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{"id":2252,"date":"2020-03-30T01:00:00","date_gmt":"2020-03-30T06:00:00","guid":{"rendered":"https:\/\/wethesalesengineers.com\/?p=2252"},"modified":"2020-03-30T01:00:00","modified_gmt":"2020-03-30T06:00:00","slug":"102-selling-to-a-very-technical-audience","status":"publish","type":"post","link":"https:\/\/vertexdimension.com\/wethese\/102-selling-to-a-very-technical-audience\/","title":{"rendered":"#102 Selling to a Very Technical Audience"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"2252\" class=\"elementor elementor-2252\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-1c5a8fdf elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"1c5a8fdf\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-7dbe0c14\" data-id=\"7dbe0c14\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-674d8242 elementor-widget elementor-widget-spacer\" data-id=\"674d8242\" data-element_type=\"widget\" data-widget_type=\"spacer.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-spacer\">\n\t\t\t<div class=\"elementor-spacer-inner\"><\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-3970b0c0 elementor-widget elementor-widget-theme-post-title elementor-page-title elementor-widget-heading\" data-id=\"3970b0c0\" data-element_type=\"widget\" data-widget_type=\"theme-post-title.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h1 class=\"elementor-heading-title elementor-size-default\">#102 Selling to a Very Technical Audience<\/h1>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-290793ed elementor-widget elementor-widget-html\" data-id=\"290793ed\" data-element_type=\"widget\" data-widget_type=\"html.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<a href=\"https:\/\/twitter.com\/WeTheSEs?ref_src=twsrc%5Etfw\" class=\"twitter-follow-button\" data-show-count=\"false\">Follow @WeTheSEs<\/a><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-7fb36271 elementor-widget elementor-widget-spacer\" data-id=\"7fb36271\" data-element_type=\"widget\" data-widget_type=\"spacer.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-spacer\">\n\t\t\t<div class=\"elementor-spacer-inner\"><\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-3d380a2 elementor-widget elementor-widget-image\" data-id=\"3d380a2\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img fetchpriority=\"high\" decoding=\"async\" width=\"1024\" height=\"683\" src=\"https:\/\/vertexdimension.com\/wethese\/wp-content\/uploads\/2020\/03\/102-Selling-to-a-More-Technical-Audience-1024x683.png\" class=\"attachment-large size-large wp-image-2253\" alt=\"\" srcset=\"https:\/\/vertexdimension.com\/wethese\/wp-content\/uploads\/2020\/03\/102-Selling-to-a-More-Technical-Audience-1024x683.png 1024w, https:\/\/vertexdimension.com\/wethese\/wp-content\/uploads\/2020\/03\/102-Selling-to-a-More-Technical-Audience-300x200.png 300w, https:\/\/vertexdimension.com\/wethese\/wp-content\/uploads\/2020\/03\/102-Selling-to-a-More-Technical-Audience-768x512.png 768w, https:\/\/vertexdimension.com\/wethese\/wp-content\/uploads\/2020\/03\/102-Selling-to-a-More-Technical-Audience-1536x1024.png 1536w, https:\/\/vertexdimension.com\/wethese\/wp-content\/uploads\/2020\/03\/102-Selling-to-a-More-Technical-Audience-2048x1365.png 2048w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-487ae8e0 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"487ae8e0\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-3ee8a94e\" data-id=\"3ee8a94e\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-4d6822fe elementor-share-buttons--view-icon elementor-share-buttons--shape-circle elementor-share-buttons--align-center elementor-share-buttons--skin-gradient elementor-grid-0 elementor-share-buttons--color-official elementor-widget elementor-widget-share-buttons\" data-id=\"4d6822fe\" data-element_type=\"widget\" data-widget_type=\"share-buttons.