Mr. Mark Willingham

April 1, 2025 from 1:00 p.m. – 5:00 p.m. – EDT

Full Course (4 hours, .4 CEUs)

$475 AFS Members
$545 Non-members

About the course:

This course will provide attendee with an understanding of basic and advanced sales and marketing principles, specifically for the Filtration industry.

Learning Objectives:

After taking Sales and Marketing Principles for the Filtration Industry, the learner will understand:

• Sales Strategy Development – Target setting, Sales channels, Sales techniques, Pricing strategy
• Sales Planning – Forecasting, Budgeting, Sales quotas
• Marketing – Research, Competition, New Product Rationalization, Tactical Marketing Actions
• Sales Team – Recruiting, Assessments, Performance Monitoring, Motivation & Incentives, Coaching
• Sales Process – Lead generation, Sales Funnel, Sales Pipeline Management, CRM system
• Sales Performance Analysis – KPI’s, Reporting & Analytics, Competitor Analysis
• Sales Management Tools – CRM, Automation Tools, Reporting Tools
• Legal & Admin – Terms and Conditions, NDA’s, Non – Compete, Credit/Payment Terms, Sales Rep/Distribution Contracts, Warranties

Outline:

• Company mission & strategic plan, the importance of these to the sales plan
• Filtration market overview and unique challenges of selling to this market
• Key sales basics – personnel, compensation plans, selling techniques, customer segmentation
• Pricing strategies and tactics, margins, mark – ups, discounts
• Marketing – research and subsequent actions to be taken
• Sales management tools – CRM, prospect tracking, reporting and automation tools
• Legal and administration

Who Should Attend:

This course is tailored for all sales and marketing personnel with any level of experience or in any organizational position.

Instructor:

Mark Willingham is President of Filtrate Solutions, LLC, a High Point, NC-based industrial filtration consulting firm.

Before launching Filtrate Solutions, he was Vice President of Sales for Purolator Advanced Filtration in Greensboro, NC. There, he led a global team of ~ 25 salespeople in sales/marketing industrial filtration products to primarily Fortune 500 companies in the chemical processing, pharmaceutical, power generation, and oil and gas market segments. He served in various sales management roles at Purolator for 20+ years.

He is a past Chairman of the American Filtration Society and has served on various AFS committees since the 1990s.

Willingham has extensive experience in all areas of sales and marketing management, with a particular focus on new product research and launches, developing/training/motivating sales teams, market-based pricing, and incentive compensation plans.

Willingham also consults for GLG Consulting Services, the world’s largest professional learning/consulting network. Here, he consults with industry executives and management on topics such as market dynamics, product research and development, the competitive landscape for various products/markets, and other relevant areas related to filtration.