Sales

General Data
Academic program	ECAM LaSalle Mechanical and Electrical Engineering Programme			Module Manager(s) : MONAGHAN Erin
EC Type : Lectures	Sales (LIIEEng07ESales)
Tutorials : 12h00 Total duration: 12h00	Status	Period Semester 7	Teaching language : English

Learning Outcomes
Students will be able to: • Understand the role of sales in industrial and engineering-driven organizations • Apply analytical thinking to sales processes and pipelines • Communicate technical value to customers • Collaborate effectively with marketing, operations, and R&D • Analyze customer needs and propose optimized solutions

Content
This course introduces sales from a systems and process perspective, focusing on business-to-business (B2B), technical, and solution-based selling. Students learn how engineered products and services are sold in industrial contexts where value, reliability, and long-term relationships matter. Key Topics / Modules 1. Sales in Industrial and Engineering Contexts o B2B sales vs. B2C sales o Role of engineers in pre-sales and technical sales 2. The Sales Process as a System o Lead generation, qualification, conversion o Sales funnels and performance metrics 3. Customer Needs Analysis o Voice of the customer (VOC) o Translating needs into specifications 4. Value-Based and Solution Selling o Total cost of ownership (TCO) o ROI and lifecycle analysis 5. Pricing and Negotiation o Cost-based vs. value-based pricing o Trade-offs and constraints 6. Sales Forecasting and Analytics o Demand uncertainty o KPIs and CRM systems 7. Ethics and Long-Term Relationships o Trust, transparency, and sustainability

Content

This course introduces sales from a systems and process perspective, focusing on business-to-business (B2B), technical, and solution-based selling. Students learn how engineered products and services are sold in industrial contexts where value, reliability, and long-term relationships matter.

Key Topics / Modules
1. Sales in Industrial and Engineering Contexts
o B2B sales vs. B2C sales
o Role of engineers in pre-sales and technical sales
2. The Sales Process as a System
o Lead generation, qualification, conversion
o Sales funnels and performance metrics
3. Customer Needs Analysis
o Voice of the customer (VOC)
o Translating needs into specifications
4. Value-Based and Solution Selling
o Total cost of ownership (TCO)
o ROI and lifecycle analysis
5. Pricing and Negotiation
o Cost-based vs. value-based pricing
o Trade-offs and constraints
6. Sales Forecasting and Analytics
o Demand uncertainty
o KPIs and CRM systems
7. Ethics and Long-Term Relationships
o Trust, transparency, and sustainability

Corequis
None

Bibliographie
• Rackham, N. SPIN: Selling • Dixon, M., & Adamson, B.: The Challenger Sale • Anderson, J. C., Narus, J. A., & Van Rossum, W.: Customer Value Propositions in Business Markets • Kotler, P., Keller, K. L.: Marketing Management (B2B chapters)

Assessment(s)
N°	Nature	Coefficient	Observable objectives
1	• Understand the role of sales in industrial and engineering-driven organizations • Apply analytical thinking to sales processes and pipelines • Communicate technical value to customers • Collaborate effectively with marketing, operations, and R&D • Analyze customer needs and propose optimized solutions	100	Project on contracting a technical sales offer for an industrial company.