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{"id":3128,"date":"2020-12-14T01:00:00","date_gmt":"2020-12-14T06:00:00","guid":{"rendered":"https:\/\/wethesalesengineers.com\/?p=3128"},"modified":"2020-12-14T01:00:00","modified_gmt":"2020-12-14T06:00:00","slug":"139-the-challenges-of-buying-and-how-to-streamline-the-process","status":"publish","type":"post","link":"https:\/\/vertexdimension.com\/wethese\/139-the-challenges-of-buying-and-how-to-streamline-the-process\/","title":{"rendered":"#139 The Challenges Of Buying And How To Streamline The Process"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"3128\" class=\"elementor elementor-3128\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-7cd755b1 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"7cd755b1\" 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-34d7655b\" data-id=\"34d7655b\" 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-1c0f58bd elementor-widget elementor-widget-spacer\" data-id=\"1c0f58bd\" 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-70716f65 elementor-widget elementor-widget-theme-post-title elementor-page-title elementor-widget-heading\" data-id=\"70716f65\" 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\">#139 The Challenges Of Buying And How To Streamline The Process<\/h1>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-7561b391 elementor-widget elementor-widget-html\" data-id=\"7561b391\" 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-19b36a9f elementor-widget elementor-widget-spacer\" data-id=\"19b36a9f\" 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-6097a729 elementor-widget elementor-widget-image\" data-id=\"6097a729\" 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=\"625\" src=\"https:\/\/vertexdimension.com\/wethese\/wp-content\/uploads\/2020\/12\/139-1024x625.jpg\" class=\"attachment-large size-large wp-image-3141\" alt=\"\" srcset=\"https:\/\/vertexdimension.com\/wethese\/wp-content\/uploads\/2020\/12\/139-1024x625.jpg 1024w, https:\/\/vertexdimension.com\/wethese\/wp-content\/uploads\/2020\/12\/139-300x183.jpg 300w, https:\/\/vertexdimension.com\/wethese\/wp-content\/uploads\/2020\/12\/139-768x469.jpg 768w, https:\/\/vertexdimension.com\/wethese\/wp-content\/uploads\/2020\/12\/139-1536x937.jpg 1536w, https:\/\/vertexdimension.com\/wethese\/wp-content\/uploads\/2020\/12\/139-2048x1250.jpg 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-6819085c elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"6819085c\" 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-6e6f4332\" data-id=\"6e6f4332\" 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-7bb73e47 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=\"7bb73e47\" 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-5fa63696 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"5fa63696\" 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-6ed1796b\" data-id=\"6ed1796b\" 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-29353800 elementor-widget elementor-widget-spacer\" data-id=\"29353800\" 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-1dc21525 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"1dc21525\" 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-6dee1a65\" data-id=\"6dee1a65\" 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-5e9bd94e elementor-widget elementor-widget-html\" data-id=\"5e9bd94e\" 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\/17160149\/height\/90\/theme\/custom\/thumbnail\/yes\/direction\/backward\/render-playlist\/no\/custom-color\/eaeaea\/\" 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-27843f10 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"27843f10\" 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-51c63e2a\" data-id=\"51c63e2a\" 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-c7b42f7 elementor-widget elementor-widget-spacer\" data-id=\"c7b42f7\" 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-5dfd20b0 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"5dfd20b0\" 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-3a6b48b8\" data-id=\"3a6b48b8\" 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-e7c4e89 elementor-widget elementor-widget-video\" data-id=\"e7c4e89\" data-element_type=\"widget\" data-settings=\"{&quot;youtube_url&quot;:&quot;https:\\\/\\\/youtu.be\\\/okuFbMiC-A4&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-5caeed22 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"5caeed22\" 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-2287b831\" data-id=\"2287b831\" 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-6c5c7b6e elementor-widget elementor-widget-heading\" data-id=\"6c5c7b6e\" data-element_type=\"widget\" data-widget_type=\"heading.