Do you sell like an engineer???
This post is for my fellow geeks. It was inspired by a recent post at LinkedIn Pulse titled “Do You Buy Like an Engineer? Probably Not.”
The author points out that many A/E/C (architectural/engineering/construction) firms stumble in their sales efforts when they assume their clients think just like them.
If the client is another engineer, that may be true. But if not (such as a government entity or even general management), there can be a serious misfire.
She points out that engineers are different. We engineers know that – see this post. 🙂 But she also points out that one must adjust the sales message to the client.
Here is my comment:
Very good article, and excellent comments. As a consulting engineer (30+ years) and former sales engineer (10 years), I agree.
But the reverse is true. If you are selling to engineers, you better give them details. If you try to “fluff and bluff” they will eat you alive.
As a young engineer preparing a capital equipment request, I was advised to limit the digits to two for managers ($20K, not $19,767.55.)
The joke was their brains could not handle larger numbers. But I quickly learned managers had a broader view. Both views are often needed.
So I use different approaches for engineers and managers in my business dealings. Your point is well taken – one must adjust the sales message to the audience. Don’t talk French to a German.
Thanks for sharing your insights!
Selling consulting services is all about communications. It is NOT about manipulation, like “overcoming objections” — how I hate that term!
Rather, it is having conversations about client problems and/or aspirations, and helping craft appropriate solutions. Like being a doctor or architect — not just another peddler.
But you must speak the client’s language. That was the author’s original point.
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