Mastering technical sales: the sales engineer's handbook
Gespeichert in:
| Hauptverfasser: | , |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Boston, Mass. [u.a.]
Artech House
2008
|
| Ausgabe: | 2. ed. |
| Schriftenreihe: | Artech House technology management library
|
| Schlagworte: | |
| Online-Zugang: | Table of contents Inhaltsverzeichnis |
| Beschreibung: | Includes index |
| Beschreibung: | XVIII, 340 S. graph. Darst. 24 cm |
| ISBN: | 9781596933392 1596933399 |
Internformat
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Datensatz im Suchindex
| _version_ | 1804139106721071104 |
|---|---|
| adam_text | Titel: Mastering technical sales
Autor: Care, John
Jahr: 2008
Contents
Acknowledgments xvii
1 Introduction: Why Study Technical Sales ? 1
New SB 4
Experienced SB 5
Sales Manager or Sales Trainer 5
Sales Representative 6
Marketing and Product Management 6
Technical Consultant 6
2 An Overview of the Sales Process 7
Definition of the Market 8
Marketing Campaigns 8
Customer Events 9
Trade Shows and Seminars 9
Mailing Lists and Outbound Calling Campaigns 9
Partners 9
Lead Qualification 10
Request for Proposal 10
Needs Analysis, Discovery, and First Customer Engagement 11
Presentation, Demonstration, and Proposal 11
Presentation 11
Demonstration 12
Proposal 12
Evaluation (Optional) 12
Negotiations: Close or Lose?Getting the Deal 12
Mastering Technical Sales: The Sales Engineer s Handbook
Postsales Support and Ongoing Account Management 13
Summary 13
3 Lead Qualification 17
You Can Get Leads Too 19
Lead Quality 19
Lead Ratings 19
Qualification Criteria 20
Acute Organizational Pain Can Trump Budget, Time Frame, and Pit 23
Effective Lead Qualification 23
Competitive Implications of Technical Qualification Criteria 23
Making the Decision to Say No 24
Defending Your Position When the Sales Rep Disagrees 24
Low-Cost Fallback Strategies 24
Internal Roles in the Lead Qualification Process 25
Sales Representative 25
Telemarketer/Lead Development 26
Sales Management 26
SE 26
Care and Feeding of the Telemarketing Team 2 7
Lead Qualification in Action: The Process with
Three Common Scenarios 27
Solicited Leads 27
Unsolicited Leads 28
Current Projects or Recommended Leads 28
Summary 29
4 The RFP Process 31
Creation of an RFP 31
Basic Rule of RFPs 32
The Go/No-Go Decision 33
Internally Scoring the RFP 34
Handling Deadlines 35
Strategies for Avoiding an RFP 36
The Alternate Response Tactic 37
Completing the RFP 3g
Presentation and Follow-Up 39
Summary 40
Appendix 4A 42
Contents
5 Needs Analysis and Discovery 43
Overview 43
Why Discovery Is Critical 44
The Seven-Step Needs Analysis Approach 45
Step 1: Identify Needed Information 45
Step 2: Build the Perfect Pitch 48
Step 3: Explain the Needs Analysis Process 50
Step 4: Interview Key Customers 52
Step 5: Observe Current Processes?Get to Know the End User 54
Step 6: Synthesize Information 54
Step 7: Prepare and Present Summary 55
Wrap-Up 56
Customizing the Discovery Process 57
Getting the Economics Right 57
Adapt Your Questions to Your Audience 58
Summary 60
6 Successful Customer Engagement 61
First Contact 62
Remember What They Want from You 63
Dissecting Project Dynamics 64
Back the Strongest Faction 64
Identify the People You Need to Know 65
Use Your Intuition 65
But Don t Forget to Use Your Brain 65
Covering the Whole Team, Including the Minor Players 66
Coaches 66
Where to Find Coaches 68
What If There Are No Obvious Options? 68
How to Get to Potential Coaches 68
Developing the Coach 69
The Unconscious Coach 69
Maintaining the Relationship 69
Credibility 70
Maintaining Credibility 70
Losing Credibility 71
Trying to Regain Credibility 71
Know What You Don t Know 71
Summary 72
Mastering Technical Sales: The Sales Engineer s Handbook
7 The Perfect Pitch 73
Developing a Focused Message 74
Start with the Structure 74
Do a Data Dump to Identify Solution and Proof Points 75
Organize the Ideas 6
Focus the Message 76
Transfer to PowerPoint 76
Nonverbal Delivery Skills 77
Verbal Delivery Skills 79
Strategize the Start 81
Special Situations 82
Very Large Audiences 82
Presenting Via Teleconference 83
Around the Conference Room Table 83
Feature and Function Presentations 84
Using Humor 84
Using Nervous Energy to Your Advantage 84
Finish Strongly 86
Summary 86
8 The Dash to Demo 89
Why Does the Dash to Demo Occur? 91