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-grid\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-grid-item\">\n\t\t\t\t\t\t<div class=\"elementor-share-btn elementor-share-btn_facebook\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-share-btn__icon\">\n\t\t\t\t\t\t\t\t<i class=\"fab fa-facebook\"\n\t\t\t\t\t\t\t\t   aria-hidden=\"true\"><\/i>\n\t\t\t\t\t\t\t\t<span\n\t\t\t\t\t\t\t\t\tclass=\"elementor-screen-only\">Share on facebook<\/span>\n\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t<div class=\"elementor-grid-item\">\n\t\t\t\t\t\t<div class=\"elementor-share-btn elementor-share-btn_reddit\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-share-btn__icon\">\n\t\t\t\t\t\t\t\t<i class=\"fab fa-reddit\"\n\t\t\t\t\t\t\t\t   aria-hidden=\"true\"><\/i>\n\t\t\t\t\t\t\t\t<span\n\t\t\t\t\t\t\t\t\tclass=\"elementor-screen-only\">Share on reddit<\/span>\n\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t<div class=\"elementor-grid-item\">\n\t\t\t\t\t\t<div class=\"elementor-share-btn elementor-share-btn_twitter\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-share-btn__icon\">\n\t\t\t\t\t\t\t\t<i class=\"fab fa-twitter\"\n\t\t\t\t\t\t\t\t   aria-hidden=\"true\"><\/i>\n\t\t\t\t\t\t\t\t<span\n\t\t\t\t\t\t\t\t\tclass=\"elementor-screen-only\">Share on twitter<\/span>\n\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t<div class=\"elementor-grid-item\">\n\t\t\t\t\t\t<div class=\"elementor-share-btn elementor-share-btn_linkedin\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-share-btn__icon\">\n\t\t\t\t\t\t\t\t<i class=\"fab fa-linkedin\"\n\t\t\t\t\t\t\t\t   aria-hidden=\"true\"><\/i>\n\t\t\t\t\t\t\t\t<span\n\t\t\t\t\t\t\t\t\tclass=\"elementor-screen-only\">Share on linkedin<\/span>\n\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-b482f49 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"b482f49\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-6ee3da08\" data-id=\"6ee3da08\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-621fabff elementor-widget elementor-widget-spacer\" data-id=\"621fabff\" data-element_type=\"widget\" data-widget_type=\"spacer.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-spacer\">\n\t\t\t<div class=\"elementor-spacer-inner\"><\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-70f42281 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"70f42281\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-1e0dfbc7\" data-id=\"1e0dfbc7\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-190c6aeb elementor-widget elementor-widget-html\" data-id=\"190c6aeb\" data-element_type=\"widget\" data-widget_type=\"html.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<iframe style=\"border: none\" src=\"\/\/html5-player.libsyn.com\/embed\/episode\/id\/13743554\/height\/90\/theme\/custom\/thumbnail\/yes\/direction\/backward\/render-playlist\/no\/custom-color\/eef0e9\/\" height=\"90\" width=\"100%\" scrolling=\"no\"  allowfullscreen webkitallowfullscreen mozallowfullscreen oallowfullscreen msallowfullscreen><\/iframe>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-231daa85 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"231daa85\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-bf15cea\" data-id=\"bf15cea\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-2b75baa8 elementor-widget elementor-widget-spacer\" data-id=\"2b75baa8\" data-element_type=\"widget\" data-widget_type=\"spacer.