The All-New Fourth Edition Is Now Available




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. The handbook presents everything you need to improve your skills and increase your value to the sales team. You will 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; and more. 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.

The new edition has been totally rewritten – and features new chapters on topics such as Business Value Discovery, the FABulous Sales Engineer, Compensation, Value Engineering, Storytelling, Career Progression, and becoming the Subject Matter Expert. 

Late October 2022 update – the first printing of MTS4 has sold out on Amazon and now shows as unavailable. Hang in there! The second printing is now complete, and shipments should begin shortly! 


Book Availability

Global Links To The Book

Amazon and Artech House

The Personal Brand Example

Slide Outline Of Personal Brand Thoughts

Sample Chapter

The Basics Of Storytelling For The Sales Engineer

SE Functional Competencies

A detailed listing of SE Functional Competencies (Chapter 29)

Demo GPS Roadmap

Sample Demo GPS Roadmap Slide

RFP Scorecard

Outline of an (older) RFP Scorecard