So, you’re a sales engineer. Congratulations, you’re probably pretty good at selling things. But how good are you at selling yourself in an interview? More importantly, how good are you at asking the right questions to land that job? Don’t worry, I’m here to help – hopefully.
Let’s cut to it, Sales engineering is all about understanding the customer’s needs and finding solutions to their problems. Sometimes the problems start us right in the face, and we can’t see it.
What do we do to find out the issues? We ask questions to define the issue and give us the information to sell the right solution.
And as the meerkat says – simples.
Now, and this is between you and I – this can work for finding the right job too. Which you know. But how many jobs have you worked in, that hasn’t really gone your way, when we peel back the issues, they were pretty obvious – but not at the interview.
So that’s what this is about, finding the issue, then preparing yourself as a solution to that issue – or not. And that’s another part to this – when do you walk away?
Standard Questions we all ask – or should ask at interview.
- What are the biggest challenges your customers face?
- How does your product address those challenges?
- What is your company’s sales process like?
- What is your company’s competitive advantage?
- How does your company measure success?
These questions will give you a better sense of what the company is all about and how you can contribute to its success. And if you can work in a few jokes while you’re at it, all the better.
Now, the questions nobody asks (or very few people ask). Situation questions, why is the role open?
- Why did the person in this role leave?
- How long were they in the role for?
- What have you learned from that?
- What can we do together, if I am successful, to make sure I do not fall into this problem?
What you are looking for here is honesty. Because look, you know, I know, they know, people leave jobs. You need to assess whether was it the employee or the employer that caused that leaving.
I ask this question as a recruiter, and it helps me assess if the role is fillable.
The average person is in a role for 2-3 years. Use your own thoughts on this, if the person you are replacing was less than that, probe around expectations.
- What is the year 1, 2, 3 etc sales target?
- What leads are provided? Or do you have to get them?
- What is the average sale or AIV (Average invoice value) per sale?
- Do you have other expectations outside of ££ – like how many meetings etc?
We’re looking for KPIs, targets that are achievable and you’re not there to recoup the loss on your shoulders.
Once you feel happy getting around this part of the questions, then you can formulate a plan in your head, whether you want to work for them or not.
Which will trigger more questions about your wants and needs. And this may not happen in that first interview.
So, like you are selling that engineering product –
- You’ve established the situation, the facts.
- You’ve discovered the problems in the past, and the learns.
- They know what you do, and what you have achieved.
You now got to put it together.
I like to use the IFTTT in this situation, negotiating with companies, suppliers, and my kids.
If this, then that.
If this is the *Situation* then you need someone that can do XYZ, that will mean I will need to do, *Insert business idea/plan* at the cost of paying me £££££
Now you are selling, you.
“If the last incumbent failed to hit the target, as they were not very good at closing companies, then you need someone like me, I have closed £50 million of business over 5 years for Joe Bloggs engineer, by aggregating a market to companies via a systematic sales strategy. Marketing campaign and business development focus. This took 12-18 months to hit the crucial target of £1m. but after that saw growth of 50% per year. If this is something you want to be repeated here, I can do this, and I can improve your long-term strategy – my salary expectation is £65k/car/phone/laptop/decent coffee”
Then to close – “when do you want me to start?”
Ok, hands in the air, this is hypothetical – right? No one says this.
Well, if you are selling anything, you need to close. Imagine their faces when you sell yourself – like you’re selling a product or service.
Now – the warning signs. It’s up to you how you treat this, they are like all sales, objections, indirect and direct. But importantly – they need to be addressed now before you leave.
- “We’ll think about it” – What are your concerns?
- “We are not sure” – What can I explain more?
- “We don’t have the budget” – What are the implications if you do not meet this target?
- “We don’t feel you are the right person” – What have I not demonstrated today, that has made you feel like that?
As long as you have addressed the problem, presented a solution, given the cost-benefit, and dealt with the objections.
Then you have done everything you can to win that sale, Job.