How can Sales Engineers adapt to different communication styles?

In the well drilling world we deal with individuals, industrial clients, city utilities engineers, and agricultural folks. The key is to do your background research to identify where you can most effectively satisfy their current need. Start with relationship as a goal over making an instant sale, let them reveal the path forward and then respond accordingly. Read the customer as you converse and adjust your presentation and style to match. Nobody likes a wiseacre so remember to stay focused on the clients needs first. It goes back to the golden rule, "Treat others the way you want to be treated". Then after the sale follow through with the best possible product and service. If you do the next sale will be much easier, with relationship.

One thing in the industry that I work in (home security) we base a lot of our ability to sell to someone through Rapport. It sounds weird but when you get to know someone and share experiences as home owners you can come to common ground and figure out what their needs are when trying to protect their family. I am not 100% sure about what B2B does to learn about their audience but I am sure research about a person and their business is important to the close.

First - we accept that there are multiple communication styles and we read up on them and how to quickly identify them. Second - we listen to the audience and let them talk until they are done. Look for signals that the customer is comfortable with you and responding with ease. Only after that will the sale come. Trust and believing you are the authority on the product is important to convey but not forcefully.

Sales engineers must be adaptable in their communication styles to effectively engage with different individuals. This involves active listening, flexibility, empathy, building rapport, effective questioning, and paying attention to non-verbal cues. By understanding the preferences and needs of customers, sales engineers can tailor their language, tone, and level of technical detail accordingly. Continuous practice and seeking feedback enable them to refine their approach for maximum impact in various situations. Being versatile communicators allows sales engineers to connect with a diverse range of individuals and effectively convey the value of their products or solutions.

I know for certain speaking fast when you first start talking to someone will get a hard no quick! I always start slow and precise to show my future customer that I'm down to earth and not just some slick fast paced sales rep that just wants to get the deal done and move on. I also know that listening is super important and sometimes I fail at this part multiple times instead I tend to relate and talk over someone. We're not all perfect but knowing where you need to improve is just as important.

This is so critical in the sales cycle. Whenever I am speaking with a customer, I often ask myself “do I have them?“ I call on healthcare providers, i.e. doctors, nurse practitioners, physicians, assistants, etc. these people have 1 million things on their mind and my calls usually last about a minute or so. I pride myself on being a sales rep that brings value to a healthcare facility. It’s important to know your customer and know what types of questions they like and what they are interested in. This comes with time as you get to know your customer better.

Since I started working in home security systems I have conveniently given situations that relate to this particular field. Stories sell facts tell. Facts are great but if you can relate to a customer that has had a break in or someone new to the area and share experiences it will change someone's mindset on not getting a product. It makes people think about home security instead of hinging everything on "I've never had this and nothing bad has happened yet" mentality.

Why does each customer buy? The complicated question that all of us as sales representatives have to answer. The exciting thing about my industry is that it can be a wide range of reasons as to why a doctor chooses a particular product to prescribe to their patients. And what I love most about my industry is there is no clearcut reason as to why each doctor chooses each individual product. It is wide across the board. Know your customer, know your product, then formulate a clear message that will change their behavior, or at least get them thinking about changing their behavior.

You’re getting questions and objections. Most sales reps would turn their nose up at this, but I’ve got news for you guys: THIS IS A BUYING SIGN!!!!!! In my opinion, if you are getting questions and objections, then you have done your job. The customer is on the path to buying. It is up to you to guide them there. Use the CHA method. Clarify, Handle, Advance.

Ultimately objections are just complaints that cover the real reason why someone doesn't want your product and service. I learned a lot from Grant Cardone's training university and objections booklet and it seems every objection has the same steps to react with. Once you can uncover the unspoke objection you can identify what a customer is really concerned about answer how your product or service and fix that problem and move on to your presentation and hopefully a close.

You will get questions that were not covered in the training video. Be prepared by really knowing your product. Potential customers are expecting you to be the expert. If you end up saying that you don't know the answer but you'll get back to them, chances are that you just lost them. Knowing your product so well that you can answer those questions reassures them that you may really be the expert. When you reach that point, they will be more at ease and more receptive to what you have to offer.

This is that one thing that isn't done in home security industry enough. Probably because if you cannot figure out why you were told no after the initial close one of two things happen. 1.) Someone comes behind you and offers the solution and they go with a competitor. 2.) The person rolls the dice in hopes nothing bad happens and when it does calls the convenient 1-800 number because they forgot 70% of what you informed them about as time passes by. So really figuring out the unspoke objection will allow you to close more deals in our industry and if not there are your managers above you that can help you along the way. I am still learning but wanted to share what I have learned thus far.

Get to know yourself. If you find yourself reacting instead of responding to your clients, take the time to dive into the why. The more comfortable you are in your own skin, the more capable you are at setting others at ease.