Technical selling is not a Billy Idol song
Jun 19, 2026
One of the biggest myths in engineering sales is that success comes from working harder
More calls. More meetings. More proposals
More. More. More
But this is technical sales not a Billy Idol song
When I look at the highest-performing teams what I see is INFLUENCE
They get involved earlier
Before:
- the specification is written
- the requirements are fixed
- the customer has convinced themselves they know what the answer looks like
Because once that thinking is locked in your options narrow
You can still compete but it's much harder to influence
The best teams understand this so they spend less time reacting to opportunities and more time shaping them
Structure helps. As given by the VALUE Framework
🔸 Validate = right opportunities
Focus on situations where the problem is still being defined
🔸 Align = right research
Understand the business drivers behind the technical requirement
🔸 Leverage = right conversations
Explore risk, impact, and consequence before discussing solutions
🔸 Underpin = right solutions
Position capability against what matters, not just what's requested
🔸 Evolve = right outcomes
Stay involved as decisions develop and priorities shift
Most teams think sales success comes from winning more opportunities
The best teams know it starts by influencing them
That's a subtle difference... but it changes everything
How are you making sure you are shaping not just reacting?
(Not sure I pulled off the Billy Idol look)
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