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What do you do if your Sales Engineering approach lacks creativity in building a strong brand and reputation?

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In the competitive realm of sales engineering, creativity is not just an asset; it's a necessity. If your sales engineering strategies are falling flat and failing to build a strong brand and reputation, it's time to infuse some imaginative spark into your approach. The challenge lies not in recognizing the need for creativity but in effectively implementing it to stand out in a crowded marketplace. By re-evaluating your methods and embracing innovation, you can transform a lackluster sales engineering process into one that captivates potential clients and establishes a memorable brand identity.

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1 Rethink Strategy

When your sales engineering approach seems devoid of creativity, the first step is to rethink your strategy from the ground up. Consider your target audience and the unique value proposition your product or service offers. Are you communicating these effectively? If not, it's time to craft a new narrative that resonates with your customers. This might involve redefining your messaging, experimenting with different sales techniques, or even overhauling your product demonstrations to be more engaging and interactive.

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Cristina Iosef

Product Applications Specialist / Technical Sales - Instrumentation and Process Control
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The most difficult step is accepting that your own solutions lack creativity and do not boost the brand. In my opinion, the path to improvement starts with better listening (customers' and peers' feedback) and finding ways to adjust the sales/engineering approach, and training (sales and technical). In fact this should be a continuous process, whether already successful or not. Change is the name of the day, so better preparedness & flexibility must be the response...

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2 Engage Creatively

Engagement is critical, and creative engagement is even more so. To build a strong brand, you must find innovative ways to connect with your audience. This could mean utilizing interactive presentations, storytelling, or personalized demonstrations that highlight the problem-solving capabilities of your product. Remember, the goal is to create an experience that not only informs but also entertains and sticks in the memory of your prospects.

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Ganesh Mallaya

ISC2 CC | Cybersecurity Solutions Architecture Leader | Seed Investor | Advisor
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SE and creativity go very much hand in hand. I always believe SEs are also an extended marketing team that helps build a brand with their contribution. If you have the right team, you can also encourage them to storytelling materials on LinkedIn or enable them to write blogs on interesting events or use cases that will resonate with the audience of the product. SEs should also post these in relevant groups on LinkedIn where most of these audiences are active. This spreads the word and also helps build a brand for products and the SE's become the company's thought leaders. One way SE leaders can motivate is by adding MBOs to there OKRs.

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3 Leverage Feedback

Listening to customer feedback is a goldmine for innovation. Your clients can provide insights into what they find appealing and what areas need improvement. Use this feedback to tailor your sales engineering efforts, making them more customer-centric and creative in addressing specific needs. This not only improves your offerings but also demonstrates that you value customer input, thereby enhancing your brand's reputation.

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4 Collaboration Boost

Collaboration can be a powerful driver of creativity. Working with colleagues from different departments or even partnering with customers for co-creation sessions can lead to fresh perspectives and ideas. Encourage brainstorming sessions where no idea is too 'out there' and use these collaborative efforts to inject new life into your sales engineering process.

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Ganesh Mallaya

ISC2 CC | Cybersecurity Solutions Architecture Leader | Seed Investor | Advisor
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Co-creation with customers is becoming stricter daily, but SEs can surely co-create with the community. SEs can engage with VAR SEs or your own CTO or fellow SEs or SMEs from the market to start a tech-talk or LinkedIn Live on current events related to products in the market or specific use cases or the impact of changes coming up. This has and will reap good results.

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5 Continuous Learning

In the ever-evolving field of sales engineering, continuous learning is key to maintaining a creative edge. Stay abreast of industry trends, emerging technologies, and innovative sales methodologies. Attending workshops, webinars, or even enrolling in creative thinking courses can provide you with new tools and approaches to enhance your sales engineering strategy.

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6 Adapt and Evolve

Finally, be willing to adapt and evolve. What works today may not work tomorrow, so it's essential to remain flexible and open to change. Monitor the effectiveness of your creative initiatives and be ready to pivot if necessary. Embracing this mindset of continuous improvement will ensure that your sales engineering approach remains dynamic, innovative, and capable of building a strong brand and reputation.

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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What do you do if your Sales Engineering approach lacks creativity in building a strong brand and reputation?

1

2

3

4

5

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1 Rethink Strategy

2 Engage Creatively

3 Leverage Feedback

4 Collaboration Boost

5 Continuous Learning

6 Adapt and Evolve

7 Here’s what else to consider

Sales Engineering

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What do you do if your Sales Engineering approach lacks creativity in building a strong brand and reputation?

1

2

3

4

5

6

7

1 Rethink Strategy

2 Engage Creatively

3 Leverage Feedback

4 Collaboration Boost

5 Continuous Learning

6 Adapt and Evolve

7 Here’s what else to consider

Sales Engineering

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