In the ever-evolving tech sales industry, not all sales positions are equal. Selling complex products and services requires more than just a knack for closing deals—it calls for solid technical knowledge. That’s where the role of a sales engineer comes in.
Whether a company needs someone who can connect technical solutions to what clients are looking for or an individual who wants to boost their sales career by honing the technical side, understanding how to choose a sales engineer can make all the difference. So, here’s everything you need to know about this incredible role.
Table of Contents
What does it mean to be a sales engineer?
How do people become sales engineers?
Top qualities to look for (or have) in a sales engineer
Things to avoid when hiring a sales engineer
In conclusion
What does it mean to be a sales engineer?
Sales engineers are key players when it comes to simplifying the sales process for complex scientific and technological products, especially in B2B environments where they focus on selling advanced solutions to other businesses. Think of them as the link between the product development side and sales teams.
With their technical know-how, sales engineers help sales reps make a solid case for why their product is the best fit for potential clients. In the U.S., sales engineers usually work full-time and earn an average of US $79,808 annually.
Depending on what the company (or the client) needs, they often spend a lot of time traveling to meet with potential customers, and their hours can shift based on what those customers require. A typical day? It’s packed with meetings (both with potential clients and sales team members) where they dive into the nitty-gritty of their products’ technical features and come up with ways to drive sales forward.
How do people become sales engineers?
Sales engineers usually start out with a bachelor’s degree in engineering or a related technical field, giving them a solid foundation before stepping into the role. Experience in sales can also be a big plus, as it helps develop useful sales techniques.
However, there’s no single set path to becoming a sales engineer. Many have degrees in engineering, computer science, or similar technical areas, but others come from backgrounds in science or business and pick up the technical skills while on the job.
Beyond formal education, hands-on experience in sales is common. Whether working as a sales representative or alongside one, this practical exposure gives sales engineers a strong grasp of the sales process and the skills needed to succeed. And since technology is always evolving, many sales engineers stay sharp by participating in various education programs to keep up with the latest advancements.
Top qualities to look for (or have) in a sales engineer
1. Technical and soft skills
If businesses want effective sales engineers, they must target the technically savvy ones—it’s one big part of the equation. They must also have strong interpersonal and soft skills, especially if businesses want them to focus more on the sales side of things. More importantly, sales engineers should also be able to break down complex technical details and product features into clear, relatable terms for sales reps and customers.
Take a B2B software company, for example. If a sales engineer is working with a prospect who lacks a technical background, they can explain how the software works in a way that’s easy to grasp while empowering them. The goal is to make the prospect feel confident and excited about the product, not overwhelmed by the tech.
2. Problem-solving abilities
A sales engineer who can’t grasp the technical aspects of a product and address customer challenges is not worth having. After all, that’s the main objective of the role. A great sales engineer stays focused on finding solutions and always thinks about ways to make their client’s product even more attractive to potential buyers.
For instance, if a sales engineer works for a company that supplies industrial air filtration systems, they should be familiar with the common issues providers face with their current systems (like poor air quality or inefficient filtration systems that lead to downtime). Then, they must clearly explain how the advanced features of their filtration system solve these issues directly, making them the best fit for easing the customer’s pain points.
3. Experience working in sales
Ideally, businesses should target professionals who recognize the urgency behind the sales process. Once they grasp this aspect, they must leverage their technical expertise to strike a deal that benefits their company and the customer.
For instance, a seasoned sales engineer should be well-versed in the sales cycle and know exactly when to step in with their technical insights to help the sales rep close the deal. Their involvement should quicken the process by providing clear, timely answers and removing technical roadblocks—ensuring things move forward quickly rather than causing delays.
4. Great teamwork
Since sales engineers collaborate closely with sales reps, being a strong team player and having interpersonal skills are non-negotiable. In a solid sales engineer-sales rep partnership, both work hand-in-hand to develop well-rounded, technically sound strategies that resonate with their target customers.
Let’s say the sales rep needs assistance from a sales engineer to craft talking points for an upcoming presentation. The engineers should know how to communicate effectively with the rep, ensuring they’re fully prepared to address technical aspects and move the deal toward closing. The key here is seamless teamwork to support the sales effort.
Things to avoid when hiring a sales engineer
1. Hiring the wrong fit based on product complexity
Is the business in the early or growth stage? Then, avoid hiring the most technically advanced sales engineer, especially if owners offer simple solutions to small or midmarket clients. These highly specialized engineers come with hefty salaries, and their expertise focuses on more complex challenges—the result would be unnecessary costs.
On the other hand, a company needing a highly technical sales engineer may not be satisfied if it brings in an inexperienced engineer. A less seasoned engineer may struggle to handle technical demands, risking the prospect’s trust and potentially scattering the sales cycle.
What to do: Always match the level of expertise to business needs. That’s one way to get the perfect sales engineer.
2. Don’t offer a terrible compensation package
Sales engineers rank among the highest-paid professionals in the market. So, businesses may fail to attract top talent if they enter the hiring process with a less-than-optimal compensation package. Even if they somehow bring in an exceptional sales engineer, they can always lose them to a competitor offering a more attractive package.
What to do: Companies should offer a competitive compensation plan. It will help secure and retain the best candidates.
3. Don’t under-deliver and oversell
The sales engineer role can be demanding, as they typically support multiple sales reps (anywhere from 2 to 6) and spend 50–75% of their time traveling. Failing to communicate what sales engineers will do in the company properly will lead to burnout and high turnover rates within the technical sales team, which can ultimately hurt the business.
What to do: When recruiting for this position, companies must provide clear and realistic expectations, ensuring candidates fully understand the workload and can gauge how it fits with their circumstances.
In conclusion
Sales engineers are in high demand, with every organization striving to secure the best talent for their sales team. However, businesses with the right criteria can find the best talent and clear many sales-related obstacles. But remember, this role’s skills (like problem-solving and complex term breakdowns) are not easy to teach, so businesses must find someone well-versed in them—an engineer who can sell, not just have the name.
