Sales & Marketing for the Filtration Industry
September 30, 2025, Tuesday
8:00 AM – 10:00 AM ET, USA
$USD 350
$USD 175 (Member Only )
Course Objective
The objective of this course is to provide detailed guidance on best practices sales & marketing personnel specifically in the filtration industry. The course includes detailed and proven strategies for managing issues and opportunities faced daily by filtration sales personnel conducting needs analysis and value add selling. Also included is a detailed look at various pricing strategies and their impact on profit margins. A section on marketing covers market research, competitor analysis, routes to market, and promotion of products or services. Also included is a unique look at best practices for hiring sales personnel, with focus on matching personality to the specific product and market to be sold to. The course is designed for all sales personnel, from entry level to executive level, and would also be beneficial for others in the organization.
Course Outline
Sales definition- everyone is a salesman because at the heart of selling is influencing, and we are all constantly influencing others
Filtration industry overview- estimated size of global filtration industry
How sales fits into a business organization, mission statement, strategic plans
Sales fundamentals – needs analysis, value selling, closing, objections, demographic considerations
Customer relationship management, prospects, customer segmentation
Selling price, profit margins, growth rate, financial results
Sales personnel hiring and compensation plans
Best practices for market research and marketing plan
Legal matters- contracts, order terms & conditions, force majeure
Instructor Biography
Mr. Mark Willingham
Instructor
Mr. Mark Willingham is a High Point, NC - based industrial filtration consultant. He was formerly Vice President of Sales for Purolator Advanced Filtration in Greensboro, NC. There, he led a global team in sales/marketing of industrial filtration products, primarily to 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.Willingham’s career began in the porous metal filter cleaning industry where he was responsible for new business development and developing new cleaning formulas with a focus on cleaning efficicncy, lowest environmental impact, and the safety of cleaning technicians.He is a past Chairman of the American Filtration & Separations Society (2013-2014). Willingham has extensive experience in all areas of sales and marketing management, with a particular focus on new product research and product launches, developing/training/motivating sales teams, value add - based pricing, and incentive compensation plans.
Mr. Nick Agopian
Pannelist
Mr. Nick Agopian is President of Reviveaire, USA. With 30+ years of Filtration, HVAC & energy-recovery experience, Nick focuses on Indoor Air Quality and improving the human condition indoors. Nick’s has held executive positions of VP for various businesses like Circul-Aire, Dectron Internationale, President and General Manager at SEMCO, a Fläkt Woods company, and Vice President at RenewAire. Nick is highly involved with ASHRAE,where he sits on numerous technical committees, such as ASHRAE 62.1 & 62.2, ASHRAE Position Document - Human Health and Wellness in the Built Environment, TC 2.3, SPC 145P, TRG4.IAQP, TG 9, etc. He’s also served on a special board for filtration part of the National Research Council of Canada (NRC), Additionally, he served on the Board of Directors for the Missouri Innovation Center’s Life Sciences Business Incubator, Board of the local Chamber of Commerce, and Chairman of the Board for the Home Ventilating Institute.
A committed lifelong learner, Agopian’s undergrad was in Mechanical Systems Engineering from Vanier, Quebec, Canada, and an International M.B.A. from Duke University’s Fuqua School of Business.
Mr. Matt Cox
Panelist
Mr. Cox, CFSS, is a regional manager for Superior Felt & Filtration, serving the medical and industrial markets in air and liquid applications as an ISO 13485-certified contract manufacturer and raw material supplier. He began his career in nonwovens in 1996, working across a range of manufacturing and converting processes, including needle punch, pressed felt, spun bond, melt blown, and membranes. His work focuses on delivering value-added solutions to the filtration market, leveraging traditional materials in new markets and integrating emerging technologies. With business and cultural experience across North America and 27 countries in various markets, Mr. Cox has developed a deep passion for advancing best practices in business, nonwovens, and filtration. His participation in the CFSS program broadened his expertise in filtration media and supporting technologies while connecting him to a global network of industry experts. He received WFI CFSS 2024 Outstanding Graduate Awards.
Mr. Cox holds a BA in political science from Berea College and an MBA from the University of South Carolina. He has also served on the Spartanburg Small Business Development Council.
Panelists
Mr. Scott Yaeger is currently President/CEO of Filtration and Separation Technology International, Inc. (FAST International, Inc.) He has over 40 years with a broad range of experience in Membrane Filtration with several market leading manufacturers and marketers including Sartorius, Cuno/3M, Gelman/Pall, and PTI Advanced Filtration/Parker Hannifin. He has held worldwide senior level positions in Sales, Marketing, Engineering, R&D, Manufacturing, and General Management. Since 2004 as President of FAST Consulting, LLC, he has assisted in the development of new membranes into new and existing markets, new membrane device technologies, and new membrane applications for multiple market leading filtration companies. Scott was the Founding Chairman of the American Filtration and Separation Society (AFS), a past Member of the Board of Directors, and Program Chair. He is currently on the Board of Directors of the Electrocoat Association (EA). He was awarded the Wells Shoemaker Award from AFS and the Brewer Award from EA. He is the inventor on 4 US Patents and their International counter parts, has presented over 400 technical papers into more than 10 technical societies. Scott is on the Editorial Board for Filtration News.
Mr. Mike Malloy, WFI Communications Director, has more than 25 years’ experience developing, launching, and selling Filtration Media Solutions, collaborating with global leaders on some of the industry’s most innovative products. He is a strategic commercial leader who believes that Filtration is an essential tool in creating a cleaner world that provides sustainable prosperity for all its people. In roles ranging from Product Marketing to Business Development to Sales Leadership, he has created long-term value working with top technology and market teams in segments like Indoor Air Quality, Cabin Air, Fluid Power, and Life Sciences, and has a comprehensive understanding of the media manufacturing processes that support them. Mike specializes in translating complex technical concepts into actionable plans and profitable products through multi-functional engagement and team leadership. He is currently the Principal of Malloy Strategies, LLC, specializing in Innovative Sales and Marketing Strategies for the Filtration Industry. Mike holds a Bachelor of Science in English and a Master of Public Administration from Iowa State University.