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\">This show is sponsored by:<\/h1>\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-5a9e13e4 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"5a9e13e4\" 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-55ddb81b\" data-id=\"55ddb81b\" 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-3e6ecce0 elementor-widget elementor-widget-image\" data-id=\"3e6ecce0\" 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 decoding=\"async\" width=\"300\" height=\"171\" src=\"https:\/\/vertexdimension.com\/wethese\/wp-content\/uploads\/2020\/11\/CloudSharelogo-300x171.png\" class=\"attachment-medium size-medium wp-image-2922\" alt=\"\" srcset=\"https:\/\/vertexdimension.com\/wethese\/wp-content\/uploads\/2020\/11\/CloudSharelogo-300x171.png 300w, https:\/\/vertexdimension.com\/wethese\/wp-content\/uploads\/2020\/11\/CloudSharelogo-1024x585.png 1024w, https:\/\/vertexdimension.com\/wethese\/wp-content\/uploads\/2020\/11\/CloudSharelogo-768x439.png 768w, https:\/\/vertexdimension.com\/wethese\/wp-content\/uploads\/2020\/11\/CloudSharelogo.png 1500w\" sizes=\"(max-width: 300px) 100vw, 300px\" \/>\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-39394d06 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"39394d06\" 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-d47b0f1\" data-id=\"d47b0f1\" 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-67d0ea7b elementor-widget elementor-widget-text-editor\" data-id=\"67d0ea7b\" 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>CloudShare makes it easy to replicate complex IT environments in the cloud\u2014 so you can deliver virtual training, sales demos and POCs, without compromising time to market<\/p><div class=\"banner_container\"><div class=\"banner_container_inner\"><h1>Get Your Free Trial of <span style=\"color: #3366ff;\"><a style=\"color: #3366ff;\" href=\"http:\/\/cloudshare.com\/wetheses\">CloudShare<\/a><\/span><\/h1><\/div><\/div><div class=\"accent_img\">\u00a0<\/div>\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-8a23372 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"8a23372\" 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-2a0178b8\" data-id=\"2a0178b8\" 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-4e695ac9 elementor-widget elementor-widget-text-editor\" data-id=\"4e695ac9\" 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><span style=\"font-weight: 400;\">To say that the Sales Engineer\u2019s role is demanding might be an understatement. As a Sales Engineer, you need to have a thorough technical expertise of your solution so that you can explain to customers how they work and how it can best solve your customers\u2019 problem. Preparing for product demos and presenting to potential buyers on a regular basis can be very time-consuming and not to mention, pretty exhausting. Fortunately, our guest today has found a way to make selling simpler, easier, and more effective for both the sales team and the buyer.<\/span><\/p><p>\u00a0<\/p><p><span style=\"font-weight: 400;\">Garin Hess is the CEO and founder of Consensus, an intelligent demo automation software for sales leaders, and the author of the book <\/span><i><span style=\"font-weight: 400;\">Selling is Hard, Buying Is Harder<\/span><\/i><span style=\"font-weight: 400;\">. In this episode, Garin helps us understand the buyer\u2019s journey and what that means for us Sales Engineers. We also talk about how sales teams can<\/span><span style=\"font-weight: 400;\"> shorten B2B sales cycles and drive sales more effectively by equipping the right people promoting their solution and improving the customer\u2019s buying experience.\u00a0<\/span><\/p><p><br \/><br \/><\/p><p><b>Key Takeaways:\u00a0<\/b><\/p><p><span style=\"font-weight: 400;\">Join us in our conversation and learn:<\/span><\/p><ul><li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Why exactly is the B2B buying process more complicated than selling<\/span><\/li><li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Why Garin is all about shifting from a sales-focused approach to the DEEP-C buyer enablement model<\/span><\/li><li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">The six essential types of demos <\/span><span style=\"font-weight: 400;\">most buyers or stakeholders must go through to reach a decision<\/span><\/li><li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">How to guide the buyer to effectively