctive way is wrong
  • The 'Old Way' of selling versus the 'New Way'
  • Other common faults
  • When your are the customer, what do you look for in a salesperson?
  • Why does anybody buy anything? A fundamental understanding - people will take s (buy) to get the solution to a problem which concerns them

  • The 'ideal' sales personality; see yourself as a 'Successful, friendly expert'

  • Be very well informed - know your product, industry and customer history

How to prospect for business

  • Understand the importance of prospecting and do it

  • The prospecting process

  • See prospecting as a pump filling a pipeline

  • Who are you targeting?
  • Get face-to-face with more or the right prospects
  • Setting appointments
  • The methods - mail, phone, visits, email, fax, exhibitions, referrals etc.
  • How to write an effective sales letter
  • What to say on the phone
  • 'Qualifying' the prospect
  • Protect your prospecting time

  • Log your prospecting statistics

  • Know the value of each new prospect contact

  • Dealing with the common problems

Meeting the prospect - the sales interview:

  • A structured approach - your objectives
  • How to deal with different personality types
  • Sales interview technique - discovering the buying motivations
  • Professional questioning - The two key words to obtain strategic information

  • Professional listening

  • Avoid verbal (and other) irritators

  • Price-conditioning
  • Understand the power of addressing 'soft needs'

The sales presentation

  • Your objective
  • Generate confidence
  • A simple 4 stage formula which gives you the best chance of success.
  • Understand the importance of 'What's in it for me?'
  • The common mistakes and how to avoid them.

Understand the personality type of the buyer and adapt your message accordingly

  • Don't treat people the way you like to be treated
  • Three common types
  • Characteristics of the 'Dominant/Managing Director/President' type and how to handle them
  • The trap of the friendly, helpful buyer
  • Presenting to academics and experts
  • People buy for emotional reasons but frequently justify them with 'logical' ones
  • How to use this powerful understanding daily to win far more business
  • This technique operates subliminally, is it ethical?

Dealing with the tough parts of sales

Asking for the order

  • The reasons for asking
  • Right and wrong ways of asking
  • 'Negotiating with yourself' - a bad habit
  • The best (and simplest) technique

Closing the sale

  • Done right you obtain the order without 'closing'
  • 7 Classic closes

Good answers to difficult objections

  • 'It's too expensive'
  • 'I'm getting other quotes'
  • 'We're happy with our existing supplier'
  • 'I want to think about it'

Dealing with 'difficult' buyers

  • The aggressive/dominant type
  • indecisive people

Handling rejection

Common reasons for lack of sales success - and what to do about them

Building your confidence

  • Believe wholeheartedly
  • What's great about your product, people and company?
  • Start easy
  • Self-limiting beliefs and how to neutralise them
  • Sabotaging your own success
  • Expand your 'comfort zone'

Keeping your motivation high

  • How to stay motivated - Why is far more important than 'How'
  • The only way to get out of a 'slump'

  • Self-limiting beliefs and your 'Circle of Influence'

  • What is your vision of your life in the future?

A refresher for older/experienced sales people

Guiding principles for Sales Managers

  • What is the purpose of your organisation?
  • Jointly create a common vision
  • Eliminate de-motivators

Upselling - expanding the order

How to win repeat business.

Don't 'one-night-stand' your customers

Professional complaint-handling

How to grow fast but stay successful long-term; the reasons for the rise and fall of companies

  • The 'Success Cycle'
The 'Sales Process Flow Chart'
Customers' comments
 Dear Robert
We were delighted with the manuals.

I took your manuals into the first marketing meeting and left it with them. At the second review meeting the Production Director found them so good that he couldn't put them down.
The conscience consideration (we could have quite easily put it through the automatic copier and then sent them back to you with a note saying we are not interested) was not allowed by virtue of the fact that they were so good and we were delighted with them.
When you are driving a company forward some tools are useful and some are essential. These manuals are not only good value for money but they fill all the gaps we have been looking for.
At our last marketing meeting I said that I was so pleased that I would be getting in touch with you. It was the realisation that you are not a large company but a small company that has put an awful lot of effort into a very good product

Colin Dawson, Managing Director, Daletech Electronics Ltd

 
"I recently read a book entitled Prospecting for Engineers by Robert Seviour. It was written in simple, plain English and made a lot of sense from a practical point of view (totally the opposite to a lot of theoretical business books I have tried to read). I got the impression he is a very, practical, down to earth sort of guy."

Mark Robinson, Managing Director, Starret Precision Optical Ltd.

The original letters, blu-tacked to the wall of the office.
 
