Making the Successful Transition into a Presales Role

So you're considering pivoting into a Presales role. I can say with absolute certainty that it's a worthwhile endeavor that could redefine your professional career and unlock a world of new opportunities. This is a big step and, for the right person, it's so worth the effort. Personally speaking, some of the most rewarding times in my career have been when I've spotted raw talent in the field and helped an individual make the pivot to Presales. I've personally seen it change people's lives. But you may be asking yourself, "Where do I even begin?"?Maybe you're even thinking, "Do I have what it takes?"

I'll try to demystify the role and arm you with the knowledge you need to make a confident, informed decision. To start, let's take a brief look at the core essentials of a successful shift into a Presales role.?

"Making a successful pivot into a Presales?role relies heavily on two primary factors: understanding what the role entails, how it differs from your current role, and acquiring the essential skills that translate across industries."

As you delve into the unfamiliar terrain of the Presales role, it is vital to understand that, unlike traditional sales roles, Presales professionals play a significant role in helping their Sales counterparts qualify potential opportunities. They assess prospects based on technological pain, their tech stack, and desired outcomes. Their work doesn't stop there - they invest time and effort to understand customer needs and requirements. Essentially, they become the experts in translating their company's offerings into terms that resonate with potential customers, thereby building trust and rapport. It's not enough to simply identify pain. An effective Sales Engineer or Solution Architect is adept at identifying the right pain (the pain that must be solved right now) and recommending the appropriate solution. This, thankfully, is a skill you can master over time with practice.?

Presales is a unique role within the business structure that focuses primarily on the first half of the sales process (although sometimes, in smaller companies, Presales roles have post-sales responsibilities). The Presales role is all about initial engagement, understanding customer needs, and nurturing interest. Beyond technical qualification and champion building, one of the main jobs of a Presales engineer is to run a Proof of Concept (PoC) or Proof of Value (PoV) during the sales cycle. That activity, if done correctly, is a closing exercise, not a qualification exercise. The Presales Engineer scopes a technical validation exercise and sets up the opportunity to close. Sometimes, those validation exercises are necessary; sometimes, they're not. In contrast, their sales counterpart handles closing deals. Thus, if you draw satisfaction from educating customers and solving problems rather than direct selling, a Presales role might be just the right fit for you.?

Now that you understand the role distinction, the question remains: how do you pivot successfully? Here are some things to consider as you make the move:

Focusing on Solutions, Not Just Sales?

As a Sales Engineer or Solution Architect, your job does not stop at selling the product. You wear multiple hats. Besides dazzling customers with your demo prowess, you become their trusted advisor and advocate. You are deeply involved in the evaluation process, addressing technical concerns, clarifying expectations, building technical champions, and aligning both parties on proposed solutions. Your goal is not just convincing clients to buy but demonstrating how your product can effectively solve their most critical problems.?

Remember, being a Sales Engineer or Solution Architect isn't just about balancing technology and business needs; it's also about balancing being a tech expert and a solution-oriented sales consultant (a technical value seller if you will). By striking the right balance, you can create a successful career as a Sales Engineer or Solution Architect and make a meaningful impact on both your customers and your personal bottom line.?

Linking Tech to Business: From Pains to Gains?

As a Sales Engineer or Solution Architect, you play a pivotal role in facilitating communication between your company's Engineering or Product teams and the Sales team. You act as the bridge encompassing the worlds of technology and business, conveying customer needs on the one hand and demonstrating the practicality and benefits of the solutions on the other. This intermediary position requires a clear understanding of what you're selling and the capacity to translate the complex technological solution into a language that resonates with your customer's business needs. This means diving in deep and having relationships on both sides of that equation. You'll need to intimately understand your prospect's business AND have close relationships with important internal stakeholders like Engineers and Product Managers. Do yourself a favor and build a "Sphere of Success" inside your organization by curating relationships with those who not only know your product or service well but also drive its evolution. Those relationships will pay dividends as you learn and grow.?

The Art of Negotiations and Aligning Expectations?

Inevitably, your role as a?Sales Engineer or Solution Architect will navigate you towards negotiations with customers. This multi-facet process entails translating technical solutions into understandings, managing expectations, and identifying alignment on proposed solutions. A good Sales Engineer or Solution Architect is not just about achieving the 'Technical Win' but ensuring that both parties achieve an understanding and condoned plan of action. I'm not talking about the commercial mechanics of a deal (although you will have an impact on that); I'm talking about negotiating the right technical solution for your customer. They may think they know what they need, or they might not. This is where you step in as a trusted advisor. If you can solve their pain and achieve a win/win, you'll have done your job well.?Being seen as a trusted advisor by your customers is critical to your long-term success. Are you often seen as the expert? Do people often come to you for advice? If so, Presales might be a perfect role for you.

Honing Your Solution-Oriented Approach?

While the list of responsibilities sounds daunting, remember that your aim is to be a solution specialist. The focus should not just be on the sale but, more importantly, on how your product or service can solve customer problems. This focus on solutions ingrains a value-oriented approach in your operations and communication. You'll notice, throughout your Presales career, that prospects might prefer to talk to you (versus the Sales Rep) or open up to you in ways they don't with others. This is a gift; don't squander it. If you're doing your job correctly, the prospect is looking at you as their trusted advisor, not just someone who's trying to sell them something. If you listen, understand, and do the right thing for the customer, you'll be well on your way to building a champion. In previous articles, I called out the simple equation for selling software: Pain + A Champion = $. As a Sales Engineer or Solution Architect, you're key in both finding the pain and building the champion.?If you're the kind of person who can see the applicability of technology to real-world situations, then Presales might be a great role for you. Remember, Presales isn't about technology for technology's sake; it's about solutions that work for your customer.

