Are sales engineers too focused on features instead of what customers really need?

In this episode, Jarod Greene connects with Tom Josephson, Senior Director of Solution Consulting at TCP Software, to explore the power of discovery in building solid relationships with buyers.

Tom explains why curiosity is a superpower for SEs, how the right questions reveal real customer needs, and why great SEs show less, not more.

This episode gets into how SEs can shift their approach from demonstrating technical prowess to being strategic partners who understand the customer's goals.

In this episode, you’ll learn:

1. Why curiosity is essential in discovery – the best SEs ask insightful questions to uncover what truly matters to the customer.
2. When less is more in a customer conversation – Saying “yes” and moving on can be more effective than over-explaining, and a well-placed “no” can actually build credibility.
3. How to keep prospects engaged – Letting them feel like they’re driving the conversation creates stronger buy-in and more powerful rapport.

Things to listen for:

(00:00) – Introduction

(00:54) – Why curiosity makes discovery more effective

(02:25) – Why SCs should resist the urge to show everything

(03:54) – When to say “yes” and move on (and when to ask follow-ups)

(05:57) – The power of a well-placed “no” in sales conversations

(07:37) – Helping prospects reframe the problem, not just the solution

(14:17) – How great SCs shift from demoing features to guiding decisions