Overcoming Challenges in Controls and Instrumentation (C&I) Sales
What is Tech Sales?
When we mention we're in sales, people often perceive us differently. However, technical sales is one of the most challenging and rewarding professions. Here, you're not just selling a commodity or a product; you're offering a solution customized to the customer's requirements. If you're in tech sales, take pride in it.
“As per the Customer Requirement”
This phrase is frequently used by customers rather than solution providers. Customers often worry whether the solution provider understands their needs. In Controls and Instrumentation (C&I), engineers have multiple ways to derive solutions for specific customer requirements. The challenge is to determine the right solution.
What is the Right Solution?
In the context of C&I, the right solution involves selecting the appropriate field instrument, control layer, network layer, and supervisory layer. Critical aspects include sizing the instrument and selecting the right CPU. Today's market offers various CPUs, switches, power supplies, visualization tools, and software versions. Customers should focus on the credentials of the engineer sizing and selecting their hardware rather than the OEM's credentials. While all OEMs provide high-quality solutions, it is the engineer who understands the customer's requirements and proposes the solution. Therefore, the right solution lies with the right engineer..
Who is the Right Engineer for C&I?
An engineer who has experience in logic development, site testing and commissioning, and exposure to various applications such as machinery, water, oil, and gas, and then transitions into sales, is ideal for C&I. At Closoft, we refer to this person as a Solution Architect who supports the sales team. A right Solution Architect conducts site surveys, gathers requirements, communicates with OEMs, and derives the best possible solution for a specific application.
Challenges Between Sales and Project Teams
There is often a conflict between the sales team and the project team regarding pricing. The project/design team may argue that the sales team has underquoted or that margins are too thin, while the sales team faces competition and the threat of losing orders. The fate of a project largely depends on the Sales Engineer/Solution Architect. A good start usually leads to a successful finish.
Common Issues and Solutions in C&I Sales
- To overcome these challenges, consider the following strategies:
- Engage Sales Team at Customer Site: C&I sales require in-person interactions rather than phone or online meetings.
- Expose Sales Team to Latest Solutions: Facilitate sessions with OEMs to understand their product portfolios.
- Derive Multiple BOMs and System Architectures: Compare different brands and perform technical comparisons
- Encourage Inquisitiveness: Sales teams should ask customers detailed questions to ensure clarity and accuracy in the scope matrix.
A well-defined scope matrix indicates a competent sales team, leading to better project outcomes and customer satisfaction.
Conclusion :
Navigating the complexities of Controls and Instrumentation (C&I) sales requires a blend of technical expertise, effective communication, and strategic planning. By focusing on understanding customer requirements, selecting the right solutions, and fostering strong collaborations between sales and project teams, organizations can overcome common challenges and achieve successful project outcomes. Remember, the key to excellence in C&I sales lies in the skills and dedication of the right engineer who can bridge the gap between technology and customer needs.