Translating Technical Solutions into Customer Value: A Value Proposition Workshop for Sales Engineers

Workshop closed - find our August 2023 offering here

Hosted by the Opus College of Engineering and the College of Business Administration's Center for Professional Selling

Translate your company’s technical solutions into a sales conversation.

As your company seeks to deliver quality solutions, there is often a disconnect that occurs during a sales team’s communication with the customer. Through this workshop, participants will develop the skills to effectively communicate technical solutions to their customer, incorporating product knowledge into a successful agreement for company and client.

Designed for professionals looking to transition into or just beginning a technical sales role, participants will collaborate with technical sales executives and Marquette faculty to develop their technical sales skillset.

Keynotes, Panelists and Facilitators:

  • Michael Ribbich, Branch Manager, Vyron Corporation | Keynote
  • Anthony Cavalco, CEO, Nicolet Plastics LLC/TruVenture Composites, LLC | Panelist
  • Ryan Agnew, Owner at Pivot Resource Group LLC | Panelist
  • Dr. Jessica Ogilvie, Associate Professor of Marketing | Marquette facilitator



  • Develop the ability to translate your product knowledge within a sales conversation
  • Learn from and network with proven technical sales leaders
  • Build your confidence and skills in a simulated environment, under the guidance of industry experts and faculty
  • Discover resources to continue your growth and development as a technical sales professional



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Introduction, Topic Overview, and Group Exercise | 11:00 a.m. - 12:00 p.m.

We will dive into the world of technical selling, focusing on value proposition development, translating value, and understanding the unique goals of technical customers.

Keynote and Lunch | 12:00 p.m. - 1:00 p.m.

Our keynote speaker, Michael Ribbich of Vyron Corporation, will share personal accounts of success and failure in the technical selling world, as well as lessons learned relative to translating value and guiding customers with insight and expertise.

Value in Action: Integrating Industry and Individual Application | 1:00 p.m. - 3:30 p.m.

Bringing industry specific insights from our Technical Selling experts, this mentor-driven portion of the workshop will allow individuals to put topic ideas into context, apply solutions to their own customer portfolios, and receive guidance from a trusted mentor in the process. This time will include both full-group learning and individual application to cement new practices and approaches learned.

Industry Panel Discussion and Closing | 3:30 p.m. - 4:15 p.m.

In this concluding session, we will tie learnings back to industry and relevance by joining in a ‘fireside chat’ with our panel of experts. This time will focus on vision, next steps, and secrets to success when implementing lessons learned.  


Frequently Asked Questions:

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Who is this workshop designed for?

The workshop is designed for professionals looking to transition into or just beginning a technical sales role. Some participants may come from engineering and technical backgrounds, but that is not required.

Is there any prerequisite experience?

There is no prerequisite technical or sales experience. We do hope that your career goals align to the workshop content. Please reach out here with any questions.

What is the investment in the program?

Registration costs $350 for the half-day workshop. This registration includes parking and lunch. Participants are also encouraged to network with our industry panelists. You will also recieve a small souvenir at the end of our program.

Where is this happening?

On Marquette's campus in Milwaukee, Wisconsin. The precise meeting location will be shared following registration. Parking will be available.


Interested in future offerings? Email us here to be added to an email list.