Industrie-Projekte erfolgreich akquirieren (2924)

Speaker: Hans-Lothar Busch

Industrial projects offer scientific institutions enormous potential for generating additional income. Institutions like RWTH Aachen, with over 100 million euros annually from industrial partnerships, and the Fraunhofer Society, which raises a third of its budget from companies, are leading the way. Nevertheless, many scientific acquisition companies find it difficult to establish successful industrial collaborations.
In this intensive seminar you will learn tried-and-tested strategies and techniques to convince industrial customers and market contract research efficiently.

In-person seminar:
03.12.2025 from 9:00 a.m. to 5:30 p.m Clock
04.12.2025 from 9:00 a.m. to 4:30 p.m.

Goals of the seminar in Overview Contract conclusions.

Strengthening persuasiveness: How to meet the expectations of industry decision-makers.

Contents of the Event

1. Identify and win industrial customers
- The 12 ways to reach new industrial customers in a targeted manner
- Methods for identifying suitable companies and contacts

2. Effectiveconversations
- Questioning techniques to identify common project topics
- Strategies for convincing initial discussions and needs assessment

3. Meeting industry expectations
- The requirements of industry decision-makers for scientific service providers
- Key points for successful initial appointments

4. Benefit argumentation and persuasiveness
- Building convincing benefit arguments for your research services
- Addressing commercial decision-makers and understanding decision-making processes

5. Frommaking contact to concluding a contract
- Application of the phase model of contract research
- Recognizing purchase signals and targeted use

6. Vrevenue and pricing structure
- Pricing strategies: Implement price naming and argumentation safely
- Tips for rights and license design

7. Relationship management and long-term partnerships
- The importance of the relationship level for acquisition success
- Building sustainable and trusting industrial collaborations

8. Erules of success for science acquisition
- The 11 “Golden Rules” for successful acquisition of industrial projects
- Practical error prevention and proven best practices

Learning objective

After the seminar you can Participants:

• Identify industrial customers in a targeted manner and address them efficiently.
• Conduct needs-based acquisition discussions and develop project topics.
• Meet the expectations of industrial decision-makers regarding R&D facilities.
• Formulate convincing benefit arguments and arouse purchasing interests.
• Use the phase model of contract research to successfully lead to the conclusion of a contract.
• Price strategies as well as rights and licensing issues Negotiate confidently.
• Build and maintain long-term, sustainable industrial partnerships.

Target group

The seminar is aimed at:

• Technology transfer managers
• Managers from scientific institutions and institutes
• Acquisitors from research-related startups
• Scientists who specifically want more industrial projects want to acquire

Speaker: Hans-Lothar Busch
Hans-Lothar Busch, Germany's leading expert for the acquisition of industrial projects for scientific institutions, has extensive experience in sales and coaching. With a degree in business administration and a specialization in marketing from the Helmut Schmidt University in Hamburg, he has worked in various positions in the technology industry. He has been successfully supporting the Fraunhofer Society and other institutions in acquiring industrial projects for over 25 years and has been working as a lecturer for technology transfer at the Cottbus University of Technology since 2021.

Information about pricing
The TransferAllianz e.V. is the German Association for Knowledge and Technology Transfer (WTT). It brings together colleges, universities, non-university research institutions, patent exploitation agencies and other transfer service providers into a nationwide, growing network.

All members of this network receive a 10% discount on the original ticket price compared to non-members. We also have a limited number of early bird tickets available up to 30 days before the start of the event. An early bird discount of (another) 10 percent is granted here.

You can find out whether you are a member of the TransferAllianz here: https://www.transferallianz.de/angebote/members/

Cancellation conditions
Bookings canceled up to 30 days before the day of the event will be 100% refunded minus the organizer's booking fees on the platform. A later cancellation is not possible, but in this case you will receive a non-payable credit in the form of a 25% discount on a subsequent event organized by TransferAllianz e.V. with HZDR Innovation GmbH as host.*

It is possible to name a representative at any time.

The allocation of places takes place after the date of registration. The organizer reserves the right to cancel seminars due to force majeure or important reasons such as the absence or illness of a speaker, insufficient number of participants, etc. In this case, the registered participants will be informed immediately and the seminar fee already paid will be refunded 100%. Further claims are excluded.

*redeemable within one year