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[null,"1.","Record Nr.",null,"UNINA9911004737403321"]
[null,null,"Autore",null,"Care John"]
[null,null,"Titolo",null,"Mastering Technical Sales"]
[null,null,"Pubbl/distr/stampa",null,"Norwood : , : Artech House, , 2022"]
[{"$nulls":4},"©2022"]
[null,null,"ISBN",null,"9781523145751"]
[{"$nulls":4},"1523145757"]
[{"$nulls":4},"9781630818739"]
[{"$nulls":4},"1630818739"]
[null,null,"Edizione",null,"[4th ed.]"]
[null,null,"Descrizione fisica",null,"1 online resource (403 pages)"]
[null,null,"Disciplina",null,"338.4762"]
[null,null,"Soggetti",null,"High technology industries - Marketing"]
[{"$nulls":4},"High technology industries - Technological innovations"]
[null,null,"Lingua di pubblicazione",null,"Inglese"]
[null,null,"Formato",null,"Materiale a stampa"]
[null,null,null,"Livello bibliografico","Monografia"]
[null,null,"Nota di contenuto",null,"Intro -- Contents -- Acknowledgments -- Introduction -- You, the Audience -- Using the Book -- The Bottom Line -- Chapter 1 What Is a Sales Engineer? -- Role #1: The Technical Engineer -- Role #2: The Salesperson -- Role #3: The Trusted Advisor and Consultant -- Role #4: The Explainer of All Things (the Storyteller) -- All the Other Skills -- Summary -- Chapter 2 An Overview of the Sales Process -- Definition of the Market -- The Marketing Campaign -- Lead Qualification -- Request for Proposal -- Discovery and First Customer Engagement -- Present, Demonstrate, and Propose -- Proof of Concept -- Negotiations: Closed Won or Closed Lost -- Post-Sales Support and Account Management -- Summary -- Chapter 3 Lead Qualification -- Lead Generation -- Initial Lead Qualification -- Lead Quality -- Monitoring the Incoming Leads -- Summary -- Chapter 4 The RFP Process -- The Creation of an RFP -- The Truth Behind Three RFP Myths -- The Go or No-Go Decision -- Response Team Infrastructure -- Scoring the RFP -- RFP Avoidance Strategies -- The Alternate Response -- Completing the RFP -- Presenting the RFP -- Summary -- Chapter 5 Technical Discovery -- Initial Research-Before the Main Engagement -- Prelude: The Three Behavioral Crimes of Discovery -- Tell -- Accept -- Guess -- The Basic Methodology -- The Inputs -- The Middle Layer/Process -- The Outputs -- The Visualization -- The (Optional) Magic Wand -- Summary -- Chapter 6 Goals Business Value "]
[{"$nulls":4},"Discovery 1: Pains and Gains -- The Sales Engineer Concept of Pain -- Latent Pain -- Current Pain -- Vision Pain -- How Not to Talk About Your Technology -- The Heart of the Process -- Gather a Complete List -- Verify That the List Is Complete -- Ask Permission to Add Your Own -- Prioritize the List -- Summary -- Chapter 7 Business Value Discovery 2: Time, Money, and People -- The BVD Quadrants."]
[{"$nulls":4},"How Do You Know It Is a Problem (Evidence)? -- What Is the Size of the Problem (Impact)? -- How Will You Know When It Is Fixed (Evidence)? -- What Is the Impact of the Problem Going Away? -- Questions About Questions -- The Closed-Ended Questions -- The Open-Ended Question -- The Nonquestion Question -- Answers About Answers -- The 3WM+M Approach -- The Time, Money, and People Approach -- You Can Be the Expert -- The Preliminary Financial Checkpoint-a Cost/Impact Comparison -- Summary -- Chapter 8 The FABulous Sales Engineer -- Some Basic Definitions -- The Sales Engineer Problem -- A Classic Nontechnical Example -- A More Functional Example -- The Fuzziness of Benefits -- FAB in a Zero Discovery Setting -- Back to Being FABulous -- Summary -- Chapter 9 Successful Customer Engagement -- The Technical Account Plan -- People: The Organizational Chart -- Installs: The Product Chart -- Projects: The Initiative Chart -- \"Coolness\": The Technology Adoption Chart -- First Contact -- Where to Focus -- Find a Coach -- Now What? -- Summary -- Chapter 10 The Perfect Pitch: Structure -- Pay Attention to the Attention Curve -- Developing a Focused Message -- Start with Structure: Success = RM + 3KP -- Drill Down on Solution and Proof Points -- Organize the Ideas -- Focus the Key Points -- Transfer to Your Delivery Mechanism -- Summary -- Chapter 11 The Perfect Pitch: Delivery -- Nonverbal Delivery Skills -- Physical Appearance -- Posture -- Eye Contact -- Gestures -- Movement -- Facial Expressions -- Verbal Delivery Skills -- Pace -- Pitch -- Tone -- Volume -- Articulation -- Start with a Bright and Beautiful Beginning -- Make a Fantastic Finish -- Using Your Nervous Energy -- Presenting to Large Groups -- Summary -- Chapter 12 The Dash to Demo -- Why Does the Dash to Demo Occur? -- Failing to Plan Is Planning to Fail -- The Agenda -- Before You Even Start."]
