Sales Training Technology & Industry

Does your technical team know exactly what they are talking about, yet do you still regularly lose deals to a competitor with an inferior product? Then the problem rarely lies with the technology. It lies with the sales conversation.

With my Technology & Industry Sales Training, I teach technically trained salespeople, sales engineers, and account managers how to convert their product knowledge into commercial results. Not by talking more, but by asking the right questions.

Also check out my complete overview of sales training courses .

Do you recognize this in your technical sales organization?

Technical companies and industrial organizations often have the best professionals at the sales table. That is a strength. But it is also precisely where things go wrong.

• Salespeople prefer to explain specifications rather than probe into the actual problem.
• Customer conversations revolve around technology, while the customer actually wants to solve a business problem.
• As soon as a customer mentions a challenge, a technical solution follows immediately, even before the question has been fully investigated.
• Quotations are extensive and detailed, but not actively followed up.
• The DMU for technical purchases is often broader than expected: procurement, technical, and management. Not every decision-maker is recognized.
• The competition wins on price, while its own solution is technically superior.
• Sales conversations end without a concrete next step.

Sound familiar? Then there is immediate commercial gain to be made here. As the best sales trainer in the Netherlands in 2025, I see this pattern in virtually every technical company I train, and it can be solved exactly.

From product knowledge to consultative selling

Technical knowledge is a great advantage. It only becomes a pitfall when it takes the place of asking questions.

A technical salesperson who knows everything about his product but doesn't know when to listen starts talking. And whoever talks loses control of the conversation. Whoever asks keeps control.

In my training, I teach your team the difference between product-oriented and consultative selling: first understand what the customer truly needs, and only then present the technical solution. This aligns directly with Consultative Selling and advisory selling .

What do you learn during the Technology & Industry Sales Training?

I tailor the exact content to your sector, your products or services, and the experience of your team. Topics that recur frequently include:

Questioning techniques instead of explanation

Your team learns how to open the conversation with questions instead of a product presentation. That changes the conversation from explanation to diagnosis.

SPIN Selling for technical sales

Situation questions, problem questions, implication questions, and need-payoff questions help translate a technical conversation into the commercial value of a solution for the customer.

Identifying the DMU in technical purchases

Technical investments often involve multiple parties: the technical manager, the purchaser, and the management. Your team learns to recognize these roles and respond to them in a targeted manner.

Selling value instead of specifications

When a customer does not see the technical added value, price becomes the only point of comparison. Your team learns to make the added value visible from the customer's perspective, not from the specification sheets.

Dealing with price pressure and technical objections

"Your competitor offers the same thing for less." "We have in-house expertise in this area as well." Your team learns to investigate these objections instead of immediately countering them.

Closing and concrete next steps

A technical conversation often ends with "we'll take that into consideration." Your team learns to recognize buying signals and naturally steer the conversation toward a concrete next step.

Who is this training suitable for?

This sales training has been developed for technical and industrial organizations, and is suitable for, among others:

• Sales engineers
• Technical-commercial employees
• Account managers in technology and industry
• Field service employees who visit many customers
• Inside Sales Representatives
• Sales managers within technical organizations
• Entrepreneurs in the technical sector

Does your team visit many customers on location? Then also check out my Field Sales Training . Does part of your team work in the office? Then check out my Inside Sales Training .

More revenue from existing technical customers

In the engineering and industrial sectors, there is often untapped revenue with existing customers: maintenance contracts, upgrades, and related products. Is this potential being fully utilized at your company?

An Account Management Sales Training helps your account managers to systematically apply cross-selling and upselling to existing clients.

Practice-oriented, no theory

I do not train using general examples. For customized training, I use situations from your own technical sales practice, for example:

• A technical consultation with a prospect
• A quote that is not followed up
• Price pressure from a cheaper competitor
• A DMU with technical manager, purchasing, and management
• An existing maintenance contract that can be extended
• Obtaining a concrete follow-up appointment after a technical meeting

This way, your team translates what has been learned directly into daily practice.

In-company Sales Training Technology & Industry

Do you want to train your entire technical sales team at once? Then I will fully tailor an In-company Technical & Industrial Sales Training to your organization, your products or services, your customers, and your commercial objectives.

View the options for a customized In-company Sales Training .

I discuss the challenges your technical sales team faces in advance, ensuring that the result is not a standard training course, but one that aligns directly with your commercial practice.

Frequently Asked Questions about Sales Training Technology & Industry

Why is separate sales training for engineering and industry necessary?

Because technical sales conversations present different challenges than, for example, retail or service industries: more complex DMUs, longer processes, technical objections, and the risk that product knowledge overrides asking questions. As a result, the examples and exercises align better with your team's practice.

Is this training also suitable for sales engineers without sales experience?

Yes. The training starts with the basics of questioning techniques and consultative selling and builds up to more advanced techniques such as DMU management and closing. I tailor the level to the experience of the participants.

Can this training be delivered in-company?

Yes. Especially during in-company sales training, I take your products, services, customers, and commercial objectives into extensive consideration.

Do you work with our own technical customer cases?

Yes. For a customized training course, I use your own commercial situations so that participants practice directly with recognizable practical examples from their own sector.

Can technical management and sales be trained together?

Yes. When both roles are involved in the same client conversations, it can be valuable to train components together, with room for function-specific exercises where necessary.

What results can I expect after this training?

Participants learn to ask better follow-up questions, recognize the entire DMU more quickly, sell based on value rather than specifications, and close conversations more often with a concrete next step. The exact result depends on your team's starting level and the chosen training format.

Request Sales Training Technology & Industry?

Do you want your technical sales team to perform better without losing technical knowledge?

I offer practical sales training focusing on questioning techniques, consultative selling, DMU management, and closing, fully tailored to technical and industrial practice.

View all available sales training courses or choose a customized In-company Sales Training directly.

From specifications to questions. From explaining to advising. From product salesperson to commercial advisor.