How Can I Train My Technical Engineers to be More Effective With Our Sales Team & Customers?
[Part of the AMA Milwaukee Marketing Advice Column Series]
[Q:] Do you have any recommendations on how to expose and train technical engineers on effective customer interaction? I want my engineers to be more helpful to the sales team, but I'm not sure where to start?
[A:] Frankly, some folks are going to be better in front of customers than others. In many industries, companies have hired what they call "sales engineers", who are people with a special blend of technical aptitude and sales acumen. If headcount are not in your budget, you might try a few things with your current staff.
- Send your engineers through the same training that your sales people go through. Really. SPIN Selling works well, as does Customer Centric Selling. Alternatively, you can read the books as a group and discuss. This can also do wonders for teamwork!
- Engage your sales people in the process. You can't expect the "techies" to change and sales to remain the same. It's a two-way street; both have to change.
- Send your engineers to where your customers are. Industry functions, trade-shows, customer forums, etc. Anything to get engineers to hear customer verbatims on your products. Follow up with some internal brainstorming on how to act on that information.