Lions, Tigers and Bears; Oh my! — The three different styles of the Security Sales Engineer
Sales engineers (SEs) occupy a unique and multifaceted role within organizations, combining technical expertise, interpersonal skills, and sales acumen. As someone who has both led and served as a sales engineer, I want to shed light on the diverse world of SEs and the different types you might encounter in any organization. But first, let’s address a fundamental question: What is a sales engineer?
What Is a Sales Engineer?
Sales engineers are like virtuoso musicians who can sing, dance, write music, and play multiple instruments — often performing these feats simultaneously. They embody a rare balance of technical know-how, social finesse, and sales prowess. SEs must grasp a variety of technologies, understand how (or if) they interoperate, evaluate competitors’ products, and discern what truly matters to customers.
In addition to their technical knowledge, SEs are expected to present seamlessly to audiences of all sizes — from small groups of powerful executives to large, diverse crowds — while also diving into technical depths with highly specialized buyers. Mastering this intricate symphony of skills is challenging, and maintaining it over time is even harder.
Amid this demanding profession, SEs can be categorized into three distinct archetypes, each with its own strengths and focus areas:
- The Big S — The Lion — The Sales-Focused Sales Engineer
- The Big E — The Tiger — The Engineer-Focused Sales Engineer
- The Big S and Big E — The Bear — The Well-Balanced Sales Engineer
Let’s explore each style in greater detail.
The Lion: The Sales-Focused Sales Engineer (Big S)
Sales-focused SEs excel in interpersonal dynamics and have a keen understanding of what it takes to close complex deals. They are adept at reading rooms, understanding customer needs, and navigating enterprise decision-making processes. Lions thrive on forming strong relationships and rely heavily on their ability to communicate persuasively.
However, Lions often depend on technical SEs or subject matter experts when a deal hinges on product capability. Their mantra is often, “I’ve been wildly successful without a lab,” underscoring their reliance on their network and quick access to technical answers. While formidable, Lions’ success often stems from their ability to collaborate effectively with technical counterparts.
The Tiger: The Engineer-Focused Sales Engineer (Big E)
Technical SEs, or Tigers, are the technical backbone of the field. They spend significant time maintaining labs, testing new product features, and understanding the fine line between marketing promises and actual product capabilities. This technical depth enables Tigers to provide detailed solutions that align closely with customer requirements.
Tigers typically operate independently, relying on their technical expertise to drive deals. However, they often lean on their sales counterparts to navigate the nuances of enterprise sales. Balancing technical depth with sales acumen is a constant challenge for Tigers, as maintaining their expertise requires significant time and effort.
The Bear: The Well-Balanced Sales Engineer (Big S and Big E)
Bears represent the ideal blend of technical and sales expertise. Achieving this balance is akin to climbing Mount Everest, descending, and then climbing again — perpetually. Bears are rare because mastering both domains simultaneously and continuously demands immense dedication, energy, and adaptability.
While Bears can handle a wide range of scenarios, their rarity highlights why most SEs gravitate toward either the Lion or Tiger archetype. In my own career, I’ve alternated between being a Lion, a Tiger, and a Bear, depending on the situation and demands of the role.
The “So What?” for Leaders
As a leader, understanding these distinct SE styles is crucial. Recognizing an SE’s natural tendencies and strengths allows you to:
- Assign projects and responsibilities that align with their skills.
- Identify opportunities for growth tailored to their interests and abilities.
- Ensure the right SEs are chosen for high-impact tasks, such as conference presentations or complex technical deep dives.
The biggest mistake a leader can make is treating all SEs the same or expecting everyone to become a Bear. Lions who feel pressured to master technical skills they don’t prioritize will quickly seek opportunities elsewhere. Similarly, Tigers need time and resources to maintain their technical depth, including access to labs and development environments. Supporting these needs can significantly enhance their performance and job satisfaction.
By embracing the diversity within your SE team and leveraging their unique strengths, you can create a more effective and harmonious organization. Celebrate your Lions, empower your Tigers, and appreciate the rare Bears who bridge the gap between sales and technical expertise.
