sales and engineering: selling successfully as a team · • deliver your sales presentation in a...

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Sales and Engineering: Selling Successfully as a TeamErick SimpsonNovember 20th, 2019


Erick Simpsonwww.ericksimpson.com

www.linkedin.com/in/ericksimpsonhttps://amazon.com/author/ericksimpson

• Enterprise CIO & CTO• Built Call Centers & Help Desks for Fortune 1000 Companies• Co-Founder of one of the first "Pure Play" MSPs in the

industry in 2005, acquired in 2007• Creator of the MSP Mastered® Methodology for Managed

Services business performance improvement• Have conducted hundreds of MSP transformation and

improvement engagements with ITSPS and MSPs• Participated in over 2 dozen M&A engagements for clients• Best-selling Industry Author – 4 Books, 50 BP Guides• Industry Thought Leader and Influencer

ERICKSIMPSON.COMM S P M a s t e r e d ®


Sales Professional and EngineerThe Right Way to Sell as a Team to Close

More High-Value Sales Faster



Sales Professional’s

Role

• One of the most important roles in the organization

• Pre- and Post-sales responsibilities

• Shoulders the burden of identifying and closing new opportunities

• Incented to sell – at all costs• Becomes the client’s advisor and

advocate during and after the sale• Is the person the client reaches

out to when they are unsatisfied



Sales Engineer’s

Role

• One of the most important roles in the organization

• Pre- and Post-sales responsibilities

• Key to project profitability• Buffer between sales and

implementation• Educates sales staff as to what is

in the realm of possibility• Supports sales and accelerates

the sales process

5ERICKSIMPSON.COMM S P M a s t e r e d ®


What’s the Difference Between an Engineer and a Sales Engineer?



Dedicated Sales Engineer Reports to Sales Unit Focus is on Supporting Sales Typical Comp Salary +

Commissions Sales KPIs High Technical, Sales, Quoting,

Pricing Proposal Competencies

Dedicated Engineer Reports to Service Unit Focus is on Billable Work Typical Comp Salary +

Bonuses Utilization/Billing KPIs High Technical

Competencies


Distinguishing an Engineer and a Sales Engineer


When Do You Bring In an Engineer

or Sales Engineer?

• After an opportunity has been qualified

• When you’re “out-gunned” from a technical perspective

• When there is another overwhelming need



To Sell Successfully

as a Team, We Must

Understand 3 Behaviors

• The Sales Professional• The Engineer or Sales Engineer• The Buyer



The DISC LanguageUsing Observable Human Behavior as an Advantage in Sales


DDominance

IInfluence

SSteadiness

CCompliance


Sales vs. Engineering • Natural “disconnect” between

personality types− Sales Professionals are high

“I’s” and low “C’s”− Engineers are low “I’s” and high

“C’s”



• Influence

The “I Factor”

High I-Factor

Low I-Factor

Distrusting

Logical

Critical

Pessimistic

Trusting

Extroverted

Magnetic

Inspiring



• Compliance

The “C Factor”

High C-Factor

Low C-Factor

Opinionated

Arbitrary

Unbending

Careless

Neat

Careful

Worrisome

Evasive


Concern for QualityCritical Listener

Non-Verbal CommunicatorAttention to Detail

PreciseAccurate

Product-OrientedSlow to ChangeSelf-Disciplined

Pessimistic

AccommodatingAdaptablePersistent

Good ListenerDislikes Confrontation

Good SupporterTeam PlayerPersistent

CreativeSlow Start/Fast Finish

VacillatingTemperamental

Results-OrientedSense of UrgencyConfrontationalChange AgentCompetitive

Direct

Process-OrientedQuick to Change

IndependentOptimistic

Verbal SkillsHigh Trust Level

Non-Fearful of ChangeRather Talk than Listen

Projects Self-ConfidenceERICKSIMPSON.COMM S P M a s t e r e d ®

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How does your Prospect/Client Behave?

