GE 300Career and Professional Guidance

January 2006

Sales Engineering …Fun,

Rewarding, and not for Everybody.

ANDElectrical Engineering

is also not for Everybody.

Jim BlahaPresentation on a

“ Career in Field Marketing / Sales Engineering ”GE 300 - January 2006

• L. S. Research, Inc. and L. S. Compliance, Inc.

located in Cedarburg, Wisconsin - 10 years.• Sr. Vice-President and Quality Manager• 22 years at Hewlett-Packard Co.

- Medical Products Group

- Customer Engineer, Support Management

- Sales Representative, Sales Management• 16 years Adjunct Associate Professor at MSOE - MSEM• AAS ECET ‘72, BS BioMed ‘74, MS EM ‘85• Married 31 years• 5 children

• Experienced … Industry, Academics and as a Parent

Jim’s responsibilities at L. S. Research

L. S. Research, Inc.- Customer Confidence

* Research and Development

* Design and Consultation

* RF Engineering … Wireless Applications

* Core Competency

- Customer Satisfaction based on…..

* Regulations Consultation

* Technical Consultation

* Profitable Price Performance

* Achieving Design Specifications

Jim’s responsibilities at L. S. Compliance

L. S. Compliance, Inc.- Marketing of EMC Laboratory

* Product* Place* Price* Promotion

- Quality Manager* Accreditation of EMC Laboratory* US Government Regulations* European Government Regulations* IEC and ISO Standards* Employee Development

What do You gain from College ?

• Self - Esteem

• Time Management Skills

• Library of Knowledge

What is Engineering ?

Engineering involves the knowledge of the mathematical and natural sciences (biological and physical) gained by study, experience, and practice that are applied with judgment and creativity to develop ways to utilize the materials and forces of nature for the benefit of mankind.

or …

The art of doing something well with One Dollar what any idiot can do with Two Dollars. ( or was it the other way around ? ).

What is Critical within Industry Today ?

• Interpersonal Skills* Listen

• Commitment to Life-Long Learning* Design Engineering* Compliance and Regulatory Management

• Self-motivating* Applies to any Job

Discuss and Back-up through examples the above during … your Job Interview …

Current Engineering Challenges

• International Rules and Regulations- FCC, FDA, ACA, ETSI and Market specific

agencies* Code of Federal Regulations … US* Mutual Recognition Agreements …

US/Asia/EU/America’s

• “ United States of Europe ”- EU Directives

* 40 and counting* Marking

• Information Overload- Useful … versus … Not-useful Information.

Your Career Opportunities

• Not all the Jobs are in R & D … What they are and where to find them.

• Traditional Engineering- Design and Development

* RF Engineer … HOT* Embedded Software … HOT ( hardware and software )* Regulatory / EMC Engineering* EE Design

• Field Marketing Engineering- Customer Engineering- Applications Engineering- Sales Engineering

A Job by Any Other Name

• Did you ever notice that the titles in the Want Ads rarely match the title on your degree or the course descriptions for the material you have covered over the past few years ?

• Some jobs are listed under a “ sector ” title - “ Health Care ”

• Some jobs can be found under a “ task ” title - “ Helpdesk ”

• Some jobs actually list the major area of concentration … “ Information Technology ”

• Some aren’t even that descriptive.

Several Job Titles Apply to more than One Product

Pure Research Technical Sales Support

Applied Research Installation Specialist

Product Development Technical Writer

Product Management Course Developer

Product Design Technical Trainer

Technical Marketing Customer Support

Technical Sales Technical Management

Some Job Titles can be Different

• Product Engineer

• Customer Engineer

• Field Engineer

• Support Engineer

• Systems Engineer

• Design Engineer

• Quality Engineer

• Notice … they are all defined as an Engineer.

Some Job Titles can be Vague

• Account Representative

• Account Specialist

• Technical Specialist

• Customer Representative

• Customer Care Specialist

• Account Manager

• Product Manager

So What about Research ?

Pure Research – the “ Quest for Knowledge ”

– Answers huge questions.

– Looks for answers for the sake of having answers.

– Has no tangible link to anything saleable in mind.

– “ Just how many DNA Molecules

DO fit on the head of a pin … ? ”

So What about Product Management ?

• We know we can solve the problem but at what cost ?

• And who cares if it is solved or not ?

• Do they care enough to pay ?

• And if so, how much ?

• Someone needs to control the situational analysis and insure the product is the correct fit – build the Strategic Plan.

• Bug fixes and enhancement requests post-installation must be evaluated, tracked, and managed.

So What about Design Engineer ?

• How do we package the solution to make people want to buy it?

• Ease of use and attractiveness of the product make it more saleable.

• Emotions make more Sales than Logic.

What is the Number 3 Rule of Sales ?

“ Perception is Reality ”

So What about Technical Marketing ?

• The competition needs to be surveyed.

• The sales strategy must be picked.

• Themes and integration of the product into the company strategy are necessary.

• Literature, print and media ads need coordination.

So What about Technical Sales ?

• Marketing may be designing the War, but technical sales fights the individual Battles.

• Many companies require that technical products be handled by sales representatives who are qualified and knowledgeable enough to use them.

What is the Number One Rule of Sales ?

“ People Buy from People ”

So What about Technical Sales Support ?

• The second line of offense brings a higher level of technical expertise to help the client understand the operation of the product and how it can solve the client’s problem.

• Sometimes Technical Sales Support helps the client to define the problem or set a direction for the client’s operation.

