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Mastering Technical Sales: The Sales Engineer's Handbook (Artech House Technology Management Library) Hardcover – August 31, 2008

21 customer reviews
ISBN-13: 978-1596933392 ISBN-10: 1596933399 Edition: 2nd

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Editorial Reviews

About the Author

John Care is managing director at Mastering Technical Sales. He has spent numerous years building world-class Sales Engineering organizations at companies such as Oracle, Sybase, Vantive, Clarify, Business Objects. Mr. Care 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.

Aron Bohlig is a technology investment banker at Credit Suisse First Boston in San Francisco, where he is responsible for putting together the IPOs of hi-tech corporations. Previously, he was director of vertical product management at Nortel. Mr. Bohlig holds B.S. degrees in both information technology and English from the University of Puget Sound, Washington and an M.B.A. from the Wharton School, University of Pennsylvania.

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Product Details

  • Series: Artech House Technology Management Library
  • Hardcover: 340 pages
  • Publisher: Artech House; 2 edition (August 31, 2008)
  • Language: English
  • ISBN-10: 1596933399
  • ISBN-13: 978-1596933392
  • Product Dimensions: 1 x 6.2 x 9.2 inches
  • Shipping Weight: 1.3 pounds
  • Average Customer Review: 4.6 out of 5 stars  See all reviews (21 customer reviews)
  • Amazon Best Sellers Rank: #811,858 in Books (See Top 100 in Books)

Customer Reviews

Most Helpful Customer Reviews

5 of 5 people found the following review helpful By Christopher Daly on November 25, 2012
Format: Hardcover
"You can't define what an SE does! It changes several times even during the same day!" That comment from an Sales Engineer frustrated me when I heard it years ago. If you can't define what an SE does, than you can't measure the impact on results - and if you can't measure the impact, SE's will always be overlay or "sales support" rather than realizing their full potential. "Mastering Technical Sales" creates the foundation for how to define an SE's responsibilities and aligns those responsibilities directly to a customer's technology adoption lifecycle. It covers the account -focused SE as well as different roles, including SE management. And, it is written in an engaging, familiar style as only can be done by someone who has lived the job - and loves it as the best job in the technology industry today. I read many books on effectiveness and give those I like away to others. I have purchased more copies of "Mastering Technical Sales" than any other professional book - giving it to individuals as well as putting it on the shelf in SE labs across the world. And, the feedback has been strong from old hands who have drifted into the ditch and new engineers to the industry that need focus. SE's can execute consistently better than any other role in the sales team - this book tells them how, why it is important, and fast-tracks the SE to the customer table where the important decisions are made.
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2 of 2 people found the following review helpful By Ian N Haigh on June 25, 2013
Format: Hardcover
Sales Engineers are often technical resources that gain experience and mature into pre-sales roles of some kind or another, however, in my experience their is little formal training to prepare technical resources for this. After a few years as a pre-sales resource, and with a business/marketing degree, I was getting frustrated with my pre-sales engagement practices and demonstrations, material provided by our company was of a typical feature/function type which provided little assistance. I just felt that there must be a better way, but struggled to find any training or specific education material until I found this book.

This book was extremely valuable in it's content and delivery, much of the information is informative and thought provoking, with accompanying examples and samples. I like how the book is laid out and you can just read, or re-visit the sections appropriate to you, or a particular phase in the sales process. For me the book contained a combination of things that were new, things I knew but didn't think about, and things that were common sense but often overlooked. Reading all of this in a single, well organised and easy to understand/apply fashion was extremely valuable. The book provides a lot of information you can 'follow' but more valuable if when used as though provoking material to determine your own strategies, after all we know our customers and products best.

Since reading this book both my approach to pre-sales engagements and presentations/demonstrations has changed dramatically. I now have a much more customer focused approach, receiving great feedback from sales colleagues and seeing more positive results from pre-sales engagements. I suspect that two of the large deals I helped close in the last twelve months were successful as a result of implementing strategies and skills learnt in this book.
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3 of 3 people found the following review helpful By Greg on August 30, 2012
Format: Hardcover
This book is _the_ book for understanding the role of the Sales Engineer (SE) in technical sales. It simply describes everything from getting started as an SE (or even transitioning into the role) to mastering the art, and also running a team or sales organization including SEs.
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2 of 2 people found the following review helpful By Peter E. Cohan on November 19, 2012
Format: Hardcover
What could a seasoned veteran of presales possibly take away from a book on the subject? You'd be surprised! For experienced presales folks, this book offers excellent insights into a broad range of practices - from RFP's to remote presentations, from discovery to handling objections, from lead generation to managing evaluations - complementing most individuals' existing knowledge and expanding their skill-sets.

For those new to presales, this book offers specific guidance for development plans, use of mentors and includes separate call-outs relevant for the new practitioner.

Presales managers will find the Handbook surprisingly valuable, as it includes discussion of metrics, set-up of infrastructure and related team-level topics.

And, of course, the book is a terrific complement to another surprisingly compelling read, "Great Demo!" (I happen to know the author personally).

My copy of Mastering Technical Sales is located within easy reach - about 1.5 meters away from my office chair - for rapid access to help me with specific topics and questions. Great book!
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2 of 2 people found the following review helpful By Ohad Yehudai on August 29, 2013
Format: Hardcover Verified Purchase
As someone new to sales engineering the book provide me with much needed insight into an SE's role in the technical sales process. The case studies and antecdotes based on the authors' and contributors' experience were very illuminating. The style was effective and the points being made were easy to digest. This book will be an additional reference in my new career path.
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2 of 2 people found the following review helpful By Doug Hazelman on November 16, 2012
Format: Hardcover Verified Purchase
Finally, a book focused on Pre-Sales Engineering instead of just "sales". I've not only read this book (it's great) but I've also had the opportunity to meet the author and go through his training. I highly recommend this for all you SE's out there!
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