Sales Enablement for Engineering Companies: 8 Content Tips for Selling to Non-Engineers

You know your product inside and out. You've got the specs, the tolerances, and the test data, but when your buyer doesn't speak "technical." All that genius? It flies right over their head. Unless you have content that speaks directly to their needs.

The right content bridges the gap between your engineering brain and your business brain. It helps you turn torque curves and sensor ranges into business outcomes decision-makers actually care about, like "cuts downtime by 22%" or "saved $100K in rework." 

Now, if you're thinking, "We already have a product sheet." Perfect, but unfortunately, specs don't sell to non-engineers. Stories, use cases, and clear, bite-sized explainers that help buyers connect the dots without needing your expertise. 

When your sales team has content marketing assets that actually speak the buyer's language, they'll have shorter sales cycles, fewer stalled deals, and a lot less time stuck on calls trying to explain the basic functionalities of your product.

If your sales team ever feels like they need a whiteboard and a mechanical engineering degree just to get through a sales call, you're not alone. Selling complex solutions to non-technical buyers is a real challenge, but the right content makes it a whole lot easier. Here are some smart, straightforward tips to help your team create sales enablement content that converts non-engineers:

1. Start with Business Impact, Not Technical Detail

Lead with problems solved, time saved, or ROI and not the materials, specs, or tolerances. Non-engineers care about how your solution improves operations, saves money, or reduces risk.

• Instead of: "Our system uses a closed-loop PID controller…"

• Try: "Cut waste and save 18% on energy costs with automated system control."

2. Use Visuals to Explain Complex Ideas

Engineers love the details, but non-engineers need infographics, process diagrams, animations, or explainer videos to grasp the solution quickly.

• Instead of: Paragraphs and jargon.

• Try: Charts and diagrams. 

3. Turn Features into Value Statements

Don't just list specs. Connect every feature to a benefit that matters to a business stakeholder.

• Instead of: Language like "Redundant fail-safes."

• Try: Wording like "Continuous uptime, even during maintenance."

  
  

4.  Show How You Solve Their Real World Problems

Use real-world scenarios to show how your solution fits into the buyer's world. Focus on how others like them solved problems with your tech.

• Instead of: Product sheets.

• Try: Use cases. 

  
  

5. Keep Sales Enablement Content Short and Sweet

Your buyer doesn't have time for a 20-page technical manual. Give them quick wins like one-pagers, 90-second takeaways, or a slide with just the need-to-knows.

• Instead of: Long-form technical documentation.

• Try: Executive summaries with benefits, results, and application.

  
  

6. Let Sales Reps Customize the Content

Your sales team knows the buyer's pain points best. Empower them with the tools to tailor sales enablement content on the fly. Personalization builds trust and shortens your sales cycle.

• Instead of: Locked PDFs or one-size-fits-all brochures.

• Try: Editable decks, modular case studies, and build-your-own proposals.

7. Highlight Certifications, Safety, and Compliance

Even if your buyers don't understand your tech, they do understand risk. Show them that you've done the homework on safety, standards, and compliance so they feel confident choosing you. 

• Instead of: Assuming your product "speaks for itself."

• Try: ISO standards, safety records, and compliance badges.

8. Show Your People, Not Just Your Product

In high-stakes technical sales, buyers want to know they're working with smart, reliable people. Introduce your engineers, share behind-the-scenes stories, or show real humans in action. Relationships close deals, and content helps start them.

• Instead of: Endless product photos and bullet points.

• Try: Behind-the-scenes stories, engineer profiles, and short intro videos.

If you're tired of your team doing double-duty as translators, let's fix that. We specialize in sales enablement for engineering companies because we know how engineers think, and we understand how non-engineers buy. We'll help you create content that turns technical depth into business value and helps your team close more deals with less explaining. Contact Borrowed Pen's content engineering team to learn more.