decide and coach them throughout the buyer\u2019s journey<\/span><\/li><li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">How to equip the sales champion to have an edge over other vendors<\/span><\/li><li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Another ROI that most sales engineers and salespersons forget that they can greatly impact the buyer\u2019s decisions<\/span><\/li><li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Different ways to deal with the customers or prospects\u2019 emotional ROI<\/span><\/li><li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">How most Sales Engineers and salespeople fail as a team and how they can improve<\/span><\/li><\/ul><p>\u00a0<\/p><p><b>Quotes:<\/b><\/p><p>\u00a0<\/p><p><span style=\"font-weight: 400;\">How to sell in the gap: <\/span><b><i>\u201cWe have this concept called selling in the gap (where these gaps are between the time you meet with the buyer and the time you meet with them again). What can you give them between that time that they&#8217;re talking with other stakeholders? First of all, you have to understand who they&#8217;re going to, what that role is all about, you need to understand what that role&#8217;s primary concerns and questions are gonna be, you&#8217;ve gotta understand what stage they are so you give them the right kind of content.\u201d<\/i><\/b><\/p><p><br \/><br \/><\/p><p><span style=\"font-weight: 400;\">How to be a vendor that stands out: \u201c<\/span><b><i>The thing that makes a champion really love you as a vendor is trust and empathy\u2026 having that empathy and being able to do things that really build their trust and part of that is supplying them and coaching them because most other vendors are not gonna do that.\u201d<\/i><\/b><\/p><p>\u00a0<\/p><p><span style=\"font-weight: 400;\">What buyer enablement really means: <\/span><b><i>\u201cBuyer enablement is to actually care about your buyer. If you don\u2019t actually care about the buyer and all you care about is getting the deal,\u00a0you may as well focus on selling and not buyer enablement. But when you\u2019re sincere, one of the things that can really help is just thinking about what the buyer&#8217;s going through.\u201d<\/i><\/b><\/p><p>\u00a0<\/p><p><span style=\"font-weight: 400;\">On emotional ROI: <\/span><b><i>\u201cThere&#8217;s so many things to consider, but that emotional ROI is a little bit of a framework for thinking about how to empathize with them. What are the difficult emotions they&#8217;re gonna have to go through and what are they gonna get out of it? It\u2019s not just about your product, it\u2019s also about implementation\u2026 how hard is it gonna be for them to implement? Do they have a lot of other projects on their plate? Do they have to fight a political battle and be emotionally draining to get this broad end? If so, that emotional cost goes up, and up, and up, and up, no matter how good your product is or the price is, if that emotional cost is too high and they don&#8217;t see an ROI on it in their own mind, then you don;t have a chance.\u201d<\/i><\/b><\/p><p>\u00a0<\/p><p><span style=\"font-weight: 400;\">How to deal with the buyer\u2019s emotional ROI: <\/span><b><i>\u201cBy putting specifics around it, it stops being this big unmanageable monster in their mind and they can say, Oh, okay, I\u2019ve gotta put in 15-20 hours in that first month. These are my tasks. I can deal with that. If you don&#8217;t address it that way, if you&#8217;re not thinking about that, that emotional ROI calculation in their heart and mind, may just put you out of the running.\u201d<\/i><\/b><\/p><p>\u00a0<\/p><p><b><i>\u201cYou just might be the change agent to help flip the perception and the framework around from a selling mode to a buyer enablement mode, as\u00a0a sales team, it could be the salesperson and the SE.\u201d<\/i><\/b><\/p><p>\u00a0<\/p><p><span style=\"font-weight: 400;\">On who\u2019s the real closer: <\/span><b><i>\u201cThe buyer is the closer. Who&#8217;s really responsible for making the choice \u2013 it\u2019s the buyer!&#8230; It\u2019s not about selling, it\u2019s about educating and guiding and facilitating and helping. You\u2019re that guy, you\u2019re taking them through the jungle and it\u2019s dangerous and they don\u2019t even know it, and if you do a good job. they&#8217;re gonna buy it from you. And if you don\u2019t, they&#8217;re gonna buy from someone else.\u201d<\/i><\/b><\/p><p><br \/><br \/><\/p><p><b>Not So Fire Round<\/b><\/p><p><b>\u00a0<\/b><\/p><ol><li><b>What do you love about Sales Engineering that made you wanna help them?