How To Sell to Engineers in the Remote Work Era

Remote sales jobs continue to surge in popularity.

💡58% of sales leaders report increased remote selling in 2023 according to Salesforce's State of Sales report.

This brings new challenges in connecting with technical buyers in particular.

One group that often stands out is engineers.

Their analytical mindset and deep technical expertise can make for interesting - and sometimes frustrating - sales interactions.

Here are the dynamics at play and strategies for success when selling to engineers in today's remote-first landscape:

Understanding the Engineer's Perspective

Engineers are trained problem-solvers with deep technical knowledge in their field.

This expertise can lead to:

• A desire for detailed information and specifications

• Skepticism towards marketing claims

• A focus on facts and data over emotional appeals

• Confidence in their own research and conclusions

💡As David Brock, author of "Sales Manager Survival Guide," notes: "Engineers are trained to be skeptical, to question everything. This is a fundamental part of their problem-solving approach."

The Price Fixation

Many salespeople report that engineers tend to focus heavily on price.

This stems from their belief that they already understand the product and industry thoroughly.

However, this can lead to overlooking important factors like:

• Total cost of ownership

• Long-term reliability

• Service and support

• Integration with existing systems

💡A study by the IEEE found that while 67% of engineers consider price a key factor, 82% ranked product quality and reliability as equally or more important.

The Evolution of Technical Sales in the Remote Era

The shift to remote work has significantly changed the dynamics of selling to engineers:

• Increased reliance on digital communication tools

  Sales professionals must master video conferencing, screen sharing, and collaborative platforms to effectively engage with engineers.

  💡A McKinsey study found that 70-80% of B2B decision makers prefer remote human interactions or digital self-service.

• Challenges in building rapport

  Without face-to-face interactions, it's key to find new ways to establish personal connections and trust.

  💡Research by Gartner shows that 65% of B2B buyers find remote selling superior to in-person interactions.

• Virtual product demonstrations

  Remote sales require innovative approaches to showcasing product features and capabilities through online platforms.

  💡According to Forrester, 43% of B2B buyers prefer a rep-free buying experience.

For more insights on adapting to remote sales, check out my article on 5 Game-Changing Trends in Remote Sales Jobs for 2024 (🔒Premium members only)

Strategies for Success in Remote Sales

While selling to engineers can be challenging, especially in a remote setting, there are effective approaches:

1. Speak their language

   Learn key technical terms and concepts relevant to your product.

2. Validate their expertise

   Acknowledge their knowledge and research.

3. Focus on data

   Provide concrete facts, specifications, and performance metrics.

4. Demonstrate value beyond price

   Highlight long-term benefits and ROI.

5. Leverage technical sales support

   Bring in your own engineers for peer-to-peer discussions, even in virtual settings.

💡As Mark Roberge, former CRO of HubSpot, advises: "In technical sales, your job is not to outsmart the engineer, but to guide them to the right solution using their own expertise and your product knowledge."

For more strategies on succeeding in technical sales, read my article on Mastering Technical Sales: The Art of Combining Expertise and Persuasion.

Overcoming Common Objections from Engineers

Address typical concerns raised by engineers head-on:

• Compatibility concerns

  Provide detailed integration documentation and offer proof-of-concept demonstrations.

  💡A TechValidate survey found that 78% of engineers consider compatibility with existing systems a top priority.

• Data security and privacy

  Highlight your product's security features and compliance certifications.

  💡According to IBM, 66% of IT professionals cite security as their top concern in adopting new technologies.

• Performance skepticism

  Offer trial periods or sandbox environments for hands-on testing.

  💡A study by Evalueserve revealed that 89% of engineers prefer hands-on product evaluations before making purchasing decisions.

Leveraging Data and Analytics in Technical Sales

Given engineers' affinity for hard data:

• Present quantifiable benefits and ROI calculations

• Use case studies and benchmarks to support your claims

• Incorporate data visualization techniques in remote presentations to make complex information more digestible

💡A recent study by the Content Marketing Institute found that 66% of engineers are more likely to do business with companies that provide easy access to technical data and specifications.

Adapting Your Sales Approach for Different Engineering Disciplines

Adapt your approach based on the specific engineering field:

• Software engineers

  Focus on scalability, performance metrics, and integration capabilities

• Hardware engineers

  Emphasize physical specifications, reliability data, and compatibility with existing systems

• Civil engineers

  Highlight durability, compliance with industry standards, and long-term cost savings

• R&D engineers

  Showcase innovation potential and customization options

The Role of Continuous Learning in Technical Sales

To stay competitive in technical sales:

• Stay up-to-date with industry trends and technological advancements

• Pursue relevant certifications to enhance credibility

• Engage in ongoing product training to maintain expertise

💡A LinkedIn study found that sales professionals who regularly engage in learning activities are 82% more likely to achieve their quotas.

For more resources on sales training, check out my guide on Best Sales Training Resources for Beginners.

Building Trust and Relationships Virtually

Ultimately, success in selling to engineers comes down to establishing credibility and trust, which can be more challenging in remote sales environments.

This requires:

• Deep product knowledge

• Honesty about limitations

• Willingness to engage in technical discussions

• Patience in addressing all questions and concerns

💡According to a study by RAIN Group, 79% of buyers say that trust in the salesperson is critical when making a purchase decision.

And That’s It

Approaching engineers with respect for their expertise and a focus on solving their specific problems will help you turn these challenging prospects into loyal, long-term customers.

💡According to the U.S. Bureau of Labor Statistics, technical sales roles are projected to grow by 5% over the next decade, faster than the average for all occupations.

This shows the importance of honing your skills in selling to technical buyers like engineers.

Have you had experience selling to engineers in remote settings? What strategies have worked well for you?

Share your insights in the comments below or join the discussion on our LinkedIn page.

Looking for your next remote sales opportunity in the tech sector? Check out our remote sales job listings for the latest openings in technical sales roles across different industries.

For more insights on high-paying remote sales positions, read my Guide to Six-Figure Remote Sales Jobs (🔒Premium members only)