[{"$nulls":4},"Preparing the Way -- Engaging the Audience -- Back to the Dash to Demo -- Checkpoint Charlie -- Summary -- Chapter 13 Building the Demo -- The Pain of the Demo (Customer Perspective) -- Introducing the Demo GPS Roadmap -- Building the Demo GPS Roadmap -- Using the Demo GPS Roadmap -- Summary -- Chapter 14 Remote Demonstrations and Presentation -- The Basic Premise -- Advantages and Disadvantages -- Know Your Customer -- Know Your Technology -- Know Your Product and Know Your Demo -- Summary -- Chapter 15 Whiteboarding and Visual Selling -- The Power of Whiteboarding -- The Drawbacks of Whiteboarding -- Whiteboarding Within the Sales Cycle -- Getting Started -- The Overall Content -- The Visuals -- Whiteboarding Mechanics 101 -- Stance -- Timing and the Chunk -- Cadence and Rhythm -- Speed and Handwriting -- Artistic Ability and Iconization -- The Implications of Color -- Some Shortcuts (Cheats) from Customers -- Using the Whiteboard as a Closing Tool -- Summary -- Chapter 16 Storytelling -- The Good and the Bad of Stories and Sales -- What Makes a Good Story-Structure and Syntax -- Fine-Tuning the Story-Grammar and Numbers -- A Special Case-The Conversational Customer Reference Story -- Summary -- Chapter 17 Evaluation Strategies -- The Effort Scale (How Did We Get Here?) -- Creating the Project Plan -- How Do You Define Success? -- How to Win: Determining the Success Criteria -- Evaluating the Success Criteria -- Intellectually Closing the Deal -- Running a Proof of Concept -- "]
[{"$nulls":4},"Phase 1: Document the Success Criteria -- Phase 2: Mini-Discovery -- Phase 3: Development -- Phase 4: Test -- Phase 5: Deployment -- Phase 6: Demonstration and Validation -- Phase 7: Presentation of Results -- Don't Forget Training and Documentation -- Don't Forget the Competition! -- And Don't Forget the People -- The Technical Win -- Summary -- Chapter 18 Answering Questions."]
[{"$nulls":4},"Listen, Accept, Clarify, and Execute-The LACE Strategy -- Listen to the Customer -- Accept the Question -- Clarify Everything -- Execute the Answer -- Categorizing the Questions -- The Standard Question -- The Coach Question -- The Competitive Question -- The Consultants Question -- The Seymour Question -- The Hostile Question -- Summary -- Chapter 19 The Trusted Advisor Sales Engineer -- The Quantitative Benefits of Trust -- Defining the Trusted Advisor -- An Introduction to the Trust Equation -- Credibility (C) -- Reliability (R) -- Intimacy (I) -- Self-Orientation (S) -- Positivity (P) -- The Automatic Trust Advantage of the Sales Engineer -- Creating Your Own Trust Scale -- Calculating the T Score -- Using Trust in the Buying Process -- Some SE Specifics -- Summary -- Chapter 20 The Executive Connection -- An Executive Definition -- What Do They Want from You? -- Plan the Meeting -- Setting the Stage -- Follow the Money -- Setting the Goals of the Meeting -- You Are the Expert -- Execute the Meeting -- Presentation Ideas -- Answering Questions -- Follow-Up After the Meeting -- The Informal Executive Connection -- Summary -- Chapter 21 Doing the Math and Proving Business Value -- Proving the Value -- How Do Customers Assess Value? -- Typical Assessment Methods -- The Importance of Time to Value -- Closing the Loop -- The Customer Does Have to Spend Money, Too -- How Do Customers Create Budget? -- Value Engineering and FinOps -- Cloud Financial Operations -- The Emotional Return on Investment -- Summary -- Chapter 22 The New SE: Getting Started -- The Ramp Process -- Setting Goals with Your Manager -- The Need to Succeed -- Boot Camp -- Develop a 30-/90-/180-Day Plan -- The Overall 30-90-180 Structure -- The First Six Months -- Find a Mentor -- Read the Manual -- Watch the Movies -- Join the Club -- Master the Product -- Work in the Factory."]
