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Artech House USA
Mastering Technical Sales: The Sales Engineer’s Handbook, Third Edition

Mastering Technical Sales: The Sales Engineer’s Handbook, Third Edition The Sales Engineers Handbook

By (author)s: Aron Bohlig, John Care
Copyright: 2014
Pages: 406
ISBN: 9781608077441

Print Book $98.00 Qty:
eBook $98.00 Qty:
Every high-tech sales team today has technical pros on board to explain how things work,ù and this success-tested training resource is written just for them. This newly revised and expanded third edition of an Artech House bestseller offers invaluable insights and tips for every stage of the selling process. This third edition features a wealth of new material, including new chapters on business-driven discovery, white boarding, trusted advisors, and calculating ROI. This invaluable book equips new sales engineers with powerful sales and presentation techniques that capitalize on their technical background - all spelled out step-by-step by a pair of technical sales experts with decades of eye-popping, industry-giant success under their belt.
Acknowledgments ; Introduction: Why Study Technical Sales? - New SE. Experienced SE. Sales Managers and Sales Trainers. Sales Representative. Marketing and Product Management. Technical Consultants. ; An Overview of the Sales Process - Definition of the Market. Marketing Campaigns. Lead Qualification. RFP. Discovery and First Customer Engagement. Present, Demonstrate, and Propose. Negotiations: Close or LoseGetting the Deal. Post-Sales Support and Ongoing Account Management. Summary. ; Lead Qualification - Lead Quality. Effective Lead Qualification. Internal Roles in the Lead Qualification Process. Lead Qualification in Action: The Process with Three Common Scenarios. Summary. ; The RFP Process - Creation of an RFP. The Go/No-Go Decision. Internally Scoring the RFP. Handling Deadlines. Strategies for Avoiding an RFP. The Alternate Response Tactic. Completing the RFP. Presentation and Follow-Up. Summary. Appendix. ; Needs Analysis and Discovery - Overview. Why Discovery Is Critical. The Seven-Step Needs Analysis Approach. Customizing the Discovery Process. Summary. ; Business Value Discovery - The Three Behavioral Crimes of Discovery. The Business Switchback. The Heart of the Process. Evidence and Impact. Summary. ; Successful Customer Engagement - First Contact. Identify the People You Need to Know. Coaches. Credibility. Know What You Don 't Know. Summary. ; The Perfect Pitch - Paying Attention to the Attention Curve. Developing a Focused Message. Nonverbal Delivery Skills. Verbal Delivery Skills. Special Situations. Using Nervous Energy to Your Advantage. Finish Strong. Summary. ; The Dash to Demo - Some Philosophy and a History Lesson. Why Does the Dash to Demo Occur? The Productù Becomes the Solution.ù Risk Mitigation. Failing to Plan Is Planning to Fail. Logistical Implications. The Agenda. Preparing the Way. The Audience. Checkpoint Charlie. Summary. Appendix. ; Snap Demos - Scoping the Snap Demo. Structuring the Snap Demo. Sample Snap Demo Structure. Keep the Demo Snappy. Wrapping the Snap Demo (Tell Them What They Saw). Snap Demo for Executive Audiences. Closing the Demo and Establishing Next Steps. Snap Demo Considerations. Summary. ; Remote Demonstrations and Webcasts - The Basic Premise. Advantages and Disadvantages of the Remote Demonstration. Best Practices in Preparing for a Webcast. The First Three Minutes Are Critical. Effectively Constructing and Delivering PowerPoint for a Webcast. Some Really Bad Habits to Avoid. Engaging the Audience. Engaging Yourself. Prime Time for Webcasts. Summary. ; Whiteboarding and Visual Selling - The Advantages of Whiteboarding. The Drawbacks of Whiteboarding. The Sales Cycle Fit. Getting Started. Whiteboarding Mechanics 101. Stance. Introducing the Chunk. Cadence and Rhythm. Speed and Handwriting. Artistic Ability and Iconization. The Implications of Color. Some Cheats from Our Customers. The Electronic Whiteboard. Using the Whiteboard as a Closing Tool. Summary. ; Evaluation Strategies - Developing the Strategy. How to Win: Determining the Success Criteria. Running a Trial. Anticipate and Outdeliver