Hardware Podcasts

Ramzi Marjaba | Sales Engineering & Using Story to Communicate Impact

Being an Engineer · 4 Nov 2022 · 54m · Episode 42

What this episode covers

Ramzi Marjaba, a senior sales engineer at Keysight Technologies and founder of WeTheSalesEngineers.com, discusses the role of sales engineering, emphasizing that it involves solving business problems through technology rather than just selling hardware. He advises engineers to develop communication skills, use storytelling to convey impact in resumes and interviews, and understand unit economics and commission structures. Marjaba highlights the importance of 'debugging the human' to uncover true customer needs and warns against common pitfalls like focusing too much on product features over customer value.

Most relevant to

large enterprises

Topics

Mentioned

Companies
Keysight Technologies, Alcatel Lucent, Pipeline Design & Engineering
Tools
SolidWorks, AutoCAD
Also
WeTheSalesEngineers.com

Related episodes from other shows

Other shows on the same ground, closest first.

  • The Manufacturing Executive · 40m

    Why Engineering Knowledge Should Drive Marketing Messaging w/ Adam Kimmel

    Adam Kimmel, founder of ASK Consulting Solutions, explains how his background as a chemical and mechanical engineer informs his current work in strategic marketing and fractional business development. He argues that marketers must collaborate with engineers to translate complex technical achievements into compelling 'why' narratives that build trust with technical buyers. Kimmel emphasizes the importance of Voice of Customer research and education-focused content to earn the right to sell, rather than relying on feature-heavy pitches. He also advocates for the fractional expert model as a way for mid-sized manufacturers to access high-level strategic guidance without the cost of full-time hires.

    Marketing & brandValidation & product-market fit
    8 chapters

  • The Manufacturing Executive · 48m

    Timeless Sales Principals and Fundamentals w/ Mike Weinberg

    Mike Weinberg, a sales consultant and author of 'New Sales Simplified' and 'Sales Truth', joins Joe Sullivan to argue that successful B2B sales rely on timeless fundamentals rather than chasing new tools or trends like social selling or account-based marketing. Weinberg emphasizes the importance of strategic targeting, crafting customer-centric sales stories, and conducting deep discovery before any presentation or demo. He warns against premature pitching and advocates for salespeople to own their process, push back on rigid customer procurement protocols, and focus on creating opportunities through disciplined prospecting.

    Validation & product-market fitMarketing & brand
    7 chapters

  • Product Startup · 36m

    089: Selling Your Hardware Product Via Remote Meetings

    Joseph Fung, founder of Uvaro, explains how hardware founders can systematize remote sales by using detailed checklists and focusing on discovery rather than immediate product demos. He advises founders to stop demoing in first calls to uncover deep customer pain points, which provides the language needed to train the first sales hires. Fung highlights that hiring sales reps requires understanding customer workflows rather than just product engineering, leveraging the founder's inherent bias to gain early traction.

    Direct-to-consumer & e-commerceHiring & workforce
    6 chapters

  • Product Startup · 34m

    134: How to Sell Your Hardware Product B2B

    Bill Dickinson, a B2B sales executive with 35 years of experience, advises hardware startups on building effective sales teams and scaling B2B sales. He emphasizes that hiring for interpersonal skills and relationship-building traits is more critical than product knowledge, and recommends a hybrid inside/outside sales structure. Dickinson outlines three distinct sales streams—straight sales, account management, and business development—and stresses the importance of relationship selling, detailed target lists, and activity-based management to move prospects through the funnel.

    Hiring & workforceRetail, wholesale & distribution
    7 chapters

  • The Startup CPG Podcast · 40m

    First Hire Series: Sales with Jake Huber

    Jake Huber, US Sales Director for St. Pierre, America's number one brioche brand, joins the Startup CPG podcast to discuss hiring the first sales hire. He argues that founders should remain the primary sales engine until operations require their full attention, emphasizing that brokers are support functions rather than sales hires. Huber details the five specific functions of brokers, compensation structures for early hires, and the importance of hiring 'hunters' over 'farmers' to build momentum. He also provides advice on managing expectations, setting up sales infrastructure, and navigating the current challenging talent market.

    Hiring & workforceRetail, wholesale & distribution
    9 chapters

The summary, chapters and topics are generated from the episode’s audio by this directory, not written by Being an Engineer. The episode itself belongs to its publisher.