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Sales engineering is becoming increasingly more important for service-based businesses. It’s time to start paying attention to the role of technical sales in your business.
The truth is, without technical sales, you cannot sell. If you want to deliver solutions that meet your target market’s needs, you must bridge the gap between internal teams and customers. When your sales team has a general lack of technical knowledge, this can create bottlenecks in your sales funnel and make customer acquisition more difficult than it really needs to be.
Are you committed to turbocharging the growth of your business? Recognizing the importance of sales engineers as critical team members will help you to accelerate business growth. These team members are the glue that binds your internal teams together. From product managers to marketing specialists, a product-led sales team must connect with all team members.
According to the Harvard Business Review (HBR), companies with strong presales capabilities consistently achieve win rates of 40–50% in new business and 80-90% in renewal business. To successfully close enterprise sales, you are going to need access to technical sellers. People in these roles can also be referred to as sales engineers and solution architects.
In this guide, we will be making the case for sales engineering and the potential impact it can have on your business. Regardless of how large or small your operation is, having access to sales engineers or technical sellers could be a complete game-changer for your business. If you’re looking to gain an unfair advantage over your competitors, you should keep reading.
We will be answering the following questions:
After reading this guide, if you have any further questions about sales engineering, please do not hesitate to contact us at StartingPoint. We are always more than happy to answer any questions you may have. With the right systems and professionals in place, we believe it is possible to transform your service business into a sales machine.What is sales engineering?
While sales engineering may sound like a complex term, it’s relatively easy to understand. Sales engineers are essential sales team members, strategically positioned in companies of all shapes and sizes around the world, across a wide range of industries. These are not ordinary salespeople. They possess skills and knowledge that would rival technical engineers.
When it comes to selling enterprise services, having a basic understanding of the offering is not enough. To build relationships and have meaningful conversations with prospective buyers, you must have good technical knowledge. If your team doesn’t understand the product, what happens when prospective customers ask technical questions?
Sales engineers can balance soft skills with technical knowledge. For instance, you should be looking for individuals that can simultaneously build customer relationships and have in-depth technical conversations. In reality, many businesses and organizations find it challenging to recruit individuals who possess this unique combination of skills.
Sales engineering can be the difference between closing a sale and leaving prospects with unanswered questions. Prospective customers need access to salespeople with extensive technical knowledge of the product or service - and how it shapes up against competitors. Understanding customer expectations can help your sales team to build relationships.
Being a sales engineer is a balancing act - as you have to possess knowledge of both the product and the business itself. With the supply of technology-driven services for enterprises only set the increase, the need for technical sellers will only rise. If you want to accelerate the growth of your business, you should consider hiring salespeople with technical knowledge.
A Gartner report entitled "Tech CEO Guide for Leveraging Sales Engineers to Drive Sales Effectiveness" offers up some interesting recommendations to CEOs on hiring for technical sales roles. Even though much of the content looks at sales engineering through the lens of the technology sector, many of the insights can easily be applied to any industry or sector.
While sales engineering professionals are likely to come at a higher price tag, the results will speak for themselves. These people can help to identify customer segments and streamline the lead generation process. With an understanding of the product’s technical capabilities, the sales team can play a crucial role in identifying those who may need the product.
When it comes to interacting with prospects, technical sellers will be well-equipped with their strong interpersonal skills to have meaningful conversations with potential buyers. As hurdles inevitably arise along with the way, in the form of technical questions about the product, the sales team will be able to answer those questions with confidence.
As a buyer, there’s nothing more frustrating than speaking with a sales representative that doesn’t understand the product they’re trying to sell. This is a frustration that can make or break a sale. If technical questions remain unanswered during conversations with sales representatives, this may not fill buyers with the confidence needed to move forward.
Rather than redirecting the technical questions to other technical team members, it is both logical and efficient to keep a prospect talking with a single sales representative. A great sales representative will have the power to inspire prospects with their technical understanding of a product. Prospects should be encouraged to throw challenging questions at the team.
People are making buying decisions based on the customer service offered by the service provider. If you fail to hit the mark, prospective customers simply won’t convert. We would recommend dividing up service requests based on the type of query and the level of difficulty involved. This will ensure prospects are paired with the right sales representatives.
We hope this guide has provided you with an overview of sales engineering and how this approach can be used to build more meaningful relationships with prospective customers. If you have any further questions about this unique approach or would like to learn about how StartingPoint can be integrated into your sales process, please do not hesitate to contact us.
