Sales engineering

Not to be confused with Sales process engineering.

Sales engineering, often called field applications engineering, is a hybrid of engineering and sales that provides technical support to the customers of a manufacturer of products, of a distributor that sells or represents the products, or of a provider of services, such as an engineering consultancy.

Functions

Sales and consultancy

The purpose of the job is to help potential customers understand, compare, and contrast the solutions that are available for buying (the pre-sales role); to troubleshoot problems with their implementations—that is, to help ensure that the solutions work successfully once the buying decision has been made (the post-sales role); and to maximize sales for the sales engineer's employer by providing such help to the customers (the aspect of the job that puts the "sales" in the title sales engineer). It is understood in the market that the latter purpose inherently involves conflict of interest (COI), because it is always possible that the ideal solutions and troubleshooting could involve recommending a competitor's products or services, yet the sales engineer is under pressure not to steer the customer in that direction. Thus, customers weigh the advice of sales engineers with a predisposition of "caveat emptor". Nevertheless, sales engineers do usually provide real value to customers, which is why the relationship endures despite the perennial taking of a "grain of salt".

Application development

Another function of the sales engineer is to introduce modified, improved, and/or advanced technology to potential users who may have an application but who have not yet acquired knowledge of the material or technique in question. The sales engineer may conduct training sessions or demonstrations to accomplish this. The task of seeking out industries, firms, or business models that do not yet use a certain product (for example, a CAx system or a CRM system) and causing them to adopt a new approach using that product is what puts the "applications" in "applications engineering" or "application development" (not to be confused with another common sense of that term, which refers to software development and programming). The task is to seek out and develop new applications for the product, in order to increase sales. The customer's only motivation for adopting it is "what it can do for me", such as same-output-lower-costs, more-output-same-cost, etc. Thus, when things work out correctly, both firms profit from the application development.

This result also has broader economic implications, as it is a mechanism by which economic efficiency increases, productivity grows, and economic growth is encouraged. Inventors and R&D people create new tools and processes; but they don't disseminate into the business world (to do any economic good) without some amount of applications development, teaching (from exposing decision-makers via trade shows to providing workers with training), and sales.

Teaching customers

Many products and services purchased by large companies and institutions are highly complex. Examples include airliners, weapons systems, and IT systems (such as telecommunications, or databases and their dependent applications for purposes such as logistics or customer relationship management). Sales engineers advise customers on how best to use the products or services provided.

The sales process also may require some technical proof of concept or tech demo to be assured of the practicality of the solution. Sales engineers normally will ensure these efforts are successful.

Tailoring solutions

Sales engineers also collaborate with the design, production, engineering, or R&D departments of their companies to determine how products and services could be made or modified to suit customers' needs. This aspect of sales engineering is important, because it is what allows the sales engineer to feel that they can maintain their personal integrity (ethically speaking) in the face of the inherent COI of the job (explained earlier). The sales engineer does not have to lie (ignore or negatively misrepresent the competitor's products or services) if they can reasonably tell the customer that their employer can tailor its solutions to the customer's particular requirements. Doing that may not be easy or cheap, which means that there is always a line to be walked to avoid overpromising-and/or-underdelivering.

Personnel considerations

Talents, skills, knowledge

The companies that employ sales engineers need to sell their products or services to generate income, but since engineers and scientists usually have substantially different personality traits than those required for sales work, there is a role for people with a combination of abilities. These individuals must have technical understanding of the complexities of what their company supplies together with sales skills. This combination of traits is not common.

Travel, communications, telepresence, compensation

Sales engineers may spend 20% to 70% of their time traveling, and they may work a flexible schedule due to the needs of the sales organization they support. Most sales engineers telecommute or spend a limited amount of time in the office. Skills with IT that helps remote people communicate better, such as teleconferencing, videoconferencing, web conferencing, and telepresence (e.g., GoToMeeting, WebEx, Live Meeting, Fuze Meeting) are put to good use both on and off the road.

Sales engineers, like their sales representative counterparts, are hired based on their geographic location rather than their proximity to the corporate, or even regional, office. Working in another part of the country, or even outside the country, where the corporate offices are, a sales engineer may only make it to corporate headquarters once or twice each year.

A key differentiator between sales engineers and other roles within the organization is that a sales engineer is usually compensated by salary plus commission, as most sales representatives are. This commission is usually paid out when the sales representative is paid. Far less common is the case where a sales engineer is compensated with a base salary plus bonus. The bonus can be based upon the revenue generated within an assigned territory, set up as a Management By Objective (MBO) bonus, or a combination of the two. In both cases a sales engineer will make a base salary that is proportionally higher than their sales representative counterparts, and significantly more than the traditional engineers in an organization.

External links

• United States Department of Labor Occupational Outlook Handbook, 2008-09 Edition