D I

SC

Active Fast-Paced

Moderate-PacedThoughtful

Questioning Accepting


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How does your Prospect/Client Buy?

D I

SC

•Results•Competitive Leverage•Quick to DecideHow will you help me go faster?

•Facts & Numbers • Bottom Line•Slow to DecideHow Credible are you?

•Relationship•Experience

•Quick to Decide How Much do I like

you?

•Supporting Staff• Comfort Level•Slow to Decide

How will you help my staff and/or Clients?



Selling as a Team Step 1: • Preparation

− Sales Professional and Sales Engineer meet to discuss opportunity prior to client visit



Selling as a Team Step 2:

• Client Meeting− Sales Professional and Sales

Engineer meet with client− Sales Professional runs point− Sales Engineer employs “What

to Say, What not to Say, and How not so Say It”

− Sales Professional directs client questions to SE when needed and maintains control of the sales meeting


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Next Steps After Qualifying the Buyer

• If your prospect isn’t qualified for your services, move on− Need, Solution, Budget− Cultural Fit

• If your prospect is qualified, move to the next step in your discovery, quoting and proposal development process− Onsite Assessments, Asset Discovery, Requirements and Needs,

Solution Architecture• All of this information will inform the Sales Engineer’s

pricing and proposal development strategy


Proposal DevelopmentSet a Rapid Turnaround Time!



• Reviews all data uploaded to PSA in the Sales Opportunity• Meets with SP, OE and PM to formalize solution architecture,

pricing and implementation timeline strategies and alignment with Minimum Certified Network Standards

• Works with Vendors, Distributors and internal teams along with proposal and SOW templates to complete deliverables (including required upgrades to meet Minimum Certified Network Standards) and reviews with SP, OE and PM for final approval

• Uploads proposal and SOW to PSA Sales Opportunity and updates status to “Waiting on Sales Professional”

Analysis, Pricing and Proposal CreationSales Engineer



• Determine if an Engineer or Sales Engineer is Needed• Sales Professional runs point• Sales Engineer employs “What to Say, What not to Say, and

How not so Say It”• Deliver your sales presentation in a clear, concise, logical order• Stay focused• Don’t let the prospect take you off course (i.e. price)• Don’t get technical – focus on business outcomes• Tie your features and benefits to their pain points

The Sales PresentationSales Professional and Engineer/Sales Engineer



The Sales Presentation Process

WARM UP! HAS ANYTHING CHANGED?

TRANSITION TO PRESENTATION

REMIND PROSPECT/CLIENT

OF VALUE INFORMATION

GATHERED DURING 1ST VISIT

CONDUCT A FEW “TIE-DOWN” QUESTIONS

DURING PRESENTATION

ALLOW DIALOG –CHECK IN WITH

PROSPECT

NO TECHNICAL TERMS – FOCUS ON

BUSINESS AND PERSONAL

OUTCOMES ONLY!

OVERCOME OBJECTIONS

CLOSE - ASK FOR THE BUSINESS!



Selling as a Team

• Do’s− Polite introductions− Acknowledge Sales

Professional’s role in meeting− Acknowledge Sales Engineer’s

role in meeting− Dance without stepping on toes− Answer questions concisely

and in non-technical terms



Selling as a Team

• Dont’s− Allow the prospect to direct

questions to the Sales Engineer− Contradict each other or the

prospect− Hog the conversation− Talk over each other



The Dance

• Sales Professional manages the conversation• Sales Professional directs questions to the Sales Engineer• Sales Engineer answers questions clearly and concisely• Sales Professional follows up with prospect• Sales Professional moves the sales process along• Sales Engineer “queues” Sales Professional

when necessary for correction/guidance



Accelerating Sales

• When conducted properly, sales engagements executed as a team should accelerate sales velocity

• When conducted poorly, sales engagements executed as a team will impede sales velocity

• Role play as a team to improve sales outcomes



Get My MSP Mastered® Sales Engineering Process White Paper and QBR Agenda Template!


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