DocumentCode :
2613648
Title :
Selling new technologies; making a convincing business case
Author :
Dissel, M.C. ; Probert, D.R. ; Tockenbürger, L.W.
Author_Institution :
Univ. of Cambridge, Cambridge
fYear :
2007
fDate :
2-4 Dec. 2007
Firstpage :
1945
Lastpage :
1949
Abstract :
Convincing someone to invest in new technologies is one of the most important tasks of technology management and arguably also the most uncertain. Despite the fact that technology managers having a wide range of methods and tools at their disposal to value technologies, the actual process of getting the buy-in and subsequent funds of the board, business units, or external customer is often an unsatisfactory process. In fact very little has been written on the sales process for new technologies. This paper argues that to complement this gap technology managers can learn from existing sales practices and processes by applying consultative sales concepts. The paper reports on an ongoing study and reviews literature on current technology development processes. There appears to be a disconnection in the communication between seller and buyer and the process of establishing what we refer to as a technology-problem combination. This notion is supported using two illustrative cases in the automotive and aerospace industry. The paper concludes by proposing a process to integrate a consultative sales approach for new technologies.
Keywords :
aerospace industry; automobile industry; decision making; investment; sales management; technology management; aerospace industry; automotive industry; decision making; new technology sales; technology development process; technology investment; technology management; technology manager; Aerospace industry; Automotive engineering; Cost accounting; Investments; Licenses; Marketing and sales; Paper technology; Pulp manufacturing; Technology management; Waste management; Consultative Sales; Decision Making; Technology Investment; Technology Sales;
fLanguage :
English
Publisher :
ieee
Conference_Titel :
Industrial Engineering and Engineering Management, 2007 IEEE International Conference on
Conference_Location :
Singapore
Print_ISBN :
978-1-4244-1529-8
Electronic_ISBN :
978-1-4244-1529-8
Type :
conf
DOI :
10.1109/IEEM.2007.4419531
Filename :
4419531
Link To Document :
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