Field Application Engineers and Sales Reps:
The Case for FAEs and Sales Reps in today’s global technology market
-Daniel Dillon
Manufacturers rarely have enough in-house people or experience to really know the breadth of products available to them and, as a result, often employ outdated components or technology in their products. This leads to many problems for manufacturers including component end of life issues, inferior performance, parts availability, and cost. Engineers often begin their search for components by searching online for what they perceive their design to require. Examples include anything from bipolar transistors and microprocessors to Zener diodes in the case of component level electronics to large subassemblies like sensors, communication systems, data acquisition systems or even more elaborate equipment. While searching online may be a good place to start the search for suitable components, subsystems, or technology, it is very limiting if the engineer stops there without exploring further.
The Field Applications Engineer, FAE, is a valuable resource for the manufacturers they come in contact with as well as the FAE’s employer. Some organizations, much to their own detriment, fail to realize the value and potential benefits enjoyed when an FAE participates and offers guidance in their product design. This attitude is frequently promulgated within product design and manufacturing companies by engineering management who take the view that a visiting FAE is nothing more than a salesman desiring to waste the time of design engineers who should spend every working minute working in a vacuum. Their view of the FAE function could not be more wrong. The FAE has broad exposure to many companies and design problems and brings that expertise right into the conference room of the companies he visits without any cost other than the hope of securing some business for the technology manufacturer he represents. Plus, the FAE comes to his customer’s table with a keen understanding of what products, services, and solutions are available along with additional advanced knowledge of new technology not yet released and can usually present his products with a knowledgeable contrast to the competition or alternate design options. Basically, the best FAEs succeed in their job by teaching others about product options, design practices, and innovation ideas. Manufacturers would do well to encourage their engineers and product designers to spend as much time learning from the FAEs that vendors send to visit.