Technical Equipment Marketing Book
from C.H.I.P.S.

How to Sell Technical Equipment and Services
by James R. Hutton

How to Sell Technical Equipment and Services breaks down the processes into seperate chapters covering 64 different topics ranging from identifying the decision makers and gathering intelligence to handling unpleasant customers and introducing new products.

Learn how to:

  • Respond to tough situations
  • Manage time
  • Close the sale
  • Impress the customer
  • Prospect for new business
  • Strike responsive chords
  • Send out the right signals so the right signals come back


Fundamental Requirements

  • Know the Products
  • Know the Competitors and Their Products
  • Know the Customers
  • An Insatiable Desire to Obtain Orders
  • Empathy
  • Avoid High-Pressure Tactics
  • Send Out the Right Signals

Preparing for the Sale

  • Game Plans for Large Projects
  • Handle Inquiries and Submit Quotations
  • Early Meetings with Customers
  • Maintain and Use Sales Kits
  • Don't Play Games
  • Don't Make Enemies
  • Make Appointments
  • Always Keep Promises
  • New Products or Customers
  • Keep Customer Records
  • Telephone Calls
  • Don't Take Customers for Granted
  • Know the Industry
  • Sell In-Depth
  • Get Along with Colleagues
  • Whether or Not to Bid on a Large Project
  • Sell to Other Divisions in the Company
  • Don't Overlook Consultants
  • Business Attire
  • Entertain Customers

Making the Pitch

  • In the Customer's Office
  • Identify the Real Decision Makers
  • Sales Presentations
  • Strike a Responsive Chord
  • The Initial Response Can Be Decisive
  • Respect the Chain of Command
  • Avoid Aggression and Condescension
  • Demonstrate the Products and the Facilities
  • Sales Letters
  • Protect the Home Office People
  • Avoid Cutting Corners
  • Solicit Help from Others

Closing the Deal

  • Ask Questions
  • Be A Good Listener
  • Gather Intelligence and Feedback on a Job
  • Be Careful in Making Assumptions
  • Overcome Objections
  • Get the Supervisors Involved
  • Seize Sales Opportunities
  • Close the Sale
  • How to Know When to Stop Selling
  • Report the Status of Active Jobs
  • Practice Discretion

Follow Up

  • Obtain Performance Feedback
  • After Obtaining an Order
  • After Losing an Order
  • Avoid Misunderstandings
  • Obey the Rules
  • Be Available to Customers
  • Do Not Shirk Responsibility
  • Keep in Touch
  • Get the Next Order
  • Utilize Time Effectively
  • Keep Up with Paperwork

Troubleshooting Difficult Situations

  • Tough or Unpleasant Customers
  • Resurrecting an Account
  • Resolve Equipment Problems

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How to Sell Technical Equipment and Services
by James R. Hutton
2006 517 pages $68.00 + shipping
Texas residents please add 6.75% sales tax

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