Building Trust and Rapport is Essential
Building trust and rapport is essential in any relationship, whether it be personal or professional. This is particularly true in the world of sales, where the success of a deal often hinges on the level of trust and rapport established between the salesperson and the prospect.
In the podcast transcript, the hosts discuss the importance of building trust and rapport in the context of sales engineering. They emphasize that people buy from people they like, not from companies. This means that sales engineers must focus on establishing a connection with their prospects in order to build trust and ultimately secure a sale.
The hosts share their own experiences of building rapport with clients and how it has contributed to their success in sales. They talk about how genuine relationships formed through their careers have turned into long-lasting friendships. This highlights the power of building rapport not only for business purposes but also for personal connections.
One of the key takeaways from the podcast is that building trust and rapport is the foundation of any successful sales pitch. No matter how great a product or service may be, if the salesperson fails to establish a connection with the prospect, the chances of closing a deal are significantly diminished.
In the competitive world of sales, where customers are bombarded with countless options, it is crucial for sales engineers to differentiate themselves by building trust and rapport with their prospects. This can be achieved through effective communication, active listening, and demonstrating genuine interest in the prospect’s needs and concerns.
Building trust and rapport is not a one-time effort; it requires ongoing nurturing and maintenance. Sales engineers must consistently work on strengthening their relationships with clients by providing value, delivering on promises, and being reliable and responsive.
Ultimately, building trust and rapport is not just about making a sale; it is about establishing a mutually beneficial relationship based on trust and respect. When prospects trust the sales engineer and feel a connection with them, they are more likely to choose their product or service over competitors.
Mastering the Demo is Crucial
The podcast transcript also delves into the topic of mastering the demo. It acknowledges that demos are a crucial aspect of the sales process, and the ability to effectively present and showcase a product or service can make or break a deal. The hosts of the podcast discuss the different types of demos that sales engineers should be prepared to give, namely the “setting the hook” demo and the custom tailored problem-solving demo.
The “setting the hook” demo is described as a brief demonstration that aims to pique the prospect’s interest and entice them to learn more. It is compared to fishing, where a small amount of bait is thrown into the water to see if there is any interest from the fish. This initial demo is meant to provide a taste of what the product or service can offer and to gauge the prospect’s level of interest. If the prospect shows interest, the sales engineer can then proceed to a more specific and detailed demo.
The podcast acknowledges that some sales engineers may feel that it is challenging to set the hook in just two or three minutes, especially if their product is complex and has many features. However, the key is to focus on getting the next meeting and to prioritize preparation and discovery. By understanding the customer’s problem and tailoring the demo to address their specific needs, sales engineers can effectively set the hook and capture the prospect’s attention.
The podcast also emphasizes the importance of driving business value in sales. It suggests that simply solving a technical problem is not enough to close complex enterprise deals. Sales engineers need to have a toolbox of solutions and be able to demonstrate how their product or service can provide value and solve the customer’s problem. This requires a deep understanding of the customer’s needs and challenges, as well as the ability to showcase the relevant features and benefits of the product.
Identify User, Solve Problem
One of the key points emphasized in the podcast is the need to identify the user and understand how they will be using the product or service. This involves asking the right questions and actively listening to the prospect’s response. By doing so, sales engineers can gain valuable insights into the user’s needs, pain points, and priorities.
The podcast suggests that sales engineers should initiate the conversation by asking the prospect about their role and what they do. This allows them to quickly identify the user’s persona and pain points. By understanding the user’s perspective, sales engineers can tailor their demos to address the specific needs and challenges that the prospect faces.
The podcast also highlights the importance of solving the prospect’s problem. It emphasizes that sales engineers should focus on demonstrating how their product or service can solve the user’s problem effectively. By clearly articulating the problem that is being solved and how it is being solved, sales engineers can create a compelling case for the prospect to consider their offering.
Furthermore, the podcast suggests that sales engineers should aim to keep their demos concise and focused. They should aim to set the hook in a short period of time, typically within two to three minutes. This requires a clear understanding of the prospect’s pain points and the ability to showcase the value proposition of the product or service quickly.
The podcast also acknowledges that there may be pushback from prospects who may not initially see the value of the offering. In such cases, sales engineers can address two simple questions: what problem do you solve and how do you solve it? By clearly addressing these questions, sales engineers can simplify the demo and effectively set the hook.
