4 Comments

1. Anonymous says:
   November 29, 2009 at 3:15 pm

   As a professional technical sales consultant I enjoyed this book. I particularly like the real world examples and case studies for “tricky” sales situations. Even though I think of myself as a seasoned professional I learnt some new techniques and approaches from the book; especially in how to give a technical demonstration of a piece of software.

   PS. I met one of the authors who was presenting at a product launch a few weeks ago in New York and got my book autographed.
   Rating: 5 / 5
2. Janice King says:
   November 29, 2009 at 4:10 pm

   This book is uniquely geared to the sales engineer role, not to general sales reps. Yet anyone selling technology products will learn from the detailed info on techniques and step-by-step processes for the technical sales cycle. Case studies and exercises supplement the book’s discussion with real-world perspective. However, the book gives only a brief, passing reference to the role of marketing to support sales activity–an understanding that is valuable to every SE.
   Rating: 4 / 5
3. Graham Welland says:
   November 29, 2009 at 4:19 pm

   I was challenged a few months ago to explain in detail what makes up a Sales Engineer/Solutions Consultant? What does the role entail and what do you need to know to be successful? Well, if I’d read this book before that exercise then I’d have simply asked the technical trainer I was briefing to read this book!

   Mastering Technical Sales, not to be mistaken with the similar sounding Making The Technical Sale by Greenwald & Milberry, is an excellent practical book that covers the needs of not just new SE’s but also provides advice and knowledge for the more experienced SE, SE manager or even executive tasked with creating and maintaining an SE organisation. What I found particularly useful were the real world examples of both successful and unsuccessful practice – these lend a level of credibility and relevance to the material that perhaps the Greenwald & Milberry book lacks. (Btw, this is also a fine & very relevant book for any SE). I also particularly liked the chapter organization of summarizing the chapter goals, presenting the material, summary and then presentation of a skill-building summary for both the new SE and the experienced SE.

   The book tackles pretty much every aspect of a typical SE’s life from what type of person does it take and why do we do this? What do I need to do to be successful? What resources should I call upon? When? How? When & how to use executives. How to leverage corporate resources be they product management, engineering, technical support, marketing, or external resources such as partners. I thought the section on ‘crossing over to the dark side’ was particularly relevant and accurate as it covers the risks, the rewards and the reality of whether this is something that an SE should consider or not and more importantly, why or why not?

   The book covers all the standard stuff very comprehensively from the sales process itself, presentation skills & techniques, objection and competition handling plus the realities of how to manage the sale to avoid the pitfalls of demos, succumbing to technical trials & evaluations or being driven by your competitor’s agenda. All excellent material and covered well with real war stories.

   Whilst this isn’t the cheapest book on the subject, I’d definitely consider it worth every cent. Highly recommended.
   Rating: 5 / 5
4. Peter E. Cohan says:
   November 29, 2009 at 5:33 pm

   Mastering Technical Sales provides a terrific foundation for the newly-minted Sales Engineer, a growth vehicle for the developing journeyman, and rich source-book for the seasoned professional.

   While there are numerous “sales methodology” books available today, nearly all focus on the sales people and provide little or no information for the Sales Engineer and others who address the technical sale portion of the overall sales process. Mastering Technical Sales focuses on this critical area and shares how to manage and execute technical sales tasks to enjoy the highest success rates, both in the sales process and in one’s professional growth.

   Advice to SE’s: Buy it and read it.

   Advice to SE Management: Purchase copies for all of your new hires.
   Rating: 5 / 5