Sales Engineering Hacks
For twenty-some years, I did most of the sales engineering (SE) at my company. I loved SE work. I got to meet people, hear their problems, and help them. I sold complex security cybersecurity products and services. Most of the prospects I sold to were technically savvy. I have another blog on how to sell to those people.
Along the way, I learned a lot of strategies to sway prospects to buy whatever I was selling. Here are some of them:
Shut up and Listen
Talk less, listen more. Ask questions to keep the prospect talking. The more they are talking (and you are listening) the more they like you.
Dig Into the Pain
Focus on the customer’s problems (pains). Ask a ton of questions about the problem, such as how it has impacted them, what they have already done, and what they think will fix it. The more information they reveal about their problems, the more information you have to craft a solution.
Offer Choices
When you present a solution, contrast it with alternative, less desirable solutions. The illusion of choice is a powerful motivator. It makes the prospect feel like they are in control.
Walk Away from No
If a customer tells you no during a negotiation, walk away from it and do not push back on their resistance. This is also called a “Sandler’s Pendulum.” Most of the time, the prospect will try to pull you back into the conversation. The prospect said no to feel in control. When you walk away, you deprive them of control. Consequently, they will re-engage with you to reassert control. This may seem counterintuitive (and a bit manipulative) but it is effective most of the time.
Ignore the Competition
If a prospect mentions a competitor, show them respect and then ignore them. Never bash or speak negatively of a competitor. It only makes you look petty.
Understand the Decision Criteria
Before you present a solution, you must understand how the customer will make a decision to select a solution. If they are going to do a lengthy proof of concept, then you do not need to talk about your product much. Let the POC do the work. Perhaps there are criterion that your product and/or services cannot fulfill. It is better to know about that in advance, and walk away from the opportunity then to burn time and energy trying to close them.
Demo on Demand
Whether it is a product demo or example service reports, never go to a meeting empty handed. Have a demo ready to go at any moment. Also, have legitimate example data (reports, content, etc.) to show. I used to alter the data in actual customer reports to use as examples. Lastly, keep your demos extremely brief. Let the prospect ask questions and direct the demo. This way they are more engaged.
Answer the Questions
If you know the answer, answer it directly and use examples where possible. If you do not know the answer, then write down the question and commit to get the customer an answer within a specific time frame (less 24 hours is ideal).
Quote Fast
Turn around quotes and proposals quickly. If your company cannot issue a quote within 24–48 hours, then you need to improve your sales procedures.
Repeat their Pain in Your Solution
When presenting your solution, repeat the customer’s pain points. Connect your product directly to the customer’s pain.
Always Be Certain
Keep your doubts to yourself. In front of a customer, you must show confidence and certainty about the products and services you represent. Express your doubts internally to co-workers.
Make your Examples Memorable
While presenting a solution, cite examples of success. These are stories about other customers who have benefitted from your products and services. However, you need to make these memorable, so they stick with the customer and validate you as the best choice. The way to do that is to tack on a completely irrelevant but unusual detail about the customer. For example, I used to describe a customer from Seattle who used our services, and I would mention that their offices smelled like fresh bread. This was totally irrelevant to the sale, but that detail was visceral, tangible, and memorable. The prospect now was thinking about fresh bread, in the context of my solution.
Sell Hope
Show how your product and services will give the prospect a better future. Hope is intoxicating.
End with a Plan
Before you end a meeting with a prospect, have a plan for the next meeting or follow up.
Conclusion
Prospects generally want to buy. They would not take a meeting with you if they were not interested in what you offer. All you have to do is show off your stuff and let the prospect sell themself.
Happy solutioning!
