How to Sell Engineered Products

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This book is not a traditional book on sales. The focus is tactical as well as strategic. Big questions are answered. How do capital goods need to be sold? What sales approach and tactics are recommended? What's the difference between a standard versus engineered to order product approach? How can a company's strategy be developed into a sustainable model that supports aggressive sales? How can profitable growth be achieved in cyclical or slow growth markets? What pitfalls must be avoided?

The book combines sales tactics and company strategy in a unique way and shows how they must complement each other for true success. Building on real world turbo-machinery examples in the Energy industries, business theory as well as engineering tips and tricks are woven together to form a holistic picture of how to execute business correctly. Companies who succeed by incorporating these principles will be discussed. Real life examples will be shown on companies who succeed by embracing these principles and those that don't.

Features & Benefits

  • Classification of Customers to improve sales strategy
  • Enhanced Sales Tactics
  • Ethical and Cross Cultural Sales
  • Improved Product Positioning
  • Superior Service Supporting Sales
  • Operational Excellence
  • Unifying Company Strategy
  • Dos and Don'ts on Mergers & Acquisitions
  • Incentivizing Sales Teams


  • Sales
  • Marketing
  • Proposal or Application Engineers
  • Management
  • Operations
  • Logistics
  • Service
  • Human Resources

About the Author

Chris Kapp has worked more than 25 years in sales, marketing, product development, engineering and senior management for rotating equipment, mainly in the Oil & Gas Industry. He has lived in Europe, India and the United States and worked for and with many famous national and international corporations. He currently resides in Houston, Texas. Chris Kapp received a Master of Science in aerospace engineering (Dipl.-Ing.) from RWTH Aachen University after writing his thesis at Norwegian University of Science and Technology in Trondheim. He has presented and written many papers on turbo machinery across the globe. He has consulted with the American Petroleum Institute, the US Department of Energy and the Environmental Protection Agency on equipment standards and regulations.

Type: Hardcover
Size: 6 x 9 inches
Pages: 200
Published: April 2019
ISBN: 9781593704919

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Additional Information

Christean M. Kapp
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