Is Solution Engineering still needed?
Bertrand Godillot
Je fabrique aussi des pains propres qui ont du go?t à la maison !
As provocative as this may sound, you must be blind to ignore the level of change currently taking place in solution consulting. Last decade was social, using networks and communities to connect with change agents and influence buyers. AI is now used in qualification and discovery. Demo automation completes the picture by providing you with highly valuable insights into key areas of interest and/or concern.
So, what’s left?
Clearly, there is a need to rethink solution consulting altogether! In today’s economy –I would argue it’s always been the case, buyers willing to spend some time discussing with you have high expectations. They have their basic questions covered, sometimes they are already quite advanced in their decision process. They have challenging questions for you, so you need to be prepared not to disappoint them.
Make a difference early!
- Confirm the business problem. Buyers are looking at solutions and they hardly discuss the actual business problem to be fixed. It is critical to understand their “why” as it will provide unique points of entry to yours.
- Discuss the “How”. If buyers are discussing with you, they already have identified a solution fit. They now are assessing whether they can adopt it. You don’t want to disappoint them by not addressing implementation approaches.
- Offer a Journey Map. Buyers expect advice from the sales team experts (read The Sales Team) both on the fix and the level of partnership required to be successful. By taking ownership, you have a unique opportunity to create a differentiated buyer experience.
We often read and talk about your value proposition and point of view. I wish we were spending more time on angles of differentiation. These should be specific to both your buyers' context and your solution to be relevant. It may include -but is far from being limited to, your unique solution capabilities. It must align elements of your “why” (purpose, culture) and your “how” (methodology, services, partnerships).
Good News!
The good news is, as a solution engineer, automation is giving you time back to focus on what really matters to the buyers! Let’s be clear, mastering your solution is a given. Focusing your effort on the right angles of differentiation is what will make you stand out from the crowd.
Don’t be shy and let me know what you think!
Digital Transformation of back office systems and processes.
1 年Bang on target, Bertrand! Getting the 'Why' nailed first is critical in the engagement. Too often the solution consultant is brought in too late, i.e. RFx stage, and is delivering the 'What'. Re: AI in qualification, wouldn't it be great do away with those endless excel requirement details?! Surely a level of Hell in Dante's Inferno, in my opinion. ??
Solving your critical business challenges
1 年Great post Bertrand. You’re absolutely correct. Solution engineers have to focus on solving the buyer’s problems rather than standard functionalities that are pretty common across all solutions, and that is also why it’s really important to partner with the correct implementation partner who has both the software skills and the industry knowledge to really bring value to the buyer #Accelalpha
AI Researcher & Former PLM Expert | Exploring the Future
1 年In a world where basic content can be generated and analyzed more or less for free, then the only content left that really differentiates is scientific (or abstracted knowledge). A selector is now mostly left with process elements to assess and I would say these are generally a) the recognition of signals and convergence to trends b) how a solution component supports the improvement process in focus for the given org and c) the overall critical thinking assessment or SWOT that needs to be followed for the given org. This requires the seller to put themselves in the shoes of the buyer. A good thing! ??
Major Account Manager - Cybersecurity | 100% focused on delivering value to my clients
1 年Great insights as always, Bertrand - I miss working with you and your teams!
Thanks for the good post, Bertrand. Differentiation absolutely needs more airtime now that automation can cover most of the basic information needs of the client side. We are for sure in a new world of Solution Engineering / Presales in 2023+.