[{"$nulls":4},"Practice, Practice, Practice -- Know Your Customer Stories -- Use Your Product (If You Can) -- Get Feedback-from Everyone -- Summary -- Chapter 23 Creating Your Personal Brand -- Defining Personal Brand -- Building the Foundation -- Creating the Statement -- Using and Living the Brand -- Honesty and Ethics -- Summary -- Chapter 24 Selling with and Through Partners -- The Different Forms of Partnership -- Working the Relationship and the Infrastructure -- Defining Account Ownership -- Rules of Engagement -- Categorizing the Partners -- Partner Enablement -- The Special Role of the Partner Engineer -- Summary -- Chapter 25 Competitive Tactics -- The Competitive Landscape -- Your Number One Competitor -- Identify Your Competition -- Know Thine Enemy -- Five Competitive Strategies for the SE -- The Frontal Strategy -- The Flanking Strategy -- The Fragment Strategy -- The Defend Strategy -- The Develop Strategy -- The Customer and the Competition -- Reversing the Dirt -- Summary -- Chapter 26 Using the CRM System -- Why CRM Is Your Best Friend -- Time and People Management -- The Beauty of Repeatability -- Using the Features and Tapping Organizat -- CRM and Personal Gain -- Annual Review Time -- Summary -- Chapter 27 Compensation (Show Me the Money) -- The Basic Components of a Plan -- Fixed (Base) Salary -- Variable Pay -- MBOs and General Performance -- Stock Options and Equity -- Other Plans -- Leveraging the Plan -- Ramping -- Who Else Cares? -- Negotiating the Plan -- What Is a Target? -- Building the First Plan -- Summary -- Chapter 28 Moving "]
[{"$nulls":4},"into Sales -- Skill Building -- You Want to Do What? -- Preparing for the Transition -- What Are My Chances? -- What Should I Expect? -- Making It All Work -- Summary -- Chapter 29 Career Progression -- Some Typical Organizational Structures -- Behavioral Competencies -- Functional Competencies."]
[{"$nulls":4},"The Many Paths to Greatness."]
[null,null,null,"Sommario/riassunto","This bestselling book -- now in its Fourth Edition - has become the gold standard for Sales Engineers, who engage on the technical side of the sales and buying process and are the people who know how everything works. It helps you navigate a complex and ever-changing technical sales environment and become an effective bridge-builder between the business/commercial interests and the technical details that support the sale. Written by one of the foremost experts in this field, the handbook presents everything you need to improve your skills and increase your value to the sales team. Chapters are written in a modular fashion so that you can choose topics most relevant to you at the moment - or follow them in order as they build upon each other and give you the complete A to Z on your role. Each chapter is short enough so that you can read through it in 10-15 minutes and apply the learning the next day. You'll find actionable hints, case studies, and anecdotes illustrating the topics with lessons learned, both positive and negative. The book helps you: understand the unique role of the Sales Engineer, from the broad picture to the nuances of the job; develop skills needed to become a valuable consultant to your team and the customer team; utilize best practices for creating and completing winning RFPs; effectively integrate global practices into your day-to-day activities; increase your ability think on a more strategic level; become a trusted advisor to executive customers. With this completely updated and expanded edition of Mastering Technical Sales in hand, you will achieve a better win rate, experience higher customer satisfaction, hit revenue targets, and feel greater job satisfaction. Newly added and revised chapters guide you through today's challenges, including the impact of the cloud and everything-as-a-service, new sales models (monthly vs. annual revenue commits), and the virtualization and automation that is now part of the Sales Engineer's world. This book is a must-have resource for both new and seasoned Sales Engineers within tech software, hardware, mechanical, and civil engineering vendors, along with management and leadership in those organizations, and anyone who must present, demonstrate or sell hi-tech items for a living."]