Letters to a Sales Engineer

SE Michael Edwin has recently created and published several letters directed to sales engineers.  NAASE is glad to repost selected letters- which are some words of advice to new and seasoned technical salespeople.  Which one do you most identify with and agree with?

Dear Sales Engineer,

You can have all the knowledge about your product/service, but if you are not open-minded enough to learn all about your prospect’s pain points, sadly, you will struggle to convert your prospects into paying customers.

Yours sincerely,

Engr. Michael Edwin. CSE, MNSE.
Classic Member, North American Association of Sales Engineers

Dear Sales Engineer,

Every prospect has a challenge that he/she hopes to overcome with the product/service they intend to purchase from you.

Your role is to identify that challenge (pain point), and walk the prospects through with your unique product/service that can solve such a problem for the prospect.

Yours sincerely,

Engr. Michael Edwin. CSE, MNSE.
Classic Member, North American Association of Sales Engineers

Dear Sales Engineer,

The tools listed below can be used for mining the pain points of your prospects.

1. Open-ended questions
   
2. Active listening
   
3. Client-centric mindset
   
4. Patience
   

Yours sincerely,

Engr. Michael Edwin. CSE, MNSE.
Classic Member, North American Association of Sales Engineers

Dear Sales Engineer,

Every prospect has a PAIN POINT.

Therefore, if you don’t have a product in your portfolio that can adequately solve the problem of your prospect, kindly point your prospects to the right place where their needs can be met.

This is one wise way of creating a right and dependable relationship with your prospects until they become paying customers.

Yours sincerely,

Engr. Michael Edwin. CSE, MNSE.
Classic Member, North American Association of Sales Engineers

Dear Sales Engineer,

You can have all the knowledge about your product/service, but if you are not open-minded enough to learn all about your prospect’s pain points, sadly, you will struggle to convert your prospects into paying customers.

Yours sincerely,

Engr. Michael Edwin. CSE, MNSE.
Classic Member, North American Association of Sales Engineers

These letters from Engr. Michael Edwin remind us that a Sales Engineer’s true success lies beyond product expertise: it requires genuine empathy, curiosity, and adaptability. Embrace these principles, and you’ll transform prospects into loyal customers and lasting professional relationships.