Mastering Technical Sales started as a vision shared by John Care and Aron Bohlig back in 2000. Tired of struggling through yet another “sales” class and reading yet another sales book focused entirely upon Account Executives they thought “what if we wrote the definitive handbook for Sales Engineers?

From this thought a manuscript was created and “Mastering Technical Sales: The Sales Engineers Handbook” was published by Artech House in 2002. A complete update – the Second Edition, was published in 2008. The Third Edition is now available as of July 2014. You can purchase the current book through the merchant links on the right of the web page.

After publication, John decided to monetize the content, and has built a complete curriculum of Professional Skills training sessions for PreSales Engineers and Managers. Through a partnership with Singapore-based Up2Speed most of the training sessions are also available in Japanese, Korean and Mandarin. John also produces a quarterly newsletter which has a readership of almost 35,000 SE’s across the world.

John completed “The Trusted Advisor Sales Engineer” eBook in July 2016, the paperback version in 2020 and together with Chris Daly published “Mastering Technical Sales: The Sales Engineering Manager’s Handbook” in 2020.

The Authors

John Care

Managing Director

John spent numerous years building world-class Sales Engineering organizations at companies such as Oracle, Sybase, Vantive, Clarify, HP, Business Objects and most recently Vice President and Area Manager of Pre-Sales at CA. He has a BSc with Honours in Chemical Engineering from Imperial College, London and is a former contributing member of the MBA Advisory Council for the Fox Business School of Temple University, Philadelphia. He has been published in such diverse media as CIO, InfoWorld, Touchline and The Wall Street Journal.

Download John’s executive bio

Aron Bohlig


Aron has honed and used the techniques described in the book to sell enterprise software in Latin America, stock in Chinese companies to Americans and B2B software and services to companies throughout Europe.

Most recently Aron was President of a German eCommerce company and a technology investment banker at Credit Suisse. Prior to that he was Director of Vertical Product Management at Nortel. Aron holds BS degrees in both Information Technology and English from the University of Puget Sound, Washington and an MBA from Wharton.

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