<\/b><\/li><\/ol><p><span style=\"font-weight: 400;\">\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">I love that consultative experience, and I love the technical aspect, and being able to come up with creative ways to meet the customer&#8217;s needs. But the other reason I love and really focused on Sales Engineering is because in my previous SaaS company, I did 6 demos back-to-back and I thought, this is not something a human should do because it\u2019s demoralizing, and I thought SEs are better. I really believe in all of us trying to rise to our potential and doing repetitive demos is not rising to our potential. Having felt that experience firsthand, I decided I\u2019ve gotta figure out how to automate some of this so that people can spend more of their time being more effective.\u00a0<\/span><\/p><p>\u00a0<\/p><ol start=\"2\"><li><b>What would you change about Sales Engineering?<\/b><\/li><\/ol><p><span style=\"font-weight: 400;\">\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">I don\u2019t know what I would change much other than I would change the world to appreciate Sales Engineers more. Because SEs are so essential and yet they just are kind of considered by a lot of the management as sort of a necessary evil. We shouldn&#8217;t have to pay for these expensive guys, but we do\u2026 and I think that&#8217;s a disservice.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">\u00a0<\/span><\/p><ol start=\"3\"><li><b> Other than your book, is there a book or resource you would recommend to Sales Engineers?<\/b><\/li><\/ol><p><span style=\"font-weight: 400;\">\u00a0<\/span><\/p><p><a href=\"https:\/\/www.amazon.com\/Mastering-Technical-Sales-Professional-Development\/dp\/1608077446\/ref=as_li_ss_tl?keywords=mastering+technical+sales&amp;qid=1552267405&amp;s=books&amp;sr=1-1&amp;linkCode=ll1&amp;tag=wetheses00-20&amp;linkId=945849d09fe36193f085b0c3afc2c9f4\"><span style=\"font-weight: 400;\">Mastering Technical Sales: The Sales Engineer&#8217;s Handbook 3rd Edition by John Care<\/span><\/a><\/p><p>\u00a0<\/p><p><a href=\"https:\/\/www.amazon.com\/gp\/product\/059534559X\/ref=as_li_ss_tl?ie=UTF8&amp;linkCode=ll1&amp;tag=wetheses00-20&amp;linkId=451146259d6bd9a5c02a0fa38a0b617a\"><span style=\"font-weight: 400;\">Great Demo: How to Create and Execute Stunning Software Presentations by Peter Cohen:\u00a0<\/span><\/a><\/p><p>\u00a0<\/p><p><a href=\"https:\/\/www.amazon.com\/gp\/product\/1632992949\/ref=as_li_qf_asin_il_tl?ie=UTF8&amp;tag=wetheses00-20&amp;creative=9325&amp;linkCode=as2&amp;creativeASIN=1632992949&amp;linkId=406de19fb6872b746c17b3f7a525bffc\"><span style=\"font-weight: 400;\">Selling Is Hard. Buying Is Harder: How Buyer Enablement Drives Digital Sales and Shortens the Sales Cycle by Garin Hess<\/span><\/a><\/p><p>\u00a0<\/p><ol start=\"4\"><li><b>What separates a great Sales Engineer from the not so good ones?<\/b><\/li><\/ol><p><span style=\"font-weight: 400;\">\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">Buyer&#8217;s perspective. Are we focused on ourselves or are we focused on the buyer? I would say SEs are more focused on the buyer than the salespeople, however, what often happens is just product-focused because we love our products, we love our solutions, we can get sucked into that hole. There\u2019s a\u00a0big gravitational draw there and the very best ones can resist that draw and really stay focused on the customer and the buyer&#8217;s experience.<\/span><\/p><p><br \/><br \/><\/p><p><b>Links:<\/b><\/p><p><span style=\"font-weight: 400;\"><br \/><\/span><span style=\"font-weight: 400;\">To learn more about Consensus and download resources and webinars, visit the website:\u00a0<\/span><a href=\"https:\/\/www.goconsensus.com\/\"><span style=\"font-weight: 400;\">https:\/\/www.goconsensus.com\/<\/span><\/a><\/p><p>\u00a0<\/p><p><span style=\"font-weight: 400;\">Connect with Garin Hess on <\/span><a href=\"https:\/\/www.linkedin.com\/in\/garin-hess-0017a0\/\"><span style=\"font-weight: 400;\">Linkedin<\/span><\/a><\/p><p><br \/><br \/><\/p><p><span style=\"font-weight: 400;\">\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">If you enjoyed this podcast, please support the show by dropping a review or rating on iTunes.\u00a0<\/span><a href=\"https:\/\/podcasts.apple.com\/us\/podcast\/we-sales-engineers-resource-for-sales-engineers-by\/id1378292171\"><span style=\"font-weight: 400;\">https:\/\/podcasts.apple.com\/us\/podcast\/we-sales-engineers-resource-for-sales-engineers-by\/id1378292171<\/span><\/a><\/p><p><span style=\"font-weight: 400;\">\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">And if you\u2019ve been affected by COVID as an SE, please check out our Leave No SE Behind initiative so that we can help you.