| Descript |
1 online resource (403 pages) |
| Content |
text txt |
| Media |
computer c |
| Carrier |
online resource cr |
| Edition |
4th ed. |
| Contents |
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 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. |
|
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. |
|
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 -- 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. |
|
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. |
|
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 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. |
|
The Many Paths to Greatness. |
| ISBN |
9781630818739 (electronic bk.) |
|
