Promotion into a sales role offers exciting prospects for a technical specialist. A few tried and tested strategies will smooth the transition, writes Simon Wehr.

Many individuals face the challenge of moving from a technical role into a sales position.

It can be an ongoing thing – for example, the owner of a small custom installation business regularly swapping between system design/programming and client negotiations.

Or it could take place in a large manufacturer or service provider, where an engineer is promoted to a sales position because a certain level of technical knowledge is required.

Either way, the experience can be exciting – and overwhelming – for the individual. The big question is: how do you make it work?

In the mid-1990s I was one of a new breed of sales executives in the broadcast and professional division of a major electronics manufacturer.

Until then, product complexity meant that the most qualified sales people were engineers: they were selling to other engineers and therefore spoke the same language.

However, as the technology became less complex and more affordable, the company realised it had to evolve its sales force. What happens when you talk too technically to the typical customer? They get nervous and confused, and put the barriers up. So technical sales engineers gave way to competitive sales staff who would get out and knock on doors.

The loyal people who had built the business either moved into technical sales support roles or went back to engineering. Very few made the transition to the different scenario, because they couldn’t change their technique to suit the new customer type or couldn’t adapt to the results-driven, high-pressure role.

Many companies find that it’s easier to instil technical knowledge in a good sales person than it is to teach sales to an engineer.

But what if it is you making the transition, like the owner of the small custom installation business? Or what if you are an engineer being offered promotion and want to try your hand at sales?

Thankfully, it is possible. You just have to know the right path.

Commitment

If you are going into sales, don’t do it begrudgingly – commit yourself to it 100%.

People gravitate towards those who are confident and self-assured, so believe in yourself, and be passionate, optimistic and enthusiastic.

See it as an opportunity to develop new skills while creating greater prosperity for you and your family.

If you are nervous and not fully engaged, people will detect your reluctance and shy away. But if you project positive energy, clients will instinctively have much greater peace of mind and will feel more comfortable doing business with you.

Warning: don’t fake it. Make sure you are always sincere and genuine, and never aggressive. Most of us have experienced the fake smile of the pushy used-car salesman.

Resist the temptation

You most likely became an engineer because you love facts, details and specifications.

It’s human nature to talk about the things that most interest you, but clients are unlikely to share your passion. They may actually be intimidated by it.

No matter how good you think you are at articulating technical details, resist the temptation. Remember that your sales skills are putting food on the family table, so don’t fall back into engineer-speak.

Ask lots of questions about the client’s specific needs, and get technical only when the relevant questions come up. Base the complexity of your answer on the complexity of the question, and avoid rambling on or heading off on a tangent. Stay focused on the sale.

Of course, if you are selling to an engineer then it’s OK to get technical.

Know your audience

One thing I have learnt in my 30-plus years of sales and marketing experience is the importance of reading the personality type of your audience.

By doing this, you can refine the focus of your message to be ‘on point’ and therefore more successful.

For example, right-brain creative types will gravitate towards anything visually stimulating, such as imagery with lifestyle shots, colourful diagrams and lots of white space.

They typically have a short attention span and cannot multi-task, so keep everything at a high level and on point. Listen to their needs, and explain in a friendly and personable way how you can fulfill them.

It’s more about ‘warm and fuzzy’ feelings with this group. Don’t underestimate the power of simply letting them talk about themselves, and be ready to jump in with compliments.

On the other hand, left-brain methodical people will be far more demanding. Frame up the discussion by talking about their objectives in detail and how you intend to achieve them. Show them facts and figures, then provide a concise plan of how you will move forward.

Finish the meeting by covering the discussion points one by one and ensuring that all boxes have been checked and are in agreement. That will show them you are taking their needs as seriously as they are, and it will build their confidence in you as a salesperson.

Just remember the important distinction between general detail and technical detail.

Related: http://www.simonwehr.com/blog/2014/9/2/marketing-to-individuals-not-just-the-masses

Measure your success

Don’t be afraid to ask clients how you performed as a sales person.

This could be in the form of a simple questionnaire that you email to them with an incentive to respond, or by picking up the phone and having a conversation.

Ask them for suggestions on how you could improve the way you handled yourself or the manner in which you conducted business.

And what about the sales you didn’t close? Why not contact the prospective clients and ask them honestly why they decided not to proceed. It may have been a budget consideration, or your offer didn’t fulfill their specific requirements. (This is very useful intelligence to feed back to the manufacturer or even to your own organisation).

However, if you unknowingly did something that made them choose another offer, wouldn’t you want to prevent a recurrence? I love constructive criticism; it has allowed me to develop and improve professionally and personally over the years. I wouldn’t be where I am today without it.

Ask for it. Embrace it. Apply it.

Reward yourself

The personal reward for engineers or technicians comes when their skill and knowledge create something great or help overcome a technical challenge.

Salespeople are rewarded by the search for clients and the closing of sales. It requires a paradigm shift to think this way, but the psychological outcome and fulfilment are the same. You have used your intelligence and brainpower to achieve a positive outcome.

As an engineer or technician you were probably not paid commission, but as a salesperson you probably are. Why not reward yourself when you are successful? It doesn’t have to be anything extravagant – just a token of gratitude to yourself for a job well done. Then set personal goals as motivation to do even better next time.

I have moved between sales and marketing many times in my career, and each time the transition has been a bit daunting. However, any self-doubt soon fades when that first lead comes in and a big sale is closed.

No one else can make you believe in yourself – that’s why it’s called self-confidence.

No matter how you ended up in this different role or how nervous you feel, life has presented you with an opportunity and adventure. You don’t have to forget that you are a technical type; just put it aside for a while so that you can focus on the exciting new job at hand – sales.

Good luck!

Thanks to friend and former colleague Adrian Re for this article’s theme. If you have anything related to sales and marketing that you would like me to write about, please email [email protected].