Issue link: https://iconnect007.uberflip.com/i/1537616
32 PCB007 MAGAZINE I JULY 2025 T H E C H E M I CA L C O N N ECT I O N resists, etc.). This gives them a better feel for their (and our) customers' needs. It might be weeks or months between visits for a direct salesperson. One disadvantage to using independent reps is that they may lack the deep technical knowledge of the equipment that a direct salesperson has, since they may also represent several other prod- uct lines, which they must also have some techni- cal proficiency in. To help our independent reps, our technical sales managers (TSMs) can pro- vide direct or indirect support to reps in their ter- ritory. Indirect support provides information that the potential customer has asked for, such as tech- nical information and/or test reports, or options to make the customer's job easier or more cost- effective. Direct support includes the TSM getting directly involved in the sales effort with the sales rep. Advances in video conferencing in the last few years have made this easier and more cost-effec- tive, eliminating travel needs while still maintaining close contact. The sales rep or sales rep/TSM team is respon- sible for obtaining the information for a realistic quote once the questions of "How fast can you deliver, and what kind of pricing deal can you give me?" are settled. The sales team needs not only the production requirements but also the technical experience of the customer, the technical level of the product being produced, and the kind of com- petition they are facing. With this information, the sales rep then submits a request for a quote, and the TSM prepares a quote for the equipment that will get the job done for the lowest price, along with a list of possible options to make it easier to complete the job and be more cost-effective. These options may cost a little more now but will save on labor and time in the long run over the life of the equipment. In normal times, but especially when things start to slow down, a good salesperson will emphasize the intangibles of an equipment purchase, such as installation assistance, start-up help, and process expertise, along with more subtle things that some- times get lost in detailed discussions. As business slows down, many customers delay buying new equipment and try to keep their cur- rent equipment running longer. Our spare parts and field service business picks up substantially in slow times and takes up some of our sales slack. A good salesperson emphasizes our record in the quick shipment of spare parts and our ability to get field service personnel onsite quickly. This is an invaluable sales tool that is sometimes underutilized. Our company has always had some form of process lab. This is also a mar- keting tool, but sometimes we don't emphasize it enough. We have produc- tion-sized develop, etch, and strip lines along with several smaller etchers for process development. We invite poten- tial customers to send or bring sam- ples for testing. It is amazing how much more confident people are in purchas- ing capital equipment when they see their product being run on the equip- ment they intend to purchase. Our sample and visit workspace increases when the economy slows down, and can sometimes be the clinching argu- ment in a reluctant-to-spend customer pulling the trigger on a purchase order.