shutterstock_703607812.jpgWhere do most of your deeper insights and marketing knowledge reside? Between the ears of your sales engineers. Unfortunately, both VP’s of this division and the engineers themselves feel they’re above the laws of “selling” to customers.

Sales engineers see themselves akin to ninjas, drop into an account for a few hours, razzle and dazzle the customer, and jettison out in rapid fashion. “I don’t own a quota or a customer” is the often heard line.

However, having this mindset is a massive opportunity lost because your sales engineers are your company’s thought leaders! 

According to Corporate Visions, 74% of buyers choose the sales rep that was first to add value and insight.

If the majority of deals are won based on who was first to deliver value and insights then why aren’t sales engineers used for this capacity?

You should get your experts executing insights campaigns for customers to prepare for 2018:

  • What are the landmines, challenges and risk factors for next year?
  • How can you think beyond Standard Operating Procedures, and think about emerging best practices?
  • What are trends that you haven’t even become abreast of yet?

Over the next 3-4 weeks, your customers will be winding down, and take their off time to read, learn and gather information for 2018. This will most likely happen on your downtime whether it’s sitting on the couch or travelling on a plane, it is the perfect time to begin the learning process:

1. Make a video of new ideas

There are dozens and dozens of report, eBooks and articles available today and consuming all this content can be quite time-consuming.

I personally love to take multiple curated articles and synthesize the information into a video on how to “learn in 60 seconds.” Your sales engineers can humanize themselves as the rockstars of emerging best practices.

2. Develop a LinkedIn PointDrive with emerging best practices

If you want to go deeper, and provide richer insights, create a microsite of ideas. LinkedIn PointDrive will also make it easier on your sales team to “account segment” which customers are interested in which topics. We’ve seen customers organize their PointDrives to introduce “plays” and based on the customers engagement, the sales team knows where to double-down their conversations in 2018.

Get the customer aligning to your thinking. Don’t just have sales do this, drop your ninjas into the cerebral cortex of your customers!


Jamie Shanks

Author: Jamie Shanks

Jamie Shanks is a world-leading Social Selling expert and author of the book, "Social Selling Mastery - Scaling Up Your Sales And Marketing Machine For The Digital Buyer". A true pioneer in the space of digital sales transformation, Jamie Shanks has trained over 10,000's of sales professionals and leaders all around the world.

Leave a Reply

Login First!

Related Blogs

Feb 4, 2020 8:00 am
Management Crisis: Converting the Sales Manager Into a Coach

Lately, we keep hearing time and again from customers that frontline sales managers are falling down at a pace that is clearly a four-alarm fire! I back what people have been saying on podcasts and webinars I’ve engaged with about a management crisis, and agree with them. There’s no question that frontline sales managers – … Continue reading “Management Crisis: Converting the Sales Manager Into a Coach”

Jan 28, 2020 8:00 am
Relationship Mapping: The #1 Hole In Key Account Plans

I was in Paris this week launching a social selling program for a global enterprise account that has thousands of sellers. For the majority of social selling launches, companies typically look at modernizing their digital prospecting to find net new markets and accounts. In fact, this is how 75% of companies look at modern, digital … Continue reading “Relationship Mapping: The #1 Hole In Key Account Plans”

Jan 21, 2020 7:00 am
You Don’t Have A Prospecting Methodology. Now What?

We’ve just entered the 2020s, and for the last two months, we’ve been fielding calls from companies planning their 2020 kickoffs and sales training. As we dove into their existing sales processes and methodologies, we’ve found that many of these processes and methodologies have been acquired from third-party sales training companies like Sandler, Corporate Visions, … Continue reading “You Don’t Have A Prospecting Methodology. Now What?”

Feb 26, 2019 5:30 pm
Two Innovative Ways to Improve Sales and Marketing Alignment

I recently read an excellent book called The Excellence Dividend by Tom Peters—an ex-McKinsey consultant whose consulting practice now focuses on customer experience and customer excellence. In his book, Peters talks about the importance of cross-functional alignment. And I whole-heartedly agree!