The Science of Sales Technology?

As a?Sales Engineer or Solution Architect, your technical prowess should also extend to sales technology. Familiarize yourself with sales tracking, sales funnel management, and other relevant technology, as it is crucial to your sales strategy. This knowledge will not only help streamline your process but also provide you with vital insights into your performance, prospect behavior, and campaign effectiveness. Moreover, your role demands excellent organizational skills. You may have to handle multiple projects simultaneously, and keeping thorough records of each meeting, interaction, PoC/PoV, and customer data proves invaluable. Presented in an organized manner, this data can serve as a guiding light, helping you prioritize tasks, monitor progress, and stay in control of your work. I get that this part may not be the most enjoyable for you (you got into this role because you love tech, right?). I can't stress enough how important this is, especially if you want to advance into leadership or more senior roles. Being intimate with ALL the details of a deal is a critical skill that will serve you well.?Are you a data person? Are you analytical and want to understand the why behind the metrics? If you are, Presales and Leadership might be great roles for you.

Mastering Interpersonal Skills and Technical Know-How?

Clearly, becoming a?Sales Engineer or Solution Architect is a?journey that requires more than just sales experience or technical skills. A?combination of these two realms is essential. With a?strong technical knowledge base, you're equipped to understand the intricacies of the product or service you’re selling. But, without efficient communication and relationship-building skills, it could be an uphill battle to convey those concepts successfully.?

That's where your interpersonal skills (also known as soft skills) come into play. Explaining complex technical information in terms that your customers can easily grasp is a skill you should nurture. Learning to build lasting professional relationships will help in fostering trust with your clients, which in turn, promotes loyalty and encourages repeat business. Consider participating in something like Toastmasters to hone your public speaking skills.?Join industry-specific groups like The Presales Collective to network and learn from your peers. Lastly, educate yourself with some of the amazing Presales books available. Investing in yourself is never a bad investment.?If you've ever described yourself as "a geek with people skills" or a "socially savvy tech whiz," then Presales might be a role for you.

Fulfilling the Role of a Communication Conduit?

See yourself as a bridge that connects the technical and sales teams within your organization. By ensuring effective communication of customer requirements to the technical team and translating those technical solutions into customer benefits, you will help strike the perfect balance between technology and business needs. With you playing the role of 'Sales Engineer or Solution Architect', your company can embrace a profound and productive synergy between technology and sales. It's an exciting position, one with numerous opportunities to utilize both your technical prowess and communication skills. But it is not without its challenges. As pointed out above, it's not just about selling; it's about solution-oriented selling. Here, you position yourself uniquely, creating solutions that don't just satisfy customer requirements but exceed expectations. After all, it's you who better understands the technical intricacies and the strategic overview of the products. Utilize that expert knowledge to offer something remarkable to dazzle both your prospects and internal stakeholders. They will both want to draw on your expertise!?Do you enjoy dealing with multiple stakeholders across an organization to drive outcomes? If so, Presales might be the role for you.

Know the Details and Yourself?

The world of a?Sales Engineer or Solution Architect isn't exclusive to technical concepts. It involves soft skills, too - communication, relationship building, and negotiation abilities. You'll be tasked to explain highly technical concepts in a simple, easy-to-understand manner. No doubt it's challenging, but once mastered, it's a game-changer. Master that balance, and you're not just selling a product—you're selling an experience. You see, being a?successful Sales Engineer or Solution Architect isn't just about possessing the right skills—it's about putting them into action at the right time, in the right place. It’s a mix of technical understanding, sales acumen, and a dash of wanderlust—yes, you read it right, wanderlust. The ability to travel and relate effectively with customers often determines how far you can go in this field. In the world of Presales, challenges and competition are part of the package. What sets you apart is not avoiding these hurdles but how you leverage them. The path you must embark on requires deep technical knowledge paired with sales abilities and a willingness to?never stop learning. A Presales Engineer I worked with once pointed out that working in this field is like getting a new college degree every year. I'll admit, there might be a bit of hyperbole there, but not much! I'll say it again: NEVER STOP LEARNING!?As a Presales Engineer, you'll constantly want to push yourself outside your comfort zone and grow. Are you the kind of person who likes dropping into new situations and solving problems (think The Wolf from Pulp Fiction)? If so, a career in Presales might be right for you.

Are You Prepared for the Challenge??

Take a?moment and ask yourself - are you ready to develop the technical skills and gain the sales experience necessary to become a?Sales Engineer or Solution Architect? It's not an overnight journey, but one with countless rewards. You will have to truly understand and articulate the actual business value behind the products or services you are presenting. You must be ready to explain to your prospects why they need to change, outlining clearly the imminent benefits and tangible results. It's almost like a magic trick—you show them a solution they never knew they needed until you unveiled it. You're a bridge builder - you capture a prospects current state, define the future state, and walk them across the bridge (that you design) to it. Your journey toward becoming a Sales Engineer or Solution Architect begins here. It's time to arm yourself with the right educational training, skills, and qualifications. This is a path that is challenging, competitive, and equally rewarding.??

Your Unique Path Towards Becoming a?Sales Engineer or Solution Architect?

Everyone has a?unique journey towards becoming a?Sales Engineer or Solution Architect, and yours will be no different. However, arming yourself with the right skills and attitude will ensure your path is smooth. Move forward with the knowledge that your passion for connecting the dots between technology and business outcomes is what will make you an irreplaceable Sales Engineer or Solution Architect.?As you embark on this exciting journey, bear in mind that the balance of technology and business outcomes isn't just your mission - it's your superpower. Embrace it confidently and you're all set to leave your unique mark in the landscape of Presales.