Nolan’s Notes: Is Mexico the Pulse of Electronics in the Americas?
Standard of Excellence: Speed vs. Quality in Customer Service
Knocking Down the Bone Pile: Revamp Your Components with BGA Reballing
Shifting From Prospect to Customer
February 21, 2024 | Nolan Johnson, I-Connect007Estimated reading time: 1 minute
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.
Share on:
Testimonial
"Your magazines are a great platform for people to exchange knowledge. Thank you for the work that you do."
Simon Khesin - Schmoll MaschinenSuggested Items
Trouble in Your Tank: Understanding Interconnect Defects, Part 1
11/04/2025 | Michael Carano -- Column: Trouble in Your TankThis month, I’ll address interconnect defects (ICDs). While this defect continues to rear its ugly head, don’t despair. There are solutions, most of which center on process control and understanding the relationship of the chemistry, materials, and equipment. First, though, let’s discuss ICDs.
Unlocking the Promise of AI in Electronics Manufacturing
10/29/2025 | Shobhit Agrawal, Keysight TechnologiesThe electronics manufacturing industry is rapidly evolving as more complicated products are introduced in the production lines, which require technological advancements even in the production processes. The requirements for production that is efficient, product quality that is greater, and product life cycles that are shorter are more crucial than ever before. In the electronic device life cycle, from design to maintenance, test phases have a significant impact on the economy of the company. Test processes are closely linked to the production volume and impacted by the complexity of the product. For businesses to maintain their competitive edge, they need to adopt innovative solutions and redefine processes.
Connect the Dots: Designing for the Reality of UHDI PCBs—Drilling
11/04/2025 | Matt Stevenson -- Column: Connect the DotsUltra high density interconnect (UHDI) PCBs are changing the game in designing for the reality of manufacturing. With both consumer and industrial electronic devices becoming more advanced, the demand for UHDI PCBs will grow. That means we’re all likely to be designing more UHDI boards. UHDI advanced miniaturization technology challenges designers with regard to both board thickness and footprint. Designers will face more variables in every aspect of design creation. This is certainly the case with drilling.
Driving Innovation: Mechanical and Optical Processes During Rigid-flex Production
10/28/2025 | Kurt Palmer -- Column: Driving InnovationRigid-flex printed circuit boards are a highly effective solution for placing complex circuitry in tight, three-dimensional spaces. They are now indispensable across a range of industries, from medical devices and aerospace to advanced consumer electronics, helping designers make the most efficient use of available space. However, their unique construction—combining rigid and flexible materials—presents a fundamental challenge for PCB manufacturers.
SMTAI 2025 Review: Reflecting on a Pragmatic and Forward-looking Industry
10/27/2025 | Marcy LaRont, I-Connect007Leaving the show floor on the final afternoon of SMTA International last week in Rosemont, Illinois, it was clear that the show remains a grounded, technically driven event that delivers a solid program, good networking, and an easy space to commune with industry colleagues and meet with customers.