Engineering Sales: Process of Understanding

Abstract

Consulting engineering is an unusual blend of a profession and a service industry in which engineers are both professionals and businesspeople. In this business, engineers market an intangible product of knowledge, skills, and training for the solution of complex problems. Decision makers buy these services largely based on the belief that their needs are understood by the engineer. This changes the role of engineer/salesperson from that of selling to that of understanding. Four lifestyle categories, i.e., personality traits as opposed to standards of living, are presented to serve as a basis for understanding the needs and tendencies of these decisions makers. Suggestions are provided to enable the engineer to identify a person's lifestyle preferences as “helper/supporter,”“analyzer/organizer,”“leader/promoter,” or “creator/performer.” This knowledge is useful for facilitating communication between the engineering professional and the decision maker—to help ensure that what you said was in fact what they heard.