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48 SMT Magazine • December 2016 • "Industry segments" • "360-degree assessment" • "Based on needs" • "Type of products they need" • "End-market segment" • "Targeting specific organizations and applications" • "Trade shows" • "Target our competitors' customers" • "Face-to-face meetings" We're not quite sure if the question wasn't clear or if perhaps there is not much real target- ing going on. 10. What are the top three attributes of a great salesperson? Responses were a variation of some great at- tributes: • Hard working • Passionate • Trustworthy • Honest • Knowledgeable • Motivated • Relationship-oriented • Aware of the importance of closing • Personable • Strategically minded • Persevering 11. What do you think are the most effective sales strategies to use? This question had the greatest number of re- sponses, with most distilled into this list: • Demand hard work • Utilize direct sales calls • Funnel • Understand your capabilities • Mention value, not price • Offer a solution to the problem • Pay them well and receive results • Create a landmine map • Trust them • Measure and support the team to obtain goals Conclusion Although the results of this survey show that we still have a long way to go to be a sales- driven industry, it also reflects a growing inter- est in sales and marketing. We received many more serious and thoughtful answers than not and detected common themes among the var- ious stated company philosophies, which we found interesting. Overall, results indicated a great deal more focus on knowing the product and the customers than we have found in past surveys, which means that our industry is tak- ing sales and marketing seriously—and that's a very good thing. SMT Ecole Polytechnique Fédérale de Lausanne (EPFL) scientists have de- veloped a new perovskite material with unique properties that can be used to build next-generation hard drives. The work, which describes the first ever magnetic photocon- ductor, is published in Nature Communications. The lab of Laszló Forró, in a project led by post- doc Bálint Náfrádi, synthesized a ferromagnetic photovoltaic material, which exhibits some unique properties that make it particularly interesting as a material to build next-generation digital storage systems. "We have essentially discovered the first magnetic photoconduc- tor," says Náfrádi. This new crystal structure combines the advantages of both ferromagnets, whose mag- netic moments are aligned in a well- defined order, and photoconduc- tors, where light illumination generates high den- sity free conduction electrons. Though still experimental, all these properties mean that the new material can be used to build the next generation of memory-storage systems, featuring higher capacities with low energy de- mands. New Perovskite Could Lead the Next Generation of Data Storage MUCH ADO ABOUT SALES AND MARKETING

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