Dear Robert
I am writing to you to let you know how invaluable we have found your manuals 'Selling for Engineers' & 'How to Create Powerful Technical Sales Literature'

For a small High Tech company staffed mainly by engineers we have found the manuals so good we are delighted to recommend them to anyone that needs to focus on advertising and selling their products and services.

At first our engineers were reluctant to even look at them. However shortly after one of them took up the challenge, it became apparent we had to ration the manuals as they were all after them with an enthusiasm I have never witnessed in the company

Thank you for such a fine piece of work.

Yours sincerely,

Ronald G Kerner, Technical Director, Turning Systems Ltd

Dear Mr Seviour
I have just read your two books, 'Selling for Engineers' and 'How to Create Powerful Technical Sales Literature'. I found them both full of extremely wise pointers and comments. I believe the principles presented by the books are absolutely right!
Congratulations on the books.

Paul Bentley, PJB Business Development

Most companies fail not in their attempts to be innovative or creative. In this country most of them fail because they undervalue the importance of professional selling. -  

Sir John Harvey Jones

 

. . . . The price is absolutely reasonable. . . .

Rolf K. Bratli

The 'Selling for Engineers Manual' comes in Adobe Acrobat!" (.pdf) format. If you don't already have a copy of Acrobat Reader, you can download one free from our download site.

  • By ordering online, you save money with no shipping, no taxes, and the lowest prices.
  • The Selling for Engineers manual can be downloaded in just seconds and accessed on any computer.

When your credit card is authorized you will receive an order confirmation via email and instant access to download your manual from the web. Download time at 56kps is less than a minute.

A charge of $27.00 will appear on your credit card statement, there are no additional costs.

 


Click here to order 'Selling for Engineers'

 Seviour Books
Copyright 2004 All rights reserved

Sales Prospecting for Engineers
 A complete guide for any engineering, scientific and technology company wanting to increase sales fast at low or no cost. It teaches you everything you need to be successful at winning new clients for technical products and services. 80 A4 pages, many illustrations.

Sales-led companies (most of them in non-techie sectors) use prospecting as their standard way of developing business because it is simple and has been proven effective over decades. But very few technical organisations have followed this example. That’s a shame because the method works for any activity and it can deal with some otherwise difficult problems:

  • If your business has times when there’s too much work and others when there isn’t enough, prospecting can regulate the workflow and make it more manageable.

  • It can improve the profitability of the jobs you win and increase the proportion of quotes that turn into orders.

  • If you are in a competitive market, competent prospecting gives you a potent advantage.

The reason ‘techie’ companies don’t do much prospecting is mostly because they don’t realise its potential and they are deterred by an inaccurate view of what it entails.
 
If you have been reluctant to start prospecting, I sympathise. There was a time when the idea had little appeal for me, but after having done many years of it, I’ve changed my mind completely. It really does work extremely well and if you go about it professionally, it’s not hard.
 
I won’t wish you good luck, because if ever there was a field where it’s true, in prospecting, you make your own. This manual explains how.

 

Chapters

  1. Foreword

  2. Why prospect?

  3. Identify your target.

  4. Make a list or database of prospects.

  5. Plan your prospecting campaign.

  6. Give your offer impact.

  7. Deliver the message.

  8. This technique gets you the best prospects.

  9. A simple way to get started.

  10. Read the prospect’s mind with powerful questions

  11. Presenting your offer with impact.

  12. Make follow up calls which pay.

  13. Effective answers to prospecting problems.

  14. Tune your operation by keeping records

  15. True stories

  16. 100 Ways to Find New Business.


 The 'Sales Prospecting for Engineers Manual' comes in Adobe Acrobat (.pdf) format.

When your credit card is authorized you will receive an order confirmation via email and instant access to download your manual from the web. Download time at 56kps is less than a minute.

A charge of $27.00 will appear on your credit card statement, there are no additional costs.

Click here to order 'Sales Prospecting for Engineers''

Seviour Books
Copyright 2005 All rights reserved
 
 

 

 

Other manuals by Robert Seviour

How to Hire a Good Technical Salesperson

How to Create Powerful Technical Sales Literature

How to Handle Angry Customers

If you would like any of these, please email me for further info.

 

*  * *

Computer Programs

The Sales Personality Assessment - a computer-based psychometric test of sales ability

Prospector - An integrated prospect database and contact manager

*  * *

Other training courses

Telephone Sales Prospecting Workshop

Closing Workshop - How to get from 'let me think about it', to 'when can you start?'

Email me for details of all public and in-house courses.

*  * *

All events can be delivered in the French and German languages as well as English

 

Go (back) to current seminar program

List of clients

Useful links

The first principle of sales

My vast collection of engineer jokes

 

 

Please note that my email address below is a graphic in order to stop spammers grabbing it and flooding my email box. You can't click on it, instead copy it accurately into your email program.

 

 

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