ICONDA Training Classes

Helping engineers maximise the positive impact of their expertise

Three activity-packed courses to equip engineers working in various demanding, global contexts for efficient and productive client interaction. Whether their customers be internal or external, Customer-Facing Engineers (CFEs) will find that our ICON9-based methodology significantly reduces the tension between the technical and non-technical aspects of their work.  The result is not only greater productivity, but also authentic and more satisfying relationships.

The course has been designed primarily for Applications Engineers, Consulting Engineers, Technical Sales Representatives and Marketing personnel. Their proximity and easy access to customers makes them essential to their companies’ commercial success. On the other hand, their primary role is technical.

Using appropriate activities and examples, we focus on:

  • Structuring and then building on experience and intuition
  • Reducing the risk of customer issues and dealing with them where necessary, particularly in an international context
  • Producing client encounters …
    • Which are increasingly productive
    • That harvest more and better information
    • With more impact on the business
    • That result in agreement and action.

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This course targets hardware and software developers/product engineers who are exposed to external clients, often from remote countries and cultures. While their primary role is internal, these external responsibilities are important for the support of and collaboration with key customers.

Using appropriate activities and examples, we focus on:

  • Customer intimacy as a key to competitiveness in complex value chains
  • Handling CFE core roles while playing a significant contribution to customer support, pre- and post-sales
  • Understanding the roles of commercial staff and cultivating an ability to work effectively with them
  • Discovery and presentation skills
  • Negotiation in a technical context (e.g. on technical specifications, use of resources, …)

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This course addresses hardware and software developers/product engineers in complex, global organisations, where interaction with colleagues requires considerable attention to detail. For this reason, methodologies originally conceived for external clients are not only relevant, they are essential!

Using appropriate activities and examples, we focus on:

  • The roles and preoccupations of people in the larger organisation (e.g. management, HR, commercial)
  • Balancing core tasks with internal communication and political ones
  • Surviving internal meetings and equanimity in the face of non-technical needs
  • Discovery and presentation skills
  • Training skills, for the abstraction and transmission of specialised knowledge

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The Learning Process includes: 

  •  A microTraining* for Engineering Team Leaders(ETLs) to familiarise them with course content, enabling them to prime participants for the course and follow-up after
  • A post-training debrief and action planning call with ETLs
  • A microTraining* and follow-up discussion with CFEs 4-6 weeks after the main training event, giving them a complete refresh of the material covered and allowing them to share post-training experiences
  • * a microTraining is like a fractal of the main training event – it has the same structure and content – including exercises, tests, interactions, etc – in a 10:1 scaled-down form

All three courses use tools, methods and best practices from the fields of Applications Engineering, Sales, Coaching and Psychology. We make it as easy as possible to switch to and fro between technical, detail-oriented tasks and the complex, messy business of … well, business. Though we cannot claim to resolve every disconnect between these logical and not-so-logical worlds, we do facilitate navigation between them.

The reference book, Client Encounters of the Technical Kind, the ICON9 web site and online resources support participants before, during and after classroom training.

The ICONDA Advantage

Proven and referenced

  • ICONDA has delivered training courses, in English and French, all over the world for the past 10 years. We regularly stage events in multiple European countries, in the USA, in Japan and in AsiaPac.
  • ICONDA Solutions has passed the rigorous DataDock acceptance checks, is registered with DataDock, and has been working with OPCA’s in France for many years

Facilitation by the CEO, Andy Betts

  • A confirmed trainer and qualified coach (Institut Maieutis, level 2, code NSF 315, European level CEC: 6), certified in Process Communication by Kahler Communication France
  • Over 25 year’s experience in high-tech industry, in Semiconductor, Electronic Design Automation (EDA) and associated software
  • In-depth experience in both design roles and in the field (Sales, Marketing and Applications).

Bring the benefits of a coaching approach to training

  • Training is about supporting and enabling participants to practice, much less about informing and explaining new ideas
  • Long experience with coaching and training teams allows a flexible approach, adapted to each group and its mood on the day
  • The facilitator’s deep background knowledge, together with ICONDA’s considerable training database, allow clarifying material to be injected into training sessions as and when appropriate.
Excellence in Customer Communication A specialised training for Technical Sales Support, structured with ICON9