S6E42 Ramzi Marjaba | From Idea to Approval: Persuasion for Engineers

Being an Engineer

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Ramzi Marjaba is a seasoned Solution Engineer and consultant currently with Veeam Software, working remotely from Ottawa since March 2025. Prior to this, he spent nearly four years as a Senior Solution Specialist at Keysight Technologies, managing Eastern Canada accounts and mentoring both SEs and account executives. Earlier in his career, he held technical roles at Spirent Communications, Alcatel‑Lucent, and Nortel, starting as an embedded software tester and evolving into a network design engineer and systems engineer.

In 2018, Ramzi founded We the Sales Engineers, a coaching platform and podcast designed to help sales engineers grow through thoughtful conversation, expert mentorship, and practice‑based learning. With hundreds of episodes and written content to his name, he’s built a global community for pre‑sales professionals seeking to sharpen their craft.

Ramzi emphasizes the difference between treating symptoms versus diagnosing root business needs—with a heavy focus on discovery, customer context, and vision building. He often compares SEs to business athletes: they don’t get to practice outside the field, and must deliver under pressure with clarity and impact. He also explores the evolution of presales roles in a shifting job market, noting the increasing competitiveness and need for strategic, value‑centered hiring.

Outside of client work, Ramzi mentors aspiring SEs, runs podcast and written series, and leads workshops—from quick discovery techniques to advanced whiteboarding and objection management.

LINKS:

Guest LinkedIn: https://www.linkedin.com/in/ramzimarjaba/?originalSubdomain=ca

Guest website: https://wethesalesengineers.com/

Aaron Moncur, host

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About Being An Engineer

The Being An Engineer podcast is a repository for industry knowledge and a tool through which engineers learn about and connect with relevant companies, technologies, people resources, and opportunities. We feature successful mechanical engineers and interview engineers who are passionate about their work and who made a great impact on the engineering community.

The Being An Engineer podcast is brought to you by Pipeline Design & Engineering. Pipeline partners with medical & other device engineering teams who need turnkey equipment such as cycle test machines, custom test fixtures, automation equipment, assembly jigs, inspection stations and more. You can find us on the web at www.teampipeline.us

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1. Introduction and Guest Welcome (00:00:00)

2. Personal Note and Background (00:01:03)

3. Understanding Sales Engineering (00:02:57)

4. The Importance of Discovery in Sales (00:08:11)

5. Empathy and Relationship Building in Sales (00:24:56)

6. Understanding the Customer's Perspective (00:29:16)

7. Empathy in Sales Communication (00:29:40)

8. Reframing Customer Interactions (00:30:23)

9. The Importance of Being Consultative (00:31:16)

10. Cold Calling: A Necessary Evil? (00:31:46)

11. Discussing Budget with Customers (00:32:37)

12. Navigating Budget Conversations (00:34:35)

13. Building Trust Through Discovery (00:36:46)

14. Selling Business Outcomes (00:41:16)

15. The Power of Incremental Proof (00:50:43)

16. The Value of Sales Skills in Life (00:54:04)

17. Conclusion and Contact Information (00:55:01)