🤩 Today’s SPIN® Behaviour Challenge

Your Sales Engineer is your most powerful asset in a complex deal.

They’re also the easiest way to kill it.

Client mentions a familiar symptom — they’re off. Architecture. Integrations. Specs nobody asked for.

The client nods politely and thinks: “They haven’t asked me a single question.”

Expertise without curiosity isn’t a differentiator. It’s a monologue.

The SE Trap

Sales Engineers are pattern matchers by training. They’ve seen this before. They know the fix.

That confidence is exactly what makes them dangerous in discovery.

Huthwaite’s research is clear: talking time is inversely correlated with success in complex sales. The more the SE demonstrates before the need is explicit — the more the client disengages.

THE CHALLENGE

Before your next joint call, agree one rule with your Sales Engineer:

No demo. No solution. Until the client has named the full business impact themselves.

Two questions to replace the instinct to present:

1. “What has that meant for the wider team?”
2. “What does fixing this make possible that isn’t today?”

Technical credibility lands ten times harder on confirmed, explicit needs.

The Sales Engineers who asks best — demos last — wins most.

Drop “TECHNICAL” in the comments if your SE team needs this today 👇​​​​​​​​​​​​​​​​

Need inspiration — text “30 min” on my mobile +4526700356

All the best.

Anders 🤩

#Huthwaite #SPINselling #BuyingCycle #SalesLeadership #SituationQuestions