In the technical world of manufacturing, where commercial success is so often aligned with product or process innovation, the sales department is often viewed as a necessary evil. The stereotypical image of the flashy sales rep, complete with swanky car, commission scheme and expense account are familiar to us all. But is it a realistic picture? Not anymore.

Nowadays selling is an entirely more sophisticated, and vital, role. Whilst product and process innovation are still critical, they are no longer enough. New and innovative products are copied almost overnight. Customers are increasingly sophisticated, using the World Wide Web to gather supplier information, rationalising their supply chain and increasingly taking purchasing decisions away from technical people and handing them to procurement and financial professionals. So what must this new breed of seller look like?

More than a talking brochure

If all the seller does is repeat what's in the literature, why bother? Customers can use the Web to find technical information. Sellers must add value at every customer touch-point to justify taking up their customer's time and their employer's salary.

More than a technician

Sellers have to be able to communicate effectively across all customer roles. Sellers who have been comfortable talking with their opposite number must learn to be equally at ease when dealing with a Purchasing Manager or a Finance Director.

Lean

Unsuccessful sales meetings are pure waste. Companies must apply lean disciplines to the sales function.

• Lean Selling (43KB)

Well rounded

Today's sellers must be able to engage with their customer throughout the sales process. They have to be skilled at identifying and developing needs, making presentations, writing proposals and negotiating the deal.

Creators of differentiation

Most of the time technical differentiation is not enough to win business. The effective seller will create differentiation, and build the case for premium pricing, through the use of effective skills, to ensure your products are ordered at reasonable rates.

Steve Thurlow is Sector Head for the manufacturing and engineering industries. If you would like to know more, email manuf-eng@huthwaite.co.uk or call +44 (0)1709 710081.

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