The Product Becomes The Solution 91
Risk Mitigation 92
Failing to Plan Is Planning to Fail 92
Logistical Implications 94
The Agenda 96
Preparing the Way 96
The Audience 98
Segment the Audience 99
Dealing with Techincal and Business Audiences 99
Checkpoint Charlie 100
Summary 101
Appendix 8A: Sample Agenda 102
9 Snap Demos 105
Scoping the Snap Demo 106
Structuring the Snap Demo 107
Exhibit 9.1: Sample Snap Demo Structure 107
Keep the Demo Snappy 108
Contents
Wrapping the Snap Demo (Tell Them What They Saw) 109
Snap Demos for Executive Audiences 109
Closing the Demo and Establishing Next Steps 110
Snap Demo Considerations 110
Summary 110
10 Remote Demonstrations and Webcasts 113
The Basic Premise 113
Advantages and Disadvantages of the Remote Demonstration 114
Best Practices in Preparing for a Webcast 116
The First 3 Minutes are Critical 118
Effectively Constructing and Delivering PowerPoint for a Webcast 119
Some Really Bad Habits to Avoid 120
Engaging the Audience 121
Prime Time for Webcasts 121
The Wrap-Up 122
Summary 123
11 Evaluation Strategies 125
Developing the Strategy 125
Conducting an Evaluation: How Did We Get Here? 125
Negotiating Engagement in a Trial 126
How Do You Define Success? 12 7
How to Win: Determining the Success Criteria 127
How to Ensure Success: Evaluating the Success Criteria 128
Intellectually Closing the Deal 129
Working Backward from the Definition of Success 130
Running a Trial 130
Trial Phases 130
Basic Trial Organization 134
Training 136
Documentation 136
Equipment 137
Networking and Access 138
Anticipate and Outdeliver Your Competitor 138
Avoiding a Trial 139
Does the Customer Do Trials? 140
Are They Paying for the Pilot? 140
Using References 141
Summary 141
Mastering Technical Sales: The Sales Engineer s Handbook
12 Contract Negotiation and Pricing 143
An Introductory Approach 144
Creative Ways to Say Nothing 145
Understanding the Quote 145
An Advanced Tactic 145
Summary 146
13 Sanity After the Sale 149
Developing the Transition Plan 150
Ongoing Engagement Plan 151
Customer Meetings: Project Kickoff 151
During Deployment 151
After Rollout 151
Leveraging the Rest of the Sales Team 153
The Inside Sales Team 153
Executives 153
Having a Fallback Strategy 153
Personal Benefits of Postsales Support 153
Personal References 154
Maintain Relationships for Add-On Sales 155
Keep Your Reservoir of Customer Stories Full 155
Potential for Customer Satisfaction Objectives 155
Good Way to Build Skills 156
Benefit to the Customer: Free Consulting 156
Justifying Engagement with Your Management 156
Where to Draw the Line 156
Troubleshooting the Handoff 157
Major Accounts Have Special Requirements 157
Customer Skimps on Training 158
Customer Tries to Do It Themselves 158
Working With System Integrators 159
Summary 159
Appendix 13A: Record-Keeping Forms for Postsales Information 161
14 Getting Started 163
The Ramp Process 163
Setting Goals with Your Manager 164
Find Out What You Need to Know to Succeed 164
Boot Camp i66
Contents
Why Use Benchmarking? 166
Develop a 30-/90-/180-Day Plan 167
Example Plan 1 168
Example Plan 2 169
The 30-190-1180-Day Structure 169
Qualities of a Good Plan 170
Ready to Go 170
Tips on Making the First 6 Months a Success 171
Find a Mentor 171
Read the Manual?Really! 172
Watch the Video 172
Master the Technology 172
Master the Product 172
Boot Camp Training Contacts 173
Work in the Factory 173
Face Time and Relationships 173
Practice, Practice, Practice 173
Learn About Key Customers and How They Actually Use Your Product 174
Understand the Financials of Your Value Proposition 174
Learn the Math; Don t Just Memorize the Answers 174
Understand Content, but Don t Feel Overwhelmed 175
If You Can Use Your Product in Everyday Life, Do So 175
Get Feedback?from Everyone 175
Review Your Plan Weekly 175
Summary 176
15 Objection Handling 177
Before You Start 177
Categorizing Objections 178
A Valid Objection 178
A Competitive Objection 178
The Seymour Objection 2 79
The Coaching Objection 180
The Hostile Objection 181
The Generic Objection 183
Basic Techniques of Objection Handling 183
Basic Technique 1: Listen 183
Basic Technique 2: Coordinate 184
Mastering Technical Sales: The Sales Engineer s Handbook
Basic Technique 3: Clarify I84
Basic Technique 4: Restate 1 $4
Basic Technique 5: Answer 185
Working With Consultants I86
