A Sales Leader’s Perspective on Content that Earns Engineers’ Trust

When your sales territory spans thousands of square miles, and your customers are highly technical decision-makers, you need more than a few cold calls and sales brochures to break through. For Wes Murray, Regional Sales Manager at Hayward Flow Control, that “more” has been LinkedIn and video content.

Like many of us, Wes saw a shift in how engineers and specifiers engaged during the pandemic. With travel and in-person meetings on pause, he ramped up his use of LinkedIn—not just to create awareness but to educate.

And it worked. When presenting at lunch-and-learns or industry events, Wes started hearing things like:

“I loved that post you shared last week.”

“That video with your kids—so relatable!”

Often this feedback came from people who never interacted with his posts. That’s when it clicked: visibility and familiarity were paying off in real conversations.

Video isn’t always easy. Wes shared the many real-life challenges of filming at home—chaotic dogs, noisy kids, desert wind. But the results are worth it. Video gives people a feel for who you are, how you communicate, and what you stand for—all key ingredients for building trust with skeptical technical audiences.

Wes is quick to admit he’s not a professional marketer. And yet, his content works because it’s authentic. He blends technical insights with glimpses into his personal life—fishing trips with his kids, behind-the-scenes looks at product installs, even the occasional chainsaw cameo.

The result?

Content that makes people feel like they know him before he ever steps foot on-site.

“I want people to have a general idea of who I am and what I’m about. That familiarity helps me earn their time and attention.”

Wes had some advice for both sales and marketing professionals.

For Marketers: 

• Create tools your sales team can actually use. From videos to application images to PowerPoint decks, think about how content can help a salesperson open a conversation or strengthen credibility.
• Think beyond spec sheets. Help salespeople connect—not just inform.

For Salespeople: 

• Master your message. Content creation sharpens communication. Even if you never hit “publish,” the act of writing or recording helps you prepare for high-stakes conversations.
• Lean into your strengths. Wes isn’t trying to be polished—he’s trying to be real. And that makes all the difference.
  
  

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