Defense Markets: Strategic Technical Selling in Military Sectors

Defense Markets: Strategic Technical Selling in Military Sectors

Location

MST 1032

Duration

Online / In-class

5 Days

Contact with our Team

Sector:

Sales & Business Development

Technical Focus Area:

Customer-Centric & Consultative Selling Skills

About the Course

Selling into the military and defense sector demands far more than standard solution selling. Stakeholders range from uniformed personnel and procurement officers to integrators and prime contractors, all working within rigid acquisition frameworks, security regimes, and budget cycles. This course provides a structured overview of the defense ecosystem, clarifying how sales engineers fit into program lifecycles and how they can add value at every stage—from requirements definition and solution design to proposal submission and contract execution.

Participants will dive into the technical and commercial aspects of defense sales. They will learn how to decode specifications, align capabilities with operational requirements, and present complex systems in ways non-technical decision-makers can understand. The course also covers procurement processes, RFPs, tenders, and negotiations, with a focus on risk management and compliance with regulations such as export controls and security obligations.

Because relationships and reputation are critical in the defense sector, the program emphasizes long-term account and stakeholder management. Participants will explore strategies for building trust with defense clients, leveraging networks and partnerships, and crafting tailored sales strategies that reflect defense budgets, funding cycles, and acquisition approaches. By the end of the course, attendees will be prepared to operate as trusted advisors who can bridge the gap between advanced engineering and mission-critical military needs.

Learning Milestones

By the end of this course, participants will be able to:
- Grasp the unique aspects of the military and defense ecosystem and its procurement processes.
- Clearly explain complex defense product specifications and architectures to non-technical audiences.
- Formulate sales strategies tailored to different defense entities, programs, and command structures.
- Navigate the full defense sales cycle from opportunity identification and concept shaping to bid, negotiation, and contract award.
- Integrate defense engineering concepts into the sales process to increase credibility and client confidence.
- Build and sustain long-term relationships with key decision-makers and influencers in defense organizations.
- Understand the basics of relevant regulatory, security, and export control requirements affecting defense sales.

Professional Audience

- Sales engineers specializing in military and defense equipment or systems
- Business development and capture managers focused on defense contracts
- Sales professionals aspiring to enter the military and defense sector
- Engineers and technical leads involved in defense systems engineering and integration
- Military procurement officers and government contractors seeking a sales engineering perspective
- Defense industry consultants, analysts, and technical sales support teams
- Project managers working on defense-related programs requiring client-facing technical roles

Modular Syllabus

Understanding the Military & Defense Ecosystem

- Overview of the global defense industry and key stakeholders (MODs, branches, primes, OEMs, integrators)
- The role of sales engineers in defense systems and technology programs
- Understanding military requirements, concepts of operations, and specifications
- Differences between sales engineering and military engineering – and where they intersect
- Introduction to defense contracts, programs, and typical sales lifecycles
- Overview of military budgeting, funding cycles, and acquisition approaches
- Mapping your company’s offerings to defense capability needs
- Activity/workshop: Stakeholder and ecosystem mapping for a target defense customer

Sales Engineering in Defense Technologies and Systems

- Overview of core defense technology domains (air, land, sea, cyber, C4ISR, support systems)
- Reading and interpreting technical specifications, standards, and interface requirements
- Techniques for presenting complex technical data to non-technical audiences (storytelling, visuals, analogies)
- Customizing technical solutions for specific military missions and operational environments
- Aligning technical architecture with logistics, training, and support considerations
- Building solution briefs and technical proposals that speak to mission outcomes
- Exercise: Turn a technical datasheet into a mission-focused customer presentation

Defense Procurement, Contracts, and Compliance

- Understanding military procurement procedures and acquisition models (e.g., competitive tenders, sole-source, framework contracts)
- Government contracting fundamentals and key compliance concepts
- The proposal development process: pre-RFP shaping, responding to RFPs, RFQs, and tenders
- Technical volume vs. commercial volume: coordinating engineering and commercial inputs
- Negotiation tactics for defense sales engineers: value, risk, and long-term support
- Introduction to key regulations and export controls (e.g., ITAR, EAR) at a practical, non-legal level
- Security clearances, confidentiality, and handling sensitive information
- Activity/workshop: Analyze a sample defense RFP and outline a proposal and compliance checklist

Building Long-Term Defense Relationships and Market Presence

- Identifying and engaging key decision-makers and influencers in defense organizations
- Establishing credibility and trust with military and government stakeholders
- The importance of long-term relationships and sustained presence in defense sales
- Leveraging networks, industrial partnerships, and teaming agreements to increase opportunities
- Account planning for defense customers: programs, roadmaps, and stakeholder maps
- Communication strategies: briefings, demonstrations, trials, and technical workshops
- Managing expectations and communication over long procurement timelines
- Exercise: Develop a relationship and account plan for a strategic defense customer

Sales Strategy and Execution for Defense Programs

- Developing sales strategies for specific military contracts and capability areas
- Positioning defense products and solutions in a competitive marketplace
- Understanding and aligning with defense budgets, planning documents, and funding cycles
- Tactics for closing deals and securing long-term contracts (support, upgrades, lifecycle services)
- Tools and methods for tracking sales performance and managing defense accounts (pipelines, CRM, capture plans)
- Ethical considerations in defense sales engineering: integrity, transparency, and responsible use
- Integrating lessons learned into future pursuits and continuous improvement
- Capstone: Present a Sales Engineering Strategy for a defense opportunity, including stakeholders, value proposition, compliance, and execution steps

Course Dates & Prices

Location	Starting Date	Price
Dubai (UAE)	29/12/2025	2999 $
Online	05/01/2026	2299 $
Online	05/01/2026	2299 $
Dubai (UAE)	12/01/2026	2749 $
Dubai (UAE)	12/01/2026	2999$
Cairo (Egypt)	19/01/2026	2749 $
Online	19/01/2026	2299 $
Online	26/01/2026	2299 $
Muscat (Oman)	29/01/2026	2999 $
Dubai (UAE)	02/02/2026	2999 $
Muscat (Oman)	16/02/2026	2999 $
Online	16/02/2026	2299 $
Online	23/02/2026	2299 $
Dubai (UAE)	23/02/2026	2999 $
Online	02/03/2026	2299 $
Online	09/03/2026	2299 $
London (UK)	09/03/2026	3499 $
Dubai (UAE)	09/03/2026	2999$
Online	16/03/2026	2299 $
Istanbul (Turkey)	16/03/2026	2999 $
Dubai (UAE)	16/03/2026	2999 $
Online	23/03/2026	2299 $
Kuala Lumpur (Malaysia)	23/03/2026	4099$
Doha (Qatar)	23/03/2026	2999 $
Kuala Lumpur (Malaysia)	30/03/2026	4199$
Online	30/03/2026	2299 $
Dubai (UAE)	06/04/2026	2999$
Istanbul	06/04/2026	2749 $
Online	06/04/2026	2299 $
Dubai (UAE)	13/04/2026	2999$
Cairo (Egypt)	13/04/2026	2749 $
Online	20/04/2026	2299 $
Dubai (UAE)	27/04/2026	2999$
Online	27/04/2026	2299 $
London (UK)	27/04/2026	3499 $
Istanbul (Turkey)	04/05/2026	2749 $
Dubai (UAE)	04/05/2026	2999$
Kuala Lumpur (Malaysia)	11/05/2026	4099$
Online	11/05/2026	2299 $
Doha (Qatar)	11/05/2026	2999 $

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