One thing I’ve been talking about a lot lately—both with my team and with sales leadership—is how critical it is for Solutions Engineers to stay two steps ahead of both the customer and the salesperson.
In today’s sales environment, customers expect more than a good demo. They expect partnership. They expect insight. They expect someone who understands not just what they asked for but what they’re going to need as the deal evolves.
The best SEs—especially in complex revenue cycles—don’t wait to be told what to do. They anticipate. They prepare. They intentionally make the sales team stronger by showing up ready to create clarity and momentum.
Here are five real, practical ways SEs can think proactively and help their sales teams win more often and with less chaos:
1. Pre-Read Everything Before the Customer Call
This sounds simple, but you’d be amazed how often it’s skipped.
Before a customer call, SEs should read:
- Previous call notes
- The customer’s website
- Their product pages
- Recent press or funding announcements
- Any internal chatter about the account
Don’t wait for the AE to “brief you.” You’re a partner, not an assistant.
A prepared SE brings confidence, direction, and better questions. And customers feel that difference immediately.
2. Build a Running List of ‘Likely Needs’ Based on the Customer’s Role
Different stakeholders tend to follow predictable patterns of interest and concern.
For example:
- A VP of Sales usually wants clarity on productivity and forecasting.
- Ops leaders want system stability, integrations, and data cleanliness.
- IT wants security, scalability, and ease of management.
Before each conversation, SEs should pre-build a set of insights or talking points tailored to the roles expected in the call.
Proactive SEs don’t wait for questions—they answer the ones the customer will ask.
3. Bring ‘If This, Then That’ Options to Every Deal Review
AEs frequently get hit with curveballs mid-deal: budget cuts, new stakeholders, shifting priorities.
The SE’s value skyrockets when they come prepared with scenario planning, like:
- “If they push back on integration complexity, here’s our lightweight path.”
- “If procurement gets involved, here’s the security doc we’ll need.”
- “If they bring in the CFO, here’s the ROI frame that will resonate.”
Prepared SEs reduce deal friction before it surfaces.
4. Give the AE Inside Information They Didn’t Ask For
There are moments where the AE doesn’t know what they need next—but the SE does.
Examples:
- Offering a technical validation checklist before the customer asks for next steps
- Highlighting a potential risk based on something subtle in the call
- Flagging a capability gap early so the positioning stays clean
This is where SEs shift from “demo resource” to “strategic operator.”
5. End Every Call with Clear Recommendations, Not Just Recaps
Too many SEs say, “Let me know what you need next.”
Proactive SEs say:
“Based on what we heard today, here are the next three steps I recommend we take…”
When SEs offer direction instead of waiting for it, deals accelerate. Salespeople appreciate it. Customers trust it. And momentum stays intact.
At the end of the day, great sales teams win because they operate as a unit.
And the best SEs don’t just react—they anticipate. They see around corners. They prepare the path before anyone else recognizes there’s a turn ahead.
If you’re an SE reading this: your technical knowledge matters, but your ability to proactively guide the deal matters more.
If you’re a salesperson: give your SEs the space to anticipate, contribute, and lead. You’ll close more deals—and you’ll close them with a lot less stress.