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-spacer\">\n\t\t\t<div class=\"elementor-spacer-inner\"><\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-fc48b35 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"fc48b35\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-de07eb6\" data-id=\"de07eb6\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-b89b311 elementor-widget elementor-widget-video\" data-id=\"b89b311\" data-element_type=\"widget\" data-settings=\"{&quot;youtube_url&quot;:&quot;https:\\\/\\\/youtu.be\\\/zZXLX-Nu1wc&quot;,&quot;video_type&quot;:&quot;youtube&quot;,&quot;controls&quot;:&quot;yes&quot;}\" data-widget_type=\"video.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-wrapper elementor-open-inline\">\n\t\t\t<div class=\"elementor-video\"><\/div>\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-2d73fa3a elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"2d73fa3a\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-5c4aa73e\" data-id=\"5c4aa73e\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-745c140c elementor-widget elementor-widget-text-editor\" data-id=\"745c140c\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p dir=\"ltr\">Most people are not so fortunate to be doing exactly what they learned to do in school in the workplace &#8211; however, most people are able to take aspects of what they learned and bring it to their professional careers.<\/p><p dir=\"ltr\">The tools and technologies that Trevor used to facilitate his education (something that would have been footnote worthy at best) were the same tools and technologies that Trevor is now selling.<\/p><p dir=\"ltr\">Selling to an EXTREMELY technical audience that you KNOW is more knowledgeable than you can be very intimidating, but here are strategies and tips to help you navigate through it.<\/p><ul><li dir=\"ltr\"><p dir=\"ltr\">Discovery can be more challenging as you may not have all of the answers right then and there &#8211; more back and forth as you need to consult internally will lengthen the sales cycle.<\/p><\/li><li dir=\"ltr\"><p dir=\"ltr\">While discovery can be long and conversations become more technical, don\u2019t be afraid to ask questions! You can learn so much about not only the topic of conversation, but even things like buying process, budget, and even internal dynamic and prospect firms just by asking questions.<\/p><ul><li dir=\"ltr\"><p dir=\"ltr\">Asking questions and always learning is critical to most effectively service a prospect that is more technical than you.<\/p><\/li><li dir=\"ltr\"><p dir=\"ltr\">People love talking about things they are passionate about &#8211; your prospect should have no issue filling your gaps in understanding &#8211; (they may even tell you more than you care to know).<\/p><\/li><li dir=\"ltr\"><p dir=\"ltr\">Have fun with it &#8211; use humor, build rapport &#8211; these will pay off in both your short term and long term relationship with the prospect.<\/p><\/li><\/ul><\/li><li dir=\"ltr\"><p dir=\"ltr\">Only if it adds value to the conversation, don\u2019t be shy about what you don\u2019t know and be very confident about what you do know.<\/p><ul><li dir=\"ltr\"><p dir=\"ltr\">Take efforts to bridge gaps in your understanding on your own time, but only if it adds value.<\/p><\/li><\/ul><\/li><li dir=\"ltr\"><p dir=\"ltr\">Being honest with your prospect about what you don\u2019t know can potentially help build credibility as a trusted advisor &#8211; but be careful not to lose credibility as a technical expert in your own area.<\/p><\/li><li dir=\"ltr\"><p dir=\"ltr\">Remember that while your audience may be more knowledgeable than you about the industry or even the topic of conversation, you will be more knowledgeable about the technology and\/or overall solution that you\u2019re selling.\u00a0 Your goal should be to try to convey your understanding of things to your audience so that they can then have the holistic knowledge of both sides and really see the value in what you\u2019re presenting.