Prepare, Discover, and Customize Demos
Prepare, discover, and customize demos are essential steps in the sales engineering process. This podcast transcript provides valuable insights into how sales engineers can effectively execute these steps to increase their chances of closing deals and building strong relationships with clients.
The first step is preparation. The podcast emphasizes the importance of sales engineers doing their homework before walking into a meeting or demo. This includes understanding the prospect’s pain points and conducting discovery to gather information about their specific needs. By doing this preparation, sales engineers can enter the meeting armed with the knowledge and insights necessary to tailor their demo to address the prospect’s unique challenges.
The next step is discovery. The podcast suggests that sales engineers should engage in conversation with the prospect to better understand their problems. This can involve having a quick call or meeting to discuss the challenges they are facing. By actively listening and asking probing questions, sales engineers can uncover valuable information about the prospect’s pain points and gain insights into how their product or service can provide a solution.
Customizing the demo is the final step highlighted in the podcast. Sales engineers are advised to use the information gathered during the discovery phase to tailor the demo to the prospect’s specific needs. This involves showcasing how the product or service can solve their problems and meet their requirements. By focusing on the prospect’s pain points and demonstrating the value of their offering, sales engineers can capture the prospect’s attention and increase their chances of closing the deal.
The podcast also emphasizes the importance of keeping the demo concise and focused. Sales engineers are cautioned against discussing every single use case that their product covers, especially if it is not relevant to the prospect. This can cause the prospect to tune out and lose interest. Instead, sales engineers should concentrate on addressing the prospect’s specific pain points and demonstrating how their product or service can provide a solution.
Prepare Thoroughly for Successful Demos
Preparing thoroughly for successful demos is crucial in the sales engineering process. The podcast emphasizes the importance of setting the hook and showing the most relevant and important aspects of the product or solution to the prospect right from the beginning. By doing so, sales engineers can immediately capture the prospect’s attention and demonstrate how their offering can solve the prospect’s problems.
To effectively prepare for a demo, it is essential to thoroughly understand the prospect’s needs and pain points. By conducting proper discovery and research, sales engineers can gather valuable information about the prospect’s business problem and tailor their demo to address those specific challenges. This level of preparation not only shows the prospect that the sales engineer understands their needs, but also builds credibility and trust.
In addition, knowing the audience of the demo is crucial. Sales engineers should find out who will be involved in the demo and gather as much information about them as possible. This knowledge allows sales engineers to customize their presentation to resonate with the audience and effectively communicate the value of their product or solution.
The podcast also emphasizes the need for extensive preparation, research, and thinking. Sales engineers should not be lazy and simply go through the motions of making phone calls and attending meetings. Instead, they should invest time in preparation, discovery, and research. This level of effort and dedication sets top-tier sellers apart from the rest and increases the chances of success.
Furthermore, the podcast highlights the importance of being adaptable and ready to pivot during a demo. Despite thorough preparation, technical issues or unforeseen circumstances may arise, such as the demo not working as expected. In such situations, sales engineers should remain calm and handle the situation professionally. They should be ready with backup plans or alternative approaches to still deliver a valuable and engaging demo experience.
Demo Troubleshooting and Keeping Customers Engaged
Demo troubleshooting is a common challenge faced by sales engineers. The podcast transcript highlights the importance of being prepared for potential issues that may arise during a demo. Whether it is due to engineering updates not being completed, bringing the wrong equipment, or experiencing technical difficulties, sales engineers need to be ready to handle these situations.
One approach suggested in the podcast is to work together as a team with a representative. However, if the sales engineer is alone, they can still navigate through the demo by acknowledging the hiccup and explaining the situation to the customer. By being honest and transparent, sales engineers can build trust with the customer and show that they are dedicated to finding a solution.
The podcast also emphasizes the need to remain calm and composed when things go wrong during a demo. Panicking only worsens the situation and can lead to a loss of focus. Taking a moment to breathe and collect oneself allows the sales engineer to think clearly and find alternative solutions.
Preparation is key in demo troubleshooting. Sales engineers are encouraged to have backup options in case of technical difficulties. This can include pre-recorded videos, slideware, or whiteboarding and diagramming to convey concepts. By having these alternatives ready, sales engineers can continue the demo smoothly while the problem is being resolved.
