-
- News
- Books
Featured Books
- smt007 Magazine
Latest Issues
Current IssueCertifications
Certifications have historically been seen as a cost of doing business, but how do we turn them into a positive ROI and a value to both customer and vendor?
The Butterfly Effect
The basis of chaos theory is a key concept known as the “butterfly effect.” It’s the idea that a small event in one place creates a cascading set of events elsewhere. So, how is the EMS landscape changing? We’re tracking the concerns and dynamics of this landscape, and there’s a lot to learn.
Coming to Terms With AI
In this issue, we examine the profound effect artificial intelligence and machine learning are having on manufacturing and business processes. We follow technology, innovation, and money as automation becomes the new key indicator of growth in our industry.
- Articles
- Columns
Search Console
- Links
- Events
||| MENU - smt007 Magazine
Shifting From Prospect to Customer
February 21, 2024 | Nolan Johnson, I-Connect007Estimated reading time: 1 minute
![](https://iconnect007.com/application/files/7517/0849/7430/paper_bag_person_300.jpg)
All art is process-oriented or procedural—a bold claim that many artists might take issue with. Still, painting with oil on canvas follows a process of building colors from bottom to top; watercolor on paper follows a different process. Learning a musical instrument follows a process, and building the skills to play music with others requires precise communication and a mastery of the song to be played. These are all procedural things.
Contrary to popular belief, selling is also more a process than a magic-filled art, and one part of the process that seems artful (but is actually procedural) is qualifying your prospect. Qualification answers this fundamental question: “Is this lead a good fit as a customer or not?”
The Process
Start with your business plan, a working business model, and a strategy. Know who you want to go after, and with what product or service. Now, how do you determine whether a prospect is right for you?
The old saw in sales is, "If you're going to get a ‘no’ from the customer, get it as soon as possible." Don't waste your time on someone whose mind is made up. This sounds reasonable, but successful salespeople will tell you to be persistent and that "no" means "not at this time." So, how do you tell the difference?
The Miller Heiman Strategic Selling method is one of the most authoritative sources on the concept of selling as a strategic partnership between the buyer and seller. In their book, The New Strategic Selling, Robert Miller and Stephen Heiman outline archetypes that help with qualifying.
The idea is not necessarily to disqualify a prospect but rather to learn what motivates the buyer so you can reach a mutually beneficial solution.
B2B transactions can be rather large and complex. The authors define it as having one or more of the following elements in place:
- The buying organization has multiple options
- The selling organization has multiple options
- In both organizations, numerous levels of responsibility are involved
- The buying organization’s decision-making process is complex, meaning that it is seldom self-evident to an outsider
The next set of categories zeroes in on the roles and motivations of the multiple decision-makers in your prospective customer’s organization.
Continue reading this article in the February 2024 issue of SMT007 Magazine.
Suggested Items
iNEMI Packaging Tech Topic Webinar: Equipment Capabilities and Challenges to Support Advanced Packaging Trends
07/26/2024 | iNEMIModern day computing needs, notably AI/machine learning and high-performance computing, along with their subsequent memory and I/O requirements, are fueling an increased demand for semiconductor devices with higher performance, lower power consumption and latency as well as reduced footprint.
Strip Etch Strip: Episode 9 of On the Line With... Designing for Reality Podcast Now Available
07/25/2024 | I-Connect007Don't miss the latest episode of "On the Line With... Designing for Reality," where we walk through the PCB manufacturing process. At this stage, we have a panel made up of all the internal layers laminated together, through-holes drilled, and the outer layer copper features covered with a protective layer of tin.
The Importance of a Certification and Training Program
07/24/2024 | I-Connect007 Editorial TeamBarry Matties recently visited the Revco facility, where he learned about Revco’s methods of operation. The I-Connect007 Editorial Team followed up for a roundtable-style conversation with Revco’s leadership team: Greg Gonzales, vice president of business development, Ron Gonzales, vice president and operations/quality manager, Miguel Salinas, quality manager, and Carlos Salinas, production manager. Also joining the conversation was Mike Hoyt, workforce training advisor at IPC, who talked about the importance of a certification and training program.
DIS: Thriving With New Processes and Technologies
07/23/2024 | Barry Matties, I-Connect007What does it take to really thrive in today’s business environment? Will it require big changes, or can you make small, incremental improvements? Jesse Ziomek, global sales director and product manager at DIS, Inc., a company that designs and manufactures automation equipment, focuses on strategies for thriving in the PCB industry by emphasizing cost reduction through smart robotic solutions and addressing bottlenecks to optimize yields.
Altus Highlights Success of Essemtec's I2S in the UK and Ireland Market
07/23/2024 | Altus GroupAltus Group, a leading distributor of capital equipment for the electronics industry in the UK and Ireland, is pleased to highlight the success of Essemtec's Integrated Inspection System (I2S).