<\/p><\/li><\/ul><p><b>\u00a0<\/b><\/p><p dir=\"ltr\">Insights from an SE becoming an SE\/Sales Rep Hybrid:<\/p><ul><li dir=\"ltr\"><p dir=\"ltr\">You\u2019ll be surprised how much qualification needs to happen by the Sales Rep, typically when you see deals as an SE, they are already qualified.<\/p><\/li><li dir=\"ltr\"><p dir=\"ltr\">You will be treated differently by your prospects than from when you were solely an SE.\u00a0 As soon as you also become the person asking for Purchase Orders and signatures, you are viewed differently.<\/p><\/li><li dir=\"ltr\"><p dir=\"ltr\">As an AE, you are the CEO of your own quota.\u00a0<\/p><ul><li dir=\"ltr\"><p dir=\"ltr\">You have to figure out the strategy, process and method to hit that number &#8211; if you haven\u2019t thought about everything required to close business from the idea of a company being interested in closing the deal with them, then you have some work to do.<\/p><\/li><\/ul><\/li><li dir=\"ltr\"><p dir=\"ltr\">As an SE, you typically are more reactive to the demands of Sales, this will no longer be the case as you will be on the front lines as a Hybrid.<\/p><\/li><li dir=\"ltr\"><p dir=\"ltr\">You will need to factor in the opportunity cost of every action and its effect on your inability to do others &#8211; eg. If I spend 2 hours prepping for this demo, I will lose 2 hours of prospecting, of building business cases for existing deals in the pipe, of time to overall close business.<\/p><\/li><\/ul><p dir=\"ltr\">Everyone moving into being a Sales Rep from anywhere else in the organization will know the pressures that sales has put on those departments in the past and will promise to avoid those same situations &#8211; THIS IS EASIER SAID THAN DONE. Awareness and empathy will go a long way in maintaining positive relationships with those in your previous role and can benefit you when you are really in a bind.<b><\/b><\/p><p dir=\"ltr\">If you struggle with \u201csofter\u201d activities like reporting on or tracking activities or even interacting with others \u2013 make use of your technical expertise to make it interesting for you.\u00a0 Write a script that automates reports, develop a social algorithm that works for you to interact with others. Leverage what you\u2019re good at to be better at what you\u2019re not as good at.<b><\/b><\/p><p dir=\"ltr\">Leadership needs to more strongly consider cross-training between Sales Engineers and Account Executives\/Managers.<\/p><ul><li dir=\"ltr\"><p dir=\"ltr\">When you can truly empathize with your colleagues, you can work better together.<\/p><\/li><\/ul><p><b>\u00a0<\/b><\/p><p dir=\"ltr\">Not So Fire Round:<b><\/b><\/p><p dir=\"ltr\">What Do You Love About Your Role?<\/p><ul><li dir=\"ltr\"><p dir=\"ltr\">When people that are smarter than him use the software that he knows (and taught them how to use) in ways that he didn\u2019t know to be possible.\u00a0 Seeing the confluence of their own scientifically technical expertise and their newfound technical expertise in Trevor\u2019s solution is extremely satisfying.<\/p><\/li><\/ul><p dir=\"ltr\">Things You Would Change:<\/p><ul><li dir=\"ltr\"><p dir=\"ltr\">Finding prospects out of anywhere.<\/p><ul><li dir=\"ltr\"><p dir=\"ltr\">While moving into new roles, you\u2019re going to naturally be out of your comfort zone to develop the skills required to excel in the part of the role that\u2019s new to you.\u00a0 So while this is something he would like to change, he sees it as absolutely necessary.