RISK!
So technical validation, demos, presentations, answering RFPs, trials, evaluations and Proof of Concepts are all important parts of the sales process. But let's lift it up a little higher and examine what the real role of the Master Sales Engineer is in the Buying Process. I'd submit that it is all abour reducing risk - from the customers viewpoint. We are always facing competitive risk, but we also face "do nothing" risk and "alternate use of capital" risk. So our job is to reduce the risk of our solution, while raising the risk of all the alternatives.
So how does the Master SE mitigate risk and increase the winrate? Read February's MTS Talking Point about Risk And The Sales Engineer. (pdf)
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