Mastering Technical Sales: The Sales Engineer's Handbook (Google eBook)

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Artech House, Jan 1, 2008 - Business & Economics - 359 pages
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This indispensable sales tool shows you the ropes of lead qualification, the RFP process, and needs analysis and discovery, and explains how your technical know-how can add invaluable leverage to sales efforts at every step. You learn how to plan and present the perfect pitch, demonstrate products effectively, build customer relationship skills, handle objections and competitors, negotiate prices and contracts, close the sale, and so much more - including how to avoid the critical selling mistakes so often made by technical pros who jump to sales. The book also addresses key career management and team-building topics, and includes detailed case studies, concise chapter summaries, and handy checklists of skill-building tips that reinforce all the career-boosting skills and techniques you learn.
  

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Contents

1 Introduction Why Study Technical Sales? 1
1
2 An Overview of the Sales Process 7
7
3 Lead Qualification 17
17
4 The RFP Process 31
31
5 Needs Analysis and Discovery 43
43
6 Successful Customer Engagement 61
61
7 The Perfect Pitch 73
73
8 The Dash to Demo 89
89
17 The U in Technical Sales 199
199
18 Selling with Partners 209
209
19 Competitive Tactics 219
219
20 Using the CRMSFA System 229
229
21 Crossing Over to the Dark Side 239
239
22 The Hybrid Sales Specialist Position 247
247
23 Organizational Structure 257
257
24 Building the Infrastructure 275
276

9 Snap Demos 105
105
10 Remote Demonstrations and Webcasts 113
113
11 Evaluation Strategies 125
125
12 Contract Negotiation and Pricing 143
143
13 Sanity After the Sale 149
149
14 Getting Started 163
163
15 Objection Handling 177
177
16 The Executive Connection 189
189
25 Hiring Winners 287
287
26 Time Management for SEs 299
299
27 Managing by the Metrics 315
315
28 Final Words 323
323
About the Authors 327
327
Index 329
329
Copyright

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About the author (2008)

John Care received his B.Sc. in technical Chemical Engineering with honors from Imperial College of Science and Technology, London, England. He is regional technical director at Business Objects, San Jose, CA.

Aron Bohlig 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. He is director of vertical product management at Nortel Networks.

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