\u00a0<\/span><a href=\"https:\/\/wethesalesengineers.com\/no-se-left-behind-initiative\/\"><span style=\"font-weight: 400;\">https:\/\/wethesalesengineers.com\/no-se-left-behind-initiative\/<\/span><\/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-33accb4d elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"33accb4d\" 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-37f71f7\" data-id=\"37f71f7\" 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-a4ab4bd elementor-grid-3 elementor-grid-tablet-2 elementor-grid-mobile-1 elementor-widget elementor-widget-portfolio\" data-id=\"a4ab4bd\" 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-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 loading=\"lazy\" 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<article class=\"elementor-portfolio-item elementor-post  post-5012 post type-post status-publish format-standard has-post-thumbnail hentry category-podcast tag-becoming-a-sales-engineer tag-customer-office-hours tag-demonstrating-workflows tag-educating-customers tag-managing-our-work-time tag-managing-the-schedule tag-presales tag-ramzi-marjaba tag-sales-engineer-organization-structure tag-sales-engineering tag-solutions-engineer-vs-sales-engineer tag-supporting-the-customers tag-training-new-account-managers tag-tremble tag-we-the-ses tag-working-with-customers tag-working-with-product-management tag-working-with-sales entry has-media\">\n\t\t\t<a class=\"elementor-post__thumbnail__link\" href=\"https:\/\/vertexdimension.com\/wethese\/205-sacrifice-and-dedication-have-a-great-payoff\/\">\n\t\t\t\t<div class=\"elementor-portfolio-item__img elementor-post__thumbnail\">\n\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"300\" height=\"183\" src=\"https:\/\/vertexdimension.com\/wethese\/wp-content\/uploads\/2022\/03\/205-Sacrifice-and-Dedication-Have-a-Great-Payoff-300x183.png\" class=\"attachment-medium size-medium wp-image-5016\" alt=\"\" srcset=\"https:\/\/vertexdimension.com\/wethese\/wp-content\/uploads\/2022\/03\/205-Sacrifice-and-Dedication-Have-a-Great-Payoff-300x183.png 300w, https:\/\/vertexdimension.com\/wethese\/wp-content\/uploads\/2022\/03\/205-Sacrifice-and-Dedication-Have-a-Great-Payoff-1024x625.png 1024w, https:\/\/vertexdimension.com\/wethese\/wp-content\/uploads\/2022\/03\/205-Sacrifice-and-Dedication-Have-a-Great-Payoff-768x469.png 768w, https:\/\/vertexdimension.com\/wethese\/wp-content\/uploads\/2022\/03\/205-Sacrifice-and-Dedication-Have-a-Great-Payoff-1536x937.png 1536w, https:\/\/vertexdimension.com\/wethese\/wp-content\/uploads\/2022\/03\/205-Sacrifice-and-Dedication-Have-a-Great-Payoff-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#205 Sacrifice and Dedication Have a Great Payoff\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-3a8e40c1 elementor-section-stretched elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"3a8e40c1\" 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-61115d04\" data-id=\"61115d04\" 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-6777236e elementor-widget elementor-widget-shortcode\" data-id=\"6777236e\" 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=\"d832de0300\" src=\"https:\/\/we-the-sales-engineer.kit.com\/d832de0300\/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-769030db elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"769030db\" 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-5ca29d63\" data-id=\"5ca29d63\" 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-57e34b2c elementor-widget elementor-widget-html\" data-id=\"57e34b2c\" 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-2ede8ac9 elementor-widget elementor-widget-text-editor\" data-id=\"2ede8ac9\" 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-5478391a elementor-widget elementor-widget-html\" data-id=\"5478391a\" 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-172561f4 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"172561f4\" 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-e7bc822\" data-id=\"e7bc822\" 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>In this episode, Garin helps us understand the buyer\u2019s journey and what that means for us Sales Engineers. We also talk about how sales teams can shorten B2B sales cycles and drive sales more effectively by equipping the right people promoting their solution and improving the customer\u2019s buying experience. 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