In a competitive market, proving your worth to skeptical clients requires a strategic approach. Start by showcasing tangible results—highlight past successes with data, case studies, and testimonials that demonstrate your value. Offer transparency in your processes, setting clear expectations and delivering consistently. Build trust by providing tailored solutions, not one-size-fits-all approaches, and foster open communication. Be proactive in addressing concerns, showing a genuine commitment to client needs. Lastly, differentiate yourself through expertise, innovation, and exceptional service, positioning yourself as a trusted partner, not just a vendor

From the SE perspective building trust is one of the most important things you need to do in a sales cycle and it all starts with listening. Are you listening to their problems, are you asking the right questions, and most importantly have you come to the table after you have done your research about their business? Your AE is always going to be viewed as the salesperson that will say anything to get a deal signed while the SE does their selling through trust and problem solving. In essence, we are selling in disguise. Read the Trusted Advisor for SEs by John Care. It's required reading as an SE.

There are far too many brochure ware companies out there. Also, all prospects are skeptical at some stage and more skeptical at the start of your journey. To convert skeptical clients, you can take these approaches: 1/ Lead with industry examples that resonate with your “skeptical” prospect. 2/ Take a partnership approach (not trying to make a quick buck or two) and make your multi-year approach obvious through words, care, and actions 3/ Make them speak with other customers in their segment with their problem sets that were solved by your offerings 4/ Be bold! ask them what causes the misbelief or doubts and address those in your objections 5/ Quantify the pain and hypothesise the resulting business value TBH, it’s easy!

Skepticism may be originated in negative experience. You become a trusted advisor by making clear that your #1 interest is your customer's success. There are no shortcuts. A Sales Engineer is expected to tell the truth always, even if it means bypassing an opportunity where your service offer value is in doubt and waiting for the next one. Customers will remember you did not push a dubious solution and will call you again when the time is right.