Take a look under the hood

By now, you’ve probably noticed that AMT has a whole new brand identity, including an updated look and feel across all of our departments, products, and services, and we recently relaunched the AMT website...
Mar 25, 2021

By now, you’ve probably noticed that AMT has a whole new brand identity, including an updated look and feel across all of our departments, products, and services, and we recently relaunched the AMT website with a state-of-the-art user experience in mind as well.

This article by Kristin Bartschi, AMT Assistant Director, Marketing and Communications, can provide some background on the thought process behind the brand update and the relaunch of AMT Online.

As we were preparing for the rebranding and relaunch effort in Smartforce Development, we also rebranded and launched new AMT member education products and services. 

Our MTUniversity learning management system (LMS) platform has a new look, new e-learning class content, a new brand for some classes, and more on the way early this year.

In January, we announced the launch of MT Sales Fundamentals in e-learning format. Over the past year, since we’ve been unable to conduct an MT Sales Fundamentals workshop in person, it was important to provide our members with an e-learning, on-demand version of one of our most popular classes.

The e-learning version of MT Sales Fundamentals still features our colleague, Steve Lesnewich’s knowledge and experience about the Six Step Process, and the proper sales process methodology for our industry, including:

  • Prospecting/Cold-Calling/Phone Qualification


  • Shop Tour & Survey


  • Verification


  • Justification


  • Product Presentation


  • Commitment

Over the years, many of our members have used the online Technology Fundamentals course that we’ve offered through MTUniversity. The Technology Fundamentals course provides a great way to educate new salespeople on a broad range of equipment they’ll see on every shop floor, from cutting tools and work holding to milling, turning, grinding, EDM, and press working. The course also includes shop math and print reading for salespeople who have yet to complete technical school or an engineering degree.

Since Shop Tour & Survey is Step 2 of the Six Step Process of MT Sales Fundamentals, we’ve rebranded Technology Fundamentals as MT Shop Basics.

The suite of six online classes in additive manufacturing on MTUniversity is now simply called MT Additive Manufacturing

Coming soon to MTUniversity is MT Effective Virtual Selling. This course has been developed by Steve Lesnewich, has already been delivered in beta form to some of our members, and will be available late in the spring of 2021. If your sales team struggles with selling virtually, let us know using this form and we’ll contact you as soon as MT Effective Virtual Selling is available.

Last, but certainly not least, the crown jewel of our education products, CMTSE, the Certified Manufacturing Technology Sales Engineer program – the only industry-recognized national certification for sales engineers – will have a new brand and significant content updates. The CMTSE program will be available 100% in e-learning format and will include the addition of six transformational technologies: additive manufacturing, artificial intelligence and machine learning, augmented reality, automation with a focus on robotics, digital twin, and generative design, with updates to existing chapters where appropriate as well.

So explore AMTonline.org and take a look under the hood at the new look and new content of our education products.

Greg Jones
Vice President, Smartforce Development
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Since 2010, the MT Sales Fundamentals workshop has been one of the most popular and effective education and professional development programs that we deliver to AMT member companies for sales professionals.  
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In 2019, AMT’s Smartforce Development team kicked off a project to upgrade our signature professional development programs into e-learning courses. The decision was easy: e-learning was a natural fit for learning in a digital age in an increasingly...
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