Ever tried selling a product to an engineering leader and felt like you were talking past each other? You're not alone. Engineering leaders are a unique breed—they're not just technical experts but business leaders. They're the bridge between technology and business strategy.
So, how do you get through to them? How do you show that your product is exactly what they need?
Let's dive into some practical tips that'll help you connect with engineering leaders on a deeper level and make your product irresistible.
Step into their shoes: What's their world like?
First off, you need to get inside their heads. Engineering leaders are juggling multiple responsibilities:
- Aligning technology with business goals: They're focused on how technology can drive revenue, reduce costs, and create competitive advantages.
- Optimizing team performance: They care about productivity, efficiency, and keeping their team happy and motivated.
- Managing risks: Whether it's technical debt, security vulnerabilities, or system scalability, they're always on the lookout for potential pitfalls.
They think big picture. They're less interested in the nitty-gritty technical specs and more concerned with how a solution fits into their overall strategy.
Why just selling features won't cut it
It's tempting to highlight all the cool features your product has. But guess what? Features alone won't seal the deal.
- Identify their pain points: Are they struggling with slow deployment times? Is technical debt slowing down innovation? Find out what keeps them up at night.
- Show how you solve their problems: Explain, in simple terms, how your product addresses these specific issues.
- Use real-world examples: Share success stories that are relevant to their industry or situation.
For example:
"We've helped companies like yours reduce deployment times by 40%, which not only speeds up time-to-market but also frees up your team to focus on innovation rather than firefighting."
How do you speak their language?
Engineering leaders appreciate when you communicate clearly and effectively.
- Avoid jargon overload: Use technical terms appropriately, but don't overdo it.
- Be honest and transparent: If your product has limitations, own up to them. They'll respect your honesty.
- Engage in a dialogue: Ask questions and listen more than you talk. Understanding their needs is half the battle.
Remember, clarity builds trust.
What's the business impact you're offering?
At the end of the day, engineering leaders are responsible for delivering business results.
- Demonstrate ROI: Show them the numbers. How will your product save them money or generate revenue?
- Align with their goals: Understand their strategic objectives and explain how your solution helps achieve them.
- Talk about scalability and sustainability: They want solutions that won't just fix today's problems but will also support future growth.
For instance:
"By automating your testing process, you can reduce errors by 30%, leading to significant cost savings and happier customers."
Can you build trust through expertise?
Engineering leaders respect knowledge and experience.
- Share valuable insights: Offer perspectives on industry trends or common challenges they might face.
- Provide useful resources: Whether it's a whitepaper, a case study, or a webinar, give them something that adds value.
- Position yourself as a partner: Show that you're invested in their success, not just making a sale.
Jennifer Hooper
What if they have objections?
Objections aren't roadblocks; they're opportunities.
- Listen carefully: Understand their concerns fully before responding.
- Validate their concerns: Let them know you see where they're coming from.
- Offer thoughtful solutions: Address their worries with clear, concise answers.
For example:
"I understand that integrating new tools can be disruptive. That's why our solution is designed to integrate seamlessly with your existing systems, minimizing downtime."
Why should you respect their time?
Engineering leaders are busy people.
- Be concise: Get to the point quickly in meetings and communications.
- Schedule wisely: Avoid peak times like product launches or quarterly reviews.
- Follow up thoughtfully: Provide meaningful updates without overwhelming their inbox.
How does social proof help convince them?
They trust the experiences of their peers.
- Share testimonials: Success stories from other engineering leaders can be very persuasive.
- Provide case studies: Detailed examples show how your product works in real-world scenarios.
- Highlight industry recognition: Awards or certifications can add credibility.
How can you make it easy for them to say yes?
Reduce friction wherever possible.
- Offer free trials or demos: Let them experience the value firsthand.
- Be transparent about pricing: No one likes hidden costs.
- Support implementation: Provide resources to help them get up and running smoothly
What's the best way to stay connected after the sale?
Building a relationship goes beyond the initial sale.
- Check in regularly: See how things are going and offer assistance if needed.
- Keep them informed: Share updates or new features that might interest them.
- Ask for feedback: Show that you value their opinion and are committed to continuous improvement
So, how do you seal the deal with engineering leaders?
Selling to engineering leaders isn't about slick sales pitches or pressure tactics. It's about understanding their unique blend of technical savvy and business acumen.
- Empathize with their challenges: Show that you get what they're up against.
- Communicate clearly: Be straightforward and honest.
- Deliver real value: Focus on how you can help them achieve their goals.
When you approach them with genuine intent to help and solutions that make a real difference, you're not just making a sale—you're forging a partnership.
Remember, it's not about you or your product. It's about them, their team, and their success.
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Teresa Garanhel