<\/p><\/li><\/ul><\/li><\/ul><p dir=\"ltr\">Books or Resources Every SE Should Read\/Use:<\/p><ul><li dir=\"ltr\"><p dir=\"ltr\"><a href=\"https:\/\/wethesalesengineers.com\/\" target=\"_blank\" rel=\"noopener\" data-saferedirecturl=\"https:\/\/www.google.com\/url?q=https:\/\/wethesalesengineers.com\/&amp;source=gmail&amp;ust=1585513435757000&amp;usg=AFQjCNEhWX2l1q80UjHE-ZoRsMGmt1GZkQ\">We The Sales Engineers Podcast<\/a><\/p><\/li><li dir=\"ltr\"><p dir=\"ltr\"><a href=\"http:\/\/www.masteringtechnicalsales.com\/\" target=\"_blank\" rel=\"noopener\" data-saferedirecturl=\"https:\/\/www.google.com\/url?q=http:\/\/www.masteringtechnicalsales.com&amp;source=gmail&amp;ust=1585513435757000&amp;usg=AFQjCNHKyyL9oKmrKg5MdIa_VbejEk8HIA\">Mastering Technical Sales<\/a><\/p><ul><li dir=\"ltr\"><p dir=\"ltr\"><a href=\"https:\/\/www.masteringtechnicalsales.com\/current-news\" target=\"_blank\" rel=\"noopener\" data-saferedirecturl=\"https:\/\/www.google.com\/url?q=https:\/\/www.masteringtechnicalsales.com\/current-news&amp;source=gmail&amp;ust=1585513435757000&amp;usg=AFQjCNEOtN7pC-dZiD7hqlbDn7edsWbjVw\">News<\/a><\/p><\/li><\/ul><\/li><\/ul><p dir=\"ltr\">What Separates the Great SEs from the Rest?<\/p><ul><li dir=\"ltr\"><p dir=\"ltr\">A desire to improve<\/p><\/li><li dir=\"ltr\"><p dir=\"ltr\">Being humble<\/p><\/li><li dir=\"ltr\"><p dir=\"ltr\">Being human.<\/p><\/li><li dir=\"ltr\"><p dir=\"ltr\">Recognition of the importance of continuous learning.<\/p><\/li><\/ul><p dir=\"ltr\">Trevor\u2019s Profiles:<b><\/b><\/p><p dir=\"ltr\"><a href=\"https:\/\/www.linkedin.com\/in\/tlancon\/\" target=\"_blank\" rel=\"noopener\" data-saferedirecturl=\"https:\/\/www.google.com\/url?q=https:\/\/www.linkedin.com\/in\/tlancon\/&amp;source=gmail&amp;ust=1585513435757000&amp;usg=AFQjCNF8y8iCmXb61wYzjSamnu5FKeK56Q\">LinkedIn<\/a><\/p><p dir=\"ltr\"><a href=\"https:\/\/twitter.com\/3dtrevor\" target=\"_blank\" rel=\"noopener\" data-saferedirecturl=\"https:\/\/www.google.com\/url?q=https:\/\/twitter.com\/3dtrevor&amp;source=gmail&amp;ust=1585513435757000&amp;usg=AFQjCNG0kiy2qFStOZYtpGufqRJaFzhfGw\">Twitter<\/a><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-74ee73d3 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"74ee73d3\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-4896070a\" data-id=\"4896070a\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-7f46e41f elementor-grid-3 elementor-grid-tablet-2 elementor-grid-mobile-1 elementor-widget elementor-widget-portfolio\" data-id=\"7f46e41f\" data-element_type=\"widget\" data-settings=\"{&quot;columns&quot;:&quot;3&quot;,&quot;columns_tablet&quot;:&quot;2&quot;,&quot;columns_mobile&quot;:&quot;1&quot;,&quot;item_ratio&quot;:{&quot;unit&quot;:&quot;px&quot;,&quot;size&quot;:0.66000000000000003108624468950438313186168670654296875,&quot;sizes&quot;:[]},&quot;item_gap&quot;:{&quot;unit&quot;:&quot;px&quot;,&quot;size&quot;:&quot;&quot;,&quot;sizes&quot;:[]},&quot;row_gap&quot;:{&quot;unit&quot;:&quot;px&quot;,&quot;size&quot;:&quot;&quot;,&quot;sizes&quot;:[]}}\" data-widget_type=\"portfolio.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-portfolio elementor-grid elementor-posts-container\">\n\t\t\t\t<article class=\"elementor-portfolio-item elementor-post  post-7034 post type-post status-publish format-standard has-post-thumbnail hentry category-podcast tag-assigned-mentors tag-career-advice-for-sales-engineers tag-coaching-for-presales tag-coaching-for-ses tag-coaching-vs-mentoring tag-finding-mentors tag-mentoring-sales-engineers tag-mentorship-sucks tag-presales tag-presales-coaching tag-presales-mentors tag-ramzi-marjaba tag-sales-engineering tag-sales-engineering-coaching tag-solution-consultant tag-solution-engineering tag-we-the-sales-engineers tag-we-the-ses tag-what-is-coaching tag-what-is-mentorship tag-why-mentorship-sucks entry has-media\">\n\t\t\t<a class=\"elementor-post__thumbnail__link\" href=\"https:\/\/vertexdimension.com\/wethese\/207-mentorship-sucks-how-to-overcome-it\/\">\n\t\t\t\t<div class=\"elementor-portfolio-item__img elementor-post__thumbnail\">\n\t\t\t<img decoding=\"async\" width=\"300\" height=\"183\" src=\"https:\/\/vertexdimension.com\/wethese\/wp-content\/uploads\/2022\/04\/207-300x183.png\" class=\"attachment-medium