From the course: Technical Sales: The Role of the Sales Engineer
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Being a FABulous sales engineer
From the course: Technical Sales: The Role of the Sales Engineer
Being a FABulous sales engineer
- Here is a coffee cup. Let's say I wanted to sell you this. What would you think if I started telling you that this ceramic mug is composed of an inorganic, non-metallic crystalline structure which has minimal localized density variations, a high modulus of elasticity and low ductility? Would I lose you? 90% of demonstrations and presentations I watched struggle to make the business to technical link. Let me share with a mnemonic that can help you make the leap from business to technical speak and that is FAB which stands for features, advantages, and benefits. It is not a new concept as it was originally promoted by Neil Rackham as part of SPIN Selling back in 1988. It's just amazing how many sales and pre-sales people ignore it and just pitch, feature after feature after feature without saying why they are important. Here's a simple everyday example to illustrate how to be an absolutely fabulous sales engineer. Let's get back to that coffee cup. This is current state. It's how you…
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