You can’t be in the technology business and grow new clients without sales engineers. Let me explain why.
Look no further than the next check out aisle and you’ll see everyone tapping on their phones and you’ll experience how technology has fundamentally changed our world. However most businesses are wary of introducing new technologies. Like losing weight or exercise, everyone says they want the hottest thing, but rarely do they suffer the hassle of learning something new. Yet new technology gets adopted all the time. How does this happen?
For many the science behind these gadgets is magic. But for a blessed few, they understand emerging technologies like the back of their hand. Who are they?
• Engineers.
• Technologists.
• Software Developers.
• Electrical Engineers.
• Specialists and Craftsmen/women.
• Tradesmen(women)
What have they got, that most people lack? They know how things work!
Trying out new technology is easy for them. You probably know people who are still stuck with a flip phone and VCR recorder. They’re the ones who are always calling up to see if you can fix their PC. “Got a minute?” The techies are the ones we go to, all the time.
The promotion of new technologies is mostly the responsibility of marketing and sales professionals. But by leveraging the knowledge and wisdom of engineers, sellers are able to create compelling and convincing stories that persuade.
Yet it’s important to note that sellers couldn’t do this if it were not for the sharp techies who ask the question: “What if…..”
Master sellers can generate leads, make appointments and host a sales call. But they can’t easily translate the language of the technologies features, into the language of customer benefits, AND in a trustworthy manner. Prospective clients trust engineers. They are considered the salt of the earth.
This is where engineers are needed to close that gap.
Now most engineers think sales is the farthest thing from their personality. They are sadly misinformed! And it’s understandable. Sales has a bad rap. A recent article by Robert Terson titled “You Should Be Damn Proud to Be Called a Salesperson” does a fine job of debunking these erroneous salesman myths.
Engineers, programmers, designers, techs and IT professionals can learn a selling style that fits their personality and works. The business world desperately needs these professionals. They are what Seth Godin calls “Linchpins”. They can provide a terrific contribution in selling, integral to the selling team.
What can we do to better leverage these professionals?
- Teach them the language of business results; cost savings, profits, eliminating process and frustration.
- Teach them to ask probing questions, then LISTEN.
- Teach them to tell real life stories how the technology has been used.
- Teach them to allow all objections to come out on the table and not get defensive.
- Not be afraid to hire them. It’s not a cost it’s an investment.
- Teach them when to speak and when to be quiet.
The transition from engineer to sales engineer is not for everyone. But it’s our responsibility to do all we can to make them become productive team members. They are needed to bridge the gap between realization and utilization. We can’t do it alone!