5 Opportunities AI solves in working with customers as a SE

Many presales engineers, navigated through the challenges posed by the COVID-19 pandemic and learned to deal with adjustments to their daily routine. The expectations on presales services to their clients have prolonged in this situation and many of us are experiencing what is commonly referred to as 'COVID-fatique'. The constant adaption to remote work, virtual calls, and most importantly the uncertainty surrounding the business landscape can take a huge toll or our mental and emotional well-being. We hear about AI and relevant tools daily but how can it help us solve common customer problems?

"Our customers don't know what they don't know" as the famous phrase goes. Although we have learned to master proficiency by having back-to-back virtual calls during the pandemic, we also missed a great opportunity to understand deeper customer interests. When we exchange information, ideas and feelings, it involves speaking, listening, gesturing and facial expressions as well as the interpretation of messages and feedback.

Forbes publishes a paper about AI providing only capable "specialised" intelligence to solve only one problem at a time. In the context of our typical presales activities we offer to clients, we have the opportunity to adopt that into our roles.

Another challenge during the pandemic was the emphasis on virtual client engagements and the need to help customers in shifting the reliance towards digital technologies to enable remote work arrangements for prioritised projects. The prospecting, research, qualification assistance to discovery phase has changed during the time and a sense of urgency for pandemic related objectives re-prioritised customer's needs.

Managing traditional client needs differs from remote client interactions. Similar to a detective who gathers clues and analyses evidence to solve a mystery, a presales engineer also gathers information about a customer's challenge, analyses their technical requirements and recommends a solution to meet their needs. In the traditional presales context, you have to become more resourceful and creative to solve a complex client puzzle. We can still leverage our technical expertise but need to become effective in time management to ensure our efforts remain efficient and impactful for our clients.

Numerous generative AI tools can help presales engineers to significantly reduce the time to follow up on customer requests. Clear evidence or metrics on the timings of those requests are generally not available nor measured in the industry.

Presales engineers are expected to guide clients, while also recognising the important of client involvements within the sales process, encouraging active participation and collaboration to achieve optimal outcomes. While the follow up ensures that client's technical requirements are understood and addressed effectively, the client also needs to feel supported throughout the technical evaluation process.

In addition to addressing competing solutions, highlighting the unique value proposition, offering proof points, extending support for more clarity, and requesting feedback around the offered solution, it's crucial to contextualise the approach within the broader landscape. This entails thorough research into market trends, competitor strategies, and emerging technologies to ensure that the solution not only meets but exceeds the expectations of our clients, positioning them for success in a rapidly evolving market environment.

Leveraging AI tools can further enhance this process and help your customers to make informed decisions that keep you ahead of the curve within the sales cycle. While AI capabilities are supplementary in the process, they play a crucial role in optimising and delivering exceptional value to your customers.

Presales engineers find great value in practising potential field mistakes through deliberate practise sessions during their team meetings. Those sessions allow them to simulate real-world scenarios in controlled environments, where they can identify and address potential challenges before they arise in client interactions. Commonly referred to as "sharpen the saw" in the industry.

As we have different maturities of clients and challenges arise, we need a variety of well-prepared and persuasive responses. Generally SEs start curating a playbook into their repertoire of compelling answers. This approach empowers you to confidently address obstacles, alleviates concerns, and captivating your customers, ultimately paving the path for successful buying behaviour.

AI starts serving as a collaborative brainstorming assistant in your toolbox.

A common challenge for SEs in the field is that customers develop diverse or varied applications for the technology. Although the underlying solution is the same, they apply it in unique ways to address their business processes, needs and objectives, even in the same industry.

Presales Engineers have to develop skills to understand strategic alignment, potential return on investments and TCO, scalability, stringent security standards and regulatory requirements and the integration with existing systems and processes. Those responsibilities highlight the pivotal role of non-technical facets within presales engineering, essential for Executives for achieving successful business outcomes on a larger scale.

Presales Engineers can seek customer feedback and learn more about the business nature. By consistently and intentionally practicing responses and guidance centered on business acumen and utilising professional soft skills, presales engineers can learn to navigate the complexities of working alongside business executives. This involves developing proficiency in interpersonal dynamics, strategic thinking, and nuanced decision-making, which are increasingly essential in their roles.

Furthermore, while the topic of AI may seem complex, it presents an exciting opportunity rather than a source of apprehension. Its integration into your role offers invaluable support, enhancing your confidence in navigating these intricacies effectively.