The Training will be conducted in Chinese.

培训语言为中文。

Introduction

Nowadays, growing numbers of technical professionals including engineers, R&D specialists and pre-sales engineers are required to engage directly with clients, tasked with retaining existing customers and tapping into new business demands. However, most technicians are accustomed to communicating through data and logic, while clients focus on practical value and tangible outcomes. Even top-tier technical solutions fail to deliver results without effective presentation. Technical teams commonly face three core challenges: failing to grasp clients' implied messages, inability to translate technical strengths into commercial value when introducing solutions, and deficiency in building emotional rapport with clients. Centered on four core communication capabilities — understanding clients, probing genuine needs, articulating value and gaining credibility — this course delivers ready-to-use methodologies and practical tools.

Target Audience

Engineers, R&D personnel, pre-sales technicians, after-sales technical support and other technical practitioners

Objective

For Organizations

• Standardize client communication workflows for technical personnel to minimize demand misjudgment
• Develop a library of templates for demonstrating technical solution value to empower the whole team
• Build a replicable systematic methodology for client communication

For Teams

• Unify the conversion framework that translates technical jargon into commercial value
• Compile a scenario-based script library to shorten new employee adaptation cycle
• Construct a closed-loop learning system consisting of tool application, on-site drills and post-training review

For Individuals

· Master targeted questioning skills to interpret clients' underlying intentions

· Apply the FABE value communication framework to make technical proposals persuasive

· Learn the LSCPA objection-handling model to address client doubts confidently

Outline

Module 1: Build Rapport — Shift from Tech-Oriented Mindset to Commercial Thinking

Inspiration: are non-sales professionals inherently at a disadvantage during client communication?

Definition: three typical communication blind spots for technical employees

1. Rapid identification of varied client communication styles

2. Small Talk for ice-breaking and relationship establishment

1) Industry-related topics

2) Scenario-based topics

3) Empathy-driven topics

4) Tool-sharing topics

3. Active Listening：

1) Golden Silence Rule

2) Identify clients' real thoughts via micro-expressions and subtle body language

Example: An engineer constantly interrupted clients during on-site visits, triggering customer dissatisfaction and resulting in being blacklisted by the client.

Action: Leverage AI to build a generator for client profiling and customized communication strategies

Module 2: Dig into Real Needs — Questioning Framework from 5W1H to SPIN

Inspiration: Do you fail to figure out clients' genuine requirements in nine out of ten client meetings?

Definition:

1. 5W1H questioning method for comprehensive situation analysis

2. Three categories of client demand signals

3. SPIN questioning adapted for technical scenarios to uncover implicit needs

1) S-Situation: Confirm clients' current operating status

2) P-Problem: Explore existing pain points

3) Implication: Highlight adverse consequences of unresolved issues

4) N-Need-Payoff: Link solutions to measurable business value

Example: By adopting SPIN questioning, an engineer helped the client avoid millions of dollars in potential losses.

Action: Generate tailored SPIN questioning scripts with AI tools

Module 3: Clarify Core Value — Make Technologies Persuasive via FABE

Inspiration: Is it impossible to clearly showcase our competitive edges to clients?

Definition:

1. Why superior technology alone cannot secure customer orders

2. Practical application of FABE Rule (Feature → Advantage → Benefit → Evidence) for technical proposals

Example：A pre-sales engineer secured a new project by introducing upgraded products to the client's technical procurement manager with structured FABE pitching.

Action: Develop an AI-powered generator for automatic FABE script creation

Module 4: Handle Objections Composedly — LSCPA Objection Resolution Framework

Inspiration: How do you respond when clients raise doubts and objections?

Definition:

1. LSCPA systematic model for resolving customer objections

Example: Faced with the accusation of falsified test data, an engineer eliminated credibility crisis by presenting third-party authoritative certification reports plus three-month practical operation data from an existing client.

Action: Build an AI generator to produce ready-made reply scripts for LSCPA objection handling

Notes：

• Please notify us at least 24 hours before the event if you want to cancel your ticket; otherwise, no refund will be issued.
• The E-invoice will be issued within 7 working days after the course concludes.