Another challenge mentioned in the podcast is network access. In corporate offices, accessing the network can sometimes be difficult. Sales engineers are advised to have a secondary network connection, such as a personal hotspot or a company-provided hotspot, to ensure uninterrupted access to the internet during demos.
In addition to troubleshooting, keeping customers engaged during a demo is crucial. The podcast acknowledges that 45 minutes of clicking around a screen can be monotonous and may cause customers to lose interest. To combat this, sales engineers are encouraged to find ways to keep the audience engaged. This can be done through interactive discussions, asking questions, and involving the customer in the demo process. By making the demo a collaborative experience, sales engineers can maintain the customer’s attention and ensure they are actively participating.
The podcast also suggests using various techniques to enhance engagement, such as incorporating pre-recorded videos or using visual aids like whiteboarding and diagramming. These methods help break up the monotony of the demo and make it more interactive and visually appealing.
Pause and Explicitly Ask for Engagement
One of the key strategies discussed in the podcast is the concept of “pause and explicitly ask for engagement.” This tactic is particularly useful in the current virtual work environment where face-to-face interactions are limited and it is difficult to gauge the level of engagement from the audience.
The podcast highlights the difference between engaging with people in an office setting versus a virtual setting. In an office, it is easier to keep people engaged by making jokes, calling them out by name, and involving them in the conversation. However, in a virtual setting, where people may not even turn on their cameras and their microphones are muted, it becomes challenging to know if they are paying attention.
To overcome this challenge, the podcast suggests pausing and explicitly asking for engagement. For example, after demonstrating a feature or action, the sales engineer can ask the audience if they saw what was done and if it made sense to them. This gives the audience an opportunity to respond and indicate their level of engagement. The podcast emphasizes the importance of waiting in the uncomfortable silence, even if it takes a few minutes for someone to respond.
This tactic serves multiple purposes. Firstly, it helps the sales engineer determine if the audience is engaged or if they need to try a different approach to capture their attention. Secondly, it allows the sales engineer to gauge the understanding and comprehension of the audience. If someone responds positively, it indicates that they are following along and comprehending the information. On the other hand, if there is no response, it may signal a lack of engagement or understanding.
The podcast acknowledges that waiting in silence can be painful, especially for technical sellers who are accustomed to a fast-paced environment. However, it emphasizes the necessity of doing so in order to effectively engage with the audience. By pausing and explicitly asking for engagement, sales engineers can ensure that their message is being received and understood by the audience.
Additionally, the podcast suggests involving the champion from the prospect’s side to encourage engagement. The champion is someone who is respected by the rest of the team and can influence their level of engagement. By getting the champion to chime in and force a response from the audience, the sales engineer can increase the likelihood of engagement and interaction.
Debrief with AE, Follow Up
The podcast also highlights the significance of debriefing with the AE (Account Executive) after every meeting. This debriefing session allows the sales engineer to discuss the meeting with their AE and gain valuable insights and feedback. It is important to approach this feedback with a grain of salt, especially when it comes to positive feedback, as the AE may have “happy ears” and may not provide completely objective feedback. However, it is crucial to listen to the suggested improvements or cues that the AE picked up on during the call. This feedback can help the sales engineer identify areas for improvement and make necessary adjustments in future meetings.
Additionally, the podcast emphasizes the importance of following up with the champion and technical champion after the demo. The champion is the person within the client’s organization who supports and advocates for the sales engineer’s solution. By following up with the champion, the sales engineer can gather valuable feedback on how the demo went and if there are any additional needs or concerns. This follow-up allows the sales engineer to address any outstanding questions or issues and further strengthen the relationship with the client.
The podcast also highlights the importance of expressing gratitude and sending a thank you message after the demo. While it may seem like a small gesture, expressing gratitude can go a long way in building rapport and showing appreciation for the client’s time and attention. The thank you message serves as a reminder to the client that their needs and interests are valued, and it helps to maintain a positive relationship.
In conclusion, the podcast emphasizes the importance of debriefing with the AE, following up with the champion and technical champion, and expressing gratitude after the demo. These practices help sales engineers gather feedback, address any concerns or questions, and maintain strong relationships with clients. By implementing these strategies, sales engineers can improve their demo skills, increase engagement and comprehension from their audience, and ultimately increase their chances of closing deals and achieving success in their sales efforts.