The Sales Engineering System
The Sales Engineering System Explained
The Sales Engineering System is based on three fundamental concepts: 1) Marketing is the process of attracting prospects and repeat customers to the Point of Sale, 2) the Point of Sale is the physical location where the buying decision is made, and 3) Selling is the process of creating an equal exchange of value.
The Sales Engineering System has two primary objectives: 1) To maximize sales efficiency by closing more sales more quickly and increasing the value of the average sale, and 2) To maximize marketing effectiveness by increasing the number of new prospects and by strengthening relationships with existing customers.
The diagram above depicts the components of the Sales Engineering System and how they fit together to optimize the revenue-generation capacity of any business. Strategic Intent, represented by the border, provides the conceptual framework for the business. The Marketing Model is used to attract prospects and return customers to the Point Of Sale, where a buying decision is made. The Sales Model is used to convert prospects into customers—and existing customers into repeat customers—by creating an equal exchange of value.
An Equal Exchange Of Value
We define selling as the process of creating an equal exchange of value. That puts value—creating it and then delivering it—at the heart of every business enterprise. The Sales Engineering System was designed to enable entrepreneurs, business owners and managers, and corporate executives to engineer value into every aspect of marketing and selling. It turns selling into problem solving by showing you how to map your value to a specific customer need.
Engineering is the application of scientific and mathematical principles to create efficient and economical structures. The Sales Engineering System uses the timeless, immutable principles of marketing and selling to create an efficient and economical way for any business—of any size and in any industry—to market and sell effectively in order to increase revenue.
The Sales Engineering System addresses both marketing and selling. Most other books and programs address one or the other—but not both. While they are indeed two separate functions, sales and marketing must be seamlessly integrated for any business to grow.
The Sales Engineering System not only tells you what to do, but specifically teaches you how to do it. Reading about how to do something is not the same as actually doing it. The Sales Engineering System is a results-oriented program that enables you to do the most important thing of all—take the actions that will produce the results you need.
The Sales Engineering System provides a complete framework for planning the sales and marketing functions of any business. Our system is an interactive approach that combines conceptual learning with procedural documentation. The deliverable created from your own input addresses both marketing planning and sales training.
The Sales Engineering System provides a complete framework for solving any sales or marketing problem. Our system embodies more than three decades of business problem solving, focusing on sales and marketing. It can be used as a powerful diagnostic tool to dramatically streamline the problem-solving process.
The Sales Engineering System updates and reorganizes classic sales and marketing concepts, making it possible for anyone to master both disciplines. Despite the impact of technology on business, the fundamental, timeless principles of marketing and selling still apply. The Sales Engineering System organizes these principles into a framework that forms the foundation of effective marketing and efficient selling. Your existing sales and marketing efforts—or any other selling or marketing system—will work better once the Sales Engineering System is in place.