Book

A practical guide to building world-class sales engineering skills.

Sales for Engineers

Access the book — sign in with Google·LinkedIn

Part 1 — The Transition

  1. 1.
    Why Engineers Make the Best and Worst Salespeople
    The same traits that make you credible can also make you lose deals.
    205 words · 1 min
  2. 2.
    What Sales Engineering Actually Is
    The role that sits at the intersection of technical depth and commercial impact.
    2 words · 1 min
  3. 3.
    The Transition — From Engineer to SE
    The mindset shift, the practical steps, and what to expect when you cross over.
    2 words · 1 min
  4. 4.
    The AE–SE Partnership
    How to build a working relationship that wins deals.
    2 words · 1 min

Part 2 — Discovery & The Demo

  1. 5.
    Why Discovery is Your Most Important Skill
    The conversation before the conversation that determines everything.
    2 words · 1 min
  2. 6.
    The Questions That Unlock a Deal
    What to ask, how to ask it, and what to do with the answers.
    2 words · 1 min
  3. 7.
    The Demo — Preparation and Execution
    How to prepare the right demo and run it in a way that actually lands.
    2 words · 1 min
  4. 8.
    Handling Tough Questions Live
    How to stay credible when you don't have the answer.
    2 words · 1 min

Part 3 — Evaluations & Stakeholders

  1. 9.
    When to Run a PoC (and When to Push Back)
    Not every deal needs a PoC. Knowing the difference is half the battle.
    2 words · 1 min
  2. 10.
    Scoping a PoC to Win
    The scope document is not admin work — it's a sales tool.
    2 words · 1 min
  3. 11.
    Executing and Closing the PoC
    How to run a PoC that ends with a decision, not a delay.
    2 words · 1 min
  4. 12.
    When Deals Go Sideways
    How to recover, reframe, and sometimes walk away.
    2 words · 1 min

Part 4 — The Long Game

  1. 13.
    The Resilient SE — Riding the Highs, Surviving the Lows
    How to stay grounded through bad quarters, sharp in good ones, and always investing in yourself.
    2 words · 1 min
  2. 14.
    The SE's New Moat — Trust, Judgment, and Presence
    What makes a great SE irreplaceable in a world of capable AI.
    2 words · 1 min
  3. 15.
    Growing from SE to Senior SE
    The shift from doing the work to owning the outcome.
    2 words · 1 min
  4. 16.
    Beyond SE — The Paths Forward
    SE → Solutions Architect → Product → Founder. The roads available to you.
    2 words · 1 min