size-medium wp-image-6925\" alt=\"\" srcset=\"https:\/\/vertexdimension.com\/wethese\/wp-content\/uploads\/2022\/04\/207-300x183.png 300w, https:\/\/vertexdimension.com\/wethese\/wp-content\/uploads\/2022\/04\/207-1024x625.png 1024w, https:\/\/vertexdimension.com\/wethese\/wp-content\/uploads\/2022\/04\/207-768x469.png 768w, https:\/\/vertexdimension.com\/wethese\/wp-content\/uploads\/2022\/04\/207-1536x937.png 1536w, https:\/\/vertexdimension.com\/wethese\/wp-content\/uploads\/2022\/04\/207-2048x1250.png 2048w\" sizes=\"(max-width: 300px) 100vw, 300px\" \/>\t\t<\/div>\n\t\t\t\t<div class=\"elementor-portfolio-item__overlay\">\n\t\t\t\t<h3 class=\"elementor-portfolio-item__title\">\n\t\t#207 Mentorship Sucks, How to Overcome it?\t\t<\/h3>\n\t\t\t\t<\/div>\n\t\t\t\t<\/a>\n\t\t<\/article>\n\t\t\t\t<article class=\"elementor-portfolio-item elementor-post  post-6981 post type-post status-publish format-standard hentry category-4-1-1-newsletter tag-3-ways-to-lose-your-customers-trust tag-assuming-about-customers tag-building-trust-with-customers tag-customers-trust tag-customers-trust-in-sales tag-customers-trust-in-sales-engineers tag-earning-the-customers-trust tag-how-sales-engineers-can-lose-their-customers-trust tag-how-to-regain-customer-trust tag-presales tag-ramzi-marjaba tag-responsiveness-to-customers tag-sales tag-sales-engineer tag-sales-engineer-credibility tag-sales-engineering tag-sales-engineering-skills tag-sales-engineers tag-solution-engineering tag-technical-sales tag-we-the-sales-engineers tag-we-the-ses tag-working-with-customers entry\">\n\t\t\t<a class=\"elementor-post__thumbnail__link\" href=\"https:\/\/vertexdimension.com\/wethese\/4-1-1-building-trust-is-hard-losing-it-is-easy\/\">\n\t\t\t\t<div class=\"elementor-portfolio-item__img elementor-post__thumbnail\">\n\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-portfolio-item__overlay\">\n\t\t\t\t<h3 class=\"elementor-portfolio-item__title\">\n\t\t4\/1\/1 Building Trust is Hard, Losing it is Easy\t\t<\/h3>\n\t\t\t\t<\/div>\n\t\t\t\t<\/a>\n\t\t<\/article>\n\t\t\t\t<article class=\"elementor-portfolio-item elementor-post  post-6980 post type-post status-publish format-standard has-post-thumbnail hentry category-podcast tag-building-trust-with-customers tag-building-trust-with-external-partners tag-building-trust-with-internal-partners tag-customer-trust tag-customer-trusting-sales-engineers tag-customers-trusting-sales tag-john-cares-trust-formula tag-mastering-technical-sales tag-presales tag-sales-engineering tag-sales-trust tag-solution-consulting tag-the-trust-formula tag-working-with-customers entry has-media\">\n\t\t\t<a class=\"elementor-post__thumbnail__link\" href=\"https:\/\/vertexdimension.com\/wethese\/206-building-trust-through-genuine-care-for-the-customer\/\">\n\t\t\t\t<div class=\"elementor-portfolio-item__img elementor-post__thumbnail\">\n\t\t\t<img decoding=\"async\" width=\"300\" height=\"183\" src=\"https:\/\/vertexdimension.com\/wethese\/wp-content\/uploads\/2022\/03\/205-Sacrifice-and-Dedication-Have-a-Great-Payoff-1-300x183.png\" class=\"attachment-medium size-medium wp-image-5030\" alt=\"\" srcset=\"https:\/\/vertexdimension.com\/wethese\/wp-content\/uploads\/2022\/03\/205-Sacrifice-and-Dedication-Have-a-Great-Payoff-1-300x183.png 300w, https:\/\/vertexdimension.com\/wethese\/wp-content\/uploads\/2022\/03\/205-Sacrifice-and-Dedication-Have-a-Great-Payoff-1-1024x625.png 1024w, https:\/\/vertexdimension.com\/wethese\/wp-content\/uploads\/2022\/03\/205-Sacrifice-and-Dedication-Have-a-Great-Payoff-1-768x469.png 768w, https:\/\/vertexdimension.com\/wethese\/wp-content\/uploads\/2022\/03\/205-Sacrifice-and-Dedication-Have-a-Great-Payoff-1-1536x937.png 1536w\" sizes=\"(max-width: 300px) 100vw, 