How to Be Successful at Selling Nothing – But Be a Marketing Success!. Scott W. Sommer, PE, CAP Automation Technology Manager Jacobs Engineering Group. Session Objectives:. Learn about a market segment that many automation suppliers and vendors underserve.
Scott W. Sommer, PE, CAP
Automation Technology Manager
Jacobs Engineering Group
Learn about a market segment that many automation suppliers and vendors underserve.
Learn why Architectural & Engineering (A&E) firms and other “non-end-users” may be vital to your company’s success.
Understand how marketing to A&E’s can yield long-term benefits other than a Purchase Order.
Understand the A&E firm’s business and why traditional sales and marketing methods will fail.
"Marketing is the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, services, organizations, and events to create and maintain relationships that will satisfy individual and organizational objectives."
- Contemporary Marketing Wired (1998) by Boone and Kurtz. Dryden Press.
"Marketing is a social and managerial process by which individuals and groups obtain what they need and want through creating, offering and exchanging products of value with others"
- Philip Kotler, “Marketing Management", 7th edition, USA, 1991
“An agreement by which one of the contracting parties, called the seller, gives a thing and passes the title to it, in exchange for a certain price in current money, to the other party, who is called the buyer or purchaser, who, on his part, agrees to pay such price.”
- Lectric Law Library Lexicon
“The exchange of goods or services for an amount of money or its equivalent; the act of selling. The exchange of goods or services for an amount of money or its equivalent; the act of selling.”
- World Dictionary
WHO WE ARE…
“The A&E Firm is a collection of vendor-independent engineers and other professionals who sell only their services to clients who hire their expertise to design, specify, construct, and make operational a physical plant.
As a general rule, A&E firms are not impressed by mass marketing nor tolerant of hard-pressured sales tactics. A&E engineers respond positively, however, to useful and accurate information, access to vendor’s engineering data, and pastry.”
Just for JE Projects:
$8 Billion TIC
X 3% of TIC for Automation
= $240 Million
This represents a true opportunity!
…but how do you cash in?
Preferred Vendors List
So, if you were assigned to sell only to non-end-user firms, like A&E’s, you would probably feel that you are…
Don’t SELL to these firms! MARKET to them!
You can be successful at SELLING nothing and still be a MARKETING success!
"Marketing is the process of planning and executing … and events to create and maintain relationships that will satisfy individual and organizational objectives."
to create and maintain
“An agreement by which one of the contracting parties, called the seller, gives a thing and passes the title to it, in exchange for a certain price in current money…”
Jacobs Core Values:
#1.We are a relationship-based company.
“We focus on forging strong, long-term relationships with our clients, as we consider sound client relationships the most important contributor to our success. We cement these relationships by providing superior customer value and by continuously improving our performance.“
SO HOW DO I BUILD THESE RELATIONSHIPS WITH NON-END USER COMPANIES?
What are you considering buying today?
How may I help you focus on your customers’ needs today?
- Five Cases Will Be Presented
- All Are Real-Life Case Studies
- Personally Involved with Each One
- No JEG P.O.’s Cut to Any Vendor
- All Case Studies Were Win-Win
- All Started with Relationships
Firm: Solenoid Valve Manufacturer
MO: Visit to drop off brochures and inquire about current projects.
Hurdles: Not on Client’s Approved Vendor List; Client Picky about Solenoid Valves
Firm: Panel Manufacturer
MO: Pressuring Client to be Put on Bidders List for New Project.
Hurdles: Irritated Client; Client not Purchasing Panels Directly
Firm: Large Automation Company
MO: Corp. Focus on A&E Firms, although they assume a small potential for direct sales.
Hurdles: No Current Clients of A&E Have Firm’s Products Installed
Firm: Large Automation Company
MO: Corp. Focus on Life Sciences, with an Eye on Increased Market Presence.
Hurdles: A&E is Vendor-Independent
Firm: System Integrator
MO: Monthly Visits and Lunch.
Hurdles: Small SI suited to a limited range of project possibilities
Each of the Case Studies was a success in that it created a win-win situation for Jacobs, the Vendor, and our Client.
Each case began with establishment of a relationship.
Each of those relationships required nurturing.
Success was achieved as the result of consistently maintaining and growing that relationship.
Just as with life, not all relationships are worth nurturing!
There are only so many hours in the day and only so much you can do.
Establish relationships based on probabilities and possibilities.
Think through each opportunity: there may be more there than you think at first glance!
GO AND CONQUER!