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The modern B2B buyer is evolving—and so is the seller.
As companies adopt more complex technologies and buying committees grow larger, today’s sellers are expected to do more than pitch value. They’re expected to guide buyers through technical evaluations, lead value conversations, and navigate both business and IT priorities—all with minimal hand-holding.
B2B solutions are increasing in complexity and technicality. It’s no longer enough to rely on a Sales Engineer to handle every technical aspect of a deal. Modern sellers must become hybrid operators—equipped with both the business acumen of a traditional AE and the solution expertise of an SE—especially on small teams or in commercial and SMB segments.
Let’s explore why, what skills are required, and how to evolve with the role.
In the past, buyers relied on sales reps to educate them. But today’s buyers are savvy. They come to the table with more research, more questions, and higher expectations. They want sellers who can:
This shift has made technical fluency a differentiator. In competitive deals, the seller who can overcome technical objections, whiteboard an integration path, or challenge the buyer’s assumptions—wins.
Sellers used to own the commercial win. SEs handled the technical win. But today, those lines are blurring.
High-performing sellers now own both sides of the conversation:
It’s not about replacing SEs—it’s about enabling sellers to operate with more autonomy and credibility, especially in earlier stages of the deal. This also helps ensure limited SE resources are allocated towards the highest-value deals, accounts, and strategic efforts.
Think of modern sales success as resting on two pillars:
You don’t need to be an engineer—but you do need to understand enough to build buyer confidence and move the deal forward.
Today’s sellers are stepping up in areas that used to be SE territory:
They’re not alone—but they’re no longer dependent on another team to deliver insight or clarity.
Sellers who develop technical and strategic range can:
They become indispensable—not just to their team, but to their buyers.
If you're aiming to operate at this level, here’s where to focus:
The rise of the hybrid seller opens up new pathways for growth:
Whether you come from sales, support, product, or engineering, the ability to blend perspectives is what sets top performers apart.
An AI Sales Agent like Vivun’s is indispensable to the modern hybrid seller because it delivers real-time, deal-specific work—such as MEDDICC summaries, stakeholder maps, solution proposals, and account plans—enabling sellers to operate with the expertise of an SE while maintaining sales velocity and strategic focus.
A hybrid seller combines traditional sales skills with the technical fluency of a Sales Engineer. They lead both value conversations and solution discussions with confidence and credibility.
Today’s buying cycles are faster, leaner, and more complex. Sellers who can answer technical questions early build trust, reduce delays, and stand out from the competition.
No. SEs remain critical, especially for deep evaluations and complex accounts. But hybrid sellers reduce over-reliance on SEs and create a more efficient, collaborative process.
Start by shadowing SEs, attending technical onboarding sessions, learning your product’s most common use cases, and practicing customer scenarios. Partner closely with post-sales and product teams to learn how real customers use your solution.
Buyers want business partners who understand their goals, ask the right questions, and offer smart, relevant solutions. Sellers who combine commercial savvy with technical empathy are best positioned to win in this market.
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