300px\" \/>\t\t<\/div>\n\t\t\t\t<div class=\"elementor-portfolio-item__overlay\">\n\t\t\t\t<h3 class=\"elementor-portfolio-item__title\">\n\t\t#206 Building Trust Through Genuine Care for the Customer\t\t<\/h3>\n\t\t\t\t<\/div>\n\t\t\t\t<\/a>\n\t\t<\/article>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-3d695cb4 elementor-section-stretched elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"3d695cb4\" data-element_type=\"section\" data-settings=\"{&quot;stretch_section&quot;:&quot;section-stretched&quot;}\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-77eb058\" data-id=\"77eb058\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-4caf071d elementor-widget elementor-widget-shortcode\" data-id=\"4caf071d\" data-element_type=\"widget\" data-widget_type=\"shortcode.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-shortcode\"><script async data-uid=\"05d9097c2d\" src=\"https:\/\/we-the-sales-engineer.kit.com\/05d9097c2d\/index.js\" data-jetpack-boost=\"ignore\" data-no-defer=\"1\" nowprocket><\/script><\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-14708628 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"14708628\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-47db1e08\" data-id=\"47db1e08\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-2eceb31d elementor-widget elementor-widget-html\" data-id=\"2eceb31d\" data-element_type=\"widget\" data-widget_type=\"html.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<script src=\"\/\/platform.linkedin.com\/in.js\" type=\"text\/javascript\"><\/script>\r\n<script type=\"IN\/MemberProfile\" data-id=\"linkedin.com\/in\/ericwwatson\" data-format=\"inline\" data-related=\"false\"><\/script>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-76628a60 elementor-widget elementor-widget-text-editor\" data-id=\"76628a60\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Music on the show: Watchmaker&#8217;s Daughter by Reeder<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-48b18bfd elementor-widget elementor-widget-html\" data-id=\"48b18bfd\" data-element_type=\"widget\" data-widget_type=\"html.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<a href = \"http:\/\/www.iamreeder.com\/\"> Reeder's Site<\/a>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-2061e312 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"2061e312\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-7350d8b0\" data-id=\"7350d8b0\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>Trevor Lancon joins this week\u2019s show to share his insights on selling to an extremely technical audience &#8211; an audience that\u2019s expected to be more technical than he is. <\/p>\n","protected":false},"author":5,"featured_media":2253,"comment_status":"open","ping_status":"open","sticky":false,"template":"elementor_header_footer","format":"standard","meta":{"_bbp_topic_count":0,"_bbp_reply_count":0,"_bbp_total_topic_count":0,"_bbp_total_reply_count":0,"_bbp_voice_count":0,"_bbp_anonymous_reply_count":0,"_bbp_topic_count_hidden":0,"_bbp_reply_count_hidden":0,"_bbp_forum_subforum_count":0,"publish_to_discourse":"","publish_post_category":"","wpdc_auto_publish_overridden":"","wpdc_topic_tags":"","wpdc_pin_topic":"","wpdc_pin_until":"","discourse_post_id":"","discourse_permalink":"","wpdc_publishing_response":"","wpdc_publishing_error":"","_exactmetrics_skip_tracking":false,"_exactmetrics_sitenote_active":false,"_exactmetrics_sitenote_note":"","_exactmetrics_sitenote_category":0,"ocean_post_layout":"full-screen","ocean_both_sidebars_style":"","ocean_both_sidebars_content_width":0,"ocean_both_sidebars_sidebars_width":0,"ocean_sidebar":"0","ocean_second_sidebar":"0","ocean_disable_margins":"enable","ocean_add_body_class":"","ocean_shortcode_before_top_bar":"","ocean_shortcode_after_top_bar":"","ocean_shortcode