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16 The PCB Design 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 vari- ous 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. PCBDESIGN The ever-increasing amounts of electronic data that we generate in our personal and professional lives require new storage technol- ogies that can fit lots of data into small physical spaces. The most promising solutions include solid- state redox devices, which work by controlling the magnetic prop- erties of materials. Now, Tsuchiya, Terabe, and Aono at the Inter- national Center for Materials Nanoarchitecton- ics, NIMS and co-workers have developed a new solid-state device in which several magnetic and electrical properties can be changed and reversed by inserting and removing ions. The team believes that their de- vice could pave the way for spin- tronics—novel devices that exploit not only the charges on electrons but also the intrinsic angular mo- mentum, or spin, that is predicted by quantum mechanics. The new device contains a thin film made from the iron oxide magnetite (Fe3O4) next to a layer of lithium silicate. Tuning Magnetic Properties for Better Data Storage MUCH ADO ABOUT SALES AND MARKETING

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