Sales training for PLC, SCADA, and control system companies

Sales teams at PLC/SCADA/DCS OEMs and control system integrators, selling to discrete manufacturing, water treatment, energy, and process plants — that's who this page is for.

These deals go through the plant's electrical head or automation manager — technical buyers who ask hard questions and won't be impressed by generic value pitches. They want to know why your PLC, and why now.

What actually breaks in this segment

Across the buyers I've worked with in this category, three specific patterns show up more than anything else:

1. The 'our existing supplier already has approved BOMs' objection, which is usually a signal that the buyer hasn't been given a strong enough reason to change
2. Losing deals in the specification phase — because the sales team never got to the specification writer, and by the time they did, someone else's brand was in the spec
3. Retrofit vs greenfield conversations: the retrofit customer has different pain than a customer building a new line, and the rep needs to spot the difference in 15 minutes

What I bring to the room

Selling to plant electrical heads and automation managers requires you to talk their language without lecturing them. That's a specific skill, and it doesn't come from a generic sales course.

The frameworks I teach are drawn from thousands of specific sales conversations, not from stock curricula. The delivery — training, coaching, consulting, AI enablement — is chosen based on what your team actually needs, not what a program-page brochure prescribes.