OEM Sales Training — Zurich

Selling technical products into complex OEM markets is difficult.

Long evaluation cycles. Multi-level decisions with stakeholders across R&D, procurement, and leadership. Procurement that kills deals your engineer already loves.

I've spent 15 years navigating exactly this — and I've built training around what actually works.

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Marco Pigozzi speaking at EMVA Business Conference 2024

EMVA Business Conference 2024 — Gdansk

Marco conducted a market analysis of a specialized scientific instrumentation segment that proved genuinely useful to us. The depth of his commercial understanding — not just the data, but the strategic interpretation of where the market was heading — gave us the confidence to start moving forward to develop products in that space. I'd recommend Marco to any deep-tech company that needs sharp commercial thinking applied to a specific market challenge.

Tom Freda

President & CEO, Prior Scientific

We engaged Marco through an expert network to support our due diligence on a potential acquisition in the photonics space. His ability to map the competitive landscape, identify the key technical differentiators that actually matter to OEM buyers, and flag the commercial risks that don't show up in a financial model was exactly what we needed. He thinks like someone who has been on both sides of the table — which is rare.

Senior Investment Analyst

Global Private Equity Fund · Identity withheld at client's request

15 years in photonics & deep-tech OEMCycles of 2–5 years, multi-stakeholder committeesPhotonics · Semiconductor · Medical devicesBased in Zurich · Working globallyOEM Sales TrainingComplex B2B Sales Methodology15 years in photonics & deep-tech OEMCycles of 2–5 years, multi-stakeholder committeesPhotonics · Semiconductor · Medical devicesBased in Zurich · Working globallyOEM Sales TrainingComplex B2B Sales Methodology

What this is — and what it isn't

Most sales training is built for fast-moving consumer or SaaS markets.

This isn't. It's built for the specific reality of selling technical components to OEM buyers who take 18 months to approve a vendor.

This will help you

→Understand what's actually happening inside a multi-level decision process — and how to influence it without direct access to every decision-maker
→Build champions who defend your position when you're not in the room
→Run pilots that convert instead of pilots that die in engineering
→Read procurement objections correctly — most aren't really about price
→Survive personnel changes without losing a deal you've worked on for two years

This will not

→Make your sales cycles shorter — that's set by the buyer's internal process, not your technique
→Give you a magic script — OEM selling is judgment-based, not formula-based
→Replace the domain expertise you need to earn credibility with technical buyers
→Work without practice — the frameworks are only useful if you apply them to real deals

Photonics Spectra All Things Photonics Podcast

What OEM buyers actually evaluate — heard directly

The three-phase framework, the commercial track, and the cost of getting it wrong.

In a nutshell

Three phases, one decision. OEM buyers evaluate a vendor for the technical evaluation, the ramp to production and years of series supply — and they start judging all three from the first meeting.
The commercial track runs in parallel. Next to the engineering evaluation, procurement, quality and operations assess supply security, total cost and roadmap. Most suppliers only sell to engineering.
Getting it wrong is expensive. For the OEM it means a requalification; for the supplier, a multi-year revenue stream lost — often after the samples had already passed.

Open on YouTube →

What I offer

From structured self-paced learning to live workshops. Built for teams and individuals at different stages.

Most deals in photonics and deep-tech OEM are lost commercially, not technically. If your pipeline has deals active for 18 months with no clear next step, the problem is almost never the product.

01 — Online Course

OEM Sales Mastery

Six-module program covering every stage of the complex OEM sales cycle. Self-paced, with real examples from photonics and optical systems markets.

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02 — Workshop

Value Selling for Technical Teams

Half-day or full-day intensive for sales and application engineering teams. Focused on qualification, objection handling, and multi-stakeholder navigation.

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Speaking & workshops

Bring the OEM sales conversation to your stage.

Keynotes, panels and in-house workshops for photonics, machine-vision and deep-tech teams — built on 15+ years of real OEM deals, not generic sales theory.

Invite Marco to speak →Book a 30-minute call

Conference keynotesWhy technically excellent companies lose OEM deals — and what the winners do differently.

Team workshopsHalf-day or full-day sessions on qualification, stakeholder mapping and pilot-to-PO conversion.

Podcasts & panelsStraight talk on buyer behaviour in long-cycle, multi-stakeholder technical sales.