The Sales Engineer

Sales 4.0

In today’s business world, selling is constantly changing. IT technologies are creating new delivery channels and ways for buyers and sellers to interact.

The coronavirus pandemic has further accelerated the digitalization trend. Video conferencing is replacing business travel, digital product presentations, and B2B online trading are growing in importance. Buyers face more choices than ever before in the global marketplace. Recent developments in artificial intelligence (AI) and virtual reality (VR) will further transform buying and selling.

Gone are the days when salespeople just collected orders. Salespeople must embrace change and provide customers with a seamless buying experience. Selling has always been more about the buyer than the seller. Therefore, sales models must adapt to the changing buying process.

The typical sales funnel has been the standard sales and marketing approach for many years. It starts with a marketing-generated lead that, after qualification, becomes a prospect and then, through a series of actions, a customer. At each step, salespeople are expected to perform a series of tasks to close a deal. Needs analysis => Product presentation => Proposal preparation => Follow-up. The focus is always on the sales activity.

But is this the right approach in the age of digital information overload and e-commerce? Are these phases performed in sequence? How should salespeople deal with new demands?

These topics are the focus of this website. The lead articles “Customer-Focused Sales Process” and “Virtual Sales” reflect my experience.

I also provide a guide for new salespeople starting their careers. The articles “The Sales Engineer” and “Sales Skill Tree” are the starting points. 

Through all the change, one thing remains constant. Delivering tangible customer value remains the key to success in complex B2B sales. The profession of Sales Engineer will not lose its appeal in the years to come.