 This aspect of sales engineering is important, because it is what allows the sales engineer to feel that they can maintain their personal integrity (ethically speaking) in the face of the inherent COI of the job (explained earlier).The sales engineer does not have to lie (ignore or negatively misrepresent the competitor's products or services) if they can reasonably tell the customer that their employer can tailor its solutions to the customer's particular requirements.Doing that may not be easy or cheap, which means that there is always a line to be walked to avoid overpromising-and/or-underdelivering.