Category Archives: IT sales training

Engineering-driven companies and their sales challenge

Two lessons can be drawn for engineering driven companies. First, while historically a differentiator, a superior product alone no longer is sufficient, nor is being first to market. Some companies with engineering prowess, have trouble operating in fast-evolving industries with changing target audiences and growing competition. Second, when it’s acknowledged that gaining market share takes more than products alone – then marketing is usually embraced, albeit sometimes begrudgingly. However, marketing troubles aren’t unusual for companies which operate an institutional environment driven by engineers not used to dealing with ambiguity, like fuzzy customer preferences. The additional weak link – building a superior sales force – too often is ignored, and there is a price to pay. However, investing in the marketing message and training the sales force is critical for every company’s success – and even more so for engineering-driven ones, where marketing and sales are “outside their wheelhouse”.

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