Study Guide

Objectives

The student:
- knows the differences and practical challenges of various business models in technical sales (project, service business, wholesale)
- understands the differences between product selling and value-based selling, as well as the elements that create customer value
- understands the needs of the customer and the customer’s business
- understands the classification of different customer types as a basis for developing customer relationships
- has command of goal-oriented interaction in sales meetings and is able to name different sales techniques
- is able to adapt their communication and actions according to the situation and customer needs
- is able to search for and utilize customer information as part of the solution selling process
- is able to utilize the opportunities of digitalization as part of the solution selling process.

Content

- Customer relationship development and management in the technical field
- Practical training in technical solution selling
- Identifying customer needs using the SPIN selling technique
- Making offers, pricing, and profitability as part of proposing a solution
- Different business models and their connection to technical solution selling
- Practical introduction to various industry actors

Assessment criteria, satisfactory (1-2)

The student recognizes the importance of interaction skills in technical solution selling. The student understands the basic principles of solution selling and need identification, and aims to adapt their interaction according to the situation. The student is familiar with the stages of the solution selling process and the basic principles of customer relationship development.

Assessment criteria, good (3-4)

The student is familiar with effective interaction skills in solution selling and is able to conduct goal-oriented sales discussions according to the situation. The student is familiar with different operating environments and business models in technical solution selling and their impact on the sales process. The student is familiar with the stages and methods of customer relationship development.

Assessment criteria, excellent (5)

The student is able to skillfully apply learned interaction skills in solution selling as part of goal-oriented sales discussions, adapting to the situation. The student is able to analyze the specific characteristics of different solution selling environments, business models, and their impact on the sales process. The student demonstrates skills in customer relationship development and the ability to analyze the situation. The student demonstrates a wide range of technical solution selling skills through practical exercises.