Follow Up Leads to Closeout 186
Summary 186
16 The Executive Connection 189
What They Think of You 189
Keep It Simple 19°
Plan the Meeting 191
Setting the Stage 191
Following the Dollars 192
Determining the Goal of the Meeting 193
You Are the Expert 193
Execute the Meeting 194
Education Versus Selling 194
Presentation Ideas 194
Presentation Technique 195
Follow Up After the Meeting 196
Building a Relationship 196
A Rational Decision 196
The Informal Executive Connection 196
Summary 198
17 The Uin Technical Sales 199
Me, Myself, and I 200
What Are Your Goals? 200
Your Personal Value Proposition: Self-Branding 201
Internal Branding 202
External Branding 202
Communicating Your Personal Value Proposition 203
Delivering on Your Value Proposition 204
Put Together the Plan 204
Put Your Plan Into Action 204
Career Progression and the PVP 206
Benchmarking 206
Ethics in Sales 207
Summary 208
Contents
18 Selling with Partners 209
Partnership Defined 209
Defining Account Ownership 211
Working the Relationship and Building the Infrastructure 213
The Dangers of Dealing with Partners 215
Summary 217
19 Competitive Tactics 219
Identify the Competition 220
Develop a Competitive Strategy 220
Know Thine Enemy 222
The Art of Competitive Analysis 224
Tell Me About Your Competition 224
Using Product Benchmarks 227
Summary 228
20 Using the CRM/SFA System 229
Why CRM Is Your Best Friend 230
Time and Resource Prioritization 232
The Art of Repeatability 233
Gain Advantage by Tapping Organizational Knowledge 233
Look at the Numbers 235
Annual Review Time 235
Summary 236
21 Crossing Over to the Dark Side 239
What Is Your Motivation? 239
Positioning for the Change 240
What You Should Expect 242
How to Make It All Work 243
Summary 245
22 The Hybrid Sales Specialist Position 247
The New Role of the Account Manager 248
Introducing the Hybrid Technical-Sales Position 248
Parallel Sales Forces 249
Complexities of the PSR Model 253
Compensation 253
Communication 254
Cross-Selling 255
Summary 256
Mastering Technical Sales: The Sales Engineer s Handbook
23 Organizational Structure 257
Structure 258
Structure 1: Separate SE Structure 259
Structure 2: Strong Branch Management 260
Roles in the SB Organization 261
Training 261
Demonstration Preparation 261
Bid Support 262
Mentoring and Skills Development 262
Motivation 263
Product Expertise 263
Point of Escalation/General Management Support 263
Review of Sales Support Functions 264
SE Manager 264
Trainer 264
Lead SEs 265
Infrastructure Support Groups 266
Overlay Sales/Market Executives 266
Field Marketing 267
Advanced Topics: Five Models for SE Organizations 267
Ratios: 2 to 1 or 1 to 1 268
Model 1: A New Organization?Five SEs and $0 to $20 Million
in Annual Sales 268
Model 2: Getting Off the Ground?20 to 30 SEs and $50 to $100 Million
in Annual Sales 269
Model 3: Economies or Diseconomies of Scale?100 to 200 SEs and
$350 Million in Annual Sales 2 70
Model 4: Over $500 Million in Annual Sales?Splitting the Business Unit 2 71
Model 5: Differences in the SaaS SE Organization 272
Making the Models Work in the Real World 2 72
Summary 273
24 Building the Infrastructure 275
A Little Philosophy 276
Training Techniques 277
Initial Corporate Training 277
Initial Technical Training 278
Follow- Up/Update Training 2 79
Demonstration and Equipment Support 280
Contents
Knowledge Management and Retention 281
Key Requirements for a Simple Knowledge Management System 282
Implementation Suggestions 282
Engineering and Technical Support 284
General SE Processes 284
Summary 285
25 Hiring Winners 287
The Job Description 288
Using the Hiring Profile 289
D ealing with Recruiters 291
Screening Candidates 292
The Interview 293
Setting Expectations 293
Be Prepared 293
Questions and Answers 295
Judging the Candidate s Performance 296
Hiring 296
Summary 297
26 Time Management for SEs 299
Fixed Time and Infinite Demands 299
Running Your Schedule Like a Business 300
The Procrastination Problem 301
Prioritization 301
Qualification 301
Quantification 302
A Simple Structure for Managing Your Time 302
Importance 303
Impact 303
Timeliness 303
Prioritizing the Tasks 304
How to Run Your Day 306
The Daily Close 307
Designing Graceful Fallback Plans 308
Get a Little Help from Your Friends 308
Apply the SO/20 Rule 308
Attaching Caveats 309
Be Prepared Prioritization Tactics 309