_before_header":"","ocean_shortcode_after_header":"","ocean_has_shortcode":"","ocean_shortcode_after_title":"","ocean_shortcode_before_footer_widgets":"","ocean_shortcode_after_footer_widgets":"","ocean_shortcode_before_footer_bottom":"","ocean_shortcode_after_footer_bottom":"","ocean_display_top_bar":"default","ocean_display_header":"default","ocean_header_style":"","ocean_center_header_left_menu":"0","ocean_custom_header_template":"0","ocean_custom_logo":0,"ocean_custom_retina_logo":0,"ocean_custom_logo_max_width":0,"ocean_custom_logo_tablet_max_width":0,"ocean_custom_logo_mobile_max_width":0,"ocean_custom_logo_max_height":0,"ocean_custom_logo_tablet_max_height":0,"ocean_custom_logo_mobile_max_height":0,"ocean_header_custom_menu":"0","ocean_menu_typo_font_family":"0","ocean_menu_typo_font_subset":"","ocean_menu_typo_font_size":0,"ocean_menu_typo_font_size_tablet":0,"ocean_menu_typo_font_size_mobile":0,"ocean_menu_typo_font_size_unit":"px","ocean_menu_typo_font_weight":"","ocean_menu_typo_font_weight_tablet":"","ocean_menu_typo_font_weight_mobile":"","ocean_menu_typo_transform":"","ocean_menu_typo_transform_tablet":"","ocean_menu_typo_transform_mobile":"","ocean_menu_typo_line_height":0,"ocean_menu_typo_line_height_tablet":0,"ocean_menu_typo_line_height_mobile":0,"ocean_menu_typo_line_height_unit":"","ocean_menu_typo_spacing":0,"ocean_menu_typo_spacing_tablet":0,"ocean_menu_typo_spacing_mobile":0,"ocean_menu_typo_spacing_unit":"","ocean_menu_link_color":"","ocean_menu_link_color_hover":"","ocean_menu_link_color_active":"","ocean_menu_link_background":"","ocean_menu_link_hover_background":"","ocean_menu_link_active_background":"","ocean_menu_social_links_bg":"","ocean_menu_social_hover_links_bg":"","ocean_menu_social_links_color":"","ocean_menu_social_hover_links_color":"","ocean_disable_title":"on","ocean_disable_heading":"default","ocean_post_title":"","ocean_post_subheading":"","ocean_post_title_style":"","ocean_post_title_background_color":"","ocean_post_title_background":0,"ocean_post_title_bg_image_position":"","ocean_post_title_bg_image_attachment":"","ocean_post_title_bg_image_repeat":"","ocean_post_title_bg_image_size":"","ocean_post_title_height":0,"ocean_post_title_bg_overlay":0.5,"ocean_post_title_bg_overlay_color":"","ocean_disable_breadcrumbs":"default","ocean_breadcrumbs_color":"","ocean_breadcrumbs_separator_color":"","ocean_breadcrumbs_links_color":"","ocean_breadcrumbs_links_hover_color":"","ocean_display_footer_widgets":"default","ocean_display_footer_bottom":"default","ocean_custom_footer_template":"0","ocean_post_oembed":"","ocean_post_self_hosted_media":"","ocean_post_video_embed":"","ocean_link_format":"","ocean_link_format_target":"self","ocean_quote_format":"","ocean_quote_format_link":"post","ocean_gallery_link_images":"off","ocean_gallery_id":[],"footnotes":""},"categories":[5],"tags":[344,21,27,340,341,343,9,7,345,10],"class_list":["post-2252","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-podcast","tag-building-rapport","tag-building-relationships","tag-discovery","tag-hybrid-sales","tag-hybrid-sales-engineering","tag-microscopy","tag-sales","tag-sales-engineering","tag-technical-audience","tag-technical-sales","entry","has-media"],"aioseo_notices":[],"post_mailing_queue_ids":[],"_links":{"self":[{"href":"https:\/\/vertexdimension.com\/wethese\/wp-json\/wp\/v2\/posts\/2252","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/vertexdimension.com\/wethese\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/vertexdimension.com\/wethese\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/vertexdimension.com\/wethese\/wp-json\/wp\/v2\/users\/5"}],"replies":[{"embeddable":true,"href":"https:\/\/vertexdimension.com\/wethese\/wp-json\/wp\/v2\/comments?post=2252"}],"v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