• Good Support insures the product is properly sold.

This leads us to a Career in Field Marketing

• FunOwn Boss.

Travel - seldom behind a Desk.

Company Car and Company Expenses.

• Rewarding Relationships.

Always Learning: about Yourself, People & New Technologies.

Make Money … $$$$$.

• Not for EverybodyPersonality: Managing Time, People & 5, 10, 30 balls in the air.

Need to “ Hustle ”.

Need the Ability to … “ Accept Total Rejection ”.

Hot … off the Internet

Position: Field Service Engineer Qualifications:   BS in EE / EET or equivalent, and/or 3 - 5 years of related experience in MR. Strong technical, customer service and communication skills Demonstrated leadership and teamwork skills

Position: MR Sales Specialist Qualifications:  BS/BA Degree Demonstrated strategic selling skills ( presentation, quoting, demonstration and closing )

Hot … off the Internet

Position: Client Principal The world has changed. Again.Not so long ago we provided information for business. Today information is the business.We're here for our customers. Putting them first makes us foremost. We don't exist without them.You'll be the key builder of customer relationships, working with the sales team to create new business and develop, present and structure solutions with potential outsourcing clients.

Qualifications: Bachelor's (undergraduate) degree or Master's (graduate) degree in Computer Science, Electrical or Computer Engineering.Broad Technology Knowledge Demonstrable Business, Customer and Project Management Skills.Planning and Budgeting Ability … Well-developed Leadership Skills Analytical and Conceptual Skills

Hot … off the Internet

Position: Installation Engineer

Qualifications:   Responsible for performing the on-site installation, servicing and repair of

complex equipment and systems including Nuclear Medicine Gamma Cameras, Computers, Networks, and ADAC RTP systems. Instructs customer in the operation and maintenance of the system. Serves as a company liaison with customer on administrative and technical matters for assigned projects. Provides Technical Assistance to ADAC FSE’s. Provides Technical Expertise on trouble accounts.

BSEET in Electronics with a high mechanical aptitude.

Good people skills and a self starter.

Hot … off the Internet

Position: Account Executive (Sales)

Qualifications:Should have a Bachelors Degree or Associate's degree and two+ years experience selling capital medical equipment where sales process is

long and complex, with documented success.

Must be a proven self-starter who enjoys working independently with minimal direction.

Must have good verbal/written communications skills and travel when required.

Must be PC literate.

Hot … off the Internet

Position: Graduate Rotation Opportunities - Field Sales EngineerAre you graduating in 2005? Do you want to revolutionize the way people live and work through technology? Consider launching your engineering career with “xyz”

In the GRO program you will spend three rotations (12 months ) gaining hands-on experience in marketing, customer support and field sales engineering.In addition, your skills will continue to be enhanced through coaching and developmental training.

Qualifications:Bachelor’s Degree in Electrical EngineeringSuccessful candidates will possess skills and some experience in:+ Leadership responsibilities+ Customer service+ Excellent verbal, written and presentation communication

Hot … off the Internet

Position: Field Support Engineer The Field Support Engineer is responsible for providing field services to support the

installation, start-up, maintenance and operation of automation control systems, drive systems, manufacturing systems, industrial networks and the individual products which comprise these systems.

Qualifications:

Bachelor of Science Degree in Engineering or Technology

The Field Support Engineer requires minimal day-to-day supervision and direction, and frequently works independently to optimize work activities and revenue generation while providing field service support for our customers.

Develop and maintain competencies on a significant breadth of company products

and associated technologies including computer operating systems. (e.g. Windows NT/2000/XP … )

Hot … off the Internet

Position: Printer Brand ManagerDevelop and execute measurable marketing and sales support programs for printers and imaging. Analyze and report on revenue trends, product mixes, customer identification, promotions and margin analysis in order to maximize printer sales. Lead the customer contact strategy for printers. Serve as lead printer marketing.

Qualifications:Strong written and verbal communication skills. Strong analytical and presentation skills. Strong organization, prioritization and planning skills. Ability to work independently in order to meet deadlines. Thorough knowledge of the sales process. Advanced knowledge of marketing strategy, tools, concepts and techniques. Advanced knowledge of PC and printer market and new technologies. Ability to work cross functionally in order to achieve desired results. Bachelor's Degree required. MBA preferred.

Courses for Preparation

• Communication Theory

• Electromagnetic Theory

• Microwave Theory

• ASIC Design

• Marketing

• Technical Sales

• Speech

Job that involves the Public

What do Employers look for ???

Communication Skills

Confidence

Work Ethic

Team Member

Ability to adapt to a Situation

Presentation Skills

Are You Promotable

One Last Comment to Remember …

The ideal position for you will take your technical education and align your “ Library of Knowledge ” with your Personality Traits, Interests, and your Talents.

• Personality Traits– Shy … Outgoing– Inquisitive … Accepting– Active … Sedentary– Passive … Aggressive

• Interests– Wireless … Government … Healthcare … Etc.

• Talents– Writing … Teaching … Creativity … Art– Organization … Leadership … Adaptive– People Person … Communication Skills

Therefore …

• Be ready to prioritize your strengths and preferences against the varying job requirements.

• Be ready to make adjustments and trade - offs.

• Examine … “ Who Your Are ” and “ What You Enjoy ”

• Why ??? …

What is the Number Two - Rule of Sales ?

“ You are in Sales Everyday ”

Thank You for your Hospitality