While the global geosynthetics industry is relatively small (an international geosynthetics conference may attract at most 2500 people), it is uniquely intense with many companies providing services ranging from geosynthetic products, geosynthetic installations, and expertise related to geosynthetic design, application, and testing. Most professionals in the geosynthetics industry have achieved much of their expertise during their professional career with a fortunate few having had geosynthetic -related curriculum in school.
The geosynthetic industry involves many with disparate educations ranging from classic geotechnical, civil and environmental engineering to technical backgrounds in chemistry, polymer engineering and materials science. Still others in our industry are solely trained based on multi-year experience with geosynthetic manufacturing, handling, installation, and testing.
From a marketing and sales communication perspective, this dynamic industry poses an especially challenging environment to establish meaningful communication with our collective customers. Indeed, navigating the multiple geosynthetic-related associations and non-profits, and their cultures and contributions can be daunting. Yet, these same organizations play a strategic role in standardizing and promoting geosynthetic technologies and applications – a key benefit to geosynthetic sales professionals. They stand as platforms for collective education and community held expertise as compared with company-specific messaging promoting the unique attributes of a product or service.
So, how is one to sell products or services in such a dynamic and competitive industry?
This half-day course is appropriate for business development and sales professionals working in the geosynthetics industry. It is appropriate for new hires, young starters, and seasoned professionals. Students will explore the different geosynthetic industry sales environments and how general and broad appreciation for the industry and its organizations can greatly enhance the success of sales efforts. Narratives commonly heard about geosynthetic types and features and their relative performance will be explored and evaluated in a non-competitive, safe environment. Healthy and positive sales techniques will be discussed and rehearsed. Students will gain an intense and expanded appreciation for the uniqueness and greatness of the global geosynthetics industry and its opportunities.