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Mastering Technical Sales

The Sales Engineer's Handbook

Mastering Technical Sales by John Care
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Sales Engineers’ Handbook covers all of the key areas of selling high-technology products, including detailed action plans to establish personal excellence in key performance drivers in technical sales. This comprehensive volume teaches you how to be more successful as an individual contributor, helping to better ensure promotion within your sales organization, or advancement elsewhere within your company. The book gives you the practical guidance you need to sharpen your skills in sales and technology. Moreover, for the technical manager it explains how to build an infrastructure to support continuous high sales growth.

You are encouraged to use the tested and proven frameworks provided to develop a more effective, personalized and systematic approach to improve your presentation consistency. Special attention is given to the team sales concept and the importance of the contributions of the technical professionals who directly support sales. This book not the usual update, or rehash of “years-ago” methodologies. Instead, it shows you how to deal with today’s vastly higher levels of sophistication in technical products and customer needs.

Contents: Introduction. Master the Basics -- The Sales Process. An overview of Sales Process. Lead Qualification. The RFP Process. Needs Analysis and Discovery. Successful Customer Engagement. The Perfect Pitch. The Dash to Demo. Evaluation Strategies. Contract Negotiation and Pricing. Sanity After the Sale. Getting Started. Differentiating Yourself Through Tactical Excellence. Objection Handling. The Executive Connection. The “U” in Technical Sales. Selling with Partners. Competitive Tactics. Crossing Over to the Dark Side. Advanced Topics and Management Issues. Organizational Structure. Compensation. Building the Infrastructure. Hiring Winners. Time Management for SE’s. Conclusion & Epilogue.

John Care is regional technical director at Business Objects, Newtown, PA. He received his B.Sc. in technical engineering with honors from Imperial College of Science and Technology, London, England.

Aron Bohlig, director of vertical product management at Nortel Networks, received B.S. degrees in both information technology and English from the University of Puget Sound. He is currently earning his M.B.A. at the Wharton School, University of Pennsylvania.

Artech House; July 2002
321 pages; ISBN 9781580535694
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Title: Mastering Technical Sales
Author: John Care; Aron Bohlig