Your Competitor. Avoiding a Trial. Summary. ; Sanity After the Sale - Developing the Transition Plan. Ongoing Engagement Plan. Customer Meetings: Project Kickoff. Leveraging the Sales Team. Executives. Having a Fallback Strategy. Personal Benefits of Postsales Support. Troubleshooting the Handoff. Summary. Appendix. ; Getting Started - The Ramp Process. Develop a 30-/90-/180-Day Plan. Tips on Making the First Six Months a Success. Summary. ; Managing Questions - Managing Questions or Handling Objections. Before You Start. Categorizing the Question. Basic Techniques of Managing Questions. Working with Consultants. Follow Up Leads to Closeout. Summary. ; The Executive Connection - A Quick Definition. What They Think of You. Keep It Simple. Plan the Meeting. Execute the Meeting. Follow Up After the Meeting. A Rational Decision. The Informal Executive Connection. Summary. ; The Trusted Advisor - Bottom Line UpfrontThe Impact of a Trusted Advisor (T/A) Program. Defining the T/A. Measuring Trust. The Built-In Advantage of the SE. Creating the Trust Scale. Calculating the T Score. Using Trust in the Sales Cycle. Summary. ; Doing the Math/Calculating ROI - Is This Really Your Job? Doing the MathStep by Step. Getting Started Competing with ROI. Finding Basic Data to Fill the Model. Cite Your Sources. Advanced ROI Calculations. Summary. ; The Uù in Technical Sales - Me, Myself, and I. What Are Your Goals? Your Personal Value Proposition: Self-Branding. Delivering on Your Value Proposition. Ethics in Sales. Summary. ; Selling with Partners - Partnership Defined. Defining Account Ownership. Working the Relationship and Building the Infrastructure. Partner Enablement. Summary. ; Competitive Tactics - Identify the Competition. Your Number-One Competitor Isn 't Who You Think It Is. Develop a Competitive Strategy. Know Thine Enemy. The Art of Competitive Analysis. Tell Me About Your Competition.ù Product Benchmarks. Summary. ; Using the CRM/SFA System - Why CRM Is Your Best Friend. Gain Advantage by Tapping Organizational Knowledge. Look at the Numbers. Summary. ; Crossing Over to the Dark Side - What Is Your Motivation? Positioning for the Change. What You Should Expect. How to Make It All Work. Use Your Strengths. Summary. ; Organizational Structure - Structure. Roles in the SE Organization. Review of Sales Support Functions. Advanced Topics: The SE Career Path. Advanced Topics: Five Models for SE Organizations. Summary. ; Building the Infrastructure - A Little Philosophy. Training Techniques. Demonstration and Equipment Support. Knowledge Management (KM) and Retention. Engineering and Technical Support. General SE Processes. Summary. ; Hiring Winners - The Job Description. Using the Hiring Profile. Dealing with Recruiters. Screening Candidates. The Interview. Hiring. Job Roles and Position Escalation. Summary. ; Time Management for SEs - Fixed Time and Infinite Demands. Prioritization. A Simple Structure for Managing Your Time. How to Run Your Day. Designing Graceful Fallback Plans. Long-Term Time Management. Summary. ; Managing by the Metrics - Managing by the Metrics for the Individual. Managing by the Metrics for the Manager Weighting the Metrics. Managing-by-Metrics Bonus Compensation Versus MBO. Rolling Out Metrics-Based Management to Your Organization. Avoiding the Pitfalls. Using Metrics to Communicate Internally and with Company Executives. Summary. ; Final Words - Be Passionate. Keep Work and Personal Lives in Balance. Consistently Outperform Expectations. Build and Maintain Relationships. Set and Achieve Goals. Continually Challenge Yourself.; Appendix: More About Mastering Technical Sales About the Authors. Index. ;
  • Aron Bohlig Aron Bohlig is the co-founder of a strategic and financial advisory boutique focused on internet companies. He earned his MBA from the Wharton School of the University of Pennsylvania.
  • John Care John Care is managing director at Mastering Technical Sales LLC. He holds a B.Sc. with honors in chemical engineering from Imperial College, London and is a contributing member of the M.B.A. Advisory Council for the Fox Business School of Temple University, Philadelphia.
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