Mastering Technical Sales: The Sales Engineer s Handbook
Long-Term Time Management 310
Negotiating Work Levels with Your Manager and the Sales Rep 311
Personal Commitments 311
Working in Abusive Environments 312
Summary 312
27 Managing by the Metrics 315
Managing by the Metrics for the Individual 316
Managing by the Metrics for the Manager 316
Weighting the Metrics 318
Managing-by-Metrics Bonus Compensation Versus MBO 318
Rolling Out Metrics-Based Management to Your Organization 319
Avoiding the Pitfalls 320
Summary 320
28 Final Words 323
Be Passionate 323
Keep Work and Personal Lives in Balance 324
Consistently Outperform Expectations 324
Build and Maintain Relationships 325
Set and Achieve Goals 326
Continually Challenge Yourself 326
About the Authors 327
Index 329
|
| any_adam_object | 1 |
| author | Care, John Bohlig, Aron |
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| discipline | Technik Wirtschaftswissenschaften |
| edition | 2. ed. |
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| id | DE-604.BV035491899 |
| illustrated | Illustrated |
| indexdate | 2024-07-09T21:38:49Z |
| institution | BVB |
| isbn | 9781596933392 1596933399 |
| language | English |
| lccn | 2008531120 |
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| oclc_num | 637298738 |
| open_access_boolean | |
| owner | DE-1043 |
| owner_facet | DE-1043 |
| physical | XVIII, 340 S. graph. Darst. 24 cm |
| publishDate | 2008 |
| publishDateSearch | 2008 |
| publishDateSort | 2008 |
| publisher | Artech House |
| record_format | marc |
| series2 | Artech House technology management library |
| spelling | Care, John Verfasser aut Mastering technical sales the sales engineer's handbook John Care ; Aron Bohlig 2. ed. Boston, Mass. [u.a.] Artech House 2008 XVIII, 340 S. graph. Darst. 24 cm txt rdacontent n rdamedia nc rdacarrier Artech House technology management library Includes index Selling High technology High technology industries Marketing Technisches Produkt (DE-588)4059262-5 gnd rswk-swf Marketing (DE-588)4037589-4 gnd rswk-swf Verkauf (DE-588)4117346-6 gnd rswk-swf Vertrieb (DE-588)4127117-8 gnd rswk-swf Technisches Produkt (DE-588)4059262-5 s Verkauf (DE-588)4117346-6 s DE-604 Marketing (DE-588)4037589-4 s Vertrieb (DE-588)4127117-8 s 1\p DE-604 Bohlig, Aron Verfasser aut http://www.loc.gov/catdir/toc/fy033/2002074492.html Table of contents HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=017548286&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis 1\p cgwrk 20201028 DE-101 https://d-nb.info/provenance/plan#cgwrk |
| spellingShingle | Care, John Bohlig, Aron Mastering technical sales the sales engineer's handbook Selling High technology High technology industries Marketing Technisches Produkt (DE-588)4059262-5 gnd Marketing (DE-588)4037589-4 gnd Verkauf (DE-588)4117346-6 gnd Vertrieb (DE-588)4127117-8 gnd |
| subject_GND | (DE-588)4059262-5 (DE-588)4037589-4 (DE-588)4117346-6 (DE-588)4127117-8 |
| title | Mastering technical sales the sales engineer's handbook |
| title_auth | Mastering technical sales the sales engineer's handbook |
| title_exact_search | Mastering technical sales the sales engineer's handbook |
| title_full | Mastering technical sales the sales engineer's handbook John Care ; Aron Bohlig |
| title_fullStr | Mastering technical sales the sales engineer's handbook John Care ; Aron Bohlig |
| title_full_unstemmed | Mastering technical sales the sales engineer's handbook John Care ; Aron Bohlig |
| title_short | Mastering technical sales |
| title_sort | mastering technical sales the sales engineer s handbook |
| title_sub | the sales engineer's handbook |
| topic | Selling High technology High technology industries Marketing Technisches Produkt (DE-588)4059262-5 gnd Marketing (DE-588)4037589-4 gnd Verkauf (DE-588)4117346-6 gnd Vertrieb (DE-588)4127117-8 gnd |
| topic_facet | Selling High technology High technology industries Marketing Technisches Produkt Marketing Verkauf Vertrieb |
| url | http://www.loc.gov/catdir/toc/fy033/2002074492.html http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=017548286&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
| work_keys_str_mv | AT carejohn masteringtechnicalsalesthesalesengineershandbook AT bohligaron masteringtechnicalsalesthesalesengineershandbook |