PROFESSIONAL DEVELOPMENT OF SALES ENGINEERS IN THE AREA OF REACTOR TECHNOLOGY PRODUCTS

Abstract:   Today much of a company’s competitive edge lies in the knowledge and competence found within the company. Technology and products are becoming increasingly complex meaning that the way knowledge is created and managed is extremely important. The Reactor Technology department at Alfa Laval launched the first of their continuous flow microreactors: ART® Plate Reactors in 2007. The product differs from other more well-known Alfa Laval products, and sales engineers have the task of promoting and selling these reactors to customers around the world. How can sales engineers gain the knowledge and competence necessary for promoting and selling the reactors? What challenges exist and what additional sales and marketing tools are required for this task? A literature study of microreactors, knowledge management and adult learning was conducted. Furthermore semi-structured interviews with Alfa Laval staff, sales engineers and customers were carried out to identify existing needs and what was expected of the sales engineers. The role of the sales engineers was described as presenting and promoting the product to the customer, answering initial customer questions and being able to identify if a customer process is applicable to the plate reactors. The challenges described by sales engineers and the Alfa Laval reactor technology department included knowing which customer segments to focus on and being able to persuade customers of the advantages with continuous flow reactors. To meet the need of both explicit and tacit nature of knowledge a two day educational course and collaboration site was proposed. The course allows for knowledge conversion involving tacit knowledge through socialization, externalization and internalization. The following is to be addressed in the course: background to reactor development, introduction to market, product presentation, customer segments, competing technologies and the sales process. The collaboration site allows for the conversion and creation of knowledge of a more explicit nature, acting as a complement to the course. Literature of adult learners showed that important factors to consider when working with adult learners is the need to understand the reason for learning and that it has a close link to their task. Additionally their previous experience is an important asset for the learning process. Amongst other things the sale engineers will therefore have the opportunity to hear experienced sales engineers share customer stories and discuss this together during the course. The belief is that the combination of a training course and collaboration site will help extend the learning experience. It is advised that follow up meeting between sales engineers occurs, allowing them to discuss their learning experience after meeting customers. The results from this report can assist in adult education in general and education courses in companies in particular. Key words: microreactor technology, continuous processes, knowledge management, adult learning, professional development, learning within organizations, professional development