Attributes of a Great Sales Engineer: Part 3
Calm Under Pressure
Picture this: a ship’s captain steering through a raging storm. Thirty-foot waves batter the vessel, and the lives of hundreds depend on their next move! Do they hold course and risk capsizing, or attempt a dangerous maneuver to outrun the storm? Their decision could mean life or death for everyone onboard!
Being an SE is absolutely nothing like that.
For starters, no one’s life is at stake! There’s no raging sea, and the only storm is the occasional connectivity issue or tough question. Demos can feel stressful, for sure. But if you can realize the stakes aren’t that high, you’ve taken the first step to staying calm under pressure.
A great SE doesn’t panic when things go sideways. They adapt, stay composed, and know when to pivot! Staying calm isn’t just a personality trait; it’s a skill, and the best SEs cultivate it intentionally.
Roll with Whatever Happens
No demo ever goes exactly as planned. Decision-makers show up late and derail the agenda. Someone asks about a feature you weren’t planning to show. And, inevitably, something will break. The SE who handles it well doesn’t panic—they adapt!
Adaptability means recognizing that the demo isn’t about you or your plan. It’s about the prospect and what they care about! Let them guide you toward what matters. Those unscripted moments often turn out to be the most impactful!
That doesn’t mean every request deserves a detour. If someone asks about a workflow that doesn’t apply to the group, park it for later. Keep the meeting focused while still making people feel heard.
Be an Accuser!
When something breaks, your reaction matters more than the issue itself. If you panic, so will the prospect. Staying calm shows them they’re in good hands.
This is where Chris Voss’s concept of the accusation audit (found in his excellent book, Never Split the Difference) comes into play. An accusation audit means calling out the worst-case scenario that might be running through someone’s head, giving them a chance to reject it and share what they’re really thinking.
For example, if your demo isn’t landing, you could say, “Are you absolutely hating what you’re seeing?” This disarms them because you’re acknowledging the unspoken tension in the room. More often than not, they’ll respond with their real concern– “No, it’s not that—it’s just that we’re wondering about training. Who will teach us to use this?” Now you’ve surfaced their real concerns and can address them directly!
It’s a simple, powerful tool that shifts the dynamic of the conversation. Instead of guessing what’s wrong, you bring it out into the open.
Reading the Zoom
Virtual demos add a layer of complexity. Half the cameras are off, and the other half look like they’re sitting through a DMV appointment. This doesn’t make it impossible—it just means you have to be intentional!
Keep the gallery view open so you can monitor reactions. If someone hasn’t contributed for a while, call them by name and ask for their input. This gets them back in the conversation and signals to everyone else that you’re paying attention!
If someone’s camera is off, the best SEs have the hutzpah (as my Pop Pop used to say) to ask them to turn it on. It might feel awkward, but it makes a big difference in gauging their reactions and fostering engagement!
Going Off-Script
Some of the best moments in a demo happen when you toss the agenda. When the decision-maker asks for something specific, go there! They need to feel like they’re in control, and showing them what they want builds trust.
This doesn’t mean winging it. Frame it as a collaborative moment: “Let’s break the demo rules and explore this together!” If you’re not fully prepared, set expectations. Transparency is always better than scrambling!
If a request only matters to one person, park it for later. The goal is to stay flexible without losing the attention of the group.
Wrapping It Up
At the end of the day, it’s just a demo. It’s not the final hours of the Edmund Fitzgerald. The worst that can happen is a feature doesn’t work or you don’t know the answer to a question. When you stay calm, you help the prospect stay calm, and the whole sales cycle is that much more impactful.
