How do you present solutions that balance technical depth and business value?

As a sales engineer, I think the main action before presenting the solution is doing some preliminary research by thoroughly researching company and individuals attending, that helps understand their industry, pain points, and potential technical acumen. This ensures a tailored content. Besides and prior to the presentation, SE should engage in conversations with the sales team and clients to unearth specific challenges and goals. This will empower the SE to align technical insights with their overarching business objectives.

Step 1 is research, learn, and become the biggest SME you can. An individual that can fully understand both viewpoints is the only person that can deliver the results that the client is wanting!

Solution Selling is all about value! Irrespective on the level at which you are interacting (c-level or end user) it is all about value, of course the notion of value might differ. For end user, it would be around how the solution can help ease their day to day life and solve their present challenges, for the executive it will be more on ROI, business value and savings. The best way to demonstrate is to tie the solution's capabilities along with the value it brings. One should try to avoid doing a feature show.

As I see it in the cybersecurity field, weaving relatable narratives around cybersecurity incidents, breaches, or success stories captures the audience's attention and bridges the technical-business gap.

I've seen (and, in my early career, given) far too many demos that feature an unfortunate sales engineer talking to the screen while clicking button after button. It's important to have a story: "I'm Henry, the <persona>, and today I'm <doing task>. I want to..." Bring your audience on a journey! Invite them in! Better yet if you have the confidence to ask them "Which workflow shall we demonstrate today?"

Balancing technical depth and business value can be done by focusing on the right information. What is the right information? It depends on your audience. End users usually don't care about the technicalities. They want to get their job done and it's your job to explain them why your solution is what they need. Show the demo, explain your proof of concept, answer questions of your audience and if there are any questions about technical details, discuss them until everything is clear.

The single most effective way to communicate value and to deliver an impactful presentation is this: - Never touch a button or describe a feature without first understanding why it exists and why it matters to your audience. That way you are